Update on Apple iOS 14.5: Impact on Your Facebook Ads
TikTok advertising has become a powerful tool for businesses to reach their target audience. With the rise of TikTok as an advertising platform, businesses are leveraging its key features to create impactful ad campaigns. Server-side tracking plays a vital role in optimizing advertising strategies and offers several benefits to advertisers. In this article, we will explore the power of server-side tracking in TikTok advertising and how businesses can implement it effectively.
TikTok Takes the Crown: With over 1 billion monthly users, it reigns supreme in the social media realm, naturally attracting marketers eager to leverage its potential. However, mobile dominance presents a challenge: Apple’s privacy updates limit access to user data, particularly for those opting out of tracking on iOS 14. This means relying solely on custom audiences and events leaves valuable insights hidden.
Enter Server-Side Tracking: Fear not, marketers! Server-side tracking offers a solution. This powerful method bypasses client-side restrictions by sending data through your server before reaching servers. The result? More accurate tracking, even for iOS users who opt out, giving you a clearer picture of campaign performance and user behavior.
The TikTok events API is here to revolutionize your tracking game, offering a server-side alternative to the traditional pixel. Gone are the days of limited iOS data; this direct server-to-server connection bypasses privacy restrictions, ensuring accurate insights even for opted-out users.
Here’s the magic it delivers:
It offers a server-side approach to tracking user behavior compared to the Pixel’s browser-based method. This shift unlocks several advantages:
1. Improved Data Accuracy:
2. Greater Control and Flexibility:
4. Increased Security and Privacy:
This Events API is a server-side solution that revolutionizes user behavior tracking compared to the traditional browser-based Pixel. Understanding its inner workings is crucial for unlocking its full potential.
Concept: Similar to Facebook’s Conversion API, it establishes a direct server-to-server connection between your platform and TikTok, bypassing browser limitations and privacy restrictions.
Matching Users: TikTok employs a combination of two key elements:
Key Functionalities:
Enhanced Features (New since February 2022):
For setting up the TikTok server-side tracking implementation, first create and set up server Google Tag Manager server container.
Send the needed data to the server container.
Now, add the TikTok API tag from selecting from the ‘Tag Template Community’.
From going to the TikTok manager, click on Assets -> Web Events -> Open Pixel -> Click Settings -> Click on “Generate Access Token”
Add the generated access token into the event config tag. Add event parameters under Common Event Data Override.
Set up the trigger, by navigating to the ‘New’ option from the Trigger section and click on ‘Custom event’ and name the event name.
Preview and test the events data into the TikTok ads account as well as into the server-side GTM container.
When implementing server-side tracking for these ads, it’s vital to ensure that the data accuracy is maintained throughout the process. This involves setting up a robust system that can handle large volumes of data and provide real-time insights.
Additionally, it’s important to regularly validate the server-side tracking data to identify and rectify any discrepancies. This can be achieved through automated checks and manual verification processes.
Lastly, remember to prioritize data privacy and compliance with regulations when implementing server-side tracking. This includes obtaining user consent, anonymizing sensitive data, and adhering to data protection laws.
In conclusion, the power of server-side tracking in TikTok advertising cannot be overstated. With the ability to precisely measure and optimize ad performance, server-side tracking offers advertisers a competitive edge in the fast-paced world of digital marketing. By leveraging this technology, businesses can make data-driven decisions and achieve greater success in their advertising campaigns.
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