About custom conversion
Custom conversion lets you define specific actions on your website or app that matter most to your business, such as high-value purchases, subscription starts, or new customers.
By using custom conversion, you can optimize your TikTok campaigns for the outcomes that best reflect your goals, without changing your existing Pixel, Events API, or App setup.
Benefits
More relevant optimization: Go beyond standard events and focus on specific actions that drive value for your business (e.g. Purchases over $100, premium subscriptions tiers, etc.)
Flexible goal setup: Create rules that match your funnel or campaign objectives using existing event parameters or URLs.
Improved measurement: See detailed results in Events Manager and Ads Manager to understand how different actions perform.
No new code required: Build a custom conversion directly from your existing Pixel or App events.
Where to find Custom conversion
To create and manage a custom conversion in Events Manager within TikTok Ads Manager:
Go to the Tools tab and click Events Manager in the Management section.
Select your Pixel (for web) or App Source (for app).
Click the custom conversion tab to view or create new conversions.
How custom conversion works
A custom conversion is a rule that filters your existing events into a more precise conversion action.
For example, you might use a standard “Purchase” event but define your conversion as “Purchase where value is greater than $100.”
Once created, your custom conversion can be used as an optimization goal in campaign setup and tracked in reporting.
Example use cases
Industry / Vertical | Example Goal | Custom Conversion Example |
Retail & E-commerce | Optimize for high-value purchases or new customers | Purchase + value > 100 |
Travel | Optimize for flight or hotel bookings | Purchase + content_category = "flight" |
Gaming | Optimize for player progress or in-app purchases | UnlockAchievement + level = 10 |
Entertainment & Media | Optimize for subscription starts or plan types | Subscribe + description = "premium" |
Finance | Optimize for approved loan or policy applications | SubmitApplication + status = "approved" |
Limitations
Supported sources: Web (Pixel, Events API) and App (SDK, MMP, or eAPI).
Offline and CRM events are not yet supported.
Measurement support includes Ads Manager and Events Manager reporting.
Split tests and Lift studies are not yet available.
Find additional details on measurement and reporting capabilities here.
Next Steps
Once created, you can:
Use your Custom Conversion as the optimization goal when setting up a campaign.
View performance in Ads Manager under “Conversions.”
Monitor event counts and rule performance in Events Manager.
