Choosing the right goal changed everything

Choosing the right goal changed everything

Here's a beginner trap with a happy ending. A seller picked the 'Traffic' objective (meaning TikTok finds people likely to click) and got tons of clicks but barely any sales.

— 900 clicks came in cheaply, but only 4 turned into purchases.
— First, they switched to the 'Sales' objective (meaning TikTok finds people likely to buy, not just click).
— Same budget, same video.

Clicks dropped to 300, but purchases rose to 17.

Why? TikTok optimizes for whatever goal you pick, so picking 'clicks' gets you clickers, not buyers.

The lesson: tell TikTok the real outcome you want.

Try this: check your campaign objective and make sure it matches your true goal. One dropdown, big difference.