TikTok Conversions

The TikTok Conversions destination is a server-to-server integration with the TikTok Events API that allows advertisers to share website visitor events from Segment directly to TikTok.

Data shared through the Events API is processed similarly to information shared through the TikTok pixel and TikTok SDK business tools. Advertisers can use events data to power solutions like dynamic showcase ads (DSA), custom targeting, campaign optimization and attribution. Advertisers can see their event data in TikTok Events Manager.

Benefits of TikTok Conversions

The TikTok Conversions destination provides the following benefits:

  1. Clear mapping of data. Actions-based destinations enable you to define the mapping between the data Segment receives from your source and the data Segment sends to TikTok.
  2. Prebuilt mappings. Mappings for TikTok Standard Events, like PlaceAnOrder, are prebuilt with the prescribed parameters and available for customization.
  3. Streamlined stability and security. Integrate and iterate without client-side limitations, like network connectivity or ad blocker issues.
  4. Privacy-focused: Stay compliant with rapidly evolving requirements with automatic PII hashing and flexible controls that let you adapt what data you share.
  5. Maximum event measurement: Capture more events with improved accuracy across different browsers, apps, and devices to get a unified view of your customer’s journey from page view to purchase.

Getting started

Follow the instructions below to enable your TikTok ads account and add the TikTok Conversions destination to your Segment workspace.

TikTok Requirements

The TikTok Conversions destination is configured to use the TikTok Events API. To generate a TikTok Pixel Code and Access Token:

  1. Create a TikTok For Business account.
  2. Create a TikTok Pixel in Developer Mode to obtain a Pixel Code. For more information about Developer Mode, please review the TikTok developer documentation.
  3. Follow instructions for Authorization and generate a long term Access Token.

Connect TikTok Conversions to your workspace

  1. From the Segment web app, click Catalog, then click Destinations.
  2. Search for “TikTok Conversions” in the Destinations Catalog, and select the destination.
  3. Click Configure TikTok Conversions.
  4. Select the source that will send data to TikTok Conversions and follow the steps to name your destination.
  5. On the Settings tab, enter in your TikTok Access Token and Pixel Code and click Save.
  6. Follow the steps in the Destinations Actions documentation on Customizing mappings.

Destination Settings

Setting Description
Access Token Required.

Your TikTok Access Token. Please see TikTok’s Events API documentation for information on how to generate an access token via the TikTok Ads Manager or API.

Pixel Code Required.

Your TikTok Pixel ID. Please see TikTok’s Events API documentation for information on how to find this value.

Available Presets

TikTok Conversions has the following presets:

Preset Name Trigger Default Action
Add to Cart Event event = "Product Added"
Report Web Event
Place an Order Event event = "Order Completed"
Report Web Event
Search Event event = "Products Searched"
Report Web Event
Initiate Checkout Event event = "Checkout Started"
Report Web Event
Add Payment Info Event event = "Payment Info Entered"
Report Web Event
Add to Wishlist Event event = "Product Added to Wishlist"
Report Web Event
View Content Event type="page"
Report Web Event

Available Actions

Build your own Mappings. Combine supported triggers with the following TikTok Conversions-supported actions:

Mapping limits per destination

Individual destination instances have support a maximum of 50 mappings.

Report Web Event

Report events directly to TikTok. Data shared can power TikTok solutions like dynamic product ads, custom targeting, campaign optimization and attribution.

Report Web Event is a Cloud action.

Click to show / hide fields

Field Description
Event Name* Type: STRING

Conversion event name. Please refer to the “Supported Web Events” section on in TikTok’s Events API documentation for accepted event names.

Event ID Type: STRING

Any hashed ID that can identify a unique user/session.

Event Timestamp Type: STRING

Timestamp that the event took place, in ISO 8601 format.

Phone Number Type: STRING

Phone number of the user who triggered the conversion event, in E.164 standard format, e.g. +14150000000. Segment will hash this value before sending to TikTok.

Email Type: STRING

Email address of the user who triggered the conversion event. Segment will hash this value before sending to TikTok.

External ID Type: STRING

Uniquely identifies the user who triggered the conversion event. Segment will hash this value before sending to TikTok.

TikTok Click ID Type: STRING

The value of the ttclid used to match website visitor events with TikTok ads. The ttclid is valid for 7 days. See Set up ttclid for details.

TikTok Lead ID Type: STRING

ID of TikTok leads. Every lead will have its own lead_id when exported from TikTok. This feature is in Beta. Please contact your TikTok representative to inquire regarding availability


The page URL where the conversion event took place.

Page Referrer Type: STRING

The page referrer.

IP Address Type: STRING

IP address of the browser.

User Agent Type: STRING

User agent from the user’s device.

Contents Type: OBJECT

Related items in a web event.

Currency Type: STRING

Currency for the value specified as ISO 4217 code.

Value Type: NUMBER

Value of the order or items sold.

Description Type: STRING

A string description of the web event.

Query Type: STRING

The text string that was searched for.

Test Event Code Type: STRING

Use this field to specify that events should be test events rather than actual traffic. You can find your Test Event Code in your TikTok Events Manager under the “Test Event” tab. You’ll want to remove your Test Event Code when sending real traffic through this integration.

FAQ & Troubleshooting

Deduplication with the TikTok Pixel

If you independently placed the TikTok Pixel on your website, reach out to your TikTok representative to see if there are any necessary changes to your Pixel to properly deduplicate events sent through both the Pixel and the Segment TikTok Conversions destination.

Match Keys

To increase the probability of matching website visitor events with TikTok ads, send one or more of the following match keys and identifiers when possible:

  • TikTok Click ID
  • External ID
  • Phone Number
  • Email
  • IP Address
  • User Agent

Other Standard Events

If you want to send a TikTok standard event that Segment doesn’t have a prebuilt mapping for, you can use the Report Web Event action to send the standard event. For example, if you want to send a CompleteRegistration event:

  1. Create a mapping for Report Web Event.
  2. Set up your Event Trigger criteria for completed registrations.
  3. Input a literal string of “CompleteRegistration” as the Event Name.

Please be aware that TikTok only supports these event names.

PII Hashing

Segment creates a SHA-256 hash of the following fields before sending to TikTok:

  • External ID
  • Email
  • Phone Number

Web Diagnostics

You can check whether the integration is working, test events in real-time, and troubleshoot common issues in TikTok’s Web Diagnostics Suite. See the TikTok Pixel Web Diagnostics documentation for more information.


The TikTok Conversions destination is owned and maintained by the TikTok team.

  • For general Segment questions, including issues with event data not being sent to TikTok Events Manager, contact Segment support.
  • For questions regarding campaign setup and performance, web tracking, or additional API functionality, contact your TikTok representative.

This page was last modified: 21 Feb 2023

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