Traffic

Traffic is the objective that sends people from TikTok to a destination you choose, usually your website or app.

You reach for it when you want visits, not necessarily purchases: a blog post, a product page, a sign-up form, an app listing. TikTok optimizes toward clicks or landing page views and pushes your ad to users it judges most likely to tap through. If you run a furniture shop and want people browsing your new collection page, Traffic will feed your ad to likely clickers and drop them onto that page, then report how many made the trip.

A click is not a customer, and Traffic stops caring the moment someone lands. TikTok is optimizing to get the tap, so you can pull in plenty of visitors who bounce in two seconds, and unless your page loads fast and earns the stay, you pay for arrivals that never turn into anything and the campaign still looks busy.

Traffic gets them to the door; what happens inside is on you.