What is TikTok Pixel? How to set it up on TikTok Ad Manager?

Just like Facebook Pixel, Pixel TikTok is a powerful measurement tool to track the impact of your TikTok ad. So, how does this Pixel work, and why should advertisers use it? Let’s take the first step to understand what is TikTok Pixel and how to use it.

What is TikTok Pixel?

TikTok Pixel is an HTML code provided by TikTok that can be attached to websites, Landing Pages, applications, etc. The pixel automatically activates and tracks all user behavior and information when a user visits your site.

How does TikTok Pixel work?

When a user visits a website from the TikTok platform, the pixel code collects information available through standard web browsers. The collected pixel information includes:

  • Timestamp: This information is used to identify when users take actions on the website, such as when the page was viewed, when the product was purchased, etc.
  • IP Address: Information that helps identify the geographic area the user is located.
  • Device Information: The pixel code can identify device models, operating systems, and browser information.

Why should you use TikTok Pixel?

Here are 3 main benefits when using TikTok Pixel:

  • Conversion Tracking

Installing TikTok Pixel on your website will allow you to see how people interact with your website after viewing or clicking on your ad. Most importantly, you can view when someone takes action such as making a purchase, filling out a contact form, or engaging with content. The higher rates of users take action, the more successful your advertising campaign will be.

  • Optimize Ad Campaigns

With TikTok Pixel, you will be able to optimize your ad campaigns to focus on users that are most likely to take action on your website. You can optimize for conversions, traffic, or engagement.

  • Create Custom Audiences for a Remarketing campaign 

TikTok Pixel will help advertisers evaluate the quality of a campaign, build target audiences, and then use this data to prepare for remarketing.

How to create TikTok Pixel?

TikTok Pixel can only be created in TikTok Ad Manager. If you do not have an account, create it first with 6 basic steps. This is what TikTok Ad Manager looks like.

TikTok Ad Manager Dashboard

Then, follow these guidelines step-by-step. 

Step 1: Click “Events” on the Assets tab.

Access to Events on TikTok

Step 2: 

Click “Manage” in the Web Events > Click “Create Pixel

Use TikTok Pixel to track your website
Create TikTok Pixel

Step 3: 

Set up web events: 

  • Fill in your Pixel Name: You should name the pixel according to the conversion intent. The maximum length for a Pixel name is 128 characters, including spaces. Mega Digital recommends the pixel name corresponds to the website or domain name.
  • Choose Connection Method: Click TikTok Pixel then Next.
Set TikTok Pixel Name

Step 4:

There are 2 ways for you to create Pixel:

  • Manually create Pixel Code: You don’t need to know much about the code. Just copy and paste it into your website.
  • Automatically Set Up Web Events via Partner Platforms: You will use the platform of TikTok’s partners such as Shopify or Google Tag Manager to install the Pixel code on your website. This method may take longer if you do not have an account with these platforms. 

Note: You can always return and select another method to set up more events under this pixel ID.

Manually Install TikTok Pixel Code

How to install TikTok Pixel?

You can install TikTok Pixel in these 2 ways

Install manually

How to install TikTok Pixel

This is the most straightforward way to install TikTok Pixel. If you chose to create Pixel manually in the previous step, you will get an HTML code.

  • Click “Copy pixel code”.
  • Paste the copied code into the Head tag (starting with <head> and ending with </head>) in the code section of the web page. The following example will make it easier for you to visualize:
<!---Example___>
<!DOCTYPE html >
    <head>
          "INSERT TIKTOK PIXEL CODE HERE"
    </head>
</html>

Note:

  • Paste the code only once.
  • If you are not familiar with coding, you can ask web design units to help you or install pixel code from a third party like Google Tag Manager.

Install via the third platform

Choose “Automatically set up web events via Partner Platforms” when you set up web events.

Connect TikTok with third party

There are also some Tag and Customer Data Platform partners, but Google Tag Manager and Shopify are the most widely used. The following steps will guide you on installing via these 2 platforms.

Google Tag Manager

Step 1: 

Select “Google Tag Manager” then Next.

Choose the third party to connect with TikTok

Step 2:

  • Click “Connect” to start linking to your Google Tag Manager account.
Connect Google Tag Manager with TikTok
  • Select Account > Container > Workspace > Next
Finish pixel installation via Google Tag Manager

After you fill in all the details in the blank, all the installation has been finished.

Shopify

Step 1:

Type TikTok into the search bar in the Shopify app store

Search TikTok in the Shopify Appstore

 

Step 2:

Select the official TikTok app by TikTok Inc. 

Choose TikTok Inc

Step 3:

Add the app > Add sales channel > Set up now

Set up TikTok on Shopify

Step 4:

Connect your TikTok For Business account 

Connect TikTok business account to Shopify

Step 5:

Connect your TikTok Ads account 

Connect Shopify to TikTok ads account

Step 6: 

Create a new pixel by clicking the Create Pixel button or selecting an existing pixel to connect to

Connect TikTok pixel to Shopify

And that’s how to install TikTok Pixel for Shopify.

FAQs

Here are common event setup scenarios and solutions:

How to add a new event with a different setup?

Two types of examples that most common advertisers are struggling to

  • You previously set up an “Add to Cart” event using Event Builder.
  • You wish to add a new event, Complete Payment, through a custom code.

Solution: Insert the “Complete Payment” event code into your website as you usually would.

How to change existing events setup?

An example describes this situation:

  • You previously set up an “Add to Cart” event using Event Builder. 
  • You wish to code it instead.

Solution: 

1. Using Event Builder, clear all rules under the “Add to Cart” event

2. Insert the “Add to Cart” event code into your website as you normally would.

3. Due to the delay in pixel SDK cache update, you may need to wait up to 12 hours for the new event to show up.

How to add a new partner setup?

Example: You are using a Shopify-integrated pixel and you wish to also integrate with BigCommerce.

Solution: There are 2 solutions for your issue: 

Option 1:

1. Navigate to your pixel in Events Manager.

2. Click “Add Events” and select TikTok Pixel or Events API.

3. Select to connect with a partner (in this example, BigCommerce)

4. Continue with the onscreen instructions until finished.

Option 2:

1. Go to the partner platform you want to connect with (in this example, BigCommerce).

2. Under your settings, connect your TikTok for Business account and then your TikTok Pixel.

CONCLUSION

Using TikTok Pixel may be difficult the first time but it’s certainly a worthy tool that helps to track your ads campaign efficiency on the website. Mega Digital suggests advertisers combine TikTok Pixel with TikTok Ads for e-commerce to boost and maximize your sales potential. Follow our social media to update with TikTok news and learn more tips to increase your TikTok presence!

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