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How to configure TikTok Events API with Google Tag Manager

Staying ahead with innovative tools and strategies is crucial for businesses seeking success on platforms like TikTok. One such powerful tool offered by TikTok for Business is the Events API, designed to enhance the connection between TikTok and advertiser marketing data. In this blog post, we'll guide you through the process of configuring TikTok Events API with Google Tag Manager, specifically using Adsmurai One Tag.



Understanding TikTok Events API

TikTok Events API provides advertisers with a reliable and customizable connection between TikTok and their marketing data, be it servers, websites, apps, or CRMs. This integration allows businesses to share events on their website with TikTok, aiding in measuring ad performance, optimizing ad delivery, and creating target audiences.

To ensure a robust setup, TikTok recommends integrating Events API alongside the existing Pixel integration. This not only improves ad delivery and targeting by capturing missed conversions but also provides granular control over the data shared with TikTok, enabling advertisers to meet their marketing objectives effectively.


Benefits of implementing TikTok Events API

  • Enhanced data accuracy

The TikTok Events API provides a more reliable and direct connection between your business and TikTok. This reduces the likelihood of data discrepancies and ensures that the events tracked accurately represent user interactions on your website.

  • Improved ad delivery and targeting

By capturing missed conversions, the Events API contributes to a more comprehensive dataset for measurement, optimization, and targeting. This results in more effective ad delivery, reaching the right audience with greater precision.

  • Granular control over data

With Events API, businesses have the flexibility to customize the information shared with TikTok. This granular control allows you to tailor the data shared, ensuring that it aligns precisely with your marketing objectives and optimization goals.

  • Adaptability to changes in the industry

TikTok Events API builds a resilient connection, offering a sustainable transition in response to changes in the advertising industry. This adaptability is crucial in an evolving landscape, allowing advertisers to navigate shifts without compromising their current campaign strategies.

  • Complements Pixel integration

TikTok recommends integrating Events API alongside the existing Pixel integration. This complementary approach enriches the conversions shared by the Pixel, providing a more comprehensive dataset for full-funnel measurement and optimization.


TikTok Pixel Benefits

  • Lightweight implementation

TikTok Pixel is easy to implement, ensuring a seamless integration without adding unnecessary load to your website. Its lightweight nature contributes to a smooth user experience.

  • Easy customer event capture and reporting

TikTok Pixel simplifies the process of capturing and reporting customer events. From page views to conversions, the Pixel efficiently tracks user interactions, providing valuable insights into user behavior.

  • Automatic updates for Pixel performance

TikTok Pixel comes with automatic updates for pixel performance. This means that as TikTok introduces improvements or updates to the Pixel, your implementation stays current without requiring manual interventions.

  • Cost-effective tracking solution

TikTok Pixel offers a cost-effective tracking solution compared to other alternatives. Its simplicity and efficiency make it an accessible choice for businesses of varying sizes.

  • Enables dynamic ad personalization

TikTok Pixel allows for dynamic ad personalization based on user behavior. This capability ensures that your ads are tailored to individual preferences, enhancing engagement and conversion rates.


TikTok Pixel & Events API Benefits (Recommended)

  • Enriched conversions for full-funnel insights

Combining TikTok Pixel with Events API results in enriched conversions. This combination enhances full-funnel measurement, providing a holistic view of user journeys and enabling more informed decisions in your advertising strategy.

  • Sustainable transition to industry changes

The dual implementation ensures a sustainable transition to changes in the advertising industry. Advertisers are better positioned to adapt to evolving standards while maintaining the integrity of their current campaign strategies.

  • Maximized ad delivery and audience creation

The synergy between Pixel and Events API maximizes ad delivery precision and audience creation capabilities. This comprehensive approach allows for a more targeted and effective advertising strategy on TikTok.

While TikTok Pixel and Events API offer unique benefits individually, their combined implementation provides advertisers with a powerful and adaptable toolkit for measuring, optimizing, and enhancing the performance of their TikTok marketing campaigns.


Configuring TikTok Events API with One Tag



Step-by-Step Guide

Step 1: Obtaining Pixel ID and Access Token in TikTok Events Manager

  1. Go to the TikTok Events Manager.
  2. Select the "Web Events" section.
  3. Copy and save your Pixel ID.
  4. Navigate to the "Settings" section.
  5. Click on "Generate access token."
  6. Copy and save this token.

Step 2: Adding a New Pixel in Adsmurai One Tag and Generating API Key

  1. Access your user area in Adsmurai One Tag.
  2. Click on the "+" symbol to add a new pixel.
  3. Paste both the Pixel ID and access token obtained from TikTok.
  4. Generate your Adsmurai One Tag API key.
  5. Copy and save this generated API key.

Step 3: Integrating API Key in Google Tag Manager

  1. Go to your Google Tag Manager container.
  2. Open the One Tag label.
  3. Paste the API key generated previously in Adsmurai One Tag.
  4. Configure the label with the provided information.
  5. Save the changes made.

By following these steps, you'll seamlessly integrate TikTok Events API with Google Tag Manager using Adsmurai One Tag, ensuring a robust connection and optimal utilization of TikTok's advertising tools. Stay ahead of the curve and maximize the potential of your TikTok marketing campaigns with this comprehensive configuration guide.

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