One reason for this is that TikTok ads (almost 100% of the time, they are delivered to Pangle users) are delivered to smartphone apps, so the proportion of direct sessions is relatively high .
Specific expected user behavior
Click on an ad while playing an app → transition to LP → return to app → session expires → return to LP
⇨ Counted as a direct session and a session from the previous referral source, not Direct
There is debate as to whether having a lithuania phone number library high number of "Direct Sessions = Yes" is a good or bad thing, but in this case, since "Direct Sessions = Yes" have a longer average session time , it can also be viewed positively as reaching users who are interested enough to go out of their way to return to the LP to view the content .
Furthermore, the results were generally similar for GA4, which had different measurement conditions.
summary
With TikTok ads, especially when the delivery medium is a smartphone app, the proportion of direct sessions is often relatively high, and we found that as a result, there can be cases where the number of media clicks is less than the number of GA sessions.
This is just a matter of the tool specifications, and it doesn't mean that any action has changed.
Be aware of inconsistencies in the numbers
It is important to investigate and consider the causes
, and I think it is also important to recognize that there is a relatively large discrepancy between the number of media clicks via TikTok and the number of GA sessions.
I hope this helps if a similar incident occurs!
