Have you ever wondered what actions users take on your website after clicking on your TikTok ads or links? Running ads without that knowledge is like a shot in the dark: you know that you are reaching users, but you don’t really know if your ads are driving the desired business results. To make smart and informed business decisions, you need a solution that tracks, measures, and connects user interactions back to your ads.
Now what’s that solution? Enter TikTok Pixel.
A TikTok pixel can help you capture valuable insights about your audience and their behavior. Using this information, you can optimize your campaigns to drive better performance results.
If you haven’t heard of TikTok pixel before and don’t know how to use them, don’t worry. That’s why we have come up with this blog. Through it, we will discuss:
- What is a TikTok pixel
- Its installation process for an e-commerce website
- The benefits of using a pixel (such as better targeting, RoAS, etc.)
- Best practices for using it
- And much more
So, without further ado, let’s begin!
Table of Contents
What is a TikTok Pixel?
A TikTok Pixel is a small piece of code that you can install on your website to track user events, behaviors, and conversions across your site and share that data directly with TikTok.
This shared marketing data is then further used by TikTok’s ad systems to attribute the actions users take on your site to your TikTok ads and identify:
- Which ads are doing well
- Which types of audiences are engaging with your content
- And which actions users take on your site after they click on your ads.
| Note: TikTok pixel is also known as an HTML code snippet or tag. |
What Information does the TikTok Pixel Collect?
The TikTok pixel helps to collect different types of information through standard web browsers such as Google Chrome. It can track:
- Ad and event information: This includes details about which TikTok ads were clicked and which website events (such as purchase, add to cart, etc.) were triggered.
- Timestamps: The exact time when a particular action (event), such as page view or add to cart, occurs.
- IP Address: Helps to identify the geographic location of the end user at the time the event occurs (e.g., the user adds a product to their cart).
- User Agent: Provides details about the user’s device, the device’s operating system, and the browser used by the user.
- Cookies: The pixel uses these to understand what actions users take on your website. Based on that understanding, tracking accuracy can be significantly improved, and ad targeting can be optimized.
| Note: First and third-party cookies now stay on by default for TikTok Pixel and partner pixels, which helps deliver more accurate tracking and stronger ad performance. Events API users can enable only first-party cookies. As a best practice, always review your cookie use and related website policies to ensure compliance. |
- Metadata and Button clicks: Includes additional information from your site such as its metadata, structured microdata, page performance, and even button clicks.
How to Set up a TikTok Pixel?
A pixel can be installed across any type of e-commerce site. This includes online stores created:
- Manually using coding languages such as JavaScript, HTML, etc.
- Using apps
- Or even via third-party e-commerce platforms like Shopify, WooCommerce, BigCommerce, etc.
In this blog, we will first explain the standard way of installing TikTok Pixel through TikTok Events Manager. We will then cover how to install TikTok Pixel on Shopify stores.
Setting Up TikTok Pixel using TikTok Events Manager
You can install a TikTok Pixel through partner integrations or manual setup. For reference purposes, we will continue with the manual setup and highlight the steps below.
Manual Setup Process
- Log in to TikTok Ads Manager.
- Go to Tools in the top navigation.
- Click Events Manager to open TikTok Events Manager.
- Select Connect Data Source.
- Choose Web as your data source.
- Enter your website URL and proceed.
- Select Manual Setup as your connection method.
- Create your pixel and enter a clear pixel name that matches your website or domain.
- Copy the Pixel Base Code provided on the screen.
- Paste the base code into your website before the closing head tag.
- Return to Events Manager to configure your pixel settings.
- Use the event setup guide or Event Builder to add key events like page view, add to cart, and purchase.
- Save your setup and verify your events using TikTok Pixel Helper or Test Events.
Set up TikTok Pixel For Shopify
In general, there are three methods for installing a TikTok pixel across a Shopify store. These include:
- Manually inserting the code on your website
- Using the official TikTok app for Shopify stores
- Using third-party Shopify TikTok pixel apps
Out of all the different options shared above, using the third method, i.e., Shopify TikTok pixel apps, is often the best choice. That’s because manually inserting the code on your store (method 1) requires coding knowledge and is effort-intensive. It might not be feasible for every merchant to follow this method.
With the official TikTok app (method 2), there are high chances that you run into different kinds of setup or post-setup related issues. These issues include, but aren’t limited to, incorrect TikTok pixel implementation, discrepancies in reporting, etc.
For these reasons, we will demonstrate how to install the TikTok pixel on your Shopify store using third-party apps. Specifically, we will be going through the step-by-step process using the Nabu for TikTok pixel app.
