Attribution is a real challenge with TikTok and Reels organic marketing.
Most conversions will come from direct brand searches, organic searches, or app store brand searches.
While you can attribute spikes in traffic to viral videos, it’s difficult to track consistent traffic from regular posting, especially when running multiple distribution channels simultaneously.
A few partial solutions:
1. Custom Domain:
For web apps, create a dedicated domain exclusively for TikTok/Reels. If you direct traffic to [yourdomain].ai instead of [yourdomain].com and ensure only this channel uses that domain, voilà—you’ve captured most of the “direct” clicks. Organic search might still default to your primary domain ranking higher, though.
2. Link in Bio:
Only captures a minor percentage of traffic but can serve as an indicator of growth and engagement trends.
3. Referral Codes:
These often feel promotional rather than authentically organic, slightly lowering conversion rates. Plus, only a fraction of viewers will actually use them.
4. Ad CPM vs. Organic CPM:
Calculating CPM through paid ads or regular influencer marketing provides a useful benchmark. It helps you estimate the number of organic views you’d need to match or surpass your paid CPM.
5. Traffic Source Differential:
If your app or site is established with clear traffic splits (direct, search, paid, social), measure your compounding growth in direct and organic searches. Analyzing these shifts will help pinpoint the impact of your TikTok or short-form video efforts.
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