Cookies help the measurement, optimization, and targeting of your campaigns.
Note: Advanced Matching must be enabled with cookies in order to see boosted performance and effectiveness.
By using cookies with Advanced Matching, you can further improve and supplement the matching of visitors on your website with people on TikTok. Benefits of matching include:
Expand your reach: Build bigger and better audiences to reach website and app customers on TikTok.
Boost campaign optimization: Improve bidding efficiency to further additional conversion events.
Measure full-funnel events: Optimize reporting and attribution of all events with improved signals.
Background
As identity continues to become increasingly fractured and uncertain, and as third-party cookie deprecation continues to delay, we have decided to bring our product offerings in line with the industry by activating the use of first- and third-party cookies. Cookies will supplement existing event data advertisers already share with TikTok and will improve both the quality and dependability of event data.
What Are Cookies?
Cookies save visitor's conversion events related to an ad campaign. On the other hand, a session ID is generated on the advertiser’s site, which saves event information about a user's single visit, such as page views or conversions. Third-party cookies extend beyond individual sessions and collect campaign-related events across different sites and sessions.
TikTok will introduce new match keys with this update:
A session ID is created by the TikTok Pixel and records user event information for a single visit to an advertiser's website. This new match key works with cookies to improve measurement, attribution, and targeting.
First-party cookies are created and owned by your website via the TikTok Pixel. This type of cookie can be enabled to use with your pixel.
Third-party cookies are created and owned by TikTok via TikTok's server. This type of cookie will always be on for your pixel.
To learn more about how and where we use cookies across our TikTok platform, read our TikTok Business Products (Data) Terms.
Eligibility
Third-party cookies are always on for TikTok Pixel and partner-integrated pixels, whereas first-party cookies are always optional.
Advertisers using Events API are not eligible to use third-party cookies but have the option to enable first-party cookies. Consult a technical resource to get started.
Type of Pixel
Standard Mode Pixel
First-Party cookie: Available via pixel settings
Third-party cookie: Always on
Developer Mode Pixel
First-Party cookie: Available via pixel settings
Third-party cookie: Always on
Partner Integrations
First-Party cookie: Available via pixel settings or partner platform settings
Third-party cookie: Always on (starting December 6, 2022)
Events API
First-Party cookie: Available via code implementation
Third-party cookie: Not available
The following partners are eligible for first and third-party cookies: Shopify, BigCommerce, ECWID (Lightspeed), Square, SHOPLINE, Loja Integrada, BASE, Kyte, Vtex, SalesforceCC, Cafe 24 (pending)
What are the benefits?
More matched events lead to more conversions. As a result, TikTok is able to recognize and learn about people from your website and the type of actions they do or don't take. With these learnings, TikTok will deliver your ads more efficiently to people who are likely to convert. In addition, TikTok can better attribute events to your ads, letting you know how effective they are and expanding your audience sizes.
You can expect to see roughly +50% more matched events by using cookies with Advanced Matching, which will result in more conversions and better ad performance.
Before you get started
Check to see if the web measurement solution you're using is eligible to use this feature.
For best results, we highly recommend using Advanced Matching with cookie usage.
Evaluate what course of action(s) you need to take to ensure your website and privacy practices are compliant with applicable law.
For example, this can include obtaining user consent where needed or updating privacy disclosures where needed. We recommend consulting with your legal representative.
If you are required to obtain user consent for cookie usage, ensure your website disables the setting and usage of cookies when a user declines consent by using a tag manager or a third-party consent management platform.
How to use cookies with the TikTok Pixel
You can configure cookie usage in your pixel settings in Events Manager. Your options include:
Use first and third-party cookies with the TikTok Pixel.
By using cookies with Advanced Matching, you can further improve and supplement the matching of visitors on your website with people on TikTok.
Use only third-party cookies with the TikTok Pixel
You can choose to not use first-party cookies with your pixel and only use third-party cookies by toggling first-party cookie usage off in your pixel settings. However, you will not maximize your pixel's full matching and attribution capabilities.
