How to map CRM events in TikTok Events Manager
Important: If you switch to the new funnel mapping solution, any existing Deep Funnel Optimization (DFO) will stop generating deep funnel results. If you want to avoid impacting current campaigns, we recommend completing them first, and then updating to the new funnel.
You can now map all CRM events, including both Standard and Custom Events, to 4 defined funnel stages. You can then choose which funnel stage to optimize for within your DFO campaign. This event mapping solution allows you to group multiple event types, helping you meet DFO’s recommended signal volume (50 signals within 14 days) and generate more deep-funnel conversions at a lower cost.
Before you begin
To successfully map your CRM events, check that you meet the following prerequisites:
You have set up CRM signal postback.
You have access to Event Manager in TikTok Ads Manager.
Learn more about available CRM integrations for TikTok lead generation.
How to map CRM events for lead quality optimization
You can choose to configure your funnel manually or wait for the system to create one automatically. Automatic creation typically takes up to one day after 30 or more events have been received. To review and edit your events funnel:
Log in to TikTok Ads Manager.
Hover over the Tools tab, then select Events Manager to enter Events Manager.
Select Data sources.
Select the CRM data source you've connected.
Click Confirm funnel.
Review each funnel stage and the events that are mapped to each. You can remove events or drag new events into each stage as desired. Note: You can add up to 3 events to each funne stage.
Click on Save and then Update to confirm your mapping.
If the CRM events have not automatically been mapped, you can manually create the mapping:
Log in to TikTok Ads Manager.
Hover over the Tools tab, then select Events Manager to enter Events Manager.
Select Data sources.
Select the CRM data source you've connected.
Click Set up manually.
Drag your desired events into each stage of the funnel. You can add up to 3 events to each funnel stage.
Click on Save and then Update to confirm your mapping.
Review the funnel chart and event volume on the panel. If you want to adjust your event mapping, click Edit funnel.
Tip: If you'd like to review any changes to your CRM funnel, click the Change Log tab. Changes are captured from November 13th, 2025 onward.
You can now create your Deep Funnel Optimization campaign and choose the funnel stage to optimize for. Note: You can choose to optimize the 2nd, 3rd, or 4th funnel stage in your campaign as long as it meets the listed volume requirements.
