TikTok to Roll Out New Tool for Advertisers to Follow People Beyond the App
According to an email sent to buyers, TikTok said the new tool is designed to "bring high-intent users to your website" while providing insights into engagement metrics like Total Engaged Sessions and Cost per Engaged Session, metrics that "align closely with third-party analytics like Google and Adobe Analytics."
The feature is set to become available to all advertisers on July 31, according to three media agency executives who received early announcements of Engaged Session.
A representative for TikTok did not respond to requests for comment.
The launch of Engaged Session marks TikTok's latest effort to offer advertisers deeper insight into post-click behavior, a common blind spot in social media advertising where clicks don't always translate to meaningful site engagement. Regulation and other privacy restrictions have made pixel-based tracking more difficult for platforms like TikTok, Meta, and Google, which have previously relied on the technology to target and track users.
Meta recently made a similar move by rolling out Google Analytics integration, linking advertiser data with its ad platform to enhance insights into post-click user actions.
This comes at a key moment, as Gen Z increasingly ditches traditional search platforms like Google Search in favor of TikTok. According to the marketing platform Soci, 34% of Gen Z uses TikTok for search and discovery, while 40% of U.S. adults aged 18–24 use social networks like TikTok to look up information about local businesses.
Trump to Extend TikTok Sale Deadline by Another 90 Days
With this new tool, brands will be able to target people who stay longer on their websites-making it easier to reach the right audience and move them closer to buying, said Lauren Kramer, director of social media solutions at Basis Technologies.
Engaged Session is available under TikTok's Traffic Objective, which helps advertisers reach people who visit their website after seeing an ad. The tool can be toggled on for all TikTok ad placements, including Search Ads.
Early results TikTok shared with advertisers show a 46% decrease in cost per engaged session, a 62% increase in average session duration, and a 13% decrease in bounce rate compared to traditional landing page view campaigns-a metric that counts when a person clicks on a TikTok ad and an external landing page successfully loads.
TikTok Extends Gen AI Tools to WPP Open, Adobe Express
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Boston Globe
a few seconds ago
- Boston Globe
Trump praises Sydney Sweeney ad, attacks Elizabeth Warren in social media posts
In the ad, Sweeney, who has blonde hair and blue eyes, says, 'Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.' American Eagle has Advertisement On Sunday, Get Starting Point A guide through the most important stories of the morning, delivered Monday through Friday. Enter Email Sign Up 'She's a registered Republican?' Trump said. 'Oh, now I love her ad. Is that right? You'd be surprised at how many people are Republicans. That's one I wouldn't have known, but I'm glad you told me that. If Sydney Sweeney is a registered Republican, I think her ad is fantastic.' American Eagle stock After his post about Sweeney, Trump turned to Warren, attacking her comments during a Advertisement 'Remember, Donald Trump ran for office saying he would lower costs on day one. Cost of groceries are up. Cost of housing is up, cost of health care is up, and where is Donald Trump?' Warren told CNBC. Warren also criticized Trump's economic agenda, saying he's 'passing a signature bill to throw people off their health care so he can do tax cuts for billionaires.' Trump Trump went on to mock her unsuccessful presidential run and revived his longstanding attacks, Trump has Alyssa Vega can be reached at
Axios
a few seconds ago
- Axios
What to know about the Bureau of Labor Statistics and jobs report targeted by Trump
The Trump administration is scrutinizing the Bureau of Labor Statistics' employment data, key metrics that demonstrate the health of the U.S. economy. Why it matters: The monthly jobs report is one of the most important pieces of economic data, and revisions are made to reflect the most accurate job numbers. "The Bureau of Labor Statistics measures labor market activity, working conditions, price changes, and productivity in the U.S. economy to support public and private decision making," according to its website. Catch up quick: Trump fired BLS commissioner Erika McEntarfer on Friday after a weak jobs report. He accused the agency of erroneously reporting jobs data after making an expected revision. "Those big adjustments were made to cover up, and level out, the FAKE political numbers that were CONCOCTED in order to make a great Republican Success look less stellar," he said Monday on Truth Social. BLS deputy commissioner William Wiatrowski will serve as acting commissioner during the search for a replacement, Labor Secretary Lori Chavez-DeRemer said on X. What is the agency? The big picture: The BLS is the "principal fact-finding agency" in U.S. labor economics and statistics. It collects, calculates, analyzes and publishes labor market data used by employers, researchers and government organizations. The BLS conducts surveys to collect information about the economy and society. Flashback: The BLS was established in 1884 within the Department of Interior. The bureau became an independent department in 1888 and was incorporated into the the Department of Commerce and Labor in 1903. In 1913, the bureau was transferred to the newly created Department of Labor. How does the jobs report work? State of play: The BLS monthly labor report is an update on the country's employment situation based on surveys collected from businesses and family households, according to the Senate Republican Policy Committee. The household survey collects information about labor force size, employment, unemployment rate, participation rate and demographic details. The business survey collects changes in payrolls, hours, earnings and industry/geographic details. Driving the news: The report is released on the first Friday of every month at 8:30 am Eastern Time. Why is the report revised? Behind the scenes: National employment statistics are revised on a monthly and annual basis. The estimates are considered preliminary when first published because many businesses do not have their payroll data ready to report by the scheduled data release date, per the BLS. The unemployment rate is not revised monthly. Zoom in: "For a given month, BLS publishes second preliminary estimates 1 month after the initial release and final sample-based estimates 2 months after the initial release," the agency said.
