TikTok Server-Side Tracking via GTM: 7 Easy Tracking Steps

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.

Key Takeaways

• TikTok Server-Side Tracking Approach with Google Tag Manager
• What is TikTok events API
• TikTok Events API: How it Works and Why You Need It
• Set up TikTok Server-Side tracking with GTM
• Best Practices for TikTok Server-Side Tracking Implementation

TikTok Server-Side Tracking Approach with Google Tag Manager

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.

What is TikTok events API

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:

• Conversion tracking: Measure and optimize campaign performance by sending key actions like purchases, sign-ups, and more.
• Custom audiences: Build laser-focused ad groups based on website/app behavior, reaching the right people at the right time.
• Dynamic product ads: Showcase personalized product recommendations, driving targeted sales and engagement.
• Campaign optimization: Unlock data-driven insights to refine your campaigns and maximize ROAS.

Benefits of TikTok Events API

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:

• Bypasses limitations from browser restrictions and privacy updates like iOS 14.5, which affect the Pixel.
• Ensures consistent data collection even for opted-out users, providing a more complete picture of campaign performance.

2. Greater Control and Flexibility:

• Enables building more precise custom audiences based on detailed website/app interactions, leading to more effective ad targeting.
• Provides richer data for campaign optimization, allowing you to refine your campaigns towards better results and higher return on ad spend (ROAS).

4. Increased Security and Privacy:

• Server-side communication minimizes data exposure on the client-side (user’s device), potentially enhancing data security and user privacy.

TikTok Events API: How it Works and Why You Need It

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:

• Click ID (ttclid): A unique identifier assigned to each ad click, valid for 30 days. This helps link user actions back to specific campaigns.
• User Data (Optional): Sharing hashed email, phone number, user ID, IP address, and user agent (all processed on the client-side for enhanced privacy) further improves matching accuracy.

Key Functionalities:

• Event Tracking: Measure critical actions like conversions, purchases, and sign-ups with precision, even for opted-out iOS users.
• Custom Audiences: Build laser-focused ad groups based on detailed website/app behavior, reaching the right people at the right time.
• Data & Optimization: Gain deeper insights into campaign performance and user interactions, allowing for data-driven optimizations and improved ROAS.

Enhanced Features (New since February 2022):

• Event Deduplication: Use both Pixel and Events API simultaneously, similar to Facebook CAPI, ensuring comprehensive data collection.
• Properties & Objects: Send additional contextual information for more granular analysis.

Set up TikTok Server-Side tracking with GTM

Step 1: Set up Google Tag Manager Server Container

For setting up the TikTok server-side tracking implementation, first create and set up server Google Tag Manager server container.

Step 2: Send Required data to the Server Container

Send the needed data to the server container.

Step 3: TikTok Event API Tag

Now, add the TikTok API tag from selecting from the ‘Tag Template Community’.

Step 4: Generate Access Token

From going to the TikTok manager, click on Assets -> Web Events -> Open Pixel -> Click Settings -> Click on “Generate Access Token”

Step 5: Configure the tag

Add the generated access token into the event config tag. Add event parameters under Common Event Data Override.

Step 6: Add Trigger

Set up the trigger, by navigating to the ‘New’ option from the Trigger section and click on ‘Custom event’ and name the event name.

Step 7: Test and Preview the Google Tag Manager Server Container

Preview and test the events data into the TikTok ads account as well as into the server-side GTM container.

Best Practices for TikTok Server-Side Tracking Implementation

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.

Conclusion

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.