Web measurement
About using cookies with TikTok Pixel
Cookies are small text files that help match events with people who engage with your content on TikTok and can be used to enhance measurement accuracy and ad campaign optimization. These cookies can also assist in building retargeting and engagement audiences, depending on your settings and those of your visitors.
Availability
Partners eligible for first- and third-party cookies: WooCommerce, Wordpress, BigCommerce, VTex, Cafe24, Shopify, OpenCart, Ecwid, TRAY, Loja Integrada, Kyte, Mercado Shops, Nuvemshop, Base, Haravan, Shopline, FutureShop, Shoplazza, Anytrack, Apptrian, Blotout, Commanders Act, Elevar, Google Tag Manager, Grivy, Journify, Segment, SignalSight (ZZG), Tealium, Ticketmaster, Rudderstack
Cookies expire after 13 months from being set onto a browser, or last used.
You can use third-party cookies with Events API as an external_id parameter. You can pass first-party cookies through a dual pixel and Events API setup to enable better matching.
Benefits
Measure More Conversions: Connect ads seen on TikTok to conversion events on your website, app, or store, to help you better understand ROI and the impact of your TikTok ads.
Improve Ad Delivery and Decrease CPAs: Identify and deliver ads to people who are more likely to take the desired action, increasing efficiency and reducing costs.
Expand Your Reach: Match your website visitors with people on TikTok, to expand audience sizes for solutions like web retargeting.
Enhanced Matching Capabilities: Advanced Matching, combined with first- and third-party cookies, ensures the best possible matching, especially as third-party cookies face deprecation.
No Change in Conversion Windows: Allowing cookies will not alter your pixel conversion windows. Cookies enhance the matching and attribution process, acting as a supplement to Advanced Matching.
Key concepts
First-Party Cookies: These cookies are created and owned by your website and are used to recognize a person on your domain only. They are enabled by default with the TikTok Pixel but can be disabled in your pixel settings. First-party cookies are essential for maintaining user privacy and ensuring that your website can recognize returning visitors.
Third-Party Cookies: Created and owned by TikTok via TikTok's server, third-party cookies extend beyond individual domains. They are used to recognize and match events across different websites and are enabled by default with the TikTok Pixel.
Pangle Cookies: These cookies are specific to regions supported by Pangle and are read rather than set by the TikTok Pixel. In jurisdictions where advertisers use the Pangle Ad Network, the TikTok Pixel may collect Pangle cookies to measure ad campaigns.
Key considerations
Turning Off First-Party Cookies: If you decide to turn off first-party cookie usage after initially having it on, no new first-party cookies will be set moving forward. Existing first-party cookies will continue to operate until they expire over time.
Lack of Developer Resources: If you don't have developer resources to update your website, consider integrating third-party consent management platforms to manage cookie consent. These platforms often provide technical resources and implementation options, including banner design and more, to help you manage cookie usage effectively. This can ensure that your TikTok Pixel is used in compliance with user consent.
TikTok cookies specifications
Cookie name | _ttp | _ttp | _pangle |
Cookie domain | Your website domain | .tiktok.com | |
Duration | 13 months from the last date it was used | 13 months from the last date it was used | 13 months from the last date it was used |
Type | 1st party | 3rd party | 3rd party |
Function | Advertising cookies | Advertising cookies | Advertising cookies |
Description | To measure and improve the performance of advertising campaigns and to personalize the customer experience (including ads) on TikTok. | To measure and improve the performance of advertising campaigns and to personalize the experience (including ads) on TikTok. | To measure and improve the performance of your advertising campaigns and to personalize the customer's ad experiences delivered by the Pangle ad network. |