This article will walk through the steps on how to set up the TikTok pixel on your website. To learn more about the TikTok Pixel before you get started, see our about pixel page.
Keep in mind, there are multiple options for setting up the TikTok Pixel and web events, which you'll be able to navigate during the following setup flow. Note: If you choose to set up your pixel or events manually, you may need help from a developer to add the code to your website.
In TikTok Ads Manager, go to Assets, and click Event.
Under Web Events, select Manage.
Click Set Up Web Events.
Select Manual Setup as your connection method.
Note: Selecting Partner Setup takes you to a page where you can select different supported TikTok partners for your integration, such as Shopify and Google Tag Manager.
Now it's time to create an overarching Pixel Name that will hold events regardless of the integration method you end up selecting later on (namely, Pixel, Events API). Make sure to give your pixel a name- we recommend that the pixel name corresponds to your website or domain name. The maximum character length is 128 characters, including spaces.
In this step, you will categorize event types within a funnel that reflects the user journey of your site. A full-funnel strategy helps the ads delivery system better understand conversion patterns to optimize ad performance. You can create your event funnel manually or with an industry-specific template.
Note: We highly recommend creating a business funnel and mapping the user journey of your site with TikTok events in this step. However, if you would like to skip this step and go straight to the setup method, you can do so by clicking "skip step" on the bottom right.
The industry templates available at this time are for Commerce and Leads Ads only. We will be adding templates for other industries including Entertainment, Financial Services, and Gaming in upcoming iterations.
As always, there are multiple ways to set up the events you've selected, such as using Event Builder, Custom Code, Events API, or a combination of all three.
Event Builder: Create events with our self-service platform to simplify setup. Developer support isn't required for this option, but you must be able to install the TikTok pixel base code on your site.
Custom Code: Create events by coding them into your website. This option gives you the most flexibility in setting up event rules.
Events API: Send events directly from your server through a secure server-to-server interface.
TikTok recommends you select both Events API and TikTok pixel to fully optimize your setup and achieve campaign success. Select the methods that work for your business and click save and continue.
Parameters provide additional context for the events you've selected that are used to unlock more advanced downstream solutions such as TikTok Shopping Ads and Value Optimization Ads. Based on the events and setup methods you selected in the last few steps, you will see recommendations to help you pick parameters that will impact campaign performance and ROAS reporting.
For best practices and recommendations, hover over best practices on the top right:
Once events, setup method, and parameters are selected, you're at the final step! In this step, you'll be able to view, download and email detailed technical instructions based on the selections you've made in the steps prior. Instructions that can be emailed will include a payload for the selected tool(s) as well as links for setting up events with Custom Code and eAPI.
You can test your pixel events with the Test Events feature in Events Manager. Learn more about Test Events.
Understand and resolve any issues presented with the Diagnostics tab in Events Manager. Learn more about Web Diagnostics.
If you created a pixel ID in Events Manager previously but did not add the pixel base code on your website, you can return to the setup screen by:
Navigating to TikTok Events Manager by clicking on Event under Assets
Click on Manage under Web Events.
Select the pixel you want to revisit.
Click on the Complete Pixel Setup button.
If you have the technical resources, we suggest setting up events with the TikTok Pixel and Events API to ensure maximum data coverage.
For Pixel-only advertisers, setting up Events API would help mitigate data loss due to browser adblockers, network connectivity issues, and page loading errors.
For Events API-only advertisers, setting up the pixel would help increase event matching
by leveraging first- and third-party cookies supported by the pixel.
If you are planning to set up both, make sure to set up deduplication in order to avoid over-reporting. Learn more.
On the final screen, you will notice toggles for advanced settings to improve your ad delivery and performance. When enabled, settings like Automatic Advanced Matching can maximize the chances of an event being matched to a TikTok account.
TikTok will always set first-party cookies when using the pixel unless you opt-out, which can be configured with the toggle during the final stage of setup or in your pixel settings. You can change this setting at any time. TikTok will also always try to set and read third-party cookies. To manage third-party cookies, configure a consent management platform or tag manager to control the firing of pixel, refer to Using Cookies with TikTok Pixel.
For a more complete measurement of the pixel events you share with us, and to maximize the performance of your ad campaigns, use both first-party and third-party cookies together. TikTok uses this data in accordance with the TikTok Business Product (Data) Terms.
You will have the following three charts in Events Manager for viewing data:
Total events line chart to help you understand the overall trend of your traffic
An event-level breakdown to show connection method by event, which is helpful to verify deduplication
Configured funnel events bar chart to help you cross-check whether the traffic in your configured funnel makes sense. In order to see the funnel event reporting, it is recommended to complete the funnel setup step on the "funnel events" tab if you haven't done so already.