How to Use TikTok Event API for Advanced Tracking in Just 5 Easy Steps

Introduction to TikTok Event API Tracking

The TikTok Event API Tracking is a powerful tool that allows advertisers to take their tracking capabilities to the next level. By implementing TikTok Event API Tracking for advanced conversion tracking, advertisers can gain valuable insights and optimize their ad campaigns for maximum ROI. In this article, we will walk you through the process of using the TikTok Event API for advanced tracking in just 5 easy steps.

Step 1: Get Access to the TikTok Event API

The first step is to gain access to the TikTok Event API. This can be done by applying for an API key from the TikTok Ads platform. Once your application is approved, you will receive an API key that will grant you access to the Event API.

Step 2: Set Up Event Tracking

Next, you need to set up event tracking on your website or app. This involves placing the TikTok pixel code on your website or integrating the SDK into your app. This pixel or SDK will track user actions and send data back to TikTok for analysis.

Step 3: Define Custom Events

Once event tracking is set up, you can define custom events that you want to track. These events can be specific actions such as app installations, purchases, sign-ups, or any other action that is valuable for your business. By tracking these events, you can measure their performance and optimize your campaigns accordingly.

Step 4: Implement Event Tracking Code

After defining custom events, you need to implement the event tracking code on your website or app. This code will trigger when a user performs the specified action, and it will send the event data back to TikTok for tracking and analysis.

Step 5: Analyze and Optimize

Once everything is set up, it’s time to analyze the data and optimize your campaigns. The TikTok Ads platform provides comprehensive analytics and reporting tools that allow you to dive deep into your campaign performance. Use these insights to make data-driven decisions and refine your ad strategy for better results.

Conclusion

By leveraging power conversion tracking using TikTok Event, advertisers can unlock advanced tracking capabilities and gain valuable insights into their ad campaigns. Follow these 5 easy steps to get started and take your TikTok advertising to new heights.

Key Points to Understand about TikTok Event API Tracking

Significance for Advertisers

TikTok Event API Tracking offers a more accurate and reliable way to track conversions and analyze ad campaign performance on the platform. It enables advertisers to measure and attribute important actions taken by users, such as purchases, sign-ups, or app installations.

Benefits of Advanced Tracking

Implementing advanced tracking with TikTok Event API brings several benefits for advertisers. It allows them to:

1. Optimize their campaign targeting and delivery
2. Create highly targeted custom audiences based on event data
3. Drive personalized ad experiences using real-time data from TikTok Event API

In this guide, we will walk you through a step-by-step process to use TikTok Event API for advanced tracking in just 5 easy steps. By following these steps, you will be able to harness the full potential of TikTok Event API and take your advertising strategies to new heights.

So let’s dive in and explore how you can leverage the power of TikTok Event API Tracking for enhanced tracking and optimization of your ad campaigns.

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Understanding TikTok Event API Tracking and Its Key Features

The TikTok Event API enables advertisers to implement more accurate server-side tracking for their ad campaigns on the platform. By utilizing this API, advertisers can gain deeper insights into user behaviour, optimize campaign performance, and enhance their overall advertising strategies.

Here are the key features of TikTok Event API Tracking:

Server-side tracking

The TikTok Event API enables server-side tracking by allowing advertisers to send event data directly from their servers to TikTok’s servers. This approach offers several advantages:

• Enhanced data accuracy: Server-side tracking bypasses limitations imposed by client-side tracking, such as ad blockers or browser privacy settings. By directly sending event data from the server, advertisers can ensure more accurate measurement of user actions.
• Reduced reliance on cookies: As privacy concerns continue to grow, server-side tracking provides an alternative to relying solely on cookies for tracking purposes. With server-side integration, advertisers can collect valuable event data without being heavily dependent on cookies.

Event deduplication

Event deduplication is a critical component of TikTok Event API Tracking. It ensures that conversions are attributed accurately without counting duplicate events. Here’s how it works:

1. When an event occurs, TikTok assigns a unique identifier, known as a Click ID, to each user’s action. This Click ID is sent back to the advertiser’s server along with other event data.
2. Advertisers can then use this Click ID to deduplicate events on their end. By comparing the Click IDs received from TikTok with the ones stored on their servers, advertisers can identify and eliminate duplicate events.

