Best practices for your Google Analytics connection
Once Google Analytics is connected, following a few best practices helps ensure that the data flowing to TikTok is complete. This helps improve both campaign optimization and the accuracy of attribution comparisons.
Set up UTM parameters
TikTok matches Google Analytics conversions back to your campaigns using UTM parameters, so accurate UTM setup directly affects how well the integration performs. Every TikTok ad destination URL should carry at least the utm_source and utm_id parameters. The utm_content parameter is recommended in cases where utm_id is not available:
utm_source=tiktok&utm_id=__CAMPAIGN_ID__&utm_content=__AID__
There are two options for UTM setup:
Build UTMs manually: Use auto-attach and the UTM templates available in the TikTok Ads Manager campaign flow parameter builder tool to ensure parameters are set up correctly.
Enable auto-append: Authorize TikTok to automatically add
utm_source, utm_id, and utm_content to destination URLs when you set up a new Google Analytics connection in Events Manager. If you are using custom tracking templates, your formatting is preserved; TikTok will only append missing parameters.
If you use a third-party click tracker or redirect (such as Campaign Manager 360), configure it to pass all entry UTM parameters through to the final landing page. Improperly configured redirects are a common cause of dropped UTMs and unattributed conversions.
Monitor connection issues
If your integration is disconnected or shows account and property errors in Events Manager, it is usually due to permissions or account changes on the Google side. Use the tables below to identify and resolve the most common issues.
Account-level errors
Issue | What it means | How to fix it |
Connection issue | Connection issues or system errors may stem from large request volumes or temporary Google server errors. | Allow up to 24 hours for the system to retry and update the connection status. If the issue persists, disconnect and reconnect the integration. |
Google account no longer exists | The Google account used to authorize the connection is no longer available (deleted or disabled). | Disconnect and reconnect the integration with an active Google account. |
Google sign-in failed | The connection was invalidated — usually after a Google password change or an expired login session. | Sign in to Google again to complete the setup. You may need to disconnect and reconnect with your Google account. |
Google access expired or revoked | Google access expires most often because the "TikTok Pixel" app was removed from Google → Security → Third-party apps. | Disconnect and reconnect, and keep the "TikTok Pixel" app listed under your Google third-party apps if you wish for the connection to remain active. |
No GA property is available to connect | Your account is connected, but no properties are shared with it. | Ask an admin to grant at least "Viewer" access to both the account and properties you wish to share in Google Access Management settings. For step-by-step instructions on requesting permissions, see here. |
Property-level errors
Issue | What it means | How to fix it |
No property access | Your Google account may be authorized at the account level, but lacks permission on the specific property you're mapping. | Ask an admin to grant your Google email at least "Viewer" permission on that property in Access Management settings. If you have a link for a specific property or dashboard, you can request access directly via the link. For step-by-step instructions on requesting permissions, see here. |
Purchase event not set as a key event | The mapped property does not have purchase configured as a key event. | In Google Analytics, select Admin and then choose Data display. Select Create Events, then Add Purchase Event, and then choose Save as Key Event. For step-by-step instructions on adding key events, see here. |
