About custom event optimization for app

Last updated: October 2026

App Custom Event Optimization is a TikTok SDK-exclusive product that allows you to go beyond predefined Standard Events by defining and measuring in-app actions tailored to your business. These can include actions such as sending gifts, completing a food order, or making a first-time deposit. By capturing these custom interactions, you can better align campaign optimization with actions that directly drive meaningful business outcomes.

Benefits

Using custom events for your app gives you the flexibility to track and optimize your campaigns with more precision. This unlocks advanced measurement and optimization capabilities that go beyond the standard event framework and can improve long-term results.

Availability and requirements

To unlock Custom Event Optimization, the advertiser must meet all 3 requirements listed below:

  1. TikTok App Events SDK is integrated: At least 1 valid SDK signal must be received within the past 90 days.

  2. Recent ad spend: The associated ad account must have recorded ad spend every day for 9 days before starting a Custom Event Optimization campaign. Spend from any campaign or optimization goal under the same ad account counts.

  3. Sufficient custom event volume: The selected Custom Event must have at least 10 attributed events within the past 9-day attribution window.

CEO screenshot

When to use

Custom events are ideal for advertisers who:

  • Use custom events on other platforms and want similar capabilities on TikTok.

  • Use workarounds to mimic custom event behavior. If you have been modifying standard events to work around existing product limitations, you can now use this solution as a formal and scalable alternative.

  • Have complex business models, such as super-apps with multiple services, that require more granular tracking and optimization.

Next steps