Optimization goal is a crucial factor in campaign success. Based on the selected optimization goal, the platform’s algorithm will prioritize delivering ads to users who are more likely to perform the desired action. Advertisers typically want the user to take further action following a link click—but when it's not possible to use a conversion pixel, we don’t have much insight into user behavior after a click. So, what if we could prioritize higher-quality link clicks without using a pixel?
Defining Landing Page Views:
Landing page view (LPV) is an optimization goal meant to improve the quality of website traffic/Instant Page traffic in Traffic campaigns. LPV is a relatively new optimization target on TikTok, which previously only offered a link clicks optimization goal under Traffic campaigns. Unlike other platforms that require a pixel to track landing page views, TikTok automatically calculates the LPV metric as the landing page loads. A landing page view is only counted when a user clicks on the ad and the landing page successfully loads following the click.
Link Click vs. LPV Optimization:
TikTok's data reveals that “60% of all clicks on a video happen within the first 6 seconds of a video, with 36%+ of those happening in the first 0-2 seconds of a video.” This leads to concerns regarding low-quality and accidental clicks in TikTok Traffic campaigns. With traditional link click optimization, advertisers end up paying for these accidental clicks, as machine learning algorithms do not differentiate between clicks that lead to a landing page view and those that do not.
LPV optimization, on the other hand, takes a different approach. It aims to deliver ads to users who are not only likely to click on the ad but also more likely to remain engaged with the landing page. By focusing on user retention on the landing page, LPV optimization helps allocate ad spend more effectively and increases the likelihood of users taking further action on the landing page.
Benefits of TikTok LPV Optimization:
Numerous tests have shown the advantages of LPV optimization over traditional link click optimization in TikTok traffic campaigns. In one campaign, we saw LPV optimization lead to a 79 basis point increase in conversion rate compared with link click optimization.
In another test, we found that LPV optimization on TikTok considerably improved the cost of initiating time spent on the landing page following a click. Compared with link click optimization, LPV optimization drove a 79.58% decrease in cost per landing page session, as well as a 23.59% decrease in cost per second of landing page view duration.
Pixel-less LPV Optimization on Meta:
What about other platforms? For those advertising on Meta, running an LPV-optimized campaign without using a pixel is possible. However, this approach comes with limitations. While Meta's machine learning leverages insights from across the platform to optimize ad delivery, it cannot further optimize campaigns based on ad performance over time without a pixel.
In practice, we’ve seen brief success in driving conversion rate uplift over link click optimization with pixel-less Meta LPV optimization. In one test, Facebook Feed ads optimized for LPV drove a 295 basis point increase in conversion rate (statistically significant at 95% confidence interval). However, LPV-optimized ads ran into delivery issues within 2-3 weeks of launch. LPV-optimized ads struggled to spend through daily budgets, and daily spend eventually dropped to a few dollars per ad.
Conclusion:
LPV optimization can be a powerful tool for enhancing landing page session quality and improving conversion rates in Traffic campaigns—this is especially true for TikTok, where it operates without the need for a conversion pixel. While pixel-less LPV optimization on Meta can boost conversion rates, there are likely to be significant scaling issues in the long run.
By leveraging LPV optimization strategically and understanding platform-specific nuances, advertisers can initiate landing page sessions more efficiently, achieve stronger conversion rates, and ultimately enhance the overall performance of their digital marketing campaigns.
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