Matching events increase match rates for improved measurement and audience creation.

Send the following keys to measure the impact of your campaigns and attribute actions that take place on your website to ads on TikTok:

• Click ID: A unique identifier appended to the URL every time a person clicks on a TikTok ad. Click IDs adhere to the same CTA window configured in your Attribution Manager settings. Learn more about developer information on implementing Click ID.

• Email and Phone (Hashing required): Advanced Matching enables businesses to send hased email and phone to better match website and app Events with ads on TikTok. Learn more about advanced matching.

• External ID (Hashing required): Advertiser-side identifiers, such as loyalty membership IDs, advertiser customer IDs, and external cookie IDs. Learn more about external ids.

• IP Address (IP) and User Agent (UA): End-user device and connectivity information. IP Address and User Agent are shared by default for Pixel and require manual configuration for Events API. Learn more about details on IP address and User Agent enablement for Events API.

• 1st Party Cookie (if using with Pixel): Unique identifiers saved in the ttp first-party cookie and limited to the advertiser's domain. Learn more about how to share first-party cookie value with Events API.