Tiktok Events API

 

About Events API

TikTok’s Events API is a secure server-to-server interface that allows advertisers to share the actions customers take on their websites directly with TikTok. 

When web events are shared with TikTok, they can better inform our optimization, targeting, and measurement systems by providing insights into your website visitors' journeys. Our systems process the data similarly to the TikTok Pixel. 

To optimize ad delivery and build marketing audiences, we recommend setting up both TikTok's Events API and Pixel together. Please follow our best practices to learn more about a redundant Web Tracking setup.

Benefits of Events API

Events API helps businesses to future-proof and adapt to the changing ads ecosystem, by allowing unobstructed marketing data sharing between your business and TikTok to reach your marketing objectives. Benefits of implementing TikTok’s Events API include:

• •​Improve ad delivery and targeting by capturing missing conversions. 

• ◦​Conversions reported via TikTok’s Pixel only might be impacted due to browser policies and other connectivity issues. When implemented with the Events API, all conversions will be reported and leveraged to better inform optimization, targeting, and measurement products.

• •​Enrich conversions by implementing both Pixel and Events API. 

• ◦​TikTok will merge and enrich duplicate conversions shared with TikTok within 5 minutes of each other, improving identity matching and ad delivery performance. 

• ◦​Beyond the 5-minute merge window, duplicate conversions arriving within 48 hours of one another will be deduplicated and not used for measurement and reporting purposes.

• •​Granular control over the data your business shares with TikTok. 

• ◦​When implemented without TikTok’s Pixel, you have the flexibility to share only the data required to meet your marketing objectives enabled by TikTok’s optimization products.

Web Tracking Setup Scenarios

There are three ways to set up Web Tracking with TikTok, by utilizing Pixel, Events API, or both. Please see below the benefits of these setup scenarios:

Sharing Events with Events API

Prior to integrating with the Events API, we recommend predefining which Events you are interested in sharing with TikTok to achieve your marketing objectives. Standard events are predefined actions website visitors can take that are supported across TikTok Ads. This includes 14 standard events which can be used to track URL keywords or web elements.

When setting up the Events API with the TikTok Pixel side by side, it is recommended to mirror your Pixel setup. This means sharing identical events through both channels, and the required data to allow deduplication between both channels (see here). 

For additional information on choosing events, please visit our section on Standard Events and Parameters. 

Sharing Matching Data with Events API

It is highly recommended to include multiple types of matching data to increase the accuracy of targeting and optimization models. 

Match Data	Description	Additional information
Click ID	•​Click ID is a unique identifier that is appended to the click URL every time a person clicks on an ad on TikTok. Once the website is loaded, you can store the Click ID and share it back to TikTok every time the person triggers an event. •​Each Click ID is unique and adheres to the same CTA window as configured in Attribution Manager	Details you can share with your developer team on Click ID are available here.
Advanced Matching	•​Advanced Matching is a feature that enables you to share privacy-safe customer emails and phone numbers to be matched with people on TikTok.  •​We recommend sharing External IDs that represent any unique identifier on the advertiser's side, such as loyalty membership IDs, user IDs, and external cookie IDs.	Details on Advanced Matching, including Frequently Asked Questions around hashing and security are available here.

Matching Best Practices

To increase the probability of matching website visitor events with TikTok users, and improve your ad attribution and ad delivery optimization, we recommend sharing as many match keys and identifiers as possible from the following list:

• •​Click ID

• •​1st party cookie

• •​Advanced Matching:

• ◦​Email (hashing required)

• ◦​Phone (hashing required)

• ◦​External ID (hashing required)

• •​IP address and user agent

Privacy and Data Usage

Learn more about how this information is used by reading TikTok Business Products (Data) Terms.

Learn more about how TikTok honors users' in-app and device-level privacy settings by accessing our Safety Center.