What's Happening?
TikTok is launching a new advertising tool called Engaged Session, designed to measure user behavior after they leave the app without relying on pixel technology. This tool allows advertisers to target users who spend at least 10 seconds on a website or retailer landing page after clicking an ad. The feature aims to provide insights into engagement metrics such as Total Engaged Sessions and Cost per Engaged Session, aligning closely with third-party analytics like Google and Adobe Analytics. The tool is set to be available to all advertisers starting July 31. This development comes as TikTok seeks to offer advertisers deeper insights into post-click behavior, addressing a common blind spot in social media advertising where clicks do not always translate to meaningful site engagement.
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Why It's Important?
The introduction of Engaged Session is significant as it addresses the challenges posed by regulation and privacy restrictions that have made pixel-based tracking more difficult for platforms like TikTok, Meta, and Google. By providing advertisers with deeper insights into user engagement beyond initial clicks, TikTok enhances its advertising capabilities, potentially increasing the effectiveness of ad campaigns. This move is particularly timely as Gen Z increasingly uses TikTok for search and discovery, with 34% of Gen Z using the platform for these purposes. The tool could help brands better target audiences and improve conversion rates, making TikTok a more attractive platform for advertisers.
What's Next?
As TikTok rolls out Engaged Session, advertisers are likely to explore the tool's capabilities to optimize their campaigns. The early results shared by TikTok indicate promising outcomes, such as a 46% decrease in cost per engaged session and a 62% increase in average session duration. These metrics suggest that advertisers could achieve better engagement and conversion rates, prompting further adoption of the tool. Additionally, TikTok's move may influence other social media platforms to develop similar tools to enhance post-click engagement tracking, potentially leading to broader changes in digital advertising strategies.
