Web Traffic Unlocks Additional Ad Formats

Another important advantage of Web Traffic is that it gives advertisers access to creative formats designed specifically for the Traffic objective.

This matters because Web Traffic is not only about choosing a different optimization signal. It also gives advertisers more ways to structure the user journey after the ad impression — from sending users to different destinations to showcasing multiple products or automatically turning existing website assets into new creatives.

For agencies and enterprise advertisers, this can be especially valuable when creative production, product assortment, or multiple customer journeys make a standard single-destination ad less effective.

The current product roadmap includes formats such as:

• Multi-Link Ads
• Image / Video Catalog Carousel
• Product Highlights
• Multi-Video
• URL to Carousel with AIGC

Some of these formats are not available under the conversion objective, making Web Traffic relevant not only from an optimization perspective, but also from a creative and product perspective.

Multi-Link Ads

Multi-Link Ads allow advertisers to provide users with multiple paths from the same advertising experience.

This can be useful when a business has several relevant destinations or when products are distributed through multiple channels. Instead of forcing every user toward the same URL, advertisers can give them different paths based on their needs or preferences.

According to the strategy materials, Multi-Link Ads delivered +10% CTR and −30% CPC in the cited results.

Catalog Carousel

Catalog and carousel formats can help advertisers showcase multiple products within a single advertising experience, rather than directing users toward one product or URL.

This makes the format particularly relevant for e-commerce advertisers with a broad product assortment, where showing several products can create more opportunities for users to find something relevant.

The cited results for Image / Video Catalog Carousel show +133% CTR and −41% CPC.

Product Highlights

Product Highlights give advertisers another way to put individual products and their key selling points at the center of the TikTok experience.

For brands with multiple SKUs or clearly differentiated product benefits, this creates an additional creative approach beyond a standard product ad.

The cited results show +54% CTR for the format.

Multi-Video

Multi-Video is positioned as a more exclusive format in the current roadmap.

The strategy materials describe it as invite-only for participants in the Web Traffic Top Clients Strategic Program, with an average CTR of 12% in the cited results.

For large advertisers, access to beta and invite-only formats can be an additional reason to test Web Traffic. The value is not limited to immediate campaign performance — testing these formats can also give advertisers access to new creative approaches as TikTok expands the Traffic product.

URL to Carousel with AIGC

URL to Carousel uses AI to turn assets from a landing page into a carousel creative.

This can be particularly useful when creative production is a bottleneck. Instead of starting every creative from scratch, advertisers can use existing website assets as a starting point for generating additional variations.

The cited results show +28.9% CTR, −30.3% CPA, and +44.7% ad scaling efficiency.

What This Means for Advertisers

The creative advantage of Web Traffic is ultimately about giving advertisers more ways to build and scale the journey from ad exposure to website engagement.

For e-commerce brands, that can mean showcasing more products. For businesses with multiple destinations, it can mean creating more relevant paths for users. For large advertisers, it can mean access to new and sometimes invite-only formats. And when creative production is the bottleneck, AI-powered formats can help turn existing assets into additional creative inventory.

So Web Traffic should not be viewed simply as an alternative way to optimize for website visits. It can also become a testing ground for new creative formats, new user journeys, and new ways to scale TikTok campaigns.