Summary

The number of TikTok-attributed purchases in the Pixel > All report may be higher than in the Pixel > Ads > TikTok breakdown due to differences in how orders are sourced and classified. The Pixel > All report includes all purchases with a TikTok-related source, while Pixel > Ads > TikTok only includes purchases received directly from TikTok's API.

Why This Happens

• TikTok Shop Orders in Shopify
  Orders that are processed through TikTok Shop but then synced into Shopify with the source set as "TikTok" will appear in Pixel > All but not in Pixel > Ads > TikTok.

• Direct API Feeds from TikTok Shop
  TikTok sends purchase data for TikTok Shop transactions directly to Triple Whale's Pixel > Ads > TikTok report via API. These purchases do not originate from Shopify and are not associated with a pixel-tracked ad click.

• Standard Click-Based Purchases
  Purchases made on Shopify after a TikTok ad click are counted in both Pixel > All and Pixel > Ads > TikTok because they are directly attributed to a TikTok ad.

Example Scenario

1. A shopper clicks a TikTok ad and makes a purchase on Shopify.

   • Pixel > All: Shows the purchase.
   • Pixel > Ads > TikTok: Shows the purchase because it is directly tied to a TikTok ad click.

2. A shopper purchases via TikTok Shop, and the order is imported into Shopify with the source "TikTok."

   • Pixel > All: Shows the purchase because the source is labeled as TikTok in Shopify.
   • Pixel > Ads > TikTok: Does not show the purchase because it was not attributed to an ad click.

3. A TikTok Shop order is sent directly from TikTok via API.

   • Pixel > All: Does not include this purchase.
   • Pixel > Ads > TikTok: Shows the purchase because TikTok provided the data via API.

How This Affects Reporting

• Higher Purchase Count in Pixel > All
  Since Pixel > All includes all orders labeled as TikTok (including those from Shopify imports), it may show more TikTok-attributed purchases than Pixel > Ads > TikTok.

• Lower Purchase Count in Pixel > Ads > TikTok
  This breakdown only includes purchases directly attributed to a TikTok ad click or TikTok Shop purchases reported via API, leading to fewer purchases being counted.

How to Interpret the Data Correctly

• Distinguish Between TikTok Shop and Standard TikTok Ads

  • Purchases in Pixel > Ads > TikTok are either standard pixel-tracked purchases or TikTok Shop orders reported via API.
  • Pixel > All includes both of these plus Shopify orders where the source is set as "TikTok."

• Check for TikTok Shop Imports in Shopify
  If purchases are appearing in Pixel > All but not in Pixel > Ads > TikTok, they may have been imported from Shopify rather than coming directly from TikTok.

• Use the Summary Page for a Full View of TikTok Shop Purchases
  The Summary Page > TikTok > Shop Purchases should match Pixel > Ads > TikTok for TikTok Shop orders received via API.

By understanding these distinctions, you can accurately analyze TikTok revenue across different reporting views in Triple Whale.