Event deduplication is essential for accurate campaign measurement and optimization. It helps advertisers avoid inflating conversion numbers and provides more reliable insights into user engagement.

Benefits of Leveraging TikTok Event API for Enhanced Advertising Strategies

Advertisers can greatly benefit from leveraging the TikTok Event API to enhance their tracking capabilities and optimize their campaign performance. Here are some key ways in which the TikTok Event API can be used to improve advertising strategies:

1. Utilizing TikTok Pixel for tracking important conversion events on your website or app: The TikTok Pixel is a powerful tool that allows advertisers to track various conversion events, such as purchases, sign-ups, and form submissions, that occur on their website or app. By implementing the TikTok Pixel and utilizing the Event API, advertisers can accurately measure the effectiveness of their campaigns and attribute conversions back to specific ads or ad sets.
2. Creating highly targeted custom audiences based on event data collected through the TikTok Event API: The TikTok Event API allows advertisers to collect valuable event data from their website or app, such as add-to-cart actions or video views. This data can then be used to create highly targeted custom audiences for future ad targeting. For example, if an advertiser wants to target users who have added items to their cart but haven’t completed a purchase, they can create a custom audience based on this specific event data and deliver tailored ads to these users.
3. Driving personalized ad experiences with dynamic product ads powered by real-time data from TikTok Event API: With the TikTok Event API, advertisers can leverage real-time event data to create dynamic product ads that are tailored to each user’s browsing behaviour and preferences. For example, if a user has recently viewed a specific product on an advertiser’s website, the advertiser can use the Event API to capture this event data and deliver personalized ads featuring that particular product to the user on TikTok.
4. Optimizing ad delivery and bidding strategies using advanced event signals from the TikTok Event API: The TikTok Event API provides advertisers with access to advanced event signals, such as purchase value or user engagement level, that can be used to optimize ad delivery and bidding strategies. By incorporating these event signals into their campaign optimization tactics, advertisers can ensure that their ads are shown to the most relevant and valuable audience segments, leading to higher conversion rates and an improved return on ad spend.

Step-by-Step Guide: How to Set Up TikTok Events API Using Google Tag Manager

When setting up the TikTok Events API using Google Tag Manager, it’s essential to follow a systematic approach to ensure seamless integration with your server container and other platforms like Shopify. The process involves configuring data sharing levels, adding a TikTok Events API tag, setting event parameters, and enabling advanced matching features. Here’s a detailed step-by-step guide to help you navigate through the setup process:

Step 1: Configure Data Sharing Levels in the Server Container

To begin setting up TikTok Events API with Google Tag Manager, you need to configure the data-sharing levels in your server container. This will determine what information is shared with TikTok for advertising and tracking purposes. Here’s how you can do it:

1. Access Google Tag Manager: Log in to your Google Tag Manager account and select the appropriate server container for your website or app.
2. Navigate to Data Sharing Settings: Once inside the server container, navigate to the “Data Sharing Settings” section to configure data sharing levels.
3. Select Data-Sharing Options: Choose the specific data-sharing options that align with your advertising and tracking requirements. This may include sharing customer actions with TikTok for enhanced ad delivery and targeting.
4. Customize Data Sharing Rules: Customize the data sharing rules based on your preferences and compliance with privacy regulations. You can define which events or customer actions are shared with TikTok through the Events API.
5. Save Configurations: After customizing the data sharing levels, save your configurations within the server container to apply the settings effectively.

By configuring data sharing levels in your Google Tag Manager server container, you establish granular control over the shared data and ensure seamless integration with platforms like Shopify for enhanced tracking capabilities.

Through this initial step, you lay the foundation for leveraging the TikTok Events API for advanced tracking and optimization of advertising strategies while complying with data privacy regulations and iOS 14 tracking restrictions.

Step 2: Add a TikTok Events API Tag with Access Token/Pixel ID in GTM

As you may know, iOS 14 has introduced new tracking restrictions that impact the way advertisers can collect data from users. However, there is a workaround using server-side integration through Google Tag Manager (GTM). This method allows you to bypass the limitations imposed by iOS 14 and continue tracking important events on your website for better ad performance.

