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Custom stack - TikTok Events API

Send every Custom stack event to the TikTok Events API, server-side

Q: Will I see duplicate conversions if I run both the TikTok Pixel and the Events API?

No, as long as the Pixel ID in Upstack matches the TikTok Pixel firing in your storefront. Upstack sends a shared event_id on every server-side event and TikTok keeps only one copy. If you see duplicates, the Pixel IDs almost always differ.

Q: Which events does the TikTok Events API receive?

PageView as Pageview, ViewContent as ViewContent, AddToCart as AddToCart, InitiateCheckout as InitiateCheckout and Purchase as Purchase.

Q: Which customer parameters are sent to the TikTok Events API?

Every event carries email, phone and external_id when available, hashed with SHA-256 as the Events API requires, plus the ttclid click ID captured by the Upstack Pixel for deterministic matching.

Q: How do I check that Custom stack events are reaching the TikTok Events API?

Upstack marks the destination Healthy, and TikTok Events Manager shows events arriving via both Browser and Server (CAPI), with a test order’s Purchase event appearing within a few minutes. “Update Recommended” warnings in Events Manager are normal and need no action.

Each event is resolved to a person against a 750M+ device graph before it reaches the TikTok Events API, with restored click IDs, deduplicated conversions and delivery you can audit.

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US device IDs in the graph: 750M+
Match rate on events: 90%+
Identity window, per customer: Lifetime
Most brands are live: <20 min

How it flows

How a Custom stack event reaches the TikTok Events API. Captured on the server, resolved to a person, then sent.

01 Capture

Captured from Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.

See the Custom stack integration

Custom stackWhat it sends

event_namewhatever you choose to call it
user identifiersany of email, phone, external ID
value / currencyif the event carries revenue
custom propertiesany attribute in your own schema

02 Understand

Resolved to one person before it leaves

Every Custom stack event is matched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer rather than two strangers.

How resolution works

Resolved before it is sent

IdentityMatched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer.
customer_typeNew or returning, resolved before send.
DeduplicationBrowser and server copies of the same purchase collapse on event ID, so nothing is counted twice.
Bot and fraud filteringAutomated traffic never reaches the model, because what you keep out of the training set matters as much as what goes in.

Ad platforms accept almost anything and tell you very little. These controls exist so you can see what was sent and what was accepted, rather than inferring it from a reporting gap.

03 Activate

Delivered to the TikTok Events API

Forward resolved conversions to the TikTok Events API so the algorithm optimizes on customers, not sessions.

See the TikTok Events API integration

TikTok Events APIWhat it receives

email / phone (hashed)Events API matching
ttclid / ttpattribute the click
event_idbrowser and server dedupe
value / currencyoptimize on revenue

Which events reach the TikTok Events API

Each Upstack event is mapped to the TikTok Events API event below before it is sent.

Upstack event	Sent to TikTok Events API as	Key data on the event
Page view	Pageview	url, referrer
Product view	ViewContent	content_id, content_type, value, currency
Add to cart	AddToCart	content_id, content_type, value, currency
Checkout	InitiateCheckout	value, currency, quantity
Purchase	Purchase	content_id, value, currency, order_id

Every event carries email, phone and external_id when available, hashed with SHA-256 as the Events API requires, plus the ttclid click ID captured by the Upstack Pixel for deterministic matching.

The catch

The freedom to name your own events is also the risk: an ad platform expects specific event names and parameter shapes, and anything outside that is accepted and ignored.

Mapping happens before send, not in the platform.

Where to check in the TikTok Events APIDelivery you can audit

TikTok Events Manager Test Events

then the event's match rate once live traffic is flowing.

What changes

What changes when Custom stack feeds the TikTok Events API. Two gains on the TikTok Events API side, two on the Custom stack side.

TikTok Events API

Server-side delivery

By default Upstack sends events to TikTok from its servers as well as through the TikTok tag, so an event an ad blocker or browser privacy setting stops in the browser still arrives from the server.

TikTok Events API

Identity-resolved events

Events sent to TikTok carry the resolved customer whenever Upstack can identify one, matched against a 750M+ device graph.

Custom stack

Any stack, any framework

Headless, custom checkout, native app or a platform we haven’t listed: if it can make an HTTP request, it can send to Upstack.

Custom stack

The same event schema

Custom events are resolved, filtered and forwarded exactly like a Shopify order.

Setup

Post directly from your backend so nothing depends on the browser.

You need admin access to your TikTok Business Center.

Upstack dashboardExample

Custom stack Data source Connected

TikTok Events API Destination Healthy

Read the full TikTok Events API setup guide

01

Connect Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.
02

Add the TikTok destination

Under Destinations, add TikTok with your Pixel ID (a 20 character alphanumeric string, also called the Dataset ID) and an Events API access token generated in TikTok Events Manager, which is shown only once.
03

Check Browser and Server events

Upstack marks the destination Healthy, and TikTok Events Manager shows events arriving via both Browser and Server (CAPI), with a test order’s Purchase event appearing within a few minutes. “Update Recommended” warnings in Events Manager are normal and need no action.

FAQ

Questions about Custom stack and the TikTok Events API.

Will I see duplicate conversions if I run both the TikTok Pixel and the Events API?

No, as long as the Pixel ID in Upstack matches the TikTok Pixel firing in your storefront. Upstack sends a shared event_id on every server-side event and TikTok keeps only one copy. If you see duplicates, the Pixel IDs almost always differ.

Which events does the TikTok Events API receive?

PageView as Pageview, ViewContent as ViewContent, AddToCart as AddToCart, InitiateCheckout as InitiateCheckout and Purchase as Purchase.

Which customer parameters are sent to the TikTok Events API?

Every event carries email, phone and external_id when available, hashed with SHA-256 as the Events API requires, plus the ttclid click ID captured by the Upstack Pixel for deterministic matching.

How do I check that Custom stack events are reaching the TikTok Events API?

Upstack marks the destination Healthy, and TikTok Events Manager shows events arriving via both Browser and Server (CAPI), with a test order’s Purchase event appearing within a few minutes. “Update Recommended” warnings in Events Manager are normal and need no action.