How to create a custom conversion for app

Last updated: November 2026

This article provides an overview of how to create custom conversions for app and gaming advertisers who run app promotion campaigns. To learn more about custom conversions for web, go to create a custom conversion.


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 App events. No new code is required.

Before you begin

Make sure:

  • You have an App Source connected to your TikTok Ads Manager account.

  • Ensure that you have implemented the TikTok App Events SDK for your app.

  • Events are already sending from your app.

  • You have edit permissions for the App Source.

How to create a Custom Conversion

To create a Custom Conversion in Events Manager:

  1. Log in to TikTok Ads Manager.

  2. Go to Tools and click Events Manager under Management.

  3. Click the Custom conversions tab on the left menu.

  4. Click Create custom conversion.

  5. Create a name and enter a description

  6. Choose your data source:

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

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

  8. 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, and brand. Example: Purchase 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 App Promotion objective.

  3. Under Select in-app event, choose Custom conversion.

  4. Select your specific 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.