TikTok Ads web + server-side tracking setup

Log in to Reaktion and go to My Tracking page

Click Add server-side Destination → TikTok

Select the correct store and paste your TikTok Events API Access Token in Reaktion

Copy the Pixel ID from TikTok, also paste it into Reaktion and click Save

Reaktion TikTok server-side tracking is now active.

You can monitor the performance of Reaktion tracking in TikTok Ads Tracking Monitor.

How to locate the TikTok Pixel ID and Generate Access Token:

Log in to TikTok Ads Manager ads.tiktok.com

Click Tools → Events → Web Events and then click on the name of your active TikTok Pixel

From here you can Copy the Pixel ID and paste it into Reaktion

After that, come back to the TikTok Pixel page and click Settings

Scroll all the way down and click the Generate Access Token button

Copy the access token and paste it into Reaktion

How to use Reaktion server-side tracking data in TikTok Ads for campaign optimization and more accurate reporting:

As of today, TikTok doesn't support the use of custom conversion events for campaign optimization. For this reason we will send our most important tracking events into Tiktok standard events (that is supporting marketing optimization). We will still continue to create our custom events like ReaktionRevenue or ReaktionProfit in TikTok Ads too.

By default, we also don't send Reaktion data to the standard TikTok "Purchase event", to avoid duplication caused by tracking data coming from a TikTok pixel.

Instead, by default Reaktion sends browser and server-side tracking data to these alternative standard TikTok events:

TikTok SubmitForm  event receives ReaktionRevenue data  

• tracks order (conversion) value

TikTok CompleteRegistration event receives ReaktionProfit data

• tracks the amount of gross profit generated by each order

TikTok Subscribe event receives ReaktionNewCustomerRevenue data

• tracks order value, but conversions are only attributed if an order was placed by a new customer

TikTok Search event receives ReaktionNewCustomerProfit 

• tracks the amount of gross profit generated by an order, but conversions are only attributed if an order was placed by a new customer

You can also choose to edit the events that receive tracking data and send our tracking data into any other TikTok conversion event. Please see this guide (Link)

 

If Reaktion server-side tracking is able to track 15-50% more conversions, we recommend using Reaktion tracking data for campaign optimization.

To optimize campaigns to maximize revenue from web store orders, it is necessary to create campaigns in TikTok where the selected advertising objective is Website conversion (instead of Product sales) and the Optimization event is set to PlaceAnOrder.

In case you prefer to optimize your campaigns to maximize web store profits, simply select CompleteRegistration as the Optimization event.

This might seem a bit complicated at first, but due to TikTok Ads limitations, it's a necessary solution for the time being.

We also recommend using the above events to customize columns in TikTok Ads Campaign overview to gain powerful insights into Gross Profit, POAS, New Customers and Customer Acquisition Cost data on campaign, ad group and ad level.