Let me elaborate

If you are setting up TikTok Tracking Pixel i.e. client-side, then the browser loads the pixel and sends data directly to TikTok’s servers. This data includes events like page views, product views, purchases, and more. It is easier to setup as compared to server side tracking.

On the other hand, in TikTok Event API or TikTok Server side tracking the data is directly transferred from the first-party domain/own server. This process happens through TikTok’s Conversion API. Here you get more accurate data along with data privacy.

Importance of  TikTok Event API tracking:

TikTok Events API allows businesses to set up a sustainable campaign and react to the changing ad ecosystem by allowing unrestricted marketing data sharing between your company and TikTok to achieve your marketing goals. The following are some of the advantages of using TikTok Events API/ TikTok Server side tracking:

• Enhance ad delivery and targeting by capturing lost conversions:

Conversions recorded by Pixel may be impacted by connectivity issues and differences in how different browsers behave. More conversions will be reported and used when combined with the Events API to improve measurement, optimization, and targeting.

• Granular control over the data your company shares with TikTok:

Your Events API integration will allow you more control over sharing only the data necessary to accomplish your marketing objectives, as enabled by TikTok’s optimization products.

• As advertising ecosystems evolve, this enables resilient solutions:

TikTok Events API connects the advertiser’s business to the TikTok platform, providing a more sustainable transition in reaction to changes in the advertising market. By combining the Events API with an existing Pixel, advertisers are better positioned to respond to industry developments while maintaining their current campaign strategy and set-up.

How does it work?

First, you need to implement the TikTok Pixel code on the necessary pages. When a user visits the website, clicks on the product, adds it to cart, proceeds to checkout and finally completes a purchase, this code records the information and sends it back to your TikTok Pixel account. Now setup the conversion in your TikTok Business Center and GTM. When a person clicks on your TikTok advertising/ad and completes a purchase on your website, the tracking code saves the conversion data, which includes the value, Event ID, Phone Number, Email, Currency, etc.

How to setup TikTok Pixel Tracking?

You can setup TikTok Pixel Tracking in 5 simple steps:

1. Create a TikTok Ads account.
2. Create TikTok Pixel.
3. Setup TikTok Event API.
4. Copy the TikTok Pixel ID and paste it into Google Tag Manager.
5. Test and optimize.

You may take the help of the TikTok pixel helper Chrome extension to check if the events are working correctly.

Are you facing an issue while setting up TikTok Event API?

Let’s start with us.

Basic Presets of TikTok Pixel Events:

There are four presets of TikTok pixel events available in the TikTok ads account:

1. Complete Purchase: It tracks the conversions that are completed through TikTok ads.
2. Contact: It tracks the conversions on the Contact Us page.
3. Subscribes: It tracks a conversion when a user gives their email id to get subscribed to your business.
4. Submit Form: It tracks a conversion when a user fills a form available on your website like an enquiry form, request a quote form, etc.

Best Practices for TikTok Pixel and Event API

• Use both Pixel and Event API together for optimal tracking.
• Mirror events and parameters across both for accurate deduplication.
• Include relevant match keys to improve audience creation and measurement.
• Choose events that align with your marketing objectives.
• Ensure legal and technical compliance for data collection and sharing.
• Consider server side tracking for enhanced accuracy, privacy, and resilience against ad blockers.

Summary

In conclusion, setting up the TikTok Event API and Pixel is a crucial step for businesses and advertisers looking to leverage the full potential of TikTok’s advertising platform. It functions similar to the Facebook Conversion API, Pinterest Conversion API and Snapchat Event API. The TikTok Pixel enables accurate tracking of user interactions and conversion events on your website, providing valuable insights into user behaviour and the effectiveness of your ad campaigns.

The Event API takes this a step further by allowing real-time communication between your website or app and the TikTok platform, ensuring that events are promptly recorded and reflected in your advertising analytics. This seamless integration not only enhances the accuracy of your data but also enables you to optimize your campaigns in real-time for better performance.

If you have any issues, then you may take a look at this blog named “Tiktok pixel helper” for guidance.