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TikTok Pixel

About TikTok Pixel

A pixel is a website plug-in (a piece of basic code) that allows you to measure the effectiveness of ads by understanding the actions people take on your website.
If your campaign goal is "landing page visits" and need to track the conversion performance of your ads on TikTok Ads, you need to place a TikTok pixel on your site before the ads start running. 
The Pixel data can be used to ensure that ads are shown to the right people, to optimize bids and models for conversion goals.

How to use TikTok Pixel

This article explains how to install pixel on your site, to track conversions you care about, and make sure your pixel is working.
The process of creating pixel conversions on TikTok Ads is simple. We will walk you through the detailed instructions of each step below:
  • Create pixel: Name your pixel and get the pixel code.
  • Install pixel code: You can install the pixel code in your landing page through Google Tag Manager or manually adding by yourself.
  • Create custom conversion: You can set up your conversion through "Event on inline click" or "Event on page load".
  • Use TikTok pixel helper: You can use TikTok Pixel Helper to check if your landing page is installed correctly and if the conversion event is triggered.
  • Create an ad group&view data: Create Ad group and link the conversion that you have created with the Ad group. You can view the conversion results on the Ad platform dashboard.

Create pixel

1. Pixel Creation Portal: Library 》Conversion 》Website Pixel.

2. Pixel naming, modification and interface introduction:

When you create a pixel and a conversion event for the first time, you need to sign the user's agreement online. Note that you will only be able to create the pixel once the agreement is signed.

a. Name pixel: One pixel corresponds to one website with one pixel name (the suggested name is the corresponding website or domain name, the length should not be too long and it is not recommended to repeat).

b. Modify name: Click edit under the pixel name to modify it.

c. Install pixel code button: You can choose to manually paste the pixel code to the <head></head> of the landing page & conversion page HTML, or you can choose to automatically install to the specified landing page via Google Tag Manager.

d. Create a custom conversion button: You can customize conversion events at this pixel with set up specific rules.

e. View conversions button: View data of conversions under this pixel.

3. Install pixel code via Google Tag Manager:

a. Please make sure you already have a Google Tag Manager account, if not, create an account in Google Tag Manager and embed the Google Tag Manager SDK in the landing page that needs to be monitored.

b. Return to the ad platform and bind your Google Tag Manager account in the "use third-party tag management tool" interface.

c. Select the Google Tag Manager account, container and workspace to bind the landing page you want to monitor.

d. Create a custom conversion behaviour to define landing page conversions on the TikTok Ads platform.

e. If you would like to change your Google Tag Manager account, please click on "Use a different Google account" to replace it.

f. Please note:

  • Make sure that the Google account is already registered with Google Tag Manager. If not, you will get an error message indicating that there is no Google Tag Manager account.
  • Ensure that the landing page being monitored has embedded the Google Tag Manager SDK, if not, you will get an error message indicating that there are no details.
  • Make sure that the pixel code is not reinstalled under one landing page, otherwise you will get an error message indicating that there are no details.
  • If the landing page is not in the specified corresponding GTM container, even if the pixel and corresponding GTM container is bound and TikTok Ads reports no error (GTM does not provide relevant error prompts), the pixel cannot be installed on the specified landing page.

g. Once the installation is successful, you can check the code installation. You can click the "Check code installation" text chain and go to the Google Store to download the Pixel Helper plugin to check if the conversion code is installed successfully. If not, return to the error message or check the landing page binding, please refer to the previous step to rule out the error for successful installation.

4. Manually install pixel code 

a. Click on the copy pixel code to get the code for the pixel (codes for different pixels are different), and your developer needs to install the code in the <head></head> tag or the header template provided by the CMS/web platform (Such as Shopify).

b. If you are not sure if the installation is successful, you can click the "check the code installation result" text chain to jump to the Google Store to download the Pixel Helper plugin to detect whether the conversion code is successfully installed.

Create a custom conversion event

Custom conversion events are actions that define specific landing page conversion events. You can select "Event on inline action" or "Event on page load" as an event to evaluate conversions by installing a pixel code.
Custom conversion events fall into two categories:
Event on inline action: Select the click behaviour and quantity of the page element as a conversion. (An inline action event means that the user clicked on an element you specified on your page, such as a purchase button, a form submission button, a picture, a paragraph of text and so on.)
Event on page load: Select the web page loading behaviour and quantity as a conversion. (The page views refer to the user browsing a certain webpage that you specify, such as browsing to the completion of the submission page and the checkout page.) 

