“Kai, I think we are missing some events from getting tracked due to the deprivation of cookies. This is hampering our ad targeting on TikTok” said Liam.
“Hmm, this problem seems to get bigger by the day. Do you have a solution for this Liam?”
“I am glad you asked. The solution is called TikTok Events API”
Navigating the intricacies of contemporary digital advertising demands a nuanced approach to precise event tracking and campaign optimization. With the rise of ad blockers and the fall of cookies, understanding the tru behavior of your customers on your website is like navigating a maze as a blind.
Ad platforms are now taking a stand and coming up with a server-to-server solution that solves this problem. And TikTok’s Events API is one such solution in this landscape offering businesses unparalleled accuracy in tracking, heightened optimization capabilities, and a newfound level of data control.
This playbook is a strategic compass, guiding businesses through the prerequisites of CAPI setup, the intricacies of syncing and verifying events, ultimately empowering them to fully leverage CAPI’s potential for elevated campaign performance and targeted marketing endeavors.
Technology has always been the secret sauce of this electronics brand making greater than 10 million USD every year. They captured the market 6 years ago by using AI to solve product discovery and ever since they have been the innovator of their space.Consequently they were also one of the first brands to start advertising on TikTok and seeing humongous success on that platform. Now, they want to take it a step further.With TikTok having its own Events API, they are planning to enhance their targeting and event measurement using the API.This is the exact playbook they followed in doing that.
Step 1: Integrate your TikTok account with Lifesight
- On Lifesight, navigate to the “Integrations” tab under Connect. Search for “TikTok” in the search bar and then click on “Connect”.
- Once you have finished authentication for your TikTok account, specify the permissions needed for the TikTok integration to be set up at Lifesight.
- You can confirm once you have verified the permissions setup.
- Choose the TikTok Ad account that is being connected to Lifesight for sending the Web and Offline Events.
Step 2: Setup the Events and TikTok Pixel Settings
- Enter the Pixel ID and TikTok Access Token from the TikTok Set up section.
- You can generate the Test Pixel from the TikTok section below and send the Test code to test and validate events on Tiktok Events Manager.
- Select the default event settings or pick and choose the events that you wish to send using TikTok Events API integration. Since you want to improve ad targeting, we recommend you check all the boxes under event selection.
- Once configured, TikTok will appear as active in your Integrations module.
Step 3: Validate Events API on TikTok and Lifesight
- In TikTok, go to Events Manager and click on the pixel to view its configuration details.
- In the Test Events tab, click the test code button in Step 2 of the Test Server Events section to copy the code.
- In Lifesight, head to integrations and TikTok. Paste the Test Code in the Test Your Setup section and toggle the Go live radio button.
- In TikTok, go to the Test Events tab of the pixel in Events Manager, and look for the test event in the Event Activity section. Any issues with the payload will show up to help you resolve the issues.
In the pursuit of optimizing customer acquisition, brands are confronting challenges like declining cookies and the rise of ad blockers. TikTok’s Events API is a solution that not only counters these challenges but also provides a panoramic view of their ad performance and conversion dynamics. As the digital advertising landscape continues to evolve, the strategic integration of technolgoies like CAPI stands as a potent tool for businesses to thrive, adapt, and navigate the ever-changing currents of consumer behavior and technology trends.To get a first-hand look at how you can get the best of TikTok’s Events API, schedule a demo with Lifesight today.
