How to set up a TikTok conversions destination with Twilio Segment

TikTok for Business offers many tools that let you share the actions people take on your website with TikTok. When you share these events with TikTok, you can better optimize your campaigns and measure ad performance.

This article describes how to setup a secure data connection through Twilio Segment. Twilio Segment supports the TikTok Pixel and Events API. For more information on these connection tools, please review the following resources:

• About TikTok Pixel

• About TikTok Events API

The Destination Actions framework enhances classic destinations by providing visibility and control over how Segment transmits event data from your sources to actions-based destinations. Moreover, users have the flexibility to specify the event types, names, or property values that activate an action. These triggers and mappings enable tailored actions based on contextual cues. For more information:

• About Destination Actions

Best Practices for TikTok Integration

Dual channels setup: TikTok Pixel Destination integration + TikTok Conversions Destination integration

1. Requirements: Confirm Event ID data mapping for both Pixel and Conversions Destinations for deduplication

2. Segment Pixel Destination Setup - https://segment.com/docs/connections/destinations/catalog/actions-tiktok-pixel/

3. Segment Conversions Destination Setup -https://segment.com/docs/connections/destinations/catalog/tiktok-conversions/

TikTok Conversions Destination

Segment clients can utilize the TikTok Conversions destination available from Segment's destination catalog to trigger actions to send server-side events to TikTok using TikTok Events API. Using the destination, clients can provide mappings to send TikTok events and parameters based on their Segment source events.

1. Add a new TikTok Conversions Destination

A. From the Segment web app, click Catalog, then click Destinations.

B. Search for “TikTok Conversions” in the Destinations Catalog, and select the destination.

C. Click Configure TikTok Conversions.

D. Select the source that will send data to TikTok Conversions and follow the steps to name your destination.

E. On the Settings tab, enter in your TikTok Access Token and Pixel Code and click Save.

How to obtain Pixel Code from TikTok Events Manager:

i. Tools > Events > Web Events

ii. Obtain Pixel code

TikTok Events Manager Pixel Settings Page:

F. Follow the steps in the Destinations Actions documentation on Customizing mappings.

2. Update "Mappings" to provide additional event & parameter mappings via Segment integration

a. Enabled "Presets"

For all supported TikTok events, please refer here.

Custom Event Implementation

1. To create a custom event mapping, click "New Mapping" > "Report Web Event"

   
   

2. Provide the Segment event to map and trigger the connection (i.e. segment_event)

   
   

3. Provide the custom event name in the "Event Name" field from the mappings section (i.e. tiktok_custom_event)

   
   

4. Edit parameter mappings for each event

   
   

   1. Update event trigger to determine which Segment event to trigger the destination action

      
      

   2. Update parameter mappings from "Select mappings" section

      1. Event & PII mapping

         
         

      2. Deduplication Setup - the destination will have a default mapping messageId assigned to Event ID parameter. This will need to match the Event ID mapping from the client-side Segment integration (TikTok Pixel Destination).

         
         

      3. Content related information (NOTE: content_type requires the user to input product or product_group value

         
         

      4. Additional properties

         
         

Complete Payment Event Mapping

Update the presets for both TIkTok Pixel and Conversions destinations for the Segment "Order Completed" event mapping to enable VBO campaigns on TikTok.

Current Default Event mapping for both TikTok Pixel and Conversions destinations:

Segment "Order Completed" event definition:

https://segment.com/docs/connections/spec/ecommerce/v2/

Therefore, the "Order Completed" event needs to be mapped to TikTok "CompletePayment" event instead.

Update Content Type Mapping

Provide available choices for content_type mapping. Currently, the default mapping provided by Segment assigns category dynamic parameter

Planned Update

eAPI 2.0 Update (ETA Q2'24)Included changes:

• Update to the default event presets to include ALL TikTok standard web events for Pixel, Conversions, and Offline Conversions destinations

• Update to entire event payload & new endpoint for unified eAPI

• Update to the default parameter mappings to capture additional data to support new fields from unified eAPI

• Fix both Complete Payment mapping & content_type mapping issues