Here’s how you can set up the TikTok Events API tag using GTM:

1. Access Token and Pixel ID Setup: The first step is to log into your TikTok Ads Manager and retrieve your access token and pixel ID. These are unique identifiers that will be used to connect your website’s events with TikTok’s advertising platform.
2. Creating a New Tag: Once you have your access token and pixel ID, go to your GTM account and create a new tag specifically for the TikTok Events API.
3. Configuring Access Token and Pixel ID: In the tag configuration settings, enter the access token and pixel ID you obtained from TikTok Ads Manager. This information will enable communication between your website’s events and TikTok’s platform.
4. Enhancing Ad Performance: By integrating the TikTok Events API tag, you’ll have more control over event tracking, which can lead to improved ad delivery and targeting. This server-side approach helps mitigate the impact of iOS 14 tracking restrictions and ensures accurate event attribution.
5. Alignment with Marketing Objectives: Using TikTok Events API through GTM aligns with your marketing goals by providing a reliable way to track important conversion events on your website or app. This seamless integration supports your overall marketing strategies and helps you make data-driven decisions.

By following these steps, you’ll be able to add a TikTok Events API tag with an access token/pixel ID in Google Tag Manager, which will ultimately enhance your ad performance and align with your marketing objectives.

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As you continue with the setup process of the TikTok Events API through Google Tag Manager (GTM), it’s essential to configure event parameters, user data, product data, and triggers in the TikTok Events API. This step ensures compliance with privacy requirements and maintains data security while collecting valuable information for your ad campaigns.

To successfully set up event parameters, user data, product data, and triggers in the TikTok Events API, follow these guidelines:

1. Event Parameters

Event parameters define the specific details of the events you want to track. These can include actions such as purchases, sign-ups, or video views. When setting event parameters in TikTok Events API, consider the following:

• Specify the appropriate event name and ID to accurately track each event.
• Include relevant metadata like event time and value to provide additional context.
• Use custom event parameters to capture specific details unique to your business.
• Ensure consistency with the event parameters set in your GTM server container.

2. User Data

User data allows you to collect information about your audience for better targeting and personalization. When configuring user data in the TikTok Events API:

• Adhere to privacy regulations and obtain user consent when collecting personally identifiable information (PII).
• Collect relevant user attributes, such as demographic information or purchase history.
• Anonymize or hash sensitive user data to protect privacy and ensure compliance.

3. Product Data

If you are running e-commerce campaigns or promoting specific products on your website or app, product data is crucial for accurate tracking. Consider the following when setting up product data in TikTok Events API:

• Include details such as product IDs, names, categories, prices, and quantities.
• Ensure consistency with the product data structure used in your GTM server container.
• Use dynamic variables or data layer variables to populate product data dynamically.

4. Triggers

Triggers determine when an event should be fired and recorded in TikTok Events API. Here are some best practices for setting up triggers:

• Utilize GTM’s built-in triggers or create custom triggers based on specific user actions.
• Set up triggers to fire events only when the necessary conditions are met.
• Test and validate triggers to ensure accurate tracking and avoid unnecessary event firing.

By following these guidelines, you can configure event parameters, user data, product data, and triggers in the TikTok Events API effectively. This ensures compliance with privacy requirements while collecting valuable data to optimize your ad campaigns.

Remember to review and update these configurations regularly based on changes in your advertising strategy or any updates from TikTok regarding their Events API.

Step 4: Enable Click ID Advanced Matching, Email/Phone Hashing, External IDs, IP Address/User Agent for 1st Party Cookies

Now let’s get into the nitty-gritty of setting up the TikTok Events API through Google Tag Manager. This method will help you work around the limitations caused by iOS 14 tracking restrictions. To make it happen, we’ll guide you through the process of creating a server container in GTM that will handle the server-side integration with TikTok.

