About custom conversions for app
Note: To use custom conversions for your app, you must have the TikTok App Events SDK implemented. Once the SDK is implemented for your app, custom conversions will be available for all connected ad accounts associated with that app.
This article provides an overview of the custom conversions feature for advertisers who run app promotion campaigns. To learn more about custom conversions for web, go to About custom conversion.
Custom conversions for app allow you to filter Standard Events using parameters to align conversions with your business goals. This lets you define specific actions that matter most to your business, such as high-value purchases, premium subscriptions, or new customer acquisitions.
By using custom conversions, you can optimize your TikTok campaigns for the outcomes that best reflect your goals, without changing your existing 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 App Standard events.
Where to find custom conversions
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 App Source.
Click the custom conversions tab to view or create new conversions.
How custom conversion works
A custom conversion is a rule that filters your existing standard 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, customer_type = new |
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" |
Custom conversions for app product availability
Custom conversion optimization for app is supported for the following settings:
Objective: App promotion, including App Install, App retargeting, and App pre-registration campaigns
Optimization goal:
In-app events: supported for all campaign types.
Value, including Purchase and Ad revenue: supported only for upgraded Smart+ experience for app retargeting and install campaigns.
Conversion: supported for App pre-registration campaigns.
Placement:
TikTok App
TikTok Ad Network (formerly known as TikTok Pangle). Note: TikTok Ad Network placement is not supported for the Value optimization goal.
Custom conversions supported features
Standard Events Available for App CCO
In-app Event | Description | Recommended Parameters |
Achieve Level | User reaches a defined level in the app/game. | N/A |
Ad Revenue Value | In-app ad monetization value signal used for ad-revenue optimization. | value, currency |
Add Payment Info | User adds payment information in the app. | N/A |
Add to Cart | User adds an item to a shopping cart in the app. | content_id, content_name, content_category, brand, content_type, price, currency, value, num_items |
Checkout | User is ready to check out an order in the app. | content_id, content_name, content_category, brand, content_type, price, currency, value, num_items |
Clicks | User clicks an advertisement displayed in the app. | N/A |
Complete Tutorial | User completes a tutorial in the app. | N/A |
Create Role | User creates a role or character in the game. | N/A |
Join Group | User joins a group or team in the game. | N/A |
Login | User logs into the app. | customer_type |
Purchase | User finishes the payment process in the app. | content_id, content_name, content_category, brand, content_type, price, currency, value, num_items |
Registration | User registers in the app. | customer_type |
Search | User searches for information in the app. | search_string |
Start Trial | User starts a trial of the services provided in the app. | content_id, content_name, currency, value |
Subscribe | User subscribes to a channel or service in the app. | content_id, content_name, currency, value, customer_type |
View Content | User views important content, such as a product description, in the app. | content_id, content_name, content_category, brand, content_type |
Filter Fields Available for App CCO Parameters
Available Parameters | Data Type | Meaning | Description |
|---|---|---|---|
brand | string | Brand name of the product | For example: brand contains nike |
content_type | string | Content type: the content type included in this campaign | For example: content_type is equal to MARKETING_LTV_PREDICTION_DAY_0 |
value | float | Value, applicable to revenue-related campaigns | For example: price indicates the price of a single item, while value indicates the total price of the order. For instance, if there are two items each priced at ten US dollars, then the price parameter will be equal to 10.00, and the value parameter will be equal to 20.00 |
currency | string | Currency | For example: EUR, USD, JPY |
content_category | string | Page category or product type | |
customer_type | string | Customer Type | Enumeration values: - new: A new customer. - returning: A returning customer. |
content_id | string | Unique identifier of the product or content | |
price | float | Price, the price of this commodity | For example: price indicates the price of a single item, while value indicates the total price of the order. For instance, if there are two items each priced at ten US dollars, then the price parameter will be equal to 10.00, and the value parameter will be equal to 20.00 |
content_name | string | Name of the page or product | |
description | string | Description of this item or page | |
event_id | string | Event ID | TikTok uses event_source_id, event_id and event to deduplicate event data from a single channel or multiple channels. |
attribution_share | float | Attribution Share, Score assigned to each conversion action | When CCO focuses on optimizing the truly high-value purchase conversions on TikTok, you can set up a CCO as follows: - Conversion event : purchase - rule: attribution_share is greater than 0.5 What this CCO optimizes is not "all purchases", but "purchases for which TikTok contributed at least more than half". |
num_items | integer | Quantity of the items | |
search_string | string | User input string for search | |
status | string | Have you authorized your mobile application to access | This field is only applicable to iOS systems Enumeration values: - AUTHORIZED: This user has been granted access to the data associated with the application - DENIED: The user has not granted your mobile application permission to access data related to the user or the device. |
Filter Condition Rules Available for App CCO
Filter Condition (5) | Description |
|---|---|
Contains | Matches values that contain the specified text or value. |
Does not contain | Matches values that do not contain the specified text or value. |
Starts with | Matches values that begin with the specified text or value. |
Is equal to | Matches values that exactly match the specified text or value. |
Is not equal to | Matches values that do not exactly match the specified text or value. |
Limitations
Custom conversions for app only supports Value-Based Optimization (VBO) when the custom conversion conversion is based on the Purchase event (for example: Purchase filtered by a minimum value of $Y).
Measurement support includes Ads Manager and Events Manager reporting.
Split tests and lift studies are not yet available.
See 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.
