TikTok Ads

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What Gets Synced

• Campaign, ad group, ad stats
• Spend, impressions, clicks
• CPC, CTR, conversion metrics
• ROAS data

• Purchase events with revenue
• Add to cart, checkout events
• Registration/signup events
• Lead form submissions
• Custom events you configure

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How It Works

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Conversion Flow

User clicks TikTok ad
TikTok appends ttclid to URL
URL: https://yoursite.com/?ttclid=xyz123...

DATALYR tracking script captures:
- ttclid: xyz123...
- _ttp cookie (TikTok Pixel browser ID)
Stores in visitor profile: anon_abc123

User completes purchase: $79.99
DATALYR tracks conversion event

DATALYR sends server-side event:
- Event: CompletePayment
- Value: $79.99
- ttclid: xyz123 (from Day 1)
- Enhanced matching: email, phone (hashed)
- Event ID for deduplication

TikTok receives conversion
Matches ttclid to original ad click
Attributes $79.99 to TikTok campaign
Updates campaign optimization

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Setup

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1. Connect TikTok Ads Account

1. Navigate to Settings → Sources in DATALYR
2. Click “Connect” next to TikTok Ads
3. Log in to TikTok Ads Manager account
4. Select advertiser account
5. Grant permissions:
   • Read ad performance data
   • Send conversion events
   • Access TikTok Pixel
6. Click “Authorize”

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2. Select Primary Advertiser Account

1. DATALYR shows all accessible advertiser accounts
2. Select your primary advertiser ID
3. Select TikTok Pixel to use for Events API
4. Click “Save”

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3. Configure Events

1. Go to Settings → Conversion Rules in DATALYR
2. Map your events to TikTok standard events:
   • purchase → CompletePayment
   • add_to_cart → AddToCart
   • begin_checkout → InitiateCheckout
   • signup → CompleteRegistration
   • lead → SubmitForm
3. Set conversion values:
   • Use order total for purchases
   • Fixed value for leads/signups

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4. Verify Integration

1. Click TikTok ad (use test campaign if available)
2. Complete conversion on your site
3. Go to TikTok Ads Manager → Events
4. Check “Event History” tab
5. Verify conversion appears with “API” source

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TikTok Events API

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Why Events API Matters

• iOS tracking restrictions
• Ad blockers
• Cookie consent requirements
• Browser privacy features

• Server-side tracking (no browser required)
• Bypasses iOS 14+ restrictions
• Immune to ad blockers
• Better attribution accuracy
• Improved campaign optimization

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How Events API Works

// TikTok Pixel fires client-side
ttq.track('CompletePayment', {
  value: 79.99,
  currency: 'USD'
});

// DATALYR sends to TikTok Events API
POST https://business-api.tiktok.com/open_api/v1.3/event/track/
{
  "event_source": "web",
  "event_source_id": "PIXEL_ID",
  "data": [{
    "event": "CompletePayment",
    "event_time": 1727634645,
    "event_id": "evt_123",
    "page": {
      "url": "https://example.com/checkout"
    },
    "user": {
      "email": "hashed_email",
      "phone_number": "hashed_phone",
      "ttp": "_ttp_cookie",
      "ttclid": "xyz123"
    },
    "properties": {
      "value": 79.99,
      "currency": "USD"
    }
  }]
}

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Deduplication

// Browser Pixel
ttq.track('CompletePayment', {...}, {event_id: 'evt_123'})

// Events API
event_id: 'evt_123'

Result: TikTok counts as ONE conversion (not two)

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Enhanced Matching

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Customer Data Sent

• Email address
• Phone number

// Original (NEVER sent in plain text)
email: "[email protected]"
phone: "+14155551234"

// Hashed before sending
email: "b4c9a289323b21a01c3e940f150eb9b8c542587f1abfd8f0e1cc1ffc5e475514"
phone_number: "8c2b7e9e4e7e3f7a5d0c5f6e4e7e3f7a5d0c5f6e4e7e3f7a5d0c5f6e4e7e3f7a"

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TikTok IDs

• First-party cookie set by TikTok Pixel
• Identifies browser/device
• Format: {uuid}

• Appended to URL by TikTok ads
• Unique identifier for each ad click
• Used for attribution

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Attribution

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Cross-Device Attribution

User clicks TikTok ad on mobile
ttclid captured: xyz123
Visitor ID: anon_mobile_789

User purchases on desktop
Email: [email protected]
Order: $79.99

DATALYR links:
1. Desktop visitor → [email protected]
2. Mobile visitor → [email protected]
3. Finds ttclid from mobile click
4. Sends conversion with original ttclid

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Attribution Windows

• 28-day click attribution
• 1-day view attribution

• 30-day attribution window (default)
• Configurable per workspace

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Event Mapping

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Standard Events

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Custom Events

// Track subscription start
datalyr.track('subscription_started', {
  plan: 'pro',
  value: 29.99
});

// Maps to TikTok custom event
Event: subscription_started
Properties: {plan: 'pro', value: 29.99}

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Product Data

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Contents Array

{
  "contents": [{
    "content_id": "SKU123",
    "content_name": "Wireless Headphones",
    "content_category": "Electronics",
    "quantity": 2,
    "price": 49.99
  }],
  "value": 99.98,
  "currency": "USD"
}

• Product-level insights
• Dynamic product ads optimization
• Better ROAS tracking

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Advanced Features

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Event Source

User converts on website
event_source: "web"

User converts in mobile app
event_source: "app"

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Test Events

1. Enable test mode in DATALYR
2. Create test conversion
3. Check TikTok Events Manager → Test Events
4. Verify data is correct
5. Disable test mode for production

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Troubleshooting

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Conversions Not Appearing

1. Integration is connected and active
2. TikTok Pixel ID is correct
3. Event has ttclid parameter
4. Within attribution window (28 days)
5. Check TikTok Events Manager for errors

• Missing ttclid: User didn’t click TikTok ad
• Wrong advertiser ID: Verify account selected
• Duplicate event IDs: Check deduplication

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Low Match Rate

1. Send email with every conversion
2. Include phone number (E.164 format)
3. Capture _ttp cookie from TikTok Pixel
4. Ensure ttclid is preserved in URLs

TikTok Events Manager → Data Sources → Your Pixel → Event Quality

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Attribution Discrepancies

• Attribution windows differ (DATALYR: 30d, TikTok: 28d)
• View-through attribution (TikTok counts, DATALYR doesn’t by default)
• Conversion time differences

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Campaign Optimization

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How Conversions Improve Performance

• Campaign Budget Optimization (CBO): Distribute budget to best ad sets
• Lowest Cost bidding: Get most conversions in budget
• Cost Cap: Get conversions below target CPA
• Value Optimization: Maximize revenue

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Best Practices

1. Send all conversions: Including micro-conversions (add to cart, etc.)
2. Accurate values: Use actual order values for purchases
3. Timely uploads: DATALYR sends immediately
4. 50+ events/week: Minimum for campaign learning phase

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Data Privacy

• All emails and phones are SHA-256 hashed
• No plaintext PII sent to TikTok
• GDPR and CCPA compliant
• Opt-out respected

// Before
Email: "[email protected]"

// After (sent to TikTok)
email: "b4c9a289323b21a01c3e940f150eb9b8c542587f1abfd8f0e1cc1ffc5e475514"

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Next Steps

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Need Help?