“Have you explored TikTok’s Events API, Liam?” asked Kai, the Lead Media Buyer at an ecommerce brand.
“Absolutely, Kai! I have already integrated that with Lifesight and it has been the key to tracking user interests in real-time and optimizing our campaigns.”
Yes, that’s what the TikTok Events API does!
TikTok Events API is a server-to-server integration that allows businesses to send customer data from their own servers directly to TikTok. This gives businesses more control over their data and allows TikTok to provide more accurate tracking and optimization of ad campaigns.
Wondering how it works?
- A customer visits a business’s website and takes a desired action, such as making a purchase or signing up for a newsletter
- The business’s server sends an event to TikTok using the TikTok Events API
- TikTok matches the event to the customer’s TikTok profile if one exists
- TikTok uses the event data to measure the performance of ad campaigns and to optimize future campaigns
An apparel brand making a revenue of 10 million USD every year was looking to expand its acquisition efforts. Their current paid marketing arsenal consists of Meta and Google ad platforms. With the rise of TikTok, they deemed it to be a great opportunity to diversify their ad channels further.They decided to test the waters with TikTok and pumped in an additional 10% to their current monthly ad spend of $50,000.As a pivot, they were seeing a healthy ROAS of 3.2 which happened to be the second best performing channel. They also witnessed very good CPC and CTR numbers for their TikTok ads.With such a successful campaign, they wanted to increase their TikTok ad budget and invest more in the platform.Since they were already using Facebook CAPI and seeing positive results, they opted to utilize TikTok Events API as well.Here’s the exact playbook they used to implement TikTok Events API to get better targeting and conversion off the platform.
Before we get started ensure you have integrated your TikTok Events API with Lifesight and set it up. You can set up a demo with Lifesight to see how your TikTok conversions can be accurately tracked and reported using Lifesight.
Before getting started ensure you have integrated your TikTok Events API with Lifesight and set it up. You can read more about how to sync events with TikTok Events API.
Now onto the steps…
- As a first step, you will have to create a catalog. Head to TikTok ads manager and go to Assets, then Catalog. Now, click Create and enter a Catalog Name. Choose a Default currency and Targeting Location where you want to show your ads.
- Now, select the catalog you created. Click “Products” under the Manage section on the left side of the screen. Next, click on “Add Products”. Upload the products you want in any of three ways: Manual, Data Feed Schedule, or by directly uploading a file. But make sure you enter a Data Feed Name while uploading your products to make it easy to manage the products in the catalog.
- Generate the videos for the products you uploaded to your catalog by clicking on “Videos” under Configure. Choose what kind of videos you want to create among Dynamic Video Generator and Custom Template Video. If your catalog contains links to Product Videos, you need not create any videos.
- Since you have already integrated TikTok into Lifesight, you now need to connect those event sources. Go to Configure on the left side of TikTok Ads Manager and click on Event Sources. Select where you want to connect your catalog among app event sources and pixel event sources.
- Finally, create a catalog sales campaign and configure it at the campaign level, ad group level, and ad level.
- Head back to Lifesight and click on the Attribution tab in the left sidebar.
- Scroll down to the channel breakdown window and select TikTok under the “Channels” tab.
- Now, look at the metrics for the campaign you set. Since you are solving for efficient targeting, specifically analyze your ROAS and CAC and optimize your campaigns accordingly.
TikTok’s Events API when integrated with Lifesight, plays a pivotal role in resolving challenges related to accurate conversion tracking in a dynamic digital advertising landscape. By harnessing the power of this server-to-server integration to send customer data directly to TikTok, bypassing the traditional limitations like ad blockers and privacy settings, businesses can significantly improve their conversion tracking, reduce acquisition costs, and optimize campaign performance. The TikTok Events API, in conjunction with Lifesight, empowers businesses to gain better control over their data and deliver more effective advertising campaigns, ultimately enhancing their digital marketing efforts in a rapidly evolving digital world
To get a first-hand look at how you can get the best of TikTok Events API, schedule a demo with Lifesight today.
