The social network TikTok has gained immense popularity in a relatively short time, and is gradually becoming a favorite destination for advertisers. Today we’ll talk about what the TikTok pixel is, how to install and configure it.
What is TikTok Pixel?
Pixel TikTok is a counter that is installed on the site and collects information about traffic and conversions. Thanks to this, it becomes possible to create audiences to which in the future it will be possible to target advertising campaigns in this service, increasing the efficiency of their work.
The counter itself is presented in the form of a code that is installed manually or using the Google Tag Manager on the site. In addition to creating audiences based on certain criteria, the pixel allows you to set up conversion goals and analyze its effectiveness. Of course, the quality of work of automatic strategies (and of the functionality in general) lags far behind Facebook, but with the right approach, it still allows you to achieve a good return on advertising campaigns at https://www.tiktokrush.com.
Tik Tok pixel creation
The TikTok service, like other social networks, has its own advertising account, in which the pixel is created. The good news is that the interface of the office is translated into Russian, this will simplify the interaction, however, machine translation is found in some places.
So, we register for the service. From the initial data, you will need an email / phone number and a password.
Creating a TikTok account
Next, you are asked to fill in the data of your advertising profile: name, country, phone number.
Then we get to the TikTok Ads account. Because translation into Russian is lame, we activate the English interface. In the top menu, on the “Assets – Event” tab, create the pixel itself.
Go to the tabs “Assets – Event”
There will be two options to choose from: a pixel for tracking traffic in applications or on a website, we are interested in the second. We accept the agreement.
Selecting “Website Pixel”
Click “Create Pixel”
Enter the pixel name and select the appropriate installation option. Recall that a pixel is a code that must be placed in tags on a website, either manually or using the Google Tag Manager. Consider these two installation options.
Enter the pixel name and select the installation type
Setting the pixel manually
By selecting the appropriate item, a window with the pixel code will open, which is copied and then placed in the block of the HTML code of your site.
Setting the pixel manually
Installation via Google Tag Manager
After choosing this installation option, TikTok offers to connect with a GTM account. We go through all the stages (choosing a Google account, choosing an account, a container and a workspace for tags), granting access permissions. Then, going to the Tag Manager, we find that the pixel is automatically added to the tags. It is added as custom HTML and is activated on all pages (Trigger – All Pages).
When creating a pixel for the first time (manually), the resulting code can also be added to the Tag Manager:
In the left menu of GTM, item “Tags – Create”.
Tag type – Custom.
Activation trigger – All Pages.
Choosing a special type of tag
The option of installing the pixel and other counters via GTM is preferable, because requires minimal changes to the site code.
Pixel adjustment
After installing the pixel, it must be configured, or rather, create conversions and specify the conditions (rules) for their triggering.
Conversion is a specific event that a user makes on the site, here are their types in TikTok:
- E-commerce Events – Suitable for tracking events on e-commerce sites and online stores.
- Form Submission Events – recording events in various forms.
- Consultation Events – if the site provides consulting services, these events can be recorded using this conversion.
- App Download Events – Tracking the download rates of mobile applications.
- Custom Events – Freely customizable events.
For example, we will use “Custom Events”, because this mode allows you to flexibly customize goals, both through code and in an interactive window.
TikTok triggers three types of events:
- Viewing a specific page.
- Click on the button.
- Popup windows.
The conversion settings form consists of 5 mandatory columns, by clicking the question mark in front of each column, a brief help opens:
- Event type, defines the user action that will be counted as a target. It is necessary to indicate it as accurately as possible, since this value has an impact on the quality of the automatic advertising strategy.
- Event name (event name) – service information for the administrator, helps to navigate inside the advertising office and create reports.
- Value (cost) – its value is calculated according to the following formula: margin / CR (conversion rate, which in turn is calculated as: the number of people who visited the page / the number of leads. Measured as a percentage, should be distinguished from CTR).
- Currency – currency that.
- Statistic type – type of event accounting. “Every” is most often suitable for online stores and means that every user action will be counted as a separate event. “Once” – several different user actions are counted as one event.
- Conversions are added with a special “+” button, in our case there are 4 events that are planned to be monitored on the site. Let’s analyze them in more detail.
We’ve created 4 types of events: Page View, Details Page Browse, Forms Submission, and User Registration.
The next page prompts you to configure rule definitions for each of the specified events:
Triggering by pressing a button (by clicking).
Visit the target URL.
The system will take into account the event every time a window pops up on the screen, for example, after sending a phone number.
Defining an event on click
There are two methods for specifying an event on click:
When a specific element on a page is selected using a wizard (an example will be shown below).
Adding a CSS selector to the site code manually and specifying it in the ad setup wizard.
By target url
When visiting the specified URL of the page, the achievement of the goal will be counted in the system. You can specify either an absolute address or a part of it.
Setting up a rule for events
There are three triggering algorithms:
“Contains” – The URL contains the specified value.
Equals is equal to the specified value.
Does not contain – does not contain it.
Pop-up detection
Fires when a pop-up window appears on the page. Set by selecting an element or specifying the pop-up CSS selector.
TikTok Pixel Helper
For the convenience of working with pixel settings, there is a special extension for the Google Chrome browser. It will be needed in order to assign events using the interactive window (“Webpage Preview / Element Selection”), as well as to check their triggers on the site.
So, we figured out the theory of settings, now we will assign triggers for the above events from the example.
The first event that we want to consider is a visit to a specific page (Page View). To configure it, select “Click Events”, after “Add page browsing rule” (button for adding a URL). Specify an absolute or partial path as an address.
The next step is to configure the “View price list” event, it is an element that can be opened by clicking. Here you can specify a unique CSS selector, or using the previously installed TikTok Pixel Helper extension, select the required element in the interactive window on the left. The disadvantage of this method is that only the mobile version of the site is displayed, this must be taken into account.
Next in line is setting up an event for the form, i.e. after filling it out, the visitor clicks the “Send” button and the conversion is counted. Switching to this event, select “Click Events – Add rule”. In the same way, as before, find the desired shape in the interactive window and select it, then save it.
For forms, you can use the accounting option with a pop-up window. To configure such an event, in the interactive window, switch the display mode from “Element selection” to “Webpage Preview”, fill in the required form, click the button to open the pop-up window, switch back to the “Element selection” mode and select the pop-up window.
Selecting “Webpage Preview”
With the registration of users, we repeat the same steps, indicating either a button or a registration form.
Many people will wonder why such detailed divisions into event types are needed, because they are similar in terms of configuration. The answer is that TikTok offers advertisers automated ad strategies aimed at conversions. To understand the system of this or that event on the site, such gradations of settings have been created. And when creating audiences, it is possible to collect a similar one based on data from a pixel.
Checking the correctness of triggering events
To do this, you need to install (if not done earlier) TikTok Pixel Helper. On the open page of the checked site, you should click on the extension icon and, if the pixel is correctly installed, its identifier and the number of configured conversions will appear.
When you click on the elements for which events are set, the extension should show the initiated conversion and its trigger.
After installing and configuring the TikTok pixel, it will be possible to track detailed statistics on events. It is displayed on the main page under each pixel, the system allows you to set the time range, filter by events and sort pixels by their creation date.