Skip to content
GetProfit
Log in

← All terms

TikTok Pixel

The TikTok Pixel is code on a store's website that sends events, such as product views, adds to cart and purchases, to TikTok to measure and optimise ads.

How it works

The pixel runs in the shopper’s browser and reports actions as events. TikTok’s standard events for a store include ViewContent, AddToCart, InitiateCheckout and Purchase. For product events TikTok recommends parameters such as content_ids, value and currency.

With each event the pixel collects a timestamp, IP address, user agent and cookies. Third-party cookies are on by default; first-party ones are optional. You install it through a partner, such as Shopify or Google Tag Manager, or by hand.

The Events API sends the same events from the store’s server or CRM. TikTok recommends running both, because connection problems and browser differences cost the pixel some conversions. Then each purchase arrives twice and needs event deduplication. Both copies must carry the same event name and event_id, and TikTok keeps the first one received within 48 hours.

TikTok lists content IDs not aligned with the catalogue among common event setup problems. So for catalog ads, content_ids should match the catalogue, as part of what the feed and pixel must send.

Where you see it

  • TikTok Events Manager: the pixel, its events and diagnostics.
  • TikTok Pixel Helper, a Chrome extension that shows what a page sends to TikTok.

Example

Example store, not client data.

The tableware shop’s order 1042 is worth 600. The pixel and the Events API send Purchase with event_id “1042”, so TikTok counts one purchase worth 600. If the server sends “order-1042”, the IDs differ, and TikTok can count two purchases worth 1,200 for one order.

Not to be confused with

  • Conversions API — Meta’s server connection, the counterpart of TikTok’s Events API. Each platform deduplicates only its own events.

Right and wrong readings

  • Wrong: “TikTok shows more purchases than we have orders, so it found extra sales.” Right: without a shared event_id, TikTok counts pixel and Events API copies of one order twice. The store’s own order count is the ceiling.

Sources