CNN
a minute ago
- CNN
Ukraine is now Trump's war
Donald Trump Russia War in UkraineFacebookTweetLink Follow Vladimir Putin started it. Joe Biden didn't stop it. But, no matter his efforts to the contrary, this is the week in which Russia's invasion of Ukraine becomes US President Donald Trump's war. The most powerful office in the world doesn't always invite choices. Trump is mandated to address the biggest conflict in Europe since World War II because the United States was involved, under his predecessor, as Ukraine's key ally and sponsor. Trump could have dropped the war entirely. But instead, he chose to impose the force of his personality, initially through the idea he could end it in 24 hours, or a revised deadline of 100 days. Then he tried to navigate its personalities, cozying up to the Russian president initially, echoing his narratives and then berating Ukrainian President Volodymyr Zelensky publicly in the Oval Office. He hit his NATO allies hard, demanding they pay more for Europe's defense, which they did. And then the hard slog of diplomacy sputtered into gear, ultimately yielding very little. But it is in the last fortnight that Trump's decisions – and realizations – have turned this into a problem he now owns. He has seen Putin does not want peace. He has seen Ukraine urgently needs arms, and he tried to help, albeit in a lackluster way. He made the remarkable choice of responding to the usually dismissed nuclear saber-rattling of former Russian President Dmitry Medvedev, with harder nuclear threats about positioning US nuclear submarines closer to Russia. The US went from pausing military aid to Ukraine to threatening nuclear force against Russia in less than a month. As this week ends, with Trump's shortened deadline for a peace deal coming into view, he must make perhaps the most consequential decision of the conflict yet. Does he impose penalties – secondary tariffs against Russia's energy customers – that really hurt? Does he accept the US and its allies might need to endure a little pain economically, to inflict pain? Imposing serious secondary sanctions on India and China could roil the global energy market. Trump posted Monday he would be increasing tariffs on India because it was selling Russian crude on at a profit, and he didn't 'care how many people are being killed by the Russian War Machine,' although he did not provide details as to the new measures. India has not made it publicly clear if it intends to stop buying Russian energy products. China is utterly dependent on Russian oil and gas and simply cannot afford to stop buying it. CNN's Nick Paton Walsh describes the riveting escape plan hatched by Ukrainian forces to save the life of an injured soldier pinned down by Russian attacks. To avoid another a 'TACO' moment – short for Trump Always Chickens Out – Trump will have to cause some discomfort and will likely feel some back. Or he can look for an off-ramp, if one is offered to his special envoy Steve Witkoff in an expected Moscow visit this week. Trump could perhaps accept a bilateral meeting with Putin as a sign of progress toward peace. But even this backing down would still mean he has left his indelible imprint on the war – that, in the words of former US Secretary of State Colin Powell regarding Iraq, if the United States breaks it, they own it. Trump cannot have it both ways. It is in his nature to seek to be the fulcrum of all decisions, and the lightning rod of attention, on any given issue. Every turning point so far has been based around his personal choice and fancy. And with this comes a key lesson of the American presidency. Trump does not get to choose which problems are his, and which he can ignore. MAGA's America First platform may be about reducing Washington's global footprint, but it doesn't permit Trump to own solely his successes – and not his failures. Unless Trump reduces the footprint of American power globally to zero – incompatible with a presidential personality compelled to 'do' and agitate – there will always be some problems that are America's. He says he wants wars to stop. But that is not enough in itself. The wars have not all complied. Former US President Barack Obama inherited wars in both Iraq and Afghanistan. He ducked fast out of the former, and doubled down with a surge in the latter, which did not work. Afghanistan became Obama's war, even though it was a mess he had inherited. Trump in turn was passed that mess, and he handed his quick fix to Biden to execute, in the chaotic collapse of August 2021, widely paraded by Republicans as a Democrat failing. Trump faces the same problem of inheriting a crisis. He cannot wish or cajole the conflict to an end. The very battlefield deaths he mourns have sewn damage and grief afar, turning this into an existential war of survival for the Kremlin, and for the soul of Ukrainian society. Ukrainians want to live in peace, without nightly air raid sirens. Putin does not want peace, and instead his most recent maximalist demands amount to something tantamount to Ukrainian surrender. Ultimately, it is reflection of a harsh reality that this should be seen as Trump's war. It is the defining conflict of his presidency and of the post-9/11 era. Its outcome defines European security and Chinese belligerence over the next decade. China understands that and needs Russia to win. Europe understands that, and is arming itself so Russia does not see opportunity in the bloc's weakness. Whether Trump understands this and accepts discomforting, strident decisions with the consequences that follow, we will learn in the week ahead.
