Shopify sessions

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Topic summary

Metric mismatch between TikTok Ads and Shopify sessions after recent store changes. Same ad spend now yields fewer Shopify sessions (about 70) while TikTok reports ~150 visits; two weeks earlier similar spend reportedly led to over 130 sales.

Suggested causes:

  • Different attribution models: platforms credit visits/conversions over different windows and rules.
  • Bidding strategy changes: adjustments can shift CPC (cost per click) and impression share (your share of available ad impressions), affecting traffic quality/volume.
  • Tracking variance: Shopify vs ad platform discrepancies; cross-check needed.

Recommended actions:

  • Review recent TikTok bidding/targeting changes and their impact on CPC and delivery.
  • Integrate Google Analytics 4 (GA4) to compare traffic and attribution across TikTok and Shopify for a more neutral view.
  • Monitor trends after reverting or adjusting changes to isolate the cause.

No definitive resolution yet. The thread points to attribution differences and campaign settings as likely drivers and advises GA4-based verification.

Summarized with AI on December 12. AI used: gpt-5.
1

So I’ve tried running some ads for a couple of days now and encountered some weird metrics. Then I first tried running ads I got roughly the same amount of sessions according to Shopify, as the TikTok ads platform showed. But now later on, when I’ve made some changes to the store, I get perhaps half of the original visits per day, even though I spent the same amount of money as before.

For example, today I spent around 40 dollars, which has gotten me about 70 sessions even though TikTok says 150. But barely two weeks ago it got me over 130 sales.

What should I do, any help would be much appreciated.

2

Here are some possible reason behind this:

  • As attribution model from Shopify and TikTok may be different and they accordingly report data
  • As you previously received sales from TikTok traffic and changed the bidding strategy that may result in higher or lower CPC or impression share. One has to review the changes you made in TikTok bidding and can accordingly evaluate the result.
  • I strongly recommend integrating Google Analytics and compare the platform data tracked by GA4 and Shopify. It will give your detailed analysis of the traffic.

Hope it helps.