Tracking TikTok conversions

What is a TikTok pixel?

It's a bit of code you can apply to your promoter profile on RA so you can measure traffic, measure ad campaign performance, optimise your campaigns and find new customers. You can see this information in your TikTok Ads Manager.

Which events does the TikTok pixel measure?

• event page view
• promoter page view
• add to cart (requires Events API to also be setup)
• complete payment (requires Events API to also be setup)

How do I add my TikTok pixel to my promoter profile?

1. First you need to create the pixel. The best way to do this is to follow the instructions on the TikTok website for Manual setup https://ads.tiktok.com/help/article/get-started-pixel?lang=en
2. On the step "Build funnel events",
   1. add the "Add to Cart" event to Consideration
   2. add the "Complete Payment" event to Conversion
3. On the step "Add parameters"
   1. ensure Events API and Custom Code are selected, then click next
   2. check the "price" and "quantity" boxes for the Add to Cart and Complete Payment events
4. On the step "Finish setup"
   1. enable Automatic Advanced Matching, then select Finish
5. Go to the homepage on RA Pro. Scroll down and click on your promoter profile. Head to the Tracking page and select TikTok from the dropdown menu. Copy your pixel ID here.

Check it's working

To check your pixel has been set up correctly, you can add the TikTok pixel helper to your Chrome browser https://chrome.google.com/webstore/detail/tiktok-pixel-helper/aelgobmabdmlfmiblddjfnjodalhidnn. Go to one of your event pages or your public promoter page and click on the TikTok pixel helper in your browser extensions. If the pixel has been added correctly, you'll see pixel found.

The pixel data will begin pulling through into TikTok Ads Manager. You can view it in Tools > Events > Web events.

Limitations of the pixel

Certain browsers don't support the TikTok pixel. This means that you won't see events for customers using Safari and Firefox. Conversions reported via the pixel may be impacted due to connectivity issues and inconsistencies in how various browsers operate.

Events API

This enables data sharing directly from RA's server to TikTok's server which allows for data to be captured more accurately and shared more reliably. It provides a more resilient solution as advertising ecosystems evolve.

How to set up the Events API

1. In TikTok ads manager, go to Tools > Events > Data sources (in the left side menu).
2. Click on your pixel
3. follow the instructions from step 2 "Generate an access token" on the TikTok website https://business-api.tiktok.com/portal/docs?id=1739584855420929
4. Once you have your access token go to the homepage on RA Pro. Scroll down and click on your promoter profile. Head to the Tracking page and select TikTok from the dropdown menu. Paste your access token.

Test it's working

There's detailed instructions on how to test the Events API is working here https://business-api.tiktok.com/portal/docs?id=1739584863252481

1. Click on your pixel
2. Go to the Test Events tab
3. Under "Test Server Events", copy the code
4. Go to the homepage on RA Pro. Scroll down and click on your promoter profile. Head to the Tracking page and select TikTok from the dropdown menu. Paste the test code and submit.
5. Check back on the Test Events tab of your pixel on TikTok to make sure the test event has been picked up

Deduplication

If you set up both the TikTok pixel and the Events API, you don't want events to be double counted. You can do this by deduplicating events. See this guide to ensure events are deduplicated https://business-api.tiktok.com/portal/docs?id=1739584864945154

Warning Message: Missing 'content_id' parameter

You might see a warning message in the TikTok interface about a missing 'content_id' parameter. This is nothing to worry about, as it is only needed for Video Shopping Ads which are not supported currently as part of this integration.