Advertising on TikTok
TikTok accounts
Managing your Business Center
TikTok E-Commerce Partner Platforms
Developers
Create a campaign
Create an ad group
Creating ads in other TikTok tools
Consideration objectives
App promotion
Lead Generation
In-feed video
In-feed interactive
Non-feed placement
Interactive enhancements
Industry ad solutions
Ad auction optimization
Creative optimization
Creative partnerships
Smart+ Campaigns
App Measurement
Offline conversions
Web measurement
Insights and reporting
Shop Ads Measurement
Billing options
Billing management
Promotions, Ad Credits and Coupons
Troubleshooting billing and payment
Advertising Policies
- Advertising policies
Advertising policy resources
Privacy practices and policies
Lead Generation
Lead generation campaigns
Instant Forms
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- How to create a lead generation campaign with an Instant Form
- How to create an Instant Form in TikTok Ads Manager
- Replace an attached Instant Form
- Edit the name of an Instant Form
- About Instant Form question types and settings
- About instant form custom components
- About the Form Layout for Instant Form
- About the Rich Content Form template
- How to create a rich content form
- About the Card layout for Instant Forms
- Create a Card layout form
- About the Form Card for Instant Forms
- How to access Leads data on Instant Forms
- About AIGC for Instant Forms
- How to create custom disclaimer in Instant Form
- How to add a Business Locator question to your Instant Form
- How to add gated content to your Instant Form
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Leads Center
CRM integration
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- About available CRM integrations for TikTok Lead Generation with Instant Form
- How to edit your CRM integration settings
- How to integrate TikTok Lead Generation with Zapier
- How to Troubleshoot Zapier
- How to integrate TikTok lead generation with LeadsBridge
- How to Troubleshoot LeadsBridge
- How to integrate TikTok Lead Gen with HubSpot
- How to remove your HubSpot integration from TikTok Ads Manager
- How to install the TikTok For Business Plugin on WordPress
- How to integrate TikTok lead generation with Salesforce Marketing Cloud
- Troubleshooting TikTok Lead Gen with Salesforce Marketing Cloud integration
- How to integrate TikTok Lead Gen with Salesforce Sales Cloud
- How to integrate TikTok Lead Generation with Google Sheets
- How to integrate TikTok Lead Generation with Klaviyo
- How to Troubleshoot Webhooks
- About signal postback for lead quality optimization
- How to postback signals through csv
- How to postback signals through Events API
- How to postback signals through Zapier
- How to postback signals through Leadsbridge
- How to postback signals through Google Sheets
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Messaging Ads
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- About TikTok Messaging Ads
- How to set up TikTok Direct Messaging Ads
- How to update your TikTok Direct Message permission for TikTok Messaging Ads
- How to set up TikTok Instant Messaging Ads
- TikTok Messaging Ads: Policies
- About Message Management Tools
- How to set up the TikTok integration on Pancake
- How to create message events on TikTok Events Manager
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Call Ads
Business Account Lead Generation
Lead quality optimization
- Ad objectives /
- Lead Generation /
- CRM integration /
About signal postback for lead quality optimization
As part of lead quality optimization, signal postback is the first step towards optimizing campaign performance and generating more high-quality leads that are more likely to convert. Signal postback refers to the postback of lower-funnel conversion signals after leads are generated, which can occur either on your website or during follow-up offline.
Benefits of signal postback
When you postback enough lower-funnel conversion signals to TikTok, you help optimize campaigns toward generating more leads that are likely to convert to similar lower-funnel conversion signals.
Notes:
We recommend to postback more than 50 signals within 14 days for more stable and positive optimization performance.
We recommend to prioritize data with lead_ID for higher matching rate.
When signals volume is insufficient or inconsistent, it will hurt the impact of lead quality models.
Use cases
We recommend signal postback if you:
Use a CRM to export leads and track lower-funnel conversions.
Use Pixel to track online and lower-funnel conversions.
Use the events API to postback lower-funnel signals.
Are motivated to improve lead quality by optimizing lower-funnel conversions.
What signals can you postback for lead quality optimization?
You can postback the following online signals through pixel for lead quality optimization:
Signal data parameter | Data type | Description |
"lead_ID" or Personally Identifiable Information (PII), including "email" or "phone" | string | ID of TikTok leads. Note: Every 1P lead will have its lead_id when exported from TikTok. 3P lead doesn't have lead_id, but can be identified with PII data. |
"event_time" | string | |
"event_name" | string | Web Standard Event |
Learn more about the TikTok Pixel, available event types and parameters, and match keys.
You can postback the following offline signals through a CRM:
Signal data parameter | Data type | Description |
"lead_ID" or PII ("email" or "phone") | string | ID of TikTok leads or PII data of leads, such as email or phone number. Note: Every 1P lead will have its lead_id when exported from TikTok. 3P lead doesn't have lead_id, but can be identified with PII data. |
"event_time" | integer | A Unix timestamp in seconds indicating when the actual event occurred (i.e., when the Lead Status changes in the CRM). Note: You must send this date in GMT time zone (i.e. UTC-0). |
"event_name" | string | Conversion event name (CRM lead status). You can postback any custom event or standard event. Note: - We recommend you postback Standard Events because only Standard Events can be used in lead quality optimization and can be tracked and exposed in the measurement report. - You can create Custom Events if the Standard Events doesn't represent the conversion for your business. This test will collect the Custom Events and provide feedback to add more Standard Events by verticals. |
Next steps
There are multiple ways to postback signals through CRMs. Choose your CRM below to find the setup steps:
Learn more about pixel postback setup and event mapping.