Create event on inline action

Support visually choose elements and manually add elements:
1. Visually choose elements

a. Fill in the page URL address with http/https protocol URL, and click Page View (URL of the page you enter must open in a browser directly and can be displayed in a HTML iframe).

b. Choose the page element you want as an inline action and select whether you want to count the action on the element in the current page or in all the pages. You can add multiple elements to define the conversion event.

c. Choose options:

  • Tracking the elements in all page means that the rule is applicable to elements in all the landing pages where the pixel code is embedded. There will be no verification of the domain name, and a conversion will be defined as long as there's a same element ID and path. We recommend this method for the pages with dynamic URL parameters. (For example, a product details page, a shopping cart and a purchase successful page.)
  • Tracking the specified element in single-page means that the rule is applicable to elements in the current page where the pixel code is embedded, and the domain name and path are strictly verified.
d. Fill in the conversion name , conversion category, choose a statistical method and save the event.

2. Manually add elements 
You can click manually add elements or click to edit the visually chosen elements. 
Please note:

a. Only the URL with the pixel code embedded can be visually chosen and only the URL with the pixel code can define the conversion event.

b. Visually choose elements and manually adding elements can co-exist, and Visually choose elements can be manually modified later.

c. Only "or" logic between elements is supported. "and" or "not" logic is not supported.

d. Separately disclosing the data of different conversion rules is not available now, we will support it in the future.

Create event on page load

You can manually fill in the relevant rule and supported functions for page view:
Below are the different rules that can be used to track conversion:
1. Page_url: The whole page URL, such as: We recommend to select "page_url" and "contains" in most business scenarios. For example, if you want to track the purchase successful page, the purchase success page's URL is, you can set it to "page_url" "contains" "thank_you", which will match the full link of all the pages where the pixel is installed, as long as it contains "thank_you", it will be tracked and reported.
2Page_path: Page path refers / id123456 / thank_you in "Page_url" works for most usage scenarios (a wider range of matching). If there are some extreme situations, such as; track the purchase successful page, and the URL of the purchase successful page is, in this case "thank_you" is not only in the page path, but also in the page domain name. If you use " page_url" " include " "thank_you", all the pages of this pixel in the domain name are tracked, which does not meet the requirement. In this case, you need to use "page path" and include "thank_you". 
3. Page Domain Name: Domain name refers to the in, we recommend only one website corresponds to one pixel.
4Source page: "Source page" refers to the page that led to this page. For example, if you are directed from page "A" to page "B", the source page of "B" is "A", and the whole URL will be checked and used according to the scenario.

Please note:

a. Only the URL with the pixel code embedded can be visually chosen, and only the URL with the pixel code can define the conversion event.

b. "Every time" and "Once" are used to describe conversions for the users.

c. There is "and" logic between multiple rules.

d. Use " equal " with caution, especially "page_url" "equal to". If you set "equal", it must be completely equal to track, because "page_url" contains the whole link, and there are often some ID parameters or search criteria in the link.

e. We recommend "page_url" "contains" option for most scenarios, and "page_path" "include" option for some special cases.

Custom conversion event feature introduction

Edit: You can modify or change the conversion name, not the same name.
Delete: Delete conversion which is not connected to ad groups.
Preview conversions: View basic information such as event rules, data, and status.
Adding filter: Supports filtering the placement status and the pixel name to which the event belongs.
Search event and name keywords: Supports search event ID and pixel name keywords.
Data View: Supports data monitoring and viewing of converted data for a specified period of time. Below are the detail information:

    ID: ID of the conversion event.

    Name: Name of the conversion event.

    Conversion type: Type of conversion event(Click Button, Contact, Form Submission etc.).

    Pixel Source: Which pixel the conversion event belongs to.

    Preview conversions: Shows the number of conversion generated through preview function.

    Delivery conversions: Shows the number of conversion generated through TikTok channel ads.

    External Diversions: The number of conversions not attributed to TikTok Ads.

    Creation time: Creation time of the conversion event

Pixel Helper

The pixel helper is a tool that can help you automatically detect if the code was installed successfully and if the conversion event was successfully triggered. You can download the Pixel Helper plugin from the Google Store to check if the conversion code was installed successfully.
1. If the pixel is installed correctly, it will show the Pixel name and the number of the created conversions under it. 
2. If the conversion is triggered, the rules of the conversion will be displayed or else it will not show anything if the conversion is not triggered.
3. If the pixel location is incorrectly installed or not installed, a response prompt will pop up. It is recommended that you should modify your pixel installation.
4. Corresponding prompt will show after completing the installation of one pixel, and it is recommended to install the pixel code only once.
5. Pixel code loading timeout will pop up the corresponding prompt-pixel.error.timeout.text, and it is recommended to install at the head.

Ad creation and data viewing
You can choose the Pixel you created successfully when you create the ad group. You can view your conversions on the ad management page, or you can view conversions on the conversion events page.