TikTok launches enhanced Events API with consolidated endpoint

The era of third-party cookies as we know it is ending. Internet users are looking for more control over their data and how it is used. The use of ad blockers and secure web browsers are on the rise as a result. At the same time, US state governments are signing into law new regulations and policies protecting user data and increasing requirements for collecting, sharing and using data (CPRA, CTDPA, VCDPA, etc). Finally, operating systems and browsers are implementing technical and policy changes limiting how data is collected and used. This combination of factors is driving the end of third-party cookies.

Introducing a consolidated endpoint for TikTok Events API

To help advertisers better prepare for this cookieless future, we're excited to announce the launch of a consolidated endpoint across Events API for Web, App (in testing), and Offline. This consolidated endpoint will allow advertisers to seamlessly enable Web, App, and Offline signal use for their campaigns and remove the need for siloed endpoints for each use case.

Events API is a secure server-to-server (S2S) integration with TikTok that allows advertisers to share marketing data with us in a secure connection directly from their server. By sharing this marketing data with TikTok, advertisers are able to unlock the performance advertising benefits of better optimization and delivery.

We previously offered three different endpoints (a specific task an API can do) across Web, Offline, and App. Advertisers who wanted to send data from different sources had to integrate those sources independently. Moving forward, advertisers can integrate once and send data from multiple sources. This allows for a more seamless implementation experience for our advertisers, decreases barriers to entry across different use cases, and strengthens the marketing effectiveness of our Events API.

The benefits of a unified Events API

As a result of having a unified Events API, advertisers will have decreased barriers to pass omnichannel event data to TikTok. Omnichannel signals are key for advertisers to understand the true value that TikTok drives for their business.

• Unified Implementation - Having one unified endpoint allows advertisers to enable Web, App, or Offline signals through a single implementation process. This may also result in cost efficiencies for clients as they do not have to consistently leverage developer resources for each use case and correlating implementation

• Future Proofing Signals - To prepare for future changes across browsers, operating systems, and privacy regulations globally, advertisers can use one endpoint for their secure server-to-server setup to establish a direct path with TikTok

• Easier Maintenance - By cutting down the number of endpoints for the advertiser, this also results in fewer endpoints to manage and maintain. Should updates happen from our side, advertisers are able to manage through a single endpoint for all of their Events API efforts

How to Integrate with Events API

Advertisers have more control over the data they choose to share when they leverage Events API and can also choose which integration is best for them. Here are a few integration methods:

• Commerce Partner Integration - For advertisers partnering with one of TikTok’s Commerce partners (such as Shopify and WooCommerce), setting up Events API only takes a few minutes in TikTok Events Manager. Learn more about Commerce partners integrated with Events API and our S2S integration with Shopify.

• Data Partner Integration - For advertisers partnering with one of TikTok’s Data partners, such as Customer Data Platforms (CDPs), Tag Managers, CRMs, and other marketing technology partners, setting up Events API is done via the partner platform. Learn more about data partners integration. Integrated Data partners include: Tealium, Segment. Grivy, Hightouch, mParticle, SignalSight & Google Tag Manager.

• Direct Integration - For advertisers who prefer the utmost control over their integration, setting up the Events API is achieved by dedicating in-house developers to follow our Marketing API documentation. Learn more about integrating with Events API directly by following our best practices.

Events API + TikTok Pixel

To unlock the full suite of benefits that data connections can provide for you, we recommend that brands leverage both the TikTok Pixel and the Events API data connections. On average, advertisers using TikTok Pixel and Events API together see 19% more events captured and a 15% improvement in cost per action.

These two connections allow seamless integration between our platform and your systems. Having both data connections enhances ad delivery, audience creation, and full-funnel measurement by maximizing event captures from both connections. With these connections in place, there are more event signals to inform your ad campaigns, which leads to increased optimization and ultimately, better results.

For more information about how events information is used, check out our TikTok Business Products (Data) Terms here.

Events API: The right choice in the era of privacy

At TikTok, we build privacy into all of our products, with the safety and security of our users being our number one goal. By capturing events through data connections, advertisers are able to make more informed decisions around audiences and targeting, products and tools, and measurement while building the foundation to test and learn for maximum results.

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