About Events API Gateway

Last updated: August 2025

Events API Gateway is a tool that quickly creates a reliable server-to-server connection to send your website event data directly to TikTok, helping you to accurately measure customer interactions with your ads. It reduces technical complexity and lets you onboard new accounts onto TikTok in minutes to give you more accurate data and better ad performance.

Availability

  • Platform: TikTok Events Manager, TikTok Ads Manager

  • Placement type: In-feed, Spark Ads

  • Ad objectives: Conversions, Web Value-Based Optimization (VBO)


Benefits

  • Improved performance: Richer data quality improves oCPM delivery and lowers CPAs with better targeting.

  • Multi-account support: Send Events API data for many TikTok Ad Accounts from a single Gateway host.

  • Accurate measurement: Capture more conversions by avoiding browser signal loss.

  • Reliable data connection: Events API is a server-to-server connection, built with TikTok's standard privacy and security measures.


How Events API Gateway works

Once you set up a Gateway as a "Host," you can use it to manage multiple accounts. Each account is given its own dedicated space called a "tenant," keeping data organized and ensuring each account's information remains separate and protected.


Each tenant connects directly to TikTok with special access tokens tied to the ad account. You can link your TikTok Pixel and send additional server-side events through the Gateway. The combination of TikTok Pixel (web browser) and Events API (server) helps capture the full customer journey. Internal logic avoids duplication by matching key IDs like event_id or _ttp (TikTok cookie).


Events API Gateway contains a dashboard for account management tasks such as creating tenant accounts, adding team members, and setting up custom domains. Host Admins manage the overall Gateway setup and control who can use it. Tenant Admins manage their own account space.

When to use Events API Gateway

Events API Gateway is built for those who need to simplify and scale Events API setup across multiple accounts, such as:

  • Digital agencies who run TikTok ads for multiple brands and need a central system to easily connect Pixels event data server-to-server with a low developer resource lift

  • Adtech partners who provide plug-ins or host for multiple merchants and want to embed TikTok event sharing across their base using one infrastructure

  • Retailers with sub-brands who operate multiple storefronts or domains and want consistent server-side setup with centralized control


Resources