TikTok’s Engaged Session: New Retargeting Feature Faces Privacy Concerns
TikTok Tests New Website Visitor Retargeting Feature Amid Privacy Concerns
TikTok is experimenting with a new advertising tool called "Engaged Session" that will allow advertisers to target users who spend more than 10 seconds on websites after clicking ads, marking a significant advancement in the platform's marketing capabilities. This development represents a major evolution in TikTok's business marketing and advertising capabilities.
The social media giant's latest move aims to help brands better track and measure user activity outside the app without relying on traditional tracking pixels. This development comes as businesses increasingly seek more precise ways to measure their social media marketing ROI.
Enhanced Targeting Capabilities
The new Engaged Session feature focuses on identifying high-intent users who demonstrate genuine interest in products by spending meaningful time on advertisers' websites. Advertisers will gain access to metrics like Total Engaged Sessions and Cost per Engaged Session, which align with popular analytics platforms like Google and Adobe Analytics.
Advanced website visitor retargeting strategies are becoming increasingly crucial for businesses looking to maximize their digital marketing efforts.
Privacy Implications and Concerns
The introduction of this feature raises questions about user privacy, particularly given TikTok's history of scrutiny over data collection practices. Previous reports have suggested that TikTok collects more user data compared to other social media platforms, making this new tracking capability a potentially sensitive issue. According to recent studies by the Network Advertising Initiative, retargeting practices must balance effectiveness with user privacy concerns.
TikTok maintains that the feature uses only basic information for retargeting purposes. However, the company has clarified that the feature is still in testing phase, stating: "We regularly experiment with a variety of features and tests to gather feedback and learn from our community, and some of the tests don't always end up as final products."
Implementation and Availability
When launched, the Engaged Session feature will be:
- Available under TikTok's "Traffic" objective
- Compatible with all TikTok ad placements
- Focused on conversion optimization
- Designed to streamline retargeting efforts
For businesses seeking to maximize their return on investment, implementing effective TikTok advertising strategies for e-commerce will become increasingly important.
The feature is currently being tested with selected partners, with no confirmed timeline for a broader release. Advertisers interested in this capability should monitor TikTok's official announcements for updates on general availability.
