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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 MMP side for app advertisers. Custom events are crucial for detailed reporting and audience creation, although they are not applicable for campaign optimization. For more details on setup requirements, refer to the TikTok Events Manager guide.

Benefits and features

Custom events allow advertisers to tailor their data collection to specific actions that are most relevant to their marketing goals. Here are some benefits:

• 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.

Ensure compliance with TikTok's policies when labeling custom events, avoiding any sensitive user data implications.

Use Case

An e-commerce store can use custom events to track user actions like 'signing up for a free trial' or 'shipping a product.' This data helps in understanding customer behavior and refining marketing strategies.

Code Example

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. Refer to Install Pixel using code to learn more.

// For single product ttq.track('YourCustomEvent', { content_id: '301', content_type: 'product', content_name: 'dress', quantity: 1, price: 8, value: 9.2, currency: 'USD', }); // For multiple products ttq.track('YourCustomEvent', { contents: [ { content_id: '301', content_type: 'product', content_name: 'dress', quantity: 1, price: 8, }, { content_id: '401', content_type: 'product', content_name: 'dress', quantity: 1, price: 1.2, }], value: 9.2, currency: 'USD', });

Reserved Events

Reserved Events are automatically mapped to a Standard Event, so it is recommended not to set them up as a custom event.

Requirements

Before setting up custom events, there are a few requirements to keep in mind:

1. Only reporting of custom events is currently supported. Custom events cannot be used for optimizing campaigns or building audiences.

2. Utilize custom labels that comply with TikTok's terms and policies, and do not utilize labels that are suggestive of sensitive information or illicit activities of users.

3. Make sure to use a custom event name that is not the same as one of TikTok's predefined standard events. Here are the requirements for custom event naming:

Next steps

• How to set up Events and Parameters