Get Started with Google Tag Manager
Last updated, May 2024

About using Google Tag Manager

Google Tag Manager (GTM) is a tag management system that enables you to quickly and easily add measurement codes and related code fragments collectively known as tags on your website or mobile app. TikTok has developed a tag template that allows you to integrate with Google Tag Manager, enabling you to add Pixel Custom Code events with minimal to no developer resources.

This article explains the steps to add the TikTok Pixel client-side tag to your website.


  1. You need to have a Google Tag Manager workspace.

  2. You should be using a Web container.

  3. You need to have Google Tag Manager installed on your website.

Getting Started

Installing TikTok Pixel Base Code

There are two methods for installing TikTok's Pixel Base Code.

Note: Please only use one of the methods.

Method A: Installing through Events Manager (Recommended)

  1. Go to TikTok Events Manager, access Set up Web Events, and click Automatically Set Up Web Events via Partner Platforms.

Google Tag Manager - Install Base Code

2. Select Google Tag Manager and follow through the rest of the screens.

Google Tag Manager - New Tag

3. Follow the screens and log in to your Google account that is linked to your GTM workspace.

  • Log in to your Google Account by clicking on the Connect button.

Google Tag Manager - Choose Tag Type

  • Select the Container and Workspace that you wish to install the base code.

Google Tag Manager - Use Google Tag Manager

  • After you have installed the base code, you may visit our template in Google Tag Manager gallery by clicking on the link. Then, follow through the Creating TikTok Event Tags steps below.

Google Tag Manager - Set Up Tags

Method B: Installing through Google Tag Manager

Adding TikTok's Client Side Template to Workspace
  1. Login to your Google Tag Manager.

  2. Navigate to Templates to access Search Gallery and search for the TikTok Pixel template by TikTok.

Google Tag Manager - Templates

3. Select Add to workspace to import the template into your workspace.

4. Save and close the template editor.

Installing Base Code through Custom HTML

  1. Copy your TikTok Pixel Base code from your Events Manager.

Google Tag Manager - Install Base Code

2. Go to your Workspace, select Tags, and select New.

Google Tag Manager - Demo

3. Name your tag (for example, TikTok Pixel Base Code), click Tag Configuration, and select Custom HTML.

Google Tag Manager - Tag Type

4. Copy the Pixel Base Code from TikTok, paste it in the HTML field, and set the trigger to All Pages.

Google Tag Manager - Code

Creating TikTok Event Tags

After installing the base code, you should plan to trigger any one of our TikTok 14 Events according to your user journey, simply follow the steps below. For every event you wish to create:

1. Go to your Workspace, select Tags, and select New.

2. Give your Tag a name, for example, TikTok ViewContent and select the template you have just imported (TikTok Pixel).

Google Tag Manager - Type

3. You should then be able to choose from the 14 events you wish to trigger.

Google Tag Manager - Configuration

4. Finally, set a Trigger of your choice. For consistency, it is recommended to select the Google Tag Manager custom event you are invoking on your page. Then, save your tag.

Google Tag Manager - Trigger

Enable Advanced Matching

Advanced Matching is available via TikTok Business Tools to enable businesses to send privacy-safe customer information to better match website events with ads on TikTok. We recommend passing hashed emails and phone numbers for web events from your Data Layer to increase the efficacy of ad performance and attribution on TikTok. Learn more.

1. Edit the tag you created and choose between passing in SHA256 hashed email / SHA256 hashed phone or simply just the plain email / phone

Note: You can do so by typing{{ and selecting the available variables.

Google Tag Manager - View Content

2. After setting up the variables, click Save your tag.

Enable Enhanced / Standard Ecommerce Heavy-Lifting

If you have enabled Google's Enhanced Ecommerce or Standard Ecommerce to track online shopping events in your Google Analytics, you can leverage the ecommerce Data Layers to pass additional parameters to TikTok, to enable products such as Return on Ad Spend (ROAS), Dynamic Showcase Ads (DSA), and Value-Based Optimization (VBO). Learn more.

1. Edit the tag you created above.

2. Under Parameters Configuration, check on the Use Google Analytics E-commerce Data Layers selection.

3. Select either Enhanced Ecommerce or Standard Ecommerce.

Google Tag Manager - Enhanced Ecommerce

4. Select the correct triggers that are firing your Enhanced Ecommerce events.

5. You may simply navigate to your website, inspect element (F12), type in dataLayer in the console, find the Enhanced / Standard Ecommerce events which usually have the product details, and check the event value.

6. The event value should be your custom event trigger.

Google Tag Manager - TikTok Pixel

7. Save your tag.

Enable Additional Parameters

If you are not using any Google Enhanced Ecommerce of Standard Ecommerce, you may pass additional parameters back to TikTok using Data Layers. Please refer to TikTok documentation for more details on parameters.

