Articles on: OnePixel

TikTok Pixel - What is TikTok Events API/ Server-side API?

Articles on: OnePixel

The TikTok Events API is a Server-to-Server (S2S) integration that allows you to share website and app visitor events directly to TikTok. Data that is shared via the Events API is processed similar to information shared via the TikTok pixel and TikTok SDK business tools. You can leverage events data to power solutions like dynamic product ads, custom targeting, campaign optimization and attribution.
Why you should enable Server-side API on TikTok Pixel?
Accurate event tracking. With server-side tracking, you will be able to collect more events. TikTok events API is resistant to ad blockers, ITPs, and other tracking restrictions. This way, you can increase the accuracy of conversion tracking of your campaigns. It will give you a better understanding of what campaigns are converting and bring more sales.

Better custom audience quality. Since tracking won’t be blocked, your custom audiences will include all users.

Data security. With server-side tracking, the personal information of your customers stays secure.

Privacy controls. Keep your marketing efforts intact with rapidly evolving privacy requirements that let you adapt what data you share and when you share it.

Enriched data. You can send additional data to TikTok, for example, from your CRM. Use this data to have a better understanding of campaign performance or building custom audiences.

The main disadvantages of the TikTok events API
More complicated integration. SS tracking works in a slightly different way than browser tracking. That is why it may take quite some time to integrate it with your site. The best way to set up TikTok events API or ss tracking for any other platform is using the Google Tag Manager server container. BTW, Socialpixel can help you.

It requires a cloud server and additional cost. To set up ss tracking, you will need to configure a cloud server that you will use to send requests to different data points.

It is still new. TikTok events API is a new technology, which means that we should expect more updates to come. That is why you’ll need to stay on top of all the upcoming changes.

Updated on: 29/06/2022

Updated on: 16/04/2024

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