TikTok Pixel Setup in Google Tag Manager Web Container


In an era where digital ads dominate the playing field, it is crucial to track every click, conversion and interaction. This not only helps refine your marketing strategy, but also provides valuable insights into consumer behavior. If you advertise on TikTok, setting up your TikTok Pixel is a not-to-be-missed step in this process.

TikTok Pixel allows you to collect detailed data on the performance of your ads and optimize them for future campaigns. Does this sound complicated? No worries! In this comprehensive guide, we will show you how to install the TikTok Pixel effortlessly via Google Tag Manager. Let’s get started!

In this article you will learn:

  • What exactly TikTok Pixel is and why you need it
  • A step-by-step guide to setting up TikTok Pixel via Google Tag Manager.

Why is