About TikTok Pixel
Last updated, August 2023

The TikTok Pixel is a piece of code that you can place on your website that allows you to share website events with TikTok. With any of our TikTok for Business Tools, the pixel can help you measure traffic on your website, measure ad campaign performance, optimize your campaigns and find new customers.

How it works

Once you've successfully set up the pixel on your site, the pixel will share information on when an action is taken on your website, based on the events you've set up. As a reminder, we recommend you set up events that reflect a full customer journey of your site from viewing a product details page to adding an item to a cart and making a purchase.

Note: The pixel collects information available via standard web browsers, like Chrome. This includes:

  • Ad/Event information: Information about the ad a person on TikTok has clicked or an event that was triggered.

  • Timestamp: Time that the pixel event fired. This is used to determine when website actions took place, like when a page was viewed, when a product was purchased, etc.

  • ​IP Address: Used to determine the geographic location of an event.

  • ​User Agent: Used to determine the device make, model, operating system and browser information.

  • Cookies: First-party cookies are optional but third-party cookies are on by default with the TikTok Pixel. Cookies help with the measurement, optimization, and targeting of your campaigns. Performance is boosted when first- and third-party cookies are paired with Advanced Matching. See Using Cookies with TikTok Pixel to learn more.

  • Metadata & Button Clicks: this includes descriptive page metadata (eg. page titles and product information), structured microdata, page performance data (eg. page load times), and button clicks (eg. button name, descriptive text, and attributes). This information will, in the future, enable TikTok to provide recommendations on how to enhance your pixel event setup and even offer automated solutions. This data may also be used to personalize ad campaigns for people on TikTok and improve TikTok's ad delivery systems. You can manage this data in your pixel settings. Learn more here. Refer to Enhance Data Postback with the TikTok Pixel to learn more.

Viewing Pixel Data

We recommend utilizing TikTok For Business Tools, such as Pixel Helper to view the data being sent to TikTok to ensure it aligns with data-sharing policies and does not include data that may be deemed sensitive.

For more information about data collection policies, refer to TikTok Business Products (Data) Terms and TikTok Privacy Policy.

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