Very Low Web CR in TikTok W2A Campaigns

Hi everyone,

We have W2A campaigns on the TikTok side. We connected app data to the TikTok pixel via the Adjust TikTok Web network.

In these campaigns, the CR of users who land directly on the web is extremely low. We initially thought this was because users were switching to the app, but the events triggered from banner interactions do not support this assumption.

We are considering using direct deeplinks in W2A campaigns to force app installs. Has anyone encountered a similar situation?

w2a but with a landing page? I do not recommend that.
I'd go either with W2A with redirection to the store or with full web funnels where your conversion is handled by Stripe or similar ones.

Using a landing page as a middle step before the store never worked for me because there is a huge drop-off in that step.

Hi, thanks for your insights totally makes sense.

We’re also planning to move towards direct store redirection to reduce the drop-off.

Our main challenge right now is specifically with catalog ads. We haven’t yet figured out how to properly implement direct store redirection (or deeplink-based flows) within W2A campaigns for catalog setups.

We’re currently trying to solve this with the TikTok team, but would love to hear if anyone has managed to make this work.

unfortunately, I'm not running catalogs but I believe that Appstack team is totally capable of solving that issue. I recommend reaching out to Lucas Moscon