Website Traffic
Last updated, September 2023

Website Traffic is a Custom Audience option that allows you to create an audience of users who have visited or taken a specific action on your website.

A minimum audience size of 1,000 is required to target Custom Audiences in an ad group.

Available events

Below is a list of Standard Events currently supported with the TikTok Pixel which has been refreshed as of August 2021. Click here for more information.



Add Payment Info

When payment information is added in the checkout flow.

Add to Cart

When an item is added to the shopping cart.

Add to Wishlist

When an item is added to a wishlist.

Click Button

When a button is clicked.

Complete Payment

When a payment is completed.

Complete Registration

When a registration is completed.


When contact or consultation occurs.


When a button to open an external browser download page is clicked.

Initiate Checkout

When the checkout process is started.

Page View

When a visitor lands on your website.

Place an Order

When an order is placed.


When a search is made.

Submit Form

When a form is submitted.


When a subscription is made.

View Content

When a page is viewed.

With this type of Custom Audience, you are able to create a list of people who have previously shown interest in your site but haven't yet purchased. You have the option to create audiences by pixel id and pixel name from attributed and non-attributed events.

Prerequisite of using this feature

Set up the TikTok Pixel and define the event you want to track. Learn more About TikTok Pixel.

To create a Website Traffic Audience

  1. ​Go to the Audience section under Assets.

  2. ​Click on Create Audience, choose Custom Audience, and select Website Traffic.

  3. ​Under Include, select the type of event and time period (we provide various lookback windows) and pixel name/ID.

  4. ​Click the Add more rules icon and choose Broaden Audience or Narrow Audience. Broaden Audience allows you to create an audience with one event type OR another event type, whereas Narrow Audience allows you to create an audience with one event type AND another event type

    • For example, if an advertiser wants to create an audience for page views AND added to cart, they would choose Narrow Audience.

  5. ​Click Exclude People and enter the event type and time period if you want to exclude certain users from being added to your list. You can skip this step if you want to include everyone.

    • For example, we will select users who "View Content" in the past 30 days and exclude those who "Purchase" in the past 30 days.

  6. ​Toggle Auto-Refresh

    • The default status of the auto-refresh toggle is enabled for custom audiences with this option, for more details please see Custom Audience Auto-Refresh

  7. ​Name your audience.

  8. ​Click Confirm to create the audience.


  • Pangle placement only supports audiences generated from Attributed Events. Unattributed Event data is not supported. Learn more about website attribution here.

  • ​One advertiser can have up to 400 custom audiences at one time within the account.

  • ​Advanced Matching can be enabled to further expand targeting; this can be implemented with the pixel. Doing so will enable the pixel to track both attributed and unattributed events, which automatically expands targeting to include both visitors who engaged with the ad and those who did not, immediately upon implementation.