About Custom Events in TikTok Ads Manager

Last updated: February 2026

Custom events on TikTok are user-defined actions that extend beyond the platform's predefined standard events list. These events can be managed through various methods such as the Event Builder in Events Manager, directly via the Web Events API, or on the Mobile Measurement Partner (MMP) side for app advertisers. Custom events are crucial for detailed reporting and audience creation, although they are not applicable for campaign optimization.

Benefits

Custom events allow you to tailor your data collection to specific actions that are most relevant to your marketing goals.

  • Flexibility in Event Tracking: Customize what specific user actions to track beyond the standard events.

  • Enhanced Audience Targeting: Use custom events to create more precise audience segments.

  • Detailed Reporting: View custom events in the 'Event Type' reporting column in Events Manager and TikTok Ads Manager.


Before you begin

Before you setup custom events, consider the following requirements:

  • Use custom event names that comply with TikTok's terms and policies.

  • Don't use custom event names that are suggestive of sensitive information or illicit activities of users.

  • Make sure to use a custom event name that is not the same as one of TikTok's predefined standard events:

Requirement

Details

Character Limit

Custom event name should not exceed 50 characters.

Format

Only alphabetic letters, Arabic numerals, underscores, and dashes are accepted.

Name Conflict

Avoid using the reserved event names for your custom event. Refer to the full list of reserved event names below.

Special Rule

Custom event name must start with an alphabetic letter and cannot end with a space.


Reserved Events

Reserved Events are specific event names that TikTok automatically maps to an existing Standard Event. Because this mapping is automatic, you should not use these names for your Custom Events, as it will prevent you from seeing the data under your intended custom name.


Visit our complete list of Reserved Events.


Use case with a code example

An e‑commerce store can define custom events to track actions that matter beyond standard events—for example, LeaveReview when a buyer submits feedback or ShipOrder when fulfillment starts. These events can enhance reporting and empower audience creation based on user behavior.


Install the event_code with a custom event name. For example, ttq.track('custom_event_name'). The parameters you can include under the event are the same as those provided for standard events.

// Single product example: LeaveReview ttq.track('LeaveReview', { content_id: '301', content_type: 'product', content_name: 'dress', quantity: 1, price: 8.00, // per-item price value: 8.00, // total value for this event (align with your business logic) currency: 'USD' }); // Multiple products example: ShipOrder ttq.track('ShipOrder', { contents: [ { content_id: '301', content_type: 'product', content_name: 'dress', quantity: 1, price: 8.00 }, { content_id: '401', content_type: 'product', content_name: 'hat', quantity: 1, price: 1.20 } ], value: 9.20, // total of all items currency: 'USD' });


Learn how to install Pixel using code with our developer documentation.

Next steps

Now that you understand Custom Events, learn how to set up events and parameters in TikTok Ads Manager.