Tiktok clicks vs Shopify sessions

Store Feedback

Topic summary

A store owner is experiencing a significant discrepancy between TikTok ad clicks and Shopify sessions—TikTok reports approximately double the traffic (e.g., 93 clicks vs. 48 Shopify sessions). This gap emerged after the store began experiencing slow loading speeds.

Primary cause identified:

  • TikTok counts every click, even if users abandon before the page loads
  • Shopify only records sessions when the site fully loads and tracking scripts fire
  • Slow loading speeds likely cause visitors to leave before sessions register

Contributing factors:

  • Potential bot traffic or ad fraud in TikTok clicks
  • Tracking pixel or code configuration issues
  • User expectations not matching site experience

Recommended solutions:

  • Test and optimize site speed using tools like Google PageSpeed Insights or GTmetrix
  • Verify TikTok pixel is properly installed and firing (check Event Manager)
  • Monitor bounce rates for TikTok traffic to confirm user behavior patterns
  • Consider retargeting campaigns for users who clicked but didn’t convert

The responder suggests running a new campaign after resolving speed issues to verify if the discrepancy improves.

Summarized with AI on November 2. AI used: claude-sonnet-4-5-20250929.
1

So here’s the thing.

My TikTok ads show that I have around twice the clicks to the destination of what my Shopify store shows.

Although the two numbers were almost identical before I encountered an issue with Shopify, which made my loading speed very slow, the two platforms have shown very different data concerning the number of people visiting my store since then.

2

For example, today, my TikTok says that I’ve had 93 visits to my store, while Shopify says that I’ve had 48 visits.

3

Hi @LinkanH

This situation is actually more common than you might think, and the discrepancy between TikTok clicks and Shopify sessions can happen for a few reasons. Since you noticed this change after your Shopify store started experiencing slow loading speeds, the loading time is likely the main culprit. Here’s a breakdown:

Why the Numbers Differ

1-TikTok Records Clicks:
TikTok tracks every time someone clicks on your ad, even if they don’t wait for your store to load fully or if they abandon the page before it finishes loading. This means TikTok is essentially counting “intent” to visit.

2-Shopify Records Sessions:
Shopify only tracks a session if the visitor’s browser fully loads your site and Shopify’s tracking script fires. If your site loads very slowly, many users might leave before the session is recorded, resulting in fewer sessions on Shopify.

3-Other Possible Factors:

  • Ad Fraud or Bot Traffic: TikTok clicks could include some bot traffic, which wouldn’t result in actual sessions on Shopify.
  • Tracking Pixels or Code Issues: If your Shopify tracking code isn’t working properly or TikTok’s tracking pixel is misconfigured, data won’t sync correctly between the two platforms.
  • Ad Fatigue or Mismatch: If your TikTok ad sets user expectations but your site doesn’t align (e.g., slow load times or irrelevant content), users might leave immediately.

Fixing the Issue

Here’s what I recommend based on your situation:

1-Speed Up Your Shopify Store:

  • Test your site speed using tools like Google PageSpeed Insights or GTmetrix.
  • Compress large images, optimize your code, and remove unnecessary apps or scripts that could be slowing your site down.
  • Use Shopify’s “Online Store Speed Report” to pinpoint specific issues.

2-Check Your Tracking Setup:

  • Ensure that both TikTok’s and Shopify’s tracking pixels/scripts are implemented correctly.
  • Test TikTok’s pixel to make sure it’s reporting events accurately.

3-Analyze Your TikTok Campaign Traffic:

  • Dive into TikTok analytics to see the quality of your traffic. Look for unusual patterns like spikes in clicks without corresponding engagement or demographics that don’t align with your target audience.
  • Try retargeting ads for users who clicked but didn’t convert.

4-Monitor Bounce Rate:
On Shopify, check your bounce rate for traffic coming from TikTok. A high bounce rate confirms users are leaving due to slow load speeds or mismatched expectations.

Visualization

Here’s a simple example of how to verify and improve your TikTok pixel setup:

TikTok Pixel Example

ttq.track(‘PageView’); // Place this code in the header of your Shopify theme

Make sure this is correctly added and firing by testing it in TikTok’s Event Manager.

If your Shopify speed issues have been resolved, I’d recommend running another TikTok campaign to see if the numbers align better now. In my experience, improving load speed often dramatically reduces discrepancies like this. Also, tracking tools won’t always be perfect, but fixing these elements should get you closer.

If you need any other assistance, feel free to reply and I will try my best to help.
Best regards,
Daisy