TikTok Ads Event Tracking

Overview

TikTok Ads uses the TikTok Pixel for browser-based conversion tracking and the TikTok Events API for server-side measurement. With a predominantly Gen Z audience and short-form video content, TikTok's tracking capabilities enable advertisers to measure web conversions, app installs, and in-app events across the platform's For You feed and branded content.

Standard Events

TikTok provides predefined events optimized for various business objectives:

Ecommerce Events

CompletePayment - Purchase completed
AddToCart - Product added to cart
InitiateCheckout - Checkout process started
PlaceAnOrder - Order placed (pre-payment)
AddPaymentInfo - Payment information added
ViewContent - Product or content page viewed

Lead Generation Events

SubmitForm - Form submission
Contact - Contact initiated (phone, chat, email)
CompleteRegistration - Account registration completed
Subscribe - Newsletter or service subscription

Engagement Events

ClickButton - Button or CTA clicked
Search - Site search performed
Download - File or app download
AddToWishlist - Product saved to wishlist

App Events

OnlineConsult - Online consultation initiated
OnAppOrderOnWeb - Order placed for app on website

Automatically Tracked

PageView - Page visit (auto-tracked when pixel loads)

Custom Events

Creating Custom Events

TikTok supports custom events beyond standard events:

// Custom event
ttq.track('CustomEvent', {
  content_type: 'product_comparison',
  content_id: '12345',
  content_name: 'Product Comparison Tool',
  value: 0,
  currency: 'USD'
});

Note: Custom events can be used for optimization but standard events are recommended for best campaign delivery.

Event Parameters

Enhance events with additional parameters:

ttq.track('CompletePayment', {
  content_type: 'product',
  content_id: 'SKU_123',
  content_name: 'Blue Widget',
  quantity: 2,
  price: 99.99,
  value: 199.98,
  currency: 'USD',
  content_category: 'Widgets',
  order_id: 'ORDER_12345'
});

Advanced Parameters

Additional parameters for enhanced tracking:

ttq.track('CompletePayment', {
  // Required ecommerce params
  value: 199.98,
  currency: 'USD',

  // Product details
  contents: [
    {
      content_id: 'SKU_123',
      content_name: 'Blue Widget',
      content_category: 'Widgets',
      quantity: 2,
      price: 99.99
    }
  ],

  // Additional parameters
  order_id: 'ORDER_12345',
  shop_id: 'SHOP_001',
  description: 'Premium blue widget 2-pack'
});

Ecommerce Events

Purchase Tracking

Complete purchase implementation:

<!-- TikTok Pixel Base Code (on all pages) -->
<script>
!function (w, d, t) {
  w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];ttq.methods=["page","track","identify","instances","debug","on","off","once","ready","alias","group","enableCookie","disableCookie"],ttq.setAndDefer=function(t,e){t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e},ttq.load=function(e,n){var i="https://analytics.tiktok.com/i18n/pixel/events.js";ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=i,ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},ttq._o[e]=n||{};var o=document.createElement("script");o.type="text/javascript",o.async=!0,o.src=i+"?sdkid="+e+"&lib="+t;var a=document.getElementsByTagName("script")[0];a.parentNode.insertBefore(o,a)};

  ttq.load('YOUR_PIXEL_ID');
  ttq.page();
}(window, document, 'ttq');
</script>

<!-- Purchase Event (on confirmation page) -->
<script>
ttq.track('CompletePayment', {
  content_type: 'product',
  value: 199.98,
  currency: 'USD',
  contents: [
    {
      content_id: 'SKU_123',
      content_name: 'Blue Widget',
      quantity: 2,
      price: 99.99
    }
  ],
  order_id: 'ORDER_12345'
});
</script>

Shopping Funnel Tracking

Track complete customer journey:

// View Content (Product Page)
ttq.track('ViewContent', {
  content_type: 'product',
  content_id: 'SKU_123',
  content_name: 'Blue Widget',
  content_category: 'Widgets',
  price: 99.99,
  currency: 'USD'
});

// Add to Cart
ttq.track('AddToCart', {
  content_type: 'product',
  content_id: 'SKU_123',
  content_name: 'Blue Widget',
  quantity: 2,
  price: 99.99,
  value: 199.98,
  currency: 'USD'
});

