Best practices for new E-commerce Web Conversion Advertisers

Last updated: September 2024

These best practices are for you if you are a first-time e-commerce advertiser on TikTok with the goal of generating more sales on your website using the Website conversions objective. If you are using the Product sales objective, refer to About the New Product Sales Advertising Objective.

Before you begin

Make sure you've registered for a TikTok Ads Manager account. TikTok Ads Manager is the one-stop shop for running and managing paid ad campaigns on TikTok. Registering for an account and running your first campaign works best on a desktop. To see detailed instructions and a step-by-step video, refer to How to Create a TikTok Ads Manager Account.

Tips for new E-commerce Web Conversion Advertisers

Set up your TikTok Pixel to track events for all the visitor actions you value. You must use a TikTok Pixel to run a conversion campaign.

  • Start with at least 3 events - View Content, Add to Cart, and Complete Payment as your events.

  • Turn on the Automatic Advanced Matching and First Party Cookies toggles.

  • Set up Pixel with one click if you use a TikTok E-commerce Partner Platform.

  • Add Pixel Custom Code events with little to no developer resources using TikTok's tag template with Google Tag Manager.


Learn more about TikTok's video format, along with tools and resources to build your first ad creative.

  • Find an existing TikTok video to use as a Spark Ad.

  • If you don't have an existing organic video for Spark Ads, get inspiration to create a new video and see what creative tools can help you bring your ideas to life.

*2022 Spark Ads AB Test Result Data - Brand Auction


Follow these tips to run your first campaign below.

  • Select the Website conversions objective.

  • Choose Add to Cart as your first campaign optimization event. Our research shows that starting with Add to Cart events helps the system learn what types of visitors convert. See the FAQs for details on when we recommend moving to Complete Purchase.

  • We recommend trying "Automatic Targeting." If you do use "Custom Targeting," keep your audience broad using the Audience Size Estimator.

  • Start with at least $30 USD for your first campaign's daily ad group budget. If you're based in APAC, try $ 20 USD or your local equivalent. This amount gives the algorithm enough to learn who your ideal audience is and get optimal results early.


Find more details and a first campaign checklist in our E-commerce Starter Guide one-pager:

-External- SMB Newbie Ecommerce Best Practices One-Pager (1) .pdf (22.24 MB)

Learn more about FAQs for New E-Commerce Web Conversion Advertisers.