Create a TikTok pixel and event
Published on by the Oriva team.
TikTok needs a pixel (for its identifier) and an Events API access token. Both are created in the same place. The real limit, stated plainly by TikTok itself: TikTok does not let you optimize a campaign on a custom event, only on a standard event.
Create the pixel
- In TikTok Ads Manager: Tools → Events Manager.
- Click Connect data source, choose Web.
- Enter your site's URL.
- Choose Manual setup (not the Shopify/GTM partner integration, Oriva already sends server-side).
- Give your pixel a name (your site's or domain's name is enough, 128 characters at most).
Generate the Events API token
On that pixel, open the Settings tab and click Generate Access Token. Copy the token and keep it somewhere safe.
Paste into Oriva
The Pixel code and Access token go in the Oriva destination form (Destinations → TikTok Events API).
Standard or custom: the real limit
A standard Oriva event (purchase, lead, complete_registration…) is relayed straight to the matching TikTok standard event, which you can use to optimize a campaign. A custom event (custom:*) does show up in TikTok's event log, but can never be used to optimize a campaign: only for reporting and building audiences, which TikTok says itself on its own help page. If you want to optimize on it, the closest TikTok standard event is a better choice than a custom name.
Who doesn't need this guide?
You already have a pixel and an Events API token set up: paste them straight into the Oriva destination form.
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