When adding a landing page to a TikTok Ad, you have the option to preload your site's content, allowing your site to load it's content much faster than traditional loading.
This article will explain how to enable preloading, when to use it, and how to optimize for it.
About Preloading
To improve the mobile advertising experience for advertisers and consumers, TikTok gives you the option to pre-load your landing page. This means users will start to download your site's content before they open it, reducing load times, which may cause a slight increase in traffic. You can exclude the pre-loading traffic by filtering out the URL parameter "craweler=tiktok_preloading" on your third-party tracking tool.
Note: TikTok does not charge advertisers for traffic generated by the preloading service.
We have seen ads that enable preloading: drive more conversions, increase time spent on the page, and reduce churn rate. On average, preloading increases a site's loading speed by 30%
Key Benefits:
Increases site loading speed
Drives more site engagement
Reduces site abandonment and the churn rate
Site abandonment has a huge cost to businesses. Data shows that 36% of users will jump out of a landing page before it has finished loading.
How to Enable Preloading
By default, all landing pages on TikTok in-Feed ads are preloaded on the Android side, and are not preloaded on the iOS side. We do not recommend enabling preloading when a landing page url includes the uploading of files.
How to Opt Out of Preloading
Inactive campaigns, ad groups, or ads will not be preloaded by the server.
You can also send an email containing your Adv ID or Ad Group ID to preloading.support@bytedance.com, and our customer support team will help you solve the problem.
Please note that the increase in traffic from Singapore or unknown sources is not caused by preloading, so disabling preloading will not solve this problem.
To Optimize Your Site for Mobile Preloading
We recommend following the steps below to ensure the best ad experience:
Site Preparation:
Make sure your site is optimized for mobile
Compress files to decrease mobile loading time
Use multi-region hosting to reduce server response time
Commonly Asked Questions
Will the increase in traffic cause my ads to be overcharged?
No. Currently, TikTok Ads Manager provides four different billing events, including CPM, oCPM, CPV, and CPC. Per these billing events, you are charged based on video ad impressions, clicks, and video views, not website traffic. Therefore, the increase in website traffic caused by pre-loading content will not impact your billable events. For more information see, Bidding Methods.
How can I see the clean data of my website?
When we crawl your landing page, we will add the URL parameter "crawler = tiktok_preloading" at the end of your landing page URL. Therefore, you can exclude this URL parameter in the third-party tracking tool to filter out the pre-loading traffic.
To learn how to filter out the pre-loading traffic on Google Analytics, see "How To Exclude URL Query Parameters in Google Analytics".
Will the preloading service cause a large increase in my website's traffic?
The preloading service does cause an increase in website traffic, because the preloading service needs to crawl the resources on your website for storage before the user opens the page. But it will not cause a large increase in traffic, and the traffic will still come from the targeting locations you choose in the ad group. If you notice a significant increase in traffic and coming from other regions, it may not be the cause of preloading.