TikTok Events API

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

DestinationAd platforms

About TikTok Events API

What TikTok Events API is, and why identity matters to it.

TikTok Ads is a primary prospecting channel for brands with strong creative, where the algorithm does more of the targeting work than the advertiser does.

That makes conversion signal unusually important: TikTok’s Events API is how the platform learns which of the people it showed your ad to actually bought.

How it works

How TikTok Events API works.

TikTok’s algorithm does an unusually large share of the targeting work, which makes the conversion feed the main lever an advertiser controls. The Events API accepts server-side events with hashed identifiers and a click ID (ttclid), and pairs them with browser pixel events using a shared event ID so a purchase is counted once. Match rate — the share of events TikTok can tie to a user — determines how much of what you send actually contributes to optimisation.

With Upstack Data

Get more out of TikTok Events API with Upstack Data.

TikTok’s algorithm needs volume and match quality to learn. Upstack raises both: conversions captured server-side survive the ad blockers and in-app browsers that cost you events, and each one carries hashed identifiers and a restored ttclid. Deduplication on event ID keeps the pixel running alongside without inflating results, so you can compare the two feeds before committing.

What you can do with it

Three jobs this connector does inside TikTok Events API.

Send complete conversions
Conversions reach TikTok through its server-side API with restored click IDs and hashed identifiers attached, so more of what you send is matched on arrival — and the conversions you never saw stop being invisible.
Optimise on the customer you want
Map any order attribute to the conversion TikTok receives — profit rather than revenue, new customers rather than repeat buyers, high-value orders rather than every checkout — so the platform learns from the buyers worth acquiring.
Signal the algorithm can learn from
TikTok does more of the targeting work than most channels, so the quality of the conversion feed has an outsized effect on what it learns to look for.