About Standard Events in TikTok Ads Manager
Events are actions taken on your website, like adding an item to a cart or making a purchase, that can result from a paid TikTok ad or organically (unpaid). Standard events are actions with predefined names created by TikTok to be used for reporting, optimizing conversions, and building audiences. Standard events are supported across integration tools like Events API and TikTok Pixel.
Note: To comply with TikTok's data terms and policies and protect user privacy, avoid sending sensitive data about visitors when setting up events. Ensure all event labels adhere to TikTok's Advertising Policies, Anti Discrimination Policy, and Housing, Employment and Credit Policy. Non-compliant event names may be removed.
Supported standard events
Below are the predefined standard events that TikTok currently supports:
Standard Event | Description | Recommended parameters | Event Codes | Supported Web Objective |
Add Payment Info | When a visitor adds their payment information at checkout. |
| 'AddPaymentInfo' | Sales |
Add to Cart | When a visitor adds an item to the cart. | content_type, quantity, description, content_ids, currency, value | 'AddToCart' | Sales |
Add to Wishlist | When a visitor adds an item to the wishlist. |
| 'AddToWishlist' | Sales, Lead |
Application Approval | When an application submitted by a user is approved as part of your business process, for example, approval for a loan, job position, or program enrollment. |
| 'ApplicationApproval' | Lead |
Complete Registration | When a visitor signs up for something such as account registration. |
| 'CompleteRegistration' | Lead |
Contact | When a visitor contacts you. |
| 'Contact' | Lead |
CustomizeProduct | When a visitors customize a product. |
| 'CustomizeProduct' | Lead |
Download | When a visitor downloads something from your website. |
| 'Download' | Sales |
FindLocation | When a visitor looks for location. |
| 'FindLocation' | Lead |
Initiate Checkout | When a visitor proceeds to checkout. |
| 'InitiateCheckout' | Sales |
Lead | When a visitor submits a form. | 'Lead' | Lead | |
Purchase | When a visitor makes a purchase. TikTok recommends using this event when placing an order and making a purchase are the same. | content_type, quantity, description, content_ids, currency, value | 'Purchase' | Sales |
Schedule | When a visitor schedules an appointment. |
| 'Schedule' | Lead |
Search | When a visitor searches. | query | 'Search' | Sales, Lead |
Start Trial | When a customer begins a free trial for your product or service. For example, signing up for a trial subscription. | content_ids, currency, value | 'StartTrial' | Lead |
Submit Application | When someone submits an application for one of your offerings, such as a credit card, academic program, or job opportunity. | 'SubmitApplication' | Lead | |
Subscribe | When a visitor subscribes on your website including follows, content, or paid subscriptions. |
| 'Subscribe' | Sales, Lead |
View Content | When a visitor views a specific page. TikTok recommends measuring pages important to your business such as product comparison, announcement, or release pages. | content_type, quantity, description, content_ids, currency, value | 'ViewContent' | Sales, Lead |
Use case
A social media manager for a brand can use standard events to track user interactions, like clicks and purchases, on their ad campaigns. For example, they can set up the "Add to Cart" event to monitor when users add items to their shopping cart and the "Purchase" event to track successful purchases. This data helps optimize ad performance and target the right audience to ensure that the brand's ads are reaching and converting the intended users.