Option 1. No Items

This option is for advertisers who are not hosting e-commerce websites.

1. Select No Contents if you are not planning to send any parameters from your event.

Google Tag Manager - No Contents

2. Pass value and currency if you are planning to measure Total Value in your TikTok Reporting by passing them from the Data Layer variable that contains those values.

3. Save your tag.

Option 2. Parameters for Single Item

This option is for advertisers whose events are typically for a single product. See examples of Single Content events:

  • A user viewing a page with a single item.

  • A user adding a single item to the cart but with multiple quantities.

Google Tag Manager - Single Content

1. Map the fields accordingly to your Data Layer variables. See example mapping:

Screenshot 2023-01-18 at 2.08.59 PM

2. If you have uploaded catalogs to TikTok Catalog Manager, you should be aware that your products will have SKU ID and Item Group ID. Below is a mapping table of what you may use. If your content_id represents 1 product, use product, else if your content_id represents a group of products, use product_group

Screenshot 2023-01-18 at 2.09.03 PM

3. Then, save your tag.

Option 3. Parameters for Multiple Items

This option is for advertisers whose events are typically for multiple products. See examples of Multiple Contents events:

  • A user checking out multiple items from the cart

  • A user completes the payment for multiple items

Google Tag Manager - Multiple Contents

1. For multiple contents, you or your website developers will be required to generate a multiple content structure and add it to your dataLayer. See contents data layer items structure example:

// contents



                content_id: 'SKU 1',

                content_name: 'product name 1',

                content_type: 'product',

                quantity: 1,

                price: 10



                content_id: 'SKU 2',

                content_name: 'product name 2',

                content_type: 'product',

                quantity: 2,

                price: 30



                content_id: 'SKU 3',

                content_name: 'product name 3',

                content_type: 'product',

                quantity: 1,

                price: 50



2. Select the dataLayer in the contents field.

Google Tag Manager - View Contents

3. Save your tag.

Migrate from an Older Version

From Events Builder to Google Tag Manager Template

Read this only if you previously implemented the TikTok Pixel Events Builder in Google Tag Manager.

Migrating from TikTok Pixel Events Builder to use our Google Tag Manager Template means you are completely switching to TikTok Pixel Custom Code.If you have already set up TikTok Pixel Events Builder in Google Tag Manager, you should already have the base code installed in Google Tag Manager while having triggers set up via CSS selector or URL in TikTok Events Manager.

  1. Ensure that you have the template installed in your Google Tag Manager in Step 1.

  2. Follow Step 2 to create Event Tags and set up parameters, advanced matching, etc.

  3. Delete the Events Builder in TikTok Ads Manager as a best practice to prevent duplicate of events.

    • Go to your events manager and Edit your event.

Google Tag Manager - Edit
  • As you are now contributing to AddToCart via Custom Code via Google Tag Manager and Events Builder - please remove Events Builder events by first going to Events Builder.

Google Tag Manager - Event Builder
  • Subsequently, delete the Event from events builder by clicking on the trash button.

Google Tag Manager - Trash
  • Repeat and delete all the Events Builder events.

From Custom Code to Google Tag Manager Template

Read this only if you previously implemented TikTok Pixel Custom Code via Google Tag Manager Custom HTML Tag.

1. Make sure you have followed Step 1 to add our Google Tag Manager Template to your workspace.

2. If you have already installed TikTok Pixel Base Code in your Google Tag Manager Custom HTML tag, select Edit after opening up your Custom HTML tag.

Google Tag Manager - Tag Configuration

3. Replace your Custom HTML tag with the installed template and follow Step 3 to set up parameters, advanced matching, etc.

4. Save, preview, and publish your events.

Common Troubleshooting Errors

Error Messages

  • You don't have a GTM account, Unable to find container, Unable to find workspace: Make sure you have not deleted the account and workspace in your Google Tag Manager. If your account list is null and you have deleted the default container as well, you will get one of these error messages.

  • Unable to find account: If the path of the first account in your list is null, then you will get this error message.

  • Pixel binding GTM failed: Make sure you are not installing a pixel which has already been connected to your GTM account, otherwise you will get this error message. Please check your Google Tag Manager account to confirm whether the pixel has been installed prior (repeated installation of pixels may result in repeated event data recorded).

Other Issues

  • No data appearing in Events Manager: Even though you have connected the TikTok Pixel to your Google Tag Manager successfully, if the container you chose has not been installed onto your landing page correctly, the TikTok Pixel will not record data properly.

  • Events not created: While events will pre-populate upon creation of the pixel, events must be defined before anything starts tracking. Learn more about how to create events.


  1. If you have any questions, please reach out to your TikTok Sales Representative.

  2. Please do not edit any code in the template to ensure the intended functionality.

  3. If you have any feature requests or issues, please file a request in GitHub here.