Prerequisites
Per se, there are two prerequisites for using such apps:
- First, obviously, you should have an active Shopify store.
| Pro tip: Read this blog to learn how to create a new Shopify store. |
- A TikTok Ads Manager account to access Events Manager, create pixels, and receive event data from Shopify.
Step-by-Step Process
- Install the ‘Nabu TikTok Conversion pixel’ app from the Shopify app store.
- In the next step, you will have two options to proceed further and set up the app. Either you can:
- Connect your TikTok account upfront
- Or manually add a TikTok pixel by adding the pixel code which you can find in your TikTok Events Manager account.
- For this blog, we will connect our TikTok account by clicking on ‘Log in with TikTok.’
- The app will then request some permissions, such as accessing your account for pixel management, reporting, etc. Review those details, and click on ‘Confirm’.
- Then you will have to verify your identity. TikTok will send you a code to your verification email. Submit that in the dialog box that opens in front of you, and click on ‘Confirm.’
- The account connection will be successful.
- Within AdNabu’s TikTok pixel app, select an advertiser account.
- From that advertiser account, either select an existing pixel or create a new one. For reference purposes, we will create a new one.
| Note: Any new TikTok pixel that you create inside AdNabu’s app will automatically be synced to your Events Manager account. |
- Select that newly created pixel and click on ‘Next.’
- Review ‘Advanced matching’ settings and choose the conversion events that you want the pixel to track. You can select from options like ‘Purchase’, ‘Add to cart’, and ‘Initiate Checkout.’
- Then you will get a custom pixel code for your selected TikTok pixel conversion tracking events.
- Copy that, and go to your Shopify admin. Click on ‘Settings’ and then ‘Customer events’ and then click on ‘Add custom pixel.’
- Name your pixel and paste the code in the custom pixel editor.
- Click on ‘Save’ and ‘Connect.’
| Note: Pasting the custom pixel code in Shopify Admin settings is a one-time setup. You will not have to do it again while creating new pixels or updating the settings of any existing ones. The app will automatically update all the settings. |
That’s it. The pixel will be successfully installed for your Shopify store with this process. Once set up, you can also leverage other advanced features of AdNabu’s TikTok pixel app to improve conversion tracking and reporting for your store.
For example, you can:
- Enable post-purchase integration to track additional purchases (upsells) that a shopper makes through the post-purchase page.
- Include or exclude tax and shipping charges in purchase event values as per your specific business needs.
- Flexibly select which content ID parameter is sent to TikTok by the app with event data.
| Note: As mentioned earlier, this blog covers only one method for installing the TikTok pixel across your Shopify store. If you want to explore other methods (e.g., manually inserting the code in your site or by using the official TikTok app), we recommend reading our blog: ‘How to install TikTok pixel on Shopify?’ |
How to Verify if the TikTok Pixel Set Up is Correct?
We have already installed a TikTok pixel for our website. But you should note that even if you follow all the steps carefully, there are chances that your setup fails. This is why it is important to verify whether the pixel is functioning correctly.
There are several methods to check that.
Using the TikTok Pixel Helper
The TikTok Pixel Helper is a free Google Chrome extension. It helps to confirm if the pixel is active, and also checks for setup errors and provides recommendations to fix them.
Using it, you get diagonistics at the:
- Pixel level
- Event level
- Parameter level
Test Events
Another method is to use the ‘Test Events’ feature for a particular pixel within your TikTok Ads Manager account. It will help you test if your pixel is firing and correctly tracking actions on your website.
Here’s how you can use that feature:
- Go to your ‘Events Manager’ account.
- Then ‘Data Sources.’
- Click on the pixel implemented for your Shopify store.
- Go to ‘Test Events.’
- Here, you will see two options: one to test browser-side events through pixels (which we are interested in) and one to test server-side events.
- Under the ‘browser-side events (TikTok Pixel)’ section, enter your website URL.
- Then, you will have to open your website and perform some action on it. This action can be anything, like adding a product to your cart or making a purchase.
- If the pixel is firing correctly, you will start noticing the recorded events within the test event activity dashboard, as shown in the screenshot below.
- This highlights that the setup is configured properly. If it hadn’t been, the test event activity section would have been blank with a list of issues.
Using Web Diagnostics in TikTok Events Manager
In your TikTok Events Manager account, each pixel has a Web Diagnostics tab. Using it, you can identify if there are any setup issues with your pixel and fix them. That’s not all. The tab also provides recommendations to improve the efficiency of your web data connection, which can further help you improve TikTok conversion tracking and the overall performance of your campaigns.
Here’s how you can access the Web Diagnostics tab:
- Log in to your Events Manager account.
- From ‘Data sources’, select a TikTok pixel.
- And then click on ‘Diagnostics’ right next to the ‘Test events’ feature.
