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TikTok Ads

TikTok Events API

Free

TikTok Events API is TikTok's server-to-server method for sharing advertising and conversion events from business-controlled systems or approved partners. It can complement TikTok Pixel by improving event coverage, transmitting selected parameters, supporting matching, and using shared identifiers to deduplicate corresponding browser and server events. It is intended for advertisers with technical or partner support who need more resilient measurement and signal governance, especially when browser collection alone misses important website actions.

Setupserver-side trackingevents apievent matchingconversion signals

What it does

TikTok Events API moves conversion data from your own servers straight to TikTok rather than relying only on the browser-based Pixel. When a shopper completes a purchase, signup, or lead, your backend posts a structured event — with hashed customer identifiers, value, currency, and an event ID — directly to TikTok's endpoint. TikTok matches that server event against the corresponding Pixel event using the shared event ID, deduplicates the pair, and credits the action to the right ad. The result is more complete coverage of conversions that browser tracking misses because of ad blockers, cookie loss, or cross-device journeys. It is built for advertisers with engineering or partner support who need durable measurement and tighter control over which signals leave their systems.

Where it fits

Events API sits at the setup and measurement layer of TikTok advertising, hardening the conversion signal that TikTok's bidding and attribution depend on.

Core features

  • Server-to-server transmission of purchase, lead, and custom events
  • Event deduplication between Pixel and server using shared event IDs
  • Hashed identifier matching for email, phone, and device signals
  • Partner integrations and direct API access for custom backends
  • Parameter-level control over which conversion signals are shared

Best for

  • Advertisers losing conversions to browser tracking gaps
  • Teams with engineering or CDP/partner support to maintain the integration
  • Brands that need governance over outbound conversion signals

Beginner notes

  1. Always send a matching event ID from both Pixel and Events API so TikTok can deduplicate; without it you risk double-counting conversions.
  2. Hash personal identifiers such as email and phone with SHA-256 before sending — TikTok rejects raw PII.
  3. Start by mirroring one high-value event like Purchase, verify it in Events Manager, then expand coverage gradually.
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Concepts behind this tool

Server-Side Tracking

Sending conversion and event data to ad platforms from your own server instead of relying only on the user's browser.

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TikTok Ads