TikTok Events API: Improve the efficiency of your ads for optimal performance

New regulations on tracking and reduced effectiveness of TikTok Pixel

The tracking industry is evolving rapidly, posing new challenges in terms of data collection, notably with the emergence of ad blockers, the phase-out of third-party cookies and the restrictions imposed by certain browsers, such as Safari. As a result, TikTok Pixel has lost its effectiveness, making it difficult to accurately track conversions with this tool alone. To overcome these obstacles and offer a reliable data collection solution, the TikTok Events API becomes an indispensable tool. Find out why integrating the TikTok Events API is vital to the success of your advertising campaigns, and our recommendations for successful implementation.

Combining the TikTok Events API and Pixel, and deduplication management:

The TikTok Events API and Tiktok Pixel use distinct approaches to data collection. Unlike the Tiktok Pixel, which collects data via the browser and relies on third-party cookies for client-side tracking, the TikTok Events API works with server-side tracking. This enables the Events API to dispense with third-party cookies, transmitting user information directly from server to server, ensuring more reliable and accurate data collection.

To date, TikTok recommends using both tracking methods simultaneously by enabling both Pixel and Events API.

Tiktok Pixel remains the most effective solution as long as third-party cookies are still available (especially on browsers like Chrome). However, for browsers that have already blocked these cookies, such as Safari or Firefox, the TikTok Events API offers superior performance. By combining these two tracking systems, you ensure the most optimized solution to guarantee sufficient data volume, whatever browser your visitors use.

That said, implementing dual tracking is not mandatory. While this approach can improve the performance of your advertising campaigns, it can also have negative effects on :

your website's overall performance: the Tiktok Pixel script has to be loaded in the browser, which can slow down the website.
data gouvernance: by using the TikTok SDK, you allow the platform to collect certain data autonomously.

The final decision must be made according to your priorities and your company's specific situation.

Recommendation dual implementation of Tiktok pixel and Tiktok Events API

Once the TikTok Events API and TikTok pixel are configured, it's crucial that TikTok can identify and deduplicate duplicate events.

To do this, you need to pass a unique and identical event ID through each tracking method. TikTok will then compare these events and remove duplicates, ensuring that only one event is taken into account. However, if an event is missed by the Tiktok Pixel but captured via server-side tracking, TikTok will record this additional event, enabling complete and exhaustive data collection.

Deduplication on the Tiktok side of an event reported by the pixel and by Tiktok Events API, thanks to the eventID

Thanks to this approach, data tracking becomes truly optimal, guaranteeing a high volume of conversions while reinforcing the accuracy and reliability of the information collected. This allows you to optimize your advertising campaigns by ensuring that every relevant event is correctly taken into account.

Tiktok Events API tag from Addingwell: deduplication using an event ID

Addingwell's TikTok Events API tag has been developed to facilitate combined tracking, using both the Tiktok Pixel and the TikTok Events API, while integrating a unique event ID. This ID is sent simultaneously to the Tiktok Pixel and to GA4's event_id parameter, thus ensuring efficient de-duplication of events. This ensures that conversions are accurately counted without generating duplicates.

Please note that we won't be discussing the implementation of double tracking further in this documentation. Should you require assistance with its implementation, please do not hesitate to contact our support team.

Recommendation tag Addingwell dual pixel implementation Tiktok and Tiktok Events API

Expected benefits post set-up

Once the TikTok Events API has been implemented, along with ad-blocker bypass and Safari ITP management, you'll see a significant improvement in the reliability and accuracy of your data. In fact, our customers generally notice an increase in the number of attributed conversions in their TikTok ad manager!

Next step

You now understand why it's essential for an advertiser to integrate the TikTok Events API into their existing tracking system to obtain more reliable and accurate data. Congratulations, you're now ready to move on to to configuring the TikTok Events API Addingwell tag.