Customers don't come from my ads, and the Referrer is N/A

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Topic summary

A store owner is experiencing sales with “N/A” referrers, suggesting customers arrive directly rather than through TikTok ads. They’re seeking ways to identify traffic sources and scale sales.

Tracking Solutions Recommended:

  • Implement UTM parameters on ad links to track campaign performance
  • Set up Google Analytics for detailed traffic source analysis
  • Use Shopify’s built-in analytics and marketing attribution settings
  • Install TikTok Pixel to monitor ad performance and customer behavior

Scaling Strategies Suggested:

  • Run retargeting campaigns for non-converting visitors
  • Test different ad creatives and audiences on TikTok
  • Diversify traffic sources beyond TikTok (Facebook, Instagram, Google Ads)
  • Implement abandoned cart recovery emails
  • Consider loyalty programs to retain existing customers
  • Optimize website performance (speed, mobile-friendliness, clear CTAs)

Key Insight: Direct traffic (N/A referrer) may indicate strong word-of-mouth or brand searches, which is positive but requires proper tracking tools to confirm and optimize marketing spend.

Summarized with AI on November 3. AI used: claude-sonnet-4-5-20250929.
1

Hello Guys

My shop is online since a while and I’ve also made some good sales, but most of my sales have the referrer N/A which I think, means, that they come direct to my store and not trough my tiktok ads.

How can I scale up the sales now? And how can I know from which source my Customers camem from?

Thanks for your help : )

2

I would be looking to help scale up your website performance

kindly provide your website URL/ Contact Info for suiting assistance

3

Hey there @Panat_zhh , this is Alexis from Akohub. The N/A referrer likely means customers are coming directly to your store, which is a strong sign that people are finding you through word of mouth or direct searches. To scale your sales, I’d recommend focusing on two key areas: tracking and engagement. First, make sure you’re using tools like Google Analytics and Shopify’s reports to track traffic sources. Adding UTM parameters to your TikTok ads can help you see exactly how much traffic and conversions they’re driving. This will give you clearer insights into what’s working and where to focus your efforts.

Next, consider using retargeting campaigns to bring back visitors who didn’t convert the first time. Our app, Ako Retargeting, can help you set up personalized ads for those customers, showing them products they’ve viewed or abandoned in their cart. This is especially useful for TikTok viewers who might need a little nudge to complete their purchase.

Finally, think about implementing a loyalty program to retain the customers you already have. Using our app, Ako Loyalty, you can reward points for purchases, referrals, or even engaging with your social media. For example, offering points for referrals could help you generate more word-of-mouth traffic, while rewarding purchases keeps customers coming back. It’s a great way to scale your business sustainably while building long-term relationships with your audience.

Good luck! If you need help with any of the tools, feel free to ask :slightly_smiling_face:

4

Hi @Panat_zhh ,

There are several ways to track customer sources to understand where your customers are coming from (e.g., direct, TikTok ads, social media, or search engines). You just need to properly set up tracking tools. Maybe you have set up some already, but in case you have missed, you can use

1) Use UTM Parameters:

UTM (Urchin Tracking Module) parameters are tags that you can add to the end of URLs to track the source of your traffic. For example, if you’re running a TikTok ad, you could create a unique URL with a UTM code with Google’s UTM builder. This way, you can track where customers are coming from in your Google Analytics or Shopify dashboard.

  1. Website URL: https://www.yourwebsite.com
  2. Campaign Source: newsletter
  3. Campaign Medium: email
  4. Campaign Name: thanksgiving_sale

Your UTM link would look like this:

https://www.yourwebsite.com?utm_source=newsletter&utm_medium=email&utm_campaign=thanksgiving_sale

2) Google Analytics:

Set up your Google Analytics account with your store and see where your traffic comes from under “Acquisition.” It will give you a clear view of customer sources, traffic patterns, and more. So that you can see if visitors are coming from your TikTok ads, organic search, direct visits, etc.

3) Shopify Analytics:

If you’re using Shopify, it provides built-in analytics that can show you how visitors found your store (e.g., organic, social media, referrals, or direct).

4) TikTok Pixel:

Use the TikTok Pixel tool. It tracks the performance of your TikTok ads by capturing data on customer activity on your website. If you’re running TikTok ads, you must have this tool on your site.

To Boost Sales,

  • You can optimize your website. Just ensure the website is fast-loading and mobile-friendly and has clear CTAs.
  • You should post consistently, run TikTok, Instagram, and Facebook ads, and retarget non-buyers.
  • You can use abandoned cart emails and offer exclusive discounts.
  • Do promotion by offering bundles, free shipping, and limited-time discounts.
  • Leverage reviews and UGC content and boost trust.

I hope this answer will help you. Let me know if you need more help.

5

Hi @Panat_zhh

1-Tracking Customer Sources:

  • Install UTM parameters in your TikTok ad links to track where customers are coming from. Use a tool like Google Analytics to analyze traffic.
  • Enable Shopify’s Marketing Attribution: Go to Settings > Marketing in Shopify and ensure marketing channels are properly connected.

2-Scaling Up Sales:

  • Optimize TikTok Ads: Test different creatives, audiences, and ad objectives (e.g., Conversions).
  • Retargeting Ads: Use TikTok Pixel data to create retargeting campaigns for visitors who didn’t purchase.
  • Explore other channels like Facebook, Instagram, or Google Ads to diversify traffic sources.

3-Track Sales Channels:

Use apps like Google Analytics or Shopify’s Analytics Dashboard to get detailed insights on traffic sources.

If you have further questions, I am willing to answer.

Regards,
Daisy