About the Lead Generation objective

Last updated: April 2025

Lead generation is an advertising objective that lets you cultivate prospects and engage leads on TikTok or collect lead information on your own website. With lead generation on TikTok, when someone taps the call to action (CTA) button on a lead ad, it will either open an instant form where people can learn about your business, leave their contact information, and signal their interest in your product or service. An instant form can also redirect people to your own website where they can leave their contact information with you, or it can redirect people to TikTok Direct Messages and popular instant messaging apps.

How to set up pixel signal postback

Step 1: Set up the TikTok Pixel

  1. Set up the TikTok Pixel if you haven't already. Learn more about how to set up and verify TikTok Web Data Connections.

  2. Copy the pixel base code and install it in the header section of your website’s HTML (required for all pages).

  3. Verify installation: Use the TikTok Pixel Helper browser extension to confirm the pixel is working correctly.

Step 2: Configure full funnel events and parameters

  1. Define events

    1. Use Events Builder in TikTok Ads Manager to set up key funnel events (for example, ViewContent, AddToCart, Purchase).

    2. Map events to your website’s actions (for example, button clicks, form submissions).

  2. Add parameters

    1. Attach parameters (for example, currency, value, product_id) to events for granular tracking.

    2. Example: For a Purchase event, include value: 50.00 and currency: USD.

  3. Enable Advanced Matching

    1. In the pixel settings, activate Advanced Matching to send hashed user data (email/phone) from your website.

    2. Ensure your site collects this data (for example, during checkout or account login).

Step 3: Edit events or parameters

  1. Modify existing events

    1. Go to Events Manager in TikTok Ads Manager and adjust event names, parameters, or triggers.

    2. For API-based setups, update the server-side code or third-party integration (for example, Shopify).

  2. Test changes

    1. Use the Test Events feature in TikTok Ads Manager to validate updates.

Best practices

  • Global Parameters: Standardize parameters (for example, content_type or content_id) for consistency.

  • Data Privacy: Always hash sensitive user data (email/phone) before sending via Advanced Matching.