TikTok Conversions

Introduction

The TikTok Conversions integration bridges MoEngage and TikTok through a robust server-to-server (S2S) framework. By moving beyond client-side dependencies like ad blockers and cookie limitations, it secures a high-fidelity data stream. This ensures peak data reliability, precision attribution, and a measurable boost in ad performance.

MoEngage supports the following distinct connectors for TikTok:

TikTok Web Conversions: Use this to streamline website events (such as Add to Cart or Purchase) captured by the MoEngage Web SDK.
TikTok Offline Conversions: Use this to sync high-value offline interactions (such as in-store purchases, CRM leads, or phone orders) directly to TikTok.

Use Cases

Integrating TikTok Conversions with MoEngage allows you to sync event data to support the following use cases:

Attribute offline actions: Connect physical storefront activity to digital ad spend and measure the total ROI of your campaigns.
Optimize campaign bidding: Enhance TikTok bidding algorithms by using high-signal conversion data to lower your cost per acquisition (CPA).
Target with precision: Use conversion insights to re-engage users who abandoned carts or to build lookalike audiences based on top-spending customers.
Maintain data resilience: Maintain a consistent data flow even when users have strict privacy settings or ad blockers enabled.

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Prerequisites

Before you set up either connector, ensure you have the following from your TikTok For Business account:

TikTok Pixel ID: The unique ID for tracking web events.
Offline Event Set ID: The unique ID for tracking offline events.
Access Token: This is generated in the TikTok Events Manager on the Settings tab.
Active MoEngage Account: Contact your MoEngage CSM if Connected Apps is not enabled.

Tiktok Ads Conversions is part of the Connected Channels add-on. Contact your dedicated MoEngage CSM (customer success manager) to enable it for your account

Integration with TikTok Web Conversions

Step 1: Generate Credentials in TikTok

To generate the credentials in TikTok, perform the following steps:

Log in to your TikTok Ads Manager account.
On the top navigation bar, click Tools > Events.
Click Connect data source.
In the Connect data source dialog box, select Web and then click Next.
In the Add your website dialog box, enter your URL or click Skip.
In the Choose a data connection method dialog box, select Manual setup and then click Next.
In the Choose a manual connection method dialog box, click TikTok Pixel + Events API (Recommended) and then click Next.
In the Pixel Name box, enter a name and then click Create.
After the pixel is created, navigate to the Implement Events API tab to find your Pixel ID.
Click Generate access token and then copy the token.

Step 2: Connect TikTok Web Conversions in the App Marketplace

To connect the TikTok Web Conversions in the App marketplace, perform the following steps:

On the left navigation menu of the MoEngage UI, click App marketplace.
On the App Marketplace page, search for TikTok Conversions.
Click the TikTok Conversions tile.
On the TikTok Conversions page, click the Integrate tab.
Click the down arrow key, and then click TikTok Web Conversions.
Enter the following details:

Field	Required	Description
Connection name	Yes	A unique name for this integration (for example, TikTok_Web_Conversions).
Pixel Code	Yes	This is your unique TikTok Pixel ID.
Access Token	Yes	This is the token generated from the TikTok Events Manager.

Click Connect. Your integration is now authorized.

Step 3: Create a TikTok Web Conversions Campaign

To create a TikTok Web Conversions campaign, perform the following steps:

On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns
On the All campaigns page, click + Create campaign.
In the Create campaign dialog box, under Connected Apps, click TikTok Conversions and then click the most suitable delivery type.
In Step 1 (Target Users), select your audience.
In Step 2 (Content), select your Connector (TikTok Web Conversions) and the connection you created.
Under Conversion Goals, enter the following fields:

Field	Required	Description
Event Type	Yes	This is a standard event name (for example, CompletePayment, AddToCart, ViewContent).
Event ID	No	This is the unique ID used for deduplication (for example, {{Event['uid']}}).
TikTok Click ID	No	The ttclid parameter (highly recommended for matching web events to ad clicks).
Conversion Value	No	This is a transaction's numeric value.
Currency Code	No	ISO 4217 currency code (for example, USD, EUR).
External ID	No	This is the unique system ID stored within MoEngage.

Your campaign is now ready to be tested and sent. Using the Test functionality, you can also test your connector configuration.
If your test user successfully receives the message, your setup is ready.
Publish the campaign.

Integration with TikTok Offline Conversions

Step 1: Generate Credentials in TikTok

To generate the credentials in TikTok perform the following steps:

Log in to your TikTok Ads Manager account.
On the top navigation bar, click Tools > Events.
Click Connect data source.
In the Connect data source dialog box, select Offline and then click Next.
In the Create offline event set dialog box, enter the following details:
1. In the Offline event set name box, type a name for the set.
2. In the Description box, type a description for your offline event set.
Click Create.
After the event set is created, copy the ID displayed in the event set details.
Click the Settings tab for the event set, scroll to the Set Up Events API section, and then click Generate Access Token.

Step 2: Connect TikTok Offline Conversions in the App Marketplace

To connect the TikTok Offline Conversions in the App marketplace, perform the following steps:

On the left navigation menu of the MoEngage UI, click App marketplace.
On the App Marketplace page, search for TikTok Conversions.
Click the TikTok Conversions tile.
On the TikTok Conversions page, click the Integrate tab.
Click the down arrow key, and then click TikTok Offline Conversions.
Enter the following details:

Field	Required	Description
Connection name	Yes	A unique name for this integration (for example, TikTok_Web_Conversions).
Offline Event Set ID	Yes	This is your unique TikTok Pixel ID.
Access Token	Yes	This is the token generated from the TikTok Events Manager.

Click Connect.

Your integration is now authorized.

Step 2.2: Create a TikTok Offline Conversions Campaign

To create a TikTok Offline Conversions campaign, perform the following steps:

On the left navigation menu of the MoEngage UI, click Engage, and then click Campaigns
On the All campaigns page, click + Create campaign.
In the Create campaign dialog box, under Connected Apps, click TikTok Conversions and then click the most suitable delivery type.
In Step 1 (Target Users), select your audience.
In Step 2 (Content), select your Connector (TikTok Offline Conversions) and the connection you created.
Under Conversion Goals, enter the following fields:

Field	Required	Description
Event Type	Yes	This is the standard event name (such as CompletePayment or AddToCart).
Conversion Value	No	This is the transaction's numeric value.
Currency Code	No	The ISO 4217 currency code (for example, USD, EUR).
Event ID	No	This is the unique ID used for deduplication (for example, {{Event['uid']}}).
Order ID	No	This is a specific transaction identifier for offline sales.
Shop ID	No	This is an identifier for the physical store or digital shop.

Your campaign is now ready to be tested and sent. Using the Test functionality, you can also test your connector configuration.

If your test user successfully receives the message, your setup is complete.
Publish the campaign.

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Information

Best Practices:

Deduplication: Always map a unique Event ID to prevent TikTok from counting the same conversion multiple times.
Timely Uploads: Send Web events within 48 hours and Offline events within 62 days of the transaction for optimal processing.
Data Quality: Ensure Email and Phone data are captured accurately in MoEngage to maintain high match rates on TikTok.
Attribution: Mapping the ttclid (TikTok Click ID) significantly improves Web event attribution accuracy.

Troubleshooting:

Low Match Rate: Verify that the ttclid is being captured correctly for web events or the PII fields (Email or Phone) are available in MoEngage.
Events Not Appearing: Check that the Access Token hasn't expired and verify that the Pixel ID matches your TikTok Ads Manager setup.