Instructions

Here’s a step-by-step guide to enable various features in TikTok Conversions API and make the most out of your data accuracy and matching capabilities:

1. Click ID Advanced Matching: This feature allows you to match user interactions across different platforms by sharing hashed click IDs between your app and TikTok.
2. Email/Phone Hashing: By hashing your users’ email addresses or phone numbers before sending them to TikTok, you can ensure their privacy while still being able to track their actions effectively.
3. External IDs: If you have any unique identifiers for your users stored in your own database, you can pass them to TikTok as external IDs. This way, you can link their activities on TikTok with their profiles in your system.
4. IP Address/User Agent for 1st Party Cookies: Enabling this option allows TikTok to receive additional information about the user’s device, such as their IP address and user agent, when a conversion event occurs on your website using 1st party cookies.

Remember to follow the specific implementation instructions provided by TikTok for each of these features in order to ensure a seamless integration with their platform.

By following these steps and enabling these advanced matching features, you’ll be able to enhance the accuracy of your data and improve your ability to attribute conversions back to specific ad campaigns on TikTok.

Now that you have a better understanding of how to set up TikTok Events API via Google Tag Manager and overcome any challenges caused by iOS 14 tracking changes, you’re well on your way to maximizing your advertising efforts on TikTok while staying compliant with the new privacy regulations.

Step 5: Ensure Event Deduplication in TikTok Events API through Data Partners or Direct Integration

Now that you’ve learned how to set up TikTok Events API via Google Tag Manager, let’s talk about the final step in the process: ensuring event deduplication.

Why is event deduplication important, and how can you achieve event deduplication?

Event deduplication is crucial for the accurate tracking of user behaviour and campaign performance. It helps prevent multiple conversions or actions from being counted more than once, which can lead to inflated data and misinterpretation of results.

There are two ways to ensure event deduplication in TikTok Events API:

1. Collaboration with TikTok’s data partners: TikTok has partnerships with various data providers who specialize in ad attribution and measurement. By working with these partners, you can leverage their capabilities to deduplicate events across different platforms and devices.
2. Direct integration with other tracking systems: If you have your own tracking system or use a third-party platform for attribution, you can set up direct integrations to sync and deduplicate events between TikTok and your preferred system.

Alternate method: Custom logic within your server-side code

In some cases, setting up direct integrations may not be feasible due to technical limitations or resource constraints. In such situations, you can still achieve event deduplication to some extent by implementing custom logic within your server-side code.

• For example, you can generate a unique identifier (such as a combination of user ID and timestamp) for each event and store it in your database. Before sending an event to TikTok, you can check if the identifier already exists in the database to avoid duplicate entries.

Remember, while this method can help reduce duplication, it may not offer the same level of accuracy as data partner collaborations or direct integrations.

By following these steps, you can ensure event deduplication in TikTok Events API and have more reliable data for optimizing your ad campaigns.

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Comparing TikTok Events API with Other Platforms’ Server-Side Tracking Solutions

When it comes to server-side tracking and integration for advertisers, TikTok Events API offers a range of features and benefits. However, it’s important to understand how it compares to similar offerings from Facebook and Google. Let’s take a brief look at the strengths and limitations of TikTok Events API in comparison, and when it makes sense to use each solution based on your advertising goals.

TikTok Events API

Strengths:

• Improved event tracking accuracy: The TikTok Events API provides more accurate server-side tracking for ad campaigns on the platform. By bypassing the limitations of client-side tracking, advertisers can rely on robust data that reflects actual user actions.
• Granular control over shared data: With TikTok Events API, advertisers have control over which events they share with TikTok. This allows for more precise targeting and optimization based on specific conversion events.
• Resilient solutions in the evolving ad industry: As privacy regulations evolve and cookie-based tracking becomes more challenging, server-side tracking solutions like TikTok Events API offer a way to adapt and ensure continued tracking capabilities.

Limitations:

• Technical expertise is required: Implementing the TikTok Events API requires technical expertise and resources. Advertisers need to have a good understanding of server-side integration and be able to set up the necessary configurations.
• Limited event deduplication options: While event deduplication is possible through collaboration with TikTok’s data partners or direct integrations, the options may not be as extensive as those offered by other platforms.

Facebook Server-Side Tracking

Strengths:

• Robust event deduplication mechanisms: Facebook’s server-side tracking solutions, such as the Conversions API, offer advanced event deduplication capabilities. This ensures accurate attribution of conversions even when multiple touchpoints are involved.
• Extensive integrations and partnerships: Facebook has established partnerships with various platforms and tracking systems, making it easier to set up direct integrations for event deduplication and data sharing.
• Large user base and targeting options: Facebook’s vast user base and detailed targeting options provide advertisers with access to a wide audience and the ability to reach specific segments effectively.