- That’s mainly it. The tab will open, and within it, you will start seeing suggestions and issues related to your data connection setup as soon as the tab opens.
- Check all issues or suggestions carefully, and implement them as required.
| Note: Even third-party tools send alerts and notifications about pixel setup issues. So, in case you are using any such tool, and it offers this error-detection functionality, do check it on a regular basis. It will provide you with another effective solution to verify your TikTok Pixel’s setup. |
Benefits of Using a TikTok Pixel
Here are some of the benefits of using the TikTok pixel for your store:
- Conversion Tracking and Campaign Measurement: As already discussed, the TikTok pixel helps you to easily understand which ads are driving results for your brand. It also shows what actions users take on your website after they click on your ads. With these insights, you can measure how effective your campaigns are more accurately. Moreover, using the same insights, you can then refine your ads, landing pages, etc., for better performance results with real data instead of relying on guesswork.
- Better Ad Delivery: Using the pixel’s data, TikTok’s algorithms smartly optimize the delivery of your ads for the outcomes you care about. This can result in better ad performance and higher RoAS.
For example, let’s assume you are optimizing a campaign for purchases. In such situations, TikTok’s ad systems will analyze and learn from the event data of past buyers recorded by the pixel on your site. This includes actions like which products they viewed, what they added to their carts, when they completed their purchases, etc.
Based on these insights, the ad systems will find users who share similar traits and start delivering ads to them. This will help your ads reach the right people at the right time and boost conversions while reducing wasted ad spend.
| Note: This example assumes that the merchant already has an e-commerce store in good standing and that past purchases have been recorded. The pixel can only optimize effectively when it has reliable event data to learn from. |
- Building Marketing Audiences: A TikTok pixel makes it much easier to build powerful marketing audiences. It allows you to create custom audiences based on the event data of your website. Using it, you can also build Lookalike audiences to connect with those shoppers who share similar characteristics to your existing customers.
- Retargeting Customers and Improving Conversion Rates: If visitors leave your site without making purchases or completing any other desired action, you can retarget them using the pixel’s data. This way, you convert warm leads into paying customers while making the most of your current advertising budget.
- Advanced Features: You can use your TikTok pixel with certain features, like advanced matching, to improve tracking accuracy across different devices and browsers. This helps to improve attribution, ad targeting, and get a higher return on ad spend.
- Free to Use: The biggest benefit of using TikTok pixel is that they are free to create and use. Anyone who has a TikTok Ads Manager account can create and start using a pixel.
Best Practices for Installing and Using TikTok Pixel
Let’s also look at some of the best practices to follow while using TikTok pixel for conversion tracking.
Install the Pixel Early
We recommend installing the pixel as soon as possible (ideally right after you launch your e-commerce store). You shouldn’t wait to implement it till you start running ads. This is primarily because early installation will allow you to start collecting valuable visitor event data right from day one. Later, you can use this historical data for audience building, optimizing campaigns, and boosting the efficiency of your marketing efforts.
Cover the Full Funnel
When setting up event tracking, ensure that you cover all major steps of a customer’s journey. So, you should always include at least one event from the top of the funnel. This event can be ‘View Content’. And, likewise, one from the middle of the funnel (such as ‘Add to Cart’), and one from the bottom of the funnel (such as ‘Purchase’).
This is to collect data from all stages of a buyer’s journey. TikTok’s ad systems can further use these insights to optimize your ads across the entire funnel.
Use Advanced Tracking Features and Tools with TikTok Pixel
You should use advanced tools and features such as the Events API and Advanced Matching with your TikTok pixel. This is to improve tracking accuracy, even when shoppers are using ad blockers, browser restrictions, etc.
| Pro tip: When using a TikTok pixel with the Events API, ensure that you use event deduplication. This will help avoid sending duplicate copies of events and keep reporting reliable. |
Respect User Privacy and TikTok Policies
Always implement the pixel in compliance with all the relevant rules and regulations, such as GDPR, CCPA, etc. Moreover, avoid sending personal data such as passwords, health info, etc., via the pixel parameters.
As a best practice, also disclose what type of data you collect and for what purposes in your site’s privacy policy.
Common Setup Issues and Mistakes to Avoid With TikTok Pixel
Below, we will discuss some common mistakes to avoid when setting up or using the TikTok pixel.
Not Placing the Pixel on Important Pages
While manually implementing TikTok pixel across their sites, many merchants and advertisers make one common mistake: they only add the pixel to the home page and leave out checkout, thank-you, and other important pages.
Avoid that. Without proper coverage, you cannot track a customer’s entire buying journey and thus miss out on many essential insights. Moreover, missing data can lead to inaccurate conversion tracking and weak campaign optimization.
