How TikTok Pixel can Help your business track Ad performance.
Having trouble finding an article about TikTok Pixel that doesn’t make you want to run for the hills?
We understand it can be overwhelming to get started so we did a deep dive on TikTok Pixel and created a handy guide full of helpful tips and tricks.
Source: Pexels.com by cottonbro
First things first! What is a TikTok Pixel?
Picture this! You're given the task to stand behind a desk at a retail store and simply watch and track everything that happens in front of you. You have the perfect view of every spot in the store so you can see the entrance, the aisles, checkout registers, and exit. From this spot you can track the exact amount of time each customer spent at the store, which aisles they visited, the number of items they put into their cart, and how many items they purchased.
TikTok Pixel is the exact same thing, but for your website. It’s a virtual tool that helps you track the exact behavior of visitors on your website. The pages they visited, how long they stayed, the number of items they added to the cart, the number of items they checked out and purchased, etc.
The collected information will help you measure the impact your TikTok ads have on your website, thus helping you summarize the effectiveness of your TikTok ad campaign.
How does TikTok Pixel help your online business?
Measure the performance of your TikTok Ad campaign.
TikTok Pixel will help you to measure the effectiveness of your ad campaign based on conversions.
If you aim to get your target audience to sign up for a trial on your website. The TikTok Pixel will help you measure how many people visited your website by clicking on the ad, and how many people signed up for the trial.
Improve and Optimize Ad Campaign execution.
Tired of paying for digital ads that show no results? Well, TikTok Pixel may have a solution for you.
The information gathered using TikTok Pixel will guide you to target the perfect audience with your ads. Using the previous example, if your main objective for an ad campaign is to get people to sign-up for a trial on your website, here’s how TikTok Pixel will come to your rescue.
First, set the trial sign-up event as an optimized goal for the ad campaign. Next, the system will target your ads towards audiences that are most likely to complete the set action event on your website (i.e. sign-up for trial). TikTok targets audiences based on their past behavior.
About Events (or Action Events)
Events can be defined as any action that the visitor can make on your website. These actions are trackable and can define a business goal. Examples of action events could include; when a visitor adds an item to the cart, fills out a form, purchases an item, etc.
Create custom audiences and reach the right target audience.
Track how visitors behave on your website and create custom audiences or lookalike audiences. These audiences will be created based on information like visitor engagement on the website, the action events they triggered, etc.
These custom audiences can be used for future ad campaigns to reach a more accurate target audience, thus achieving higher conversion rates and business goals.
How does TikTok Pixel Work?
Source: TikTok Business Help Center
Step 1. The target audience clicks an Ad on TikTok
Step 2. Information is collected
As soon as the website starts loading the Pixel starts firing (collecting data). The following information is collected by the Pixel:
The Ad that the visitor clicked.
The visitor's IP address.
The user agent.
The time the Pixel was fired
Step 3. Event rules are launched
As the visitor navigates the website, the Pixel tracks every Event Action performed by the visitor (eg. Add an item to the cart, fill a form, go to checkout, etc.). The Event Rules (description/definition of the Event) can be set in Event Manager.
Step 4. Purchase Event
The Pixel tracks every purchase made by the visitor on the website.
Step 5. Information is sent to the TikTok server
Each time steps 2, 3, & 4 occur, the pixel sends the information to the TikTok server.
Step 7. TikTok Attribution
TikTok processes the data to show attribution in reporting.
The following infographic created by the TikTok Business Help Center shows the entire Pixel process very accurately and simplistically:
Want to know more about TikTok Advertising? Contact our expert team at Acquire today and let us help you take your marketing performance to the next level.
Acquire Agency is an official Facebook Marketing Partner and Shopify Partner. We have helped countless businesses optimize their social media campaigns and your business can be next.