About Web Measurement
Last updated, August 2023

TikTok offers a number of business tools such as the TikTok Pixel, Events API, or Partner Integrations to help you measure actions taken on your website as a result of paid advertising and organic reach.


With any of our business tools, you can measure website traffic and ad performance, optimize your ad campaigns and find new customers. In addition, you can understand website visitor actions, like 'view page' or 'purchase,' and create audience segments to re-engage previous site visitors or model lookalikes to find new customers.

  • ​​Measure ad performance: Measure your ad performance and return on ad spend (ROAS) based on a series of conversion events you define.

  • Optimize ad delivery: Target audiences that are more likely to initiate a website event by setting an optimization goal to visitor events like add to cart or purchase.

  • Build marketing audiences: Create Custom Audiences based on website visitor events, like viewing a product page or making a purchase. Audiences can be used to re-engage previous site visitors or model lookalikes to find new customers.


Before integrating with any of our business tools, we recommend thinking about the website events that matter most to your business and will help you achieve your marketing goals on TikTok.


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