Best practices for Web Data Connections

Last updated: September 2025

Using the right data connections helps you understand the actions people take throughout their journey and maximizes your performance on TikTok. Learn more about TikTok Web Data Connection.


Keep in mind the following tips and best practices when setting up your data connections:

  • Connection Type: Leverage the different connection types to be able to integrate with platforms to see the full picture.

    • TikTok Pixel + Events API: Share events from both browser and server. This option helps maximize the events sent and can improve your ad performance and measurement.

    • TikTok Pixel: Share events directly from the browser. It's easy to implement, but may be limited by browser issues or restrictions.

    • TikTok Events API: A more reliable connection through your server while customizing what's shared.

    • CRM: If you use a CRM like Salesforce, HubSpot, or any other compatible CRM, connect it to improve lead quality.

  • Event Type: Share events that apply to your business across the funnel to measure the actions of people on your website and offline. For example, use the standard event " Add to Cart" to measure the interest of customers that explored your products.

    • You should create an event for each action a customer takes on your website, and enable event optimization.

  • Key Parameters: Share relevant parameters to give contextual event information. This enables dynamic ad delivery, for example, indicating which specific product was added to the cart.

    • Enabling the right parameters helps you best understand your campaign outcomes. Learn more about Parameters.

  • Match Keys: Identifiers that help you tie events to users who are engaged with ads. Match keys help you measure the impact of your ads and build custom audiences.

    • Enrich your data connections with Advanced Matching. We recommend you use both manual and automatic matching for Pixel and Events API. Learn more about Advanced Matching for Web.