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? Whether you’re a beginner or a seasoned pro, this guide has everything you need to get started with TikTok Pixel.

What is TikTok Pixel?

TikTok Pixel is a tracking tool that allows businesses to measure the effectiveness of their advertising campaigns by tracking user behavior on their website or app. By tracking user behavior, TikTok Pixel can provide valuable insights into how users interact with a business’s website or app, including what pages they visit, what products they view, and what actions they take.

How does TikTok Pixel work?

TikTok Pixel works by placing a small piece of code, called a Pixel, on a business’s website or app. This Pixel then tracks user behavior and sends data back to TikTok, allowing businesses to track and analyze user behavior and measure the effectiveness of their advertising campaigns.

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 the rate users take action, the more successful your advertising campaign will be.

  • Improved ad targeting

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. TikTok Pixel allows businesses to create more targeted ads that are more likely to convert.

  • 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: Set up events

Click “Events” on the Assets tab. You’ll then be prompted to choose whether you want to create a Pixel for your website or app. Click “Manage” on Web Events tab.

Use TikTok Pixel to track your website

Step 2: Create Pixels

After choosing, click “Create Pixel”.

Create TikTok Pixel

With Web Events, you can need to fulfill:

  • 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

How to install TikTok Pixel?

Manually Install TikTok Pixel Code
Source: TikTok Ads Manager

You can install TikTok Pixel in these 2 ways: manually or via 3rd party platform.

To install the Pixel code on your website, you’ll need to copy the Pixel code and paste it into the header of your website’s HTML code. If you have an app, you can use a software development kit (SDK) to install the Pixel.

  • Manually Install Pixel Code: You don’t need to know much about the code. Just copy and paste it into your website.
  • Automatically Set Up 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.

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:
<!DOCTYPE html >


  • 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.


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

Frequently-asked questions (FAQs) about TikTok Pixel

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.


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.

Are there any troubleshooting issues when setting up TikTok pixel?

While setting up TikTok Pixel can be relatively straightforward, there are some common issues that may arise. Here are some tips for troubleshooting common issues with TikTok Pixel setup:

  • Pixel not firing: If your Pixel isn’t firing, it may be due to incorrect installation of the Pixel code. Make sure you’ve correctly installed the Pixel code in the header of your website’s HTML code or integrated the SDK for your app. You can use the TikTok Pixel Helper to check if your Pixel is firing correctly.
  • Incorrect event tracking: If you’re not seeing data for certain events or the data doesn’t seem accurate, it may be due to incorrect event tracking. Make sure you’ve correctly added the event code to the relevant pages on your website or app. You can also check the event codes in the TikTok Pixel Helper to ensure they’re firing correctly.
  • Custom conversions not working: If your custom conversions aren’t working, it may be due to incorrect event tracking or incorrect configuration of the custom conversion. Make sure you’ve correctly added the event code to the relevant pages and configured the custom conversion in the TikTok Ads Manager.
  • Delayed data: If you’re seeing delayed data in your TikTok Ads Manager, it may be due to slow loading times on your website or app. Make sure your website or app is optimized for fast loading times to ensure accurate data tracking.
  • Pixel conflicts: If you’re using multiple tracking tools on your websites or apps, such as Google Analytics or Facebook Pixel, there may be conflicts that prevent TikTok Pixel from tracking data correctly. Make sure you’ve correctly configured all tracking tools and avoid using conflicting tags or codes.

If you’re still experiencing issues with TikTok Pixel setup, you can consult the Help Center and Community Forum, or reach out to their support team for further assistance.

Final Word

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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