Disable cookies when a user opts out
To instruct the pixel on when to use cookies when a user accepts or declines consent, we suggest the following:
If you are required to obtain user consent for cookie usage, ensure your website disables the setting and usage of cookies when a user declines consent by using a tag manager or a third-party consent management platform to support the user's choice.
If you're using Google Tag Manager, you can use Google's Consent Mode to help you customize how Google tags behave before and after users make their consent decisions.
If you don't have technical resources or a tag manager, TikTok Pixel integrates with many third-party consent management platforms. These platforms may also offer technical resources and implementation options, including banner design and more.
If you have already implemented the APIs, please remove the enable/disable functions from your website and instead use a tag manager or consent management platform to control the firing of your pixel base code. Retaining the APIs in your code will not affect performance or visitors, but may be redundant if you are using a consent management mechanism.
Actions Required
Evaluate what course of action(s) you need to take to ensure your website and privacy practices are compliant with applicable law. For example, this can include:
Determine whether you are required to obtain opt-in consent before transferring data to TikTok via Pixel. Our TikTok Business Products (Data) Terms are not changing with this update, and require that you obtain user consent where applicable by law, prior to activating pixel and setting and reading cookies and IDs.
If you are required to obtain user consent, you should ensure cookies are disabled for users who opt out by using a tag manager or a third-party consent management platform.
You should also, as required, provide clear and comprehensive information to users in a sufficiently prominent notice regarding the access to, collection, sharing, and usage of cookies.
Please always ensure your cookie disclosures and notices are compliant with your practices. We recommend checking with your legal representative for guidance.
Specifications of TikTok Cookies
Cookie name: _ttp
Cookie Domain: Your website domain
Duration: 13 months from the last date it was used
Type: 1st party
Function: Advertising cookies
Description: To measure and improve the performance of your advertising campaigns and to personalize the user's experience (including ads) on TikTok
Cookie name: _ttp
Cookie Domain: .tiktok.com
Duration: 13 months from the last date it was used
Type: 3rd party
Function: Advertising cookies
Description: To measure and improve the performance of your advertising campaigns and to personalize the user's experience (including ads) on TikTok
FAQs
Have TikTok Business Products Data Terms changed from this update?
No, our terms have not changed as a result of this update. They were last updated on September 23, 2022, and can be found TikTok Business Products (Data) Terms.
I'm using a partner-integrated pixel, am I eligible to use cookies with my website?
Previously, partner integrated pixels had the option to turn on first-party cookies within pixel settings in Events Manager. Starting December 6, 2022, third-party cookies will also be available for partner integrations.
My website already collects user consent and discloses cookie usage, do I need to do anything else?
You're a few steps ahead! Just verify with your legal representative that your website's privacy policy is up-to-date and includes TikTok cookie disclosures. You should also ensure your website disables the use of cookies when a user declines consent.
When do cookies expire?
After 13 months from being set onto a browser or last used, whichever is later.
Why should I enable Advanced Matching with cookie usage?
While you can use cookies without Advanced Matching, the matching capabilities and performance will be less effective. For the best matching of users and a more accurate and comprehensive understanding of how your ad campaigns function, use Advanced Matching together with first and third-party cookies.
By adopting cookie usage, will my pixel conversion window change?
No, allowing cookies will not change conversion windows. Cookies act as a "supplement" to Advanced Matching in terms of improving matches and attribution. Learn more about Attribution Manager to manage attribution settings.
What happens if I turn off first-party cookie usage at a later date after initially having it on?
If you turn off first-party cookie usage, we will not set any new first-party cookies moving forward. However, existing first-party cookies that have already been set prior will continue to operate as normal.
I don't have developer resources to update my website, what are my options?
TikTok Pixel integrates with many third-party consent management platforms. These platforms may also offer technical resources and implementation options, including banner design and more.
Am I required to obtain a user's consent through a cookie banner?
Data protection laws differ from country to country. We require advertisers to provide notices and obtain consent, as required by applicable laws. Please review your requirements to determine if a banner and consent choice is required.