TikTok is set to introduce a new advertising tool called “Engaged Session,” which enables tracking of user behavior after they leave the app—without relying on pixel technology.
A common challenge in social media advertising is converting ad clicks into meaningful website interactions. The “Engaged Session” feature addresses this gap by helping advertisers target users who remain on a website or retailer’s landing page for more than 10 seconds after clicking an ad, providing deeper insights into post-click behavior.
In an email to buyers, TikTok stated the new tool aims to “drive high-intent users to sellers’ websites” while offering engagement metrics such as “Total Engaged Sessions” and “Cost per Engaged Session.” These metrics will align closely with third-party analytics tools like Google Analytics and Adobe Analytics.
Executives at media agencies with early access confirmed the feature will roll out to all advertisers on July 31.
Due to regulatory and privacy constraints, platforms like TikTok, Meta, and Google can no longer depend solely on pixel tracking for user targeting. Meta previously integrated with Google Analytics to enhance post-click insights. TikTok’s “Engaged Session” represents another effort to explore effective marketing solutions under these new conditions.
Notably, Gen Z is increasingly turning away from traditional search engines like Google in favor of TikTok. Data from marketing platform Soci reveals that 34% of Gen Z uses TikTok for information searches, while 40% of U.S. adults aged 18–24 rely on TikTok and other social networks to find local business information.
Lauren Kramer, Director of Social Media Solutions at Basis Technologies, noted that the tool will help brands identify users spending more time on websites, making it easier to reach target audiences and drive conversions.
Additionally, TikTok shared data with advertisers showing that Engaged Sessions reduce cost-per-engagement by 46% compared to traditional landing page view ads, while average session duration is expected to increase by 62%.