Set up TikTok Pixel

Prerequisites

• Access to your TikTok Ads Manager account
• A Google Tag Manager web container installed on your website
• Your TikTok Pixel ID

Create and retrieve Your TikTok Pixel

1. Log in to TikTok Ads Manager and go to Events Manager.
2. Click Connect Data Source and select Web Events.
3. Click Create Pixel.
4. Choose Manual Setup (not Partner Integration).
5. Name your Pixel, skip the business funnel step, and confirm.
6. Under Event Setup Methods, ensure Custom Code is selected.
7. Click View Instructions and copy the TikTok Pixel base code provided.

Add the TikTok Pixel to Google Tag Manager

1. In your GTM workspace (Web container), go to Tags and click New.
2. Name your tag (e.g. "TikTok - Pixel").
3. Click Tag Configuration and select Custom HTML as the tag type.
4. Paste the TikTok Pixel base code you copied from TikTok Ads Manager.
5. Set the trigger to All Pages to fire the Pixel on every page for full-site tracking.
6. Click Save.

Publish and test

1. Use GTM Preview mode to verify the Pixel fires on all intended pages.
2. In TikTok Events Manager, use the Test Events and Diagnostics tools to confirm data is being received and events are tracked correctly.
3. Optionally, install the TikTok Pixel Helper Chrome extension to troubleshoot and validate your implementation.

Configure additional event tracking (Optional)

1. To track custom events (e.g. purchases or add-to-cart), use the TikTok Pixel template in GTM or extend the base code with additional event scripts.
2. For each event, create a new tag in GTM, configure the event details, and set the appropriate trigger (e.g. a purchase confirmation page or a custom data layer event).
3. For advanced server-side tracking, integrate TikTok Events API with TAGGRS and deduplicate events using unique event IDs.

Troubleshooting

Useful resources