Therefore, ensure that the pixel fires on all the important pages.
| Pro tip: Use a TikTok pixel app that automatically configures tracking for all pages. |
Installing Many Pixels Across Your Store
Don’t install more than one pixel on your store. Multiple pixels can lead to complications in reporting and may also cause other issues, such as duplicate event tracking.
Keeping a single pixel active ensures accurate conversion data and gives you clear insights into essential user actions.
Not Checking TikTok Pixel Diagnostics
Many merchants install the TikTok pixel across their online store and then forget about it. However, please note that privacy regulations, event tracking rules, and even TikTok’s own features can change with time. Therefore, you need to ensure that you are actively monitoring your TikTok pixel setup.
You can do it using the Web Diagnostics tab in your Events Manager account. This is because the tab highlights both data connection setup issues and their fixes that also simultaneously help to improve ad campaign performance.
Ignoring Event Deduplication
If you use the TikTok pixel along with the Events API and share the same events through both, there is a high chance of the same event getting reported twice. For example, if a user makes a purchase on your store, both the pixel and Events API can record and report it to TikTok. Instead of the actual one conversion, TikTok will end up counting two. This duplication can inflate key business metrics and mislead your campaign analysis.
To prevent this, you should use event deduplication. Under deduplication, you need to pass a unique Event ID (event_id) with all your events. TikTok will use that ID to identify duplicates, keep only the first event, and ignore the rest. This process ensures that your conversion data is accurate, error-free, and reliable for further use.
Easily set up TikTok Pixel on your Shopify store with AdNabu’s TikTok Pixel app; all in just minutes!
Boost tracking accuracy, enhance ad performance, and drive more sales.
Conclusion and Key Takeaways
The TikTok Pixel is an important tool to understand user behavior, track conversions, and optimize ad performance. Setting it up correctly and following best practices ensures that your data remains accurate and your campaigns deliver the right results.
Here are the key takeaways from this blog:
- A TikTok Pixel is a small code snippet installed on your site that helps track user behavior, conversions, and events.
- The pixel collects valuable data such as ad clicks, timestamps, IP addresses, cookies, and device information to provide actionable insights.
- You can create a TikTok Pixel by logging into Ads Manager, opening Events Manager, and connecting a data source for the web. From there, you can either use a partner integration like Shopify or Google Tag Manager, or set it up manually by installing the base code on your site.
- For Shopify stores, you can set up the TikTok Pixel by inserting code manually into your website’s code, using the official TikTok app, or through third-party apps. Third-party apps like ‘Nabu for TikTok Conversion Pixel’ are usually the most reliable.
- It’s important to verify the setup after installing the pixel on your site. We recommend using the TikTok Pixel Helper Chrome Extension, ‘Test Events’, or ‘Web Diagnostics’ in your Events Manager account to confirm that the setup is complete and events are firing correctly.
- Once installed, the pixel helps with conversion tracking, better ad delivery, custom and lookalike audience building, and retargeting. All of these improve return on ad spend.
- Some best practices for using TikTok Pixel include tracking events across the entire customer journey, enabling advanced tracking features, and ensuring compliance with privacy rules.
- Avoid mistakes like leaving out important pages, adding more than one pixel on your site, skipping diagnostics, or ignoring event deduplication when using the TikTok pixel.
Good luck.
FAQs
- What is TikTok Pixel for?
The TikTok Pixel helps you to track what actions users take on your website after clicking on your TikTok ads or links. It records events like purchases or sign-ups, helping you measure conversions, retarget visitors, build audiences, and optimize campaigns for higher return on ad spend.
- How to get a TikTok Pixel?
You can get a TikTok Pixel either by creating one directly in TikTok Events Manager or by using a third-party tool that connects to TikTok and allows you to create the Pixel from its interface.
- Is TikTok Pixel free?
Yes, TikTok Pixel is free to create and use through TikTok Ads Manager.
- How do I disable TikTok Pixel?
You can disable TikTok Pixel by removing or disconnecting it from Shopify’s TikTok app, uninstalling integrations, or deleting the Pixel code from your site or Tag Manager. This prevents it from tracking future events or conversions.
- What’s the difference between TikTok Pixel and Events API?
The TikTok Pixel is a browser-based tracking code you install on your website to capture user actions like page views, add-to-carts, or purchases. It relies on cookies and browser data to send this information to TikTok.
The TikTok Events API, on the other hand, is a server-to-server connection. It lets you send event data directly from your website, app, CRM, or offline channels to TikTok. This makes tracking more reliable, especially when browser restrictions or connectivity issues limit Pixel performance.
In practice, TikTok recommends using both together with event deduplication. The Pixel captures real-time browser events, while the Events API ensures no conversions are missed, which leads to better tracking accuracy and campaign optimization.
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