How to set up Promote for website visits and conversions

Last updated: July 2026

You can turn Promote campaign viewers into customer interest and actions on your website, such as an online store, event promotion, mailing list sign-up, and more. Learn how to use website conversion objectives to generate more website visits or website conversions from Promote campaigns.

Before you begin

For website conversions, you'll need to:

Note: This is not required for using website visits as your goal.


How to set up Promote for website visits

To set up Promote for website visits:

  1. Under Choose your goal, choose the tab for Get sales.

  2. Select More website visits.

  3. Enter your website URL and choose your Call to action.

  4. Go to Select creatives and select your videos or photos.

  5. Select a promotion pack, or customize your promotion:

    1. Choose your audience by clicking on Default audience or Create your own.

    2. Set your Budget and Duration.

  6. Review your promotion details.

  7. Tap Pay to place your Promote order.


How to set up Promote for website conversions

Without the TikTok Ads Manager integration, you will be unable to select More website conversions. Learn about the Promote integration with TikTok Ads Manager.

To set up Promote for website conversions:

  1. Under Choose your goal, choose the tab for Get sales.

  2. Select More website conversions.

  3. If you haven't already, install Pixel. You can do so through Shopify or via desktop using TikTok Events Manager.

    1. Using the Shopify method, select Shopify and enter your Shopify URL. Log in to your Shopify account from a mobile website browser, then install the TikTok Shopify channel app. Once installed, go back to TikTok Promote and confirm pixel setup.

    2. Using the manual method, select Manual and follow instructions to set up using the TikTok Events Manager. Then, tap Share link to desktop.

  4. Enter your website URL, choose your previously configured Pixel, and select your optimization event. Note: The Pixel you select must match the URL entered above.

  5. Tap Save.

  6. Go to Select creatives and select your videos or photos.

  7. Select a promotion pack, or customize your promotion:

    1. Choose your audience by clicking on Default audience or Create your own.

    2. Set your Budget and Duration.

  8. Review your promotion details.

  9. Tap Pay to place your Promote order.


Learn more

Learn about best practices for using Promote to drive customer interest and actions, including other lower-funnel objectives and campaign optimization tips.