How to create a custom conversion

Last updated: October 2026

You can use custom conversion in TikTok Events Manager to track and optimize for specific actions that matter most to your business, such as high-value purchases, product specific (e.g. "shoes"), or new customer checkouts.


Custom conversions let you define rules using your existing Pixel, Events API, or App events. No new code is required.

Before you start

Make sure:

  • You have a Pixel (for web) or App Source (for app) connected to your TikTok Ads Manager account.

  • Events are already sending from your website or app.

  • You have edit permissions for the Pixel or App Source.


How to create a Custom Conversion

To create a Custom Conversion in Events Manager:

  1. In TikTok Ads Manager, go to Tools and click Events Manager.

  2. Click the Custom conversion tab on the left menu.

  3. Click Create custom conversion.

  4. Create a name and enter a description

  5. Choose your data source:

    • Pixel (for web events)

    • App Source (for app events sent via SDK, MMP, or eAPI)

    • Events API (for web or app events)

  6. Select the standard event you want to use (for example, Purchase, AddToCart, or Subscribe).

    • If you select a custom event, you’ll be asked to map it to a standard event for optimization.

    • When you map to a standard event, choose the one most similar to your business goal (for example, map “Subscribe_Newsletter” to “Subscribe”).

  7. Use rules to define the specific action that counts as a conversion. Rules filter your selected event based on standard parameters such as (value, content_type, currency, brand) Example: Base event: Purchase Rule: value Is greater than 100

This creates a custom conversion that counts only purchases above $100. You can add up to 10 rules using AND logic (all conditions must be met).


Manage a custom conversion

In the custom conversion tab, you can:

  • Edit the name or description

    • Rules can not be edited. Create a new custom conversion if you need to edit rules.

  • Delete existing conversions

  • View performance for each custom conversion


Use your custom conversion for optimization

Once your Custom Conversion is created:

  1. Go to Ads Manager.

  2. Create a new campaign with the Conversions objective.

  3. Under Optimization Goal, select your custom conversion.

TikTok will use your custom conversion as the event for campaign delivery and optimization, helping your ads reach people most likely to complete that specific action.