Limitations:

• Reliance on the Facebook ecosystem: To take advantage of server-side tracking solutions offered by Facebook, advertisers need to be heavily invested in the Facebook advertising ecosystem. This may limit flexibility when it comes to diversifying advertising channels.
• Privacy concerns: With increasing privacy regulations, there are limitations on the types of data that can be shared with Facebook. Advertisers need to ensure compliance with privacy requirements and maintain data security.

Google Server-Side Tracking

Strengths:

• Seamless integration with Google products: Google’s server-side tracking solutions, such as Google Analytics 4, offer seamless integration with other Google products like Google Ads. This allows for a unified view of campaign performance across different platforms.
• Advanced machine learning capabilities: Google’s machine learning algorithms can analyze server-side data to provide valuable insights and optimizations for ad campaigns.
• Flexible event configuration: Advertisers have the flexibility to configure custom events and parameters based on their specific tracking needs.

Limitations:

• Limited event deduplication options: Similar to TikTok Events API, event deduplication options with Google’s server-side tracking solutions may be limited compared to those offered by Facebook.
• Complex implementation process: Implementing server-side tracking with Google can be complex, requiring technical expertise and careful configuration setup.

Choosing the Right Solution

The choice between the TikTok Events API, Facebook’s server-side tracking, or Google’s server-side tracking depends on your specific advertising goals and requirements. Here are some considerations:

• Use the TikTok Events API if you prioritize accurate event tracking and granular control over shared data. It is also a good choice if you are already investing in TikTok advertising.
• Consider Facebook’s server-side tracking if advanced event deduplication mechanisms and extensive integrations are important to your advertising strategy.
• Opt for Google’s server-side tracking if seamless integration with other Google products and advanced machine learning capabilities align with your advertising goals.

Remember, each platform has its own strengths and limitations, so it’s essential to evaluate your needs and prioritize the features that matter most to you.

Conclusion

Now that you have a clear understanding of TikTok Event API Tracking and its key features, as well as the benefits it provides for advertisers, it’s time to put this knowledge into action. By following the step-by-step guide we provided, you can easily implement the TikTok Event API for advanced tracking in just 5 easy steps.

Here’s a recap of what you need to do:

1. Configure Data-Sharing Levels in the Server Container: Ensure seamless integration with platforms like Shopify by properly configuring data-sharing levels in your Google Tag Manager server container.
2. Add a TikTok Events API Tag with Access Token/Pixel ID in GTM: Enhance ad performance and align with your marketing objectives by adding a TikTok Events API tag in Google Tag Manager using the access token and pixel ID provided.
3. Set Event Parameters, User Data, Product Data, and Triggers in TikTok Events API: Maintain data security and comply with privacy requirements when setting event parameters, user data, product data, and triggers in TikTok Events API.
4. Enable Click ID Advanced Matching, Email/Phone Hashing, External IDs, IP Address/User Agent for 1st Party Cookies: Maximize data accuracy and matching capabilities by enabling advanced matching features in TikTok Conversions API.
5. Ensure Event Deduplication in TikTok Events API through Data Partners or Direct Integration: Collaborate with TikTok’s data partners or set up direct integrations with other tracking systems to implement event deduplication.

By implementing TikTok Event API Tracking using our guide, you can unlock advanced tracking capabilities and improve ad performance on the platform. But don’t stop there! There are even more advanced features and strategies you can explore to further enhance your advertising efforts on TikTok.

Stay updated with the latest developments in TikTok’s advertising tools and policies to ensure the ongoing effectiveness of your tracking setup. As the platform continues to evolve, new opportunities and features may arise that can take your advertising campaigns to the next level.

So don’t wait any longer. Start leveraging TikTok Event API Tracking today and unlock the full potential of advanced tracking on the platform in just 5 easy steps!

*[GTM]: Google Tag Manager

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Tracking errors can greatly affect your Data, Conversion Reporting, strategic Decision-Making and that Cost you in Revenue.

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