TikTok Events API setup with deduplication

The TikTok Events API sends web events from your server to TikTok. Used alongside the TikTok Pixel, it recovers conversions lost in the browser and gives TikTok’s optimization more signal to work with.

Two details decide whether it helps: deduplication, which relies on the same event and event_id from the pixel and the server, and match quality, which depends on hashed email, phone, external ID and TikTok’s click and cookie identifiers where available.

How to do it

1. Generate one event_id per conversion in the data layer.
2. Send the pixel event and the Events API event with the same event name and event_id.
3. Add hashed email and phone and an external ID where consent allows, plus ttclid and the _ttp cookie when present.
4. Route the server events through your server-side Tag Manager container.
5. Compare pixel, server and deduplicated counts before changing campaign optimization.

Common mistakes

• Different event_id values in the browser and on the server.
• Sending CompletePayment without value and currency.
• Hashing click identifiers that must be sent as-is.
• Sending user data without regard to consent.

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Markitech proposes each change in chat and holds it until you approve. Nothing is published, created or changed in your accounts without that approval.

Part of the TikTok Ads AI Agent guide.