// Initiate Checkout
ttq.track('InitiateCheckout', {
  content_type: 'product',
  value: 199.98,
  currency: 'USD',
  contents: [
    {
      content_id: 'SKU_123',
      quantity: 2,
      price: 99.99
    }
  ]
});

// Add Payment Info
ttq.track('AddPaymentInfo', {
  value: 199.98,
  currency: 'USD'
});

// Complete Payment
ttq.track('CompletePayment', {
  content_type: 'product',
  value: 199.98,
  currency: 'USD',
  order_id: 'ORDER_12345',
  contents: [
    {
      content_id: 'SKU_123',
      quantity: 2,
      price: 99.99
    }
  ]
});

Catalog Commerce

For TikTok Shopping and catalog campaigns:

ttq.track('CompletePayment', {
  content_type: 'product',
  content_id: 'SKU_123',  // Must match catalog product ID
  value: 99.99,
  currency: 'USD',
  contents: [
    {
      content_id: 'SKU_123',
      content_name: 'Blue Widget',
      quantity: 1,
      price: 99.99
    }
  ]
});

Conversion Tracking

Implementation Methods

1. TikTok Pixel (Browser-Side)

Standard JavaScript implementation:

<!-- Standard Pixel Code -->
<script>
!function (w, d, t) {
  w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];ttq.methods=["page","track","identify","instances","debug","on","off","once","ready","alias","group","enableCookie","disableCookie"],ttq.setAndDefer=function(t,e){t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e},ttq.load=function(e,n){var i="https://analytics.tiktok.com/i18n/pixel/events.js";ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=i,ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},ttq._o[e]=n||{};var o=document.createElement("script");o.type="text/javascript",o.async=!0,o.src=i+"?sdkid="+e+"&lib="+t;var a=document.getElementsByTagName("script")[0];a.parentNode.insertBefore(o,a)};

  ttq.load('YOUR_PIXEL_ID');
  ttq.page();
}(window, document, 'ttq');
</script>

<!-- Event Tracking -->
<script>
ttq.track('CompletePayment', {
  value: 99.99,
  currency: 'USD'
});
</script>

2. Google Tag Manager

Deploy TikTok Pixel via GTM:

Base Tag:

// GTM Custom HTML Tag - All Pages
<script>
!function (w, d, t) {
  w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];ttq.methods=["page","track","identify","instances","debug","on","off","once","ready","alias","group","enableCookie","disableCookie"],ttq.setAndDefer=function(t,e){t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e},ttq.load=function(e,n){var i="https://analytics.tiktok.com/i18n/pixel/events.js";ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=i,ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},ttq._o[e]=n||{};var o=document.createElement("script");o.type="text/javascript",o.async=!0,o.src=i+"?sdkid="+e+"&lib="+t;var a=document.getElementsByTagName("script")[0];a.parentNode.insertBefore(o,a)};

  ttq.load('{{TikTok Pixel ID}}');
  ttq.page();
}(window, document, 'ttq');
</script>

Event Tags:

// Purchase Event via GTM
<script>
ttq.track('CompletePayment', {
  value: {{Transaction Value}},
  currency: 'USD',
  order_id: {{Transaction ID}}
});
</script>

3. TikTok Events API

Server-side tracking for enhanced measurement:

// Node.js example
const axios = require('axios');
const crypto = require('crypto');

function hashData(data) {
  return crypto.createHash('sha256').update(data.toLowerCase().trim()).digest('hex');
}

const eventData = {
  pixel_code: 'YOUR_PIXEL_ID',
  event: 'CompletePayment',
  event_id: 'ORDER_12345_' + Date.now(),  // Deduplication ID
  timestamp: new Date().toISOString(),
  context: {
    user_agent: 'Mozilla/5.0...',
    ip: '192.168.1.1',
    page: {
      url: 'https://example.com/checkout/success',
      referrer: 'https://example.com/checkout'
    },
    user: {
      external_id: hashData('USER_12345'),
      email: hashData('user@example.com'),
      phone_number: hashData('+15551234567'),
      ttp: 'ttp_cookie_value'  // _ttp cookie from browser
    }
  },
  properties: {
    value: 199.98,
    currency: 'USD',
    content_type: 'product',
    contents: [
      {
        content_id: 'SKU_123',
        quantity: 2,
        price: 99.99
      }
    ]
  }
};

const response = await axios.post(
  'https://business-api.tiktok.com/open_api/v1.3/event/track/',
  {
    event_source: 'web',
    event_source_id: 'YOUR_PIXEL_ID',
    data: [eventData]
  },
  {
    headers: {
      'Access-Token': 'YOUR_ACCESS_TOKEN',
      'Content-Type': 'application/json'
    }
  }
);

4. App Event Tracking

For mobile app conversions via TikTok SDK:

iOS (Swift):

import TikTokBusinessSDK

TikTokBusiness.track(
  event: .completePayment,
  withProperties: [
    "value": 99.99,
    "currency": "USD",
    "content_id": "SKU_123"
  ]
)

Android (Kotlin):

import com.tiktok.analytics.TikTokBusinessSDK

TikTokBusinessSDK.getInstance().trackEvent(
  "CompletePayment",
  mapOf(
    "value" to 99.99,
    "currency" to "USD",
    "content_id" to "SKU_123"
  )
)

Advanced Matching

Improve conversion matching with user identifiers:

// Enhanced matching via pixel
ttq.identify({
  email: hashEmail('user@example.com'),  // SHA256 hash
  phone_number: hashPhone('+15551234567'),
  external_id: 'USER_12345'
});

ttq.track('CompletePayment', {
  value: 99.99,
  currency: 'USD'
});

function hashEmail(email) {
  return CryptoJS.SHA256(email.toLowerCase().trim()).toString();
}

Event Deduplication

Prevent duplicate events when using Pixel + Events API:

// Browser-side
const eventId = 'ORDER_12345_' + Date.now();

ttq.track('CompletePayment', {
  value: 99.99,
  currency: 'USD',
  event_id: eventId  // Deduplication ID
});

// Server-side Events API with matching event_id

Offline Conversions

Events API for Offline Data

Upload offline conversions via Events API:

import requests
import hashlib
import time

def hash_value(value):
    return hashlib.sha256(value.lower().strip().encode()).hexdigest()

# Offline conversion
event_data = {
    "pixel_code": "YOUR_PIXEL_ID",
    "event": "CompletePayment",
    "event_id": f"OFFLINE_ORDER_{int(time.time())}",
    "timestamp": time.time(),
    "context": {
        "user": {
            "email": hash_value("customer@example.com"),
            "phone_number": hash_value("+15551234567"),
            "external_id": "CRM_ID_12345"
        }
    },
    "properties": {
        "value": 149.99,
        "currency": "USD",
        "content_type": "product"
    }
}

headers = {
    "Access-Token": access_token,
    "Content-Type": "application/json"
}

response = requests.post(
    "https://business-api.tiktok.com/open_api/v1.3/event/track/",
    json={
        "event_source": "offline",
        "event_source_id": "YOUR_PIXEL_ID",
        "data": [event_data]
    },
    headers=headers
)

Mobile Measurement Partners (MMPs)

Integrate with MMPs for app attribution:

Supported MMPs:

AppsFlyer
Adjust
Kochava
Branch
Singular
Tenjin

Benefits:

Automatic app install tracking
In-app event attribution
Deep linking
Fraud prevention
SKAdNetwork support for iOS

Attribution

Attribution Windows

Configure attribution settings:

Default Windows:

Click: 7 days
View: 1 day

Customizable Options:

Click: 1, 7, or 28 days
View: 1 or 7 days

Configure in: TikTok Ads Manager > Assets > Events > Attribution Settings

Attribution Models

TikTok uses last-touch attribution:

Last clicked ad gets 100% credit
If no click, last viewed ad gets credit (within view window)

Video View Attribution

Unique to video platforms:

2-second view - User watched ad for 2+ seconds
6-second view - User watched ad for 6+ seconds
Views count toward view-through conversions

Cross-Device Attribution

Automatic for logged-in TikTok users:

Track user across mobile and web
Unified user identification
More complete conversion paths

Debugging & Validation

TikTok Pixel Helper

Chrome extension for pixel validation:

Install TikTok Pixel Helper extension
Visit page with TikTok Pixel
Review:
- Pixel ID and status
- Events fired
- Event parameters
- Errors or warnings

Test Events

Test pixel before going live:

Navigate to Events Manager
Select your pixel
Click Test Events
Use Test Event Code or browser testing
Generate events on your site
Verify events appear in real-time

Test Event Code:

ttq.load('YOUR_PIXEL_ID', {
  debug: true  // Enable debug mode
});

Events Manager

Monitor pixel health:

Ads Manager > Assets > Events:

Pixel status (active/inactive)
Events received (last 7/28 days)
Event breakdown by type
Top events by volume
Event quality score

Browser Console Debugging

Test pixel in browser console:

// Check if ttq is loaded
if (typeof ttq !== 'undefined') {
  console.log('TikTok Pixel loaded');
  console.log('Pixel ID:', ttq._i);
} else {
  console.error('TikTok Pixel not found');
}

// Enable debug mode
ttq.instance('YOUR_PIXEL_ID').debug(true);

// Fire test event
ttq.track('CompletePayment', {
  value: 1.00,
  currency: 'USD',
  order_id: 'TEST_' + Date.now()
});

Event Quality Score

Monitor event quality in Events Manager:

Factors affecting score:

Event match quality (user identifiers)
Event parameter completeness
Event deduplication implementation
Browser vs server-side ratio

Target: 6.0+ for optimal campaign performance

Common Issues

Pixel not loading:

Verify Pixel ID is correct
Check network requests in browser DevTools
Ensure script loads before events fire
Test without ad blockers

Events not tracking:

Wait 15-30 minutes for processing
Verify event name spelling (case-sensitive)
Check required parameters included
Review Events Manager for errors

Low match quality:

Implement advanced matching with hashed identifiers
Use Events API for server-side tracking
Include email, phone, external_id
Pass _ttp cookie value via API

Best Practices

Implementation

Install pixel on all pages for complete funnel tracking
Use both Pixel and Events API for maximum data coverage
Implement advanced matching with user identifiers
Use GTM for centralized pixel management
Enable debug mode during testing

Event Strategy

Track full funnel (ViewContent → AddToCart → CompletePayment)
Use standard events for best optimization
Track micro-conversions for remarketing audiences
Implement video engagement events for content
Create separate pixels for different business units if needed

Data Quality

Pass value and currency for all ecommerce events
Include content_id matching catalog products
Use event_id for deduplication
Send order_id for purchase events
Hash all PII using SHA256

Privacy & Compliance

Implement consent management for GDPR/CCPA
Hash PII before sending (email, phone)
Use TikTok's Limited Data Use flag if needed
Update privacy policy to disclose TikTok tracking
Honor user opt-outs via platform controls

Optimization

Use Value Optimization for ecommerce campaigns
Optimize to CompletePayment for purchases
Create lookalike audiences from high-value converters
Exclude converted users from acquisition campaigns
Test different attribution windows based on sales cycle

Creative Optimization

Create vertical video (9:16 ratio) for native experience
Use first 3 seconds to capture attention
Test user-generated content style creative
Add captions for sound-off viewing
Include clear CTA within video

TikTok Shopping

Sync product catalog with TikTok
Match content_id to catalog exactly
Use TikTok Shop for native checkout
Implement dynamic ads for retargeting
Track in-app purchases separately

Mobile App Campaigns

Integrate TikTok SDK for app events
Use MMP for attribution and measurement
Track post-install events for optimization
Implement deep linking for better UX
Optimize to in-app purchases not just installs

Testing

Use TikTok Pixel Helper to verify implementation
Generate test events in Events Manager
Verify events within 30 minutes of firing
Test deduplication with Pixel + Events API
Monitor Event Quality Score regularly

Reporting

Break down by placement (In-Feed vs TopView)
Segment by device and operating system
Track video engagement metrics alongside conversions
View click vs view conversions separately
Export data for custom analysis

Gen Z Marketing

Optimize for mobile-first consumption
Keep content authentic and entertaining
Participate in trends and challenges
Use influencer partnerships with tracking
Test live commerce features for direct selling