I work in the social-media tools niche and I’m trying to get a better understanding of how people use Matomo to measure traffic coming from platforms like TikTok.
For example, if a TikTok video sends visitors to a website, what’s the best way to track those visits and understand which videos or campaigns are actually bringing engaged users?
Would you recommend UTM parameters, campaign tracking, custom dimensions, or another approach in Matomo?
I’d be interested to hear how others here handle social-media traffic attribution.
For TikTok and other social-media traffic, I’d recommend using campaign/UTM parameters as the main approach. For example, use utm_source=tiktok, utm_medium=social, utm_campaign=summer_launch, and utm_content=video_12 to identify the platform, campaign, and individual video. Matomo can then report on which campaigns and content generate visits, engagement, and conversions. Custom Dimensions are generally only needed if you want to capture additional business-specific information that campaign parameters don’t cover.
Tracking TikTok traffic in Matomo can be useful for understanding which social posts are actually bringing visitors to a site. Using consistent campaign parameters and checking the resulting referral data should make it easier to separate TikTok traffic from other social sources and measure its performance.