TikTokStep 2 of 5 on the chain
TikTok Events API
TikTok's server-to-server route for reporting events, including outcomes that happen in a CRM long after the click.
Why it matters
The same job CAPI does for Meta and offline conversion import does for Google. A value-based setup on TikTok runs through it.
What goes wrong
TikTok lead-gen is newer in most accounts, so the pipe is usually the least mature of the three and the one most likely to be sending form fills only. Passing ttclid alongside hashed identifiers is what makes later events attributable.
Next to this
- ttclidTikTokTikTok's click identifier, carried on the landing page URL from a TikTok ad and used to attribute a later server-side event back to the click.
- Conversions APIMetaMeta's server-to-server route for sending events, used alongside or instead of the browser pixel.
- Value-Based OptimizationTikTokTikTok's optimisation goal for bidding toward total conversion value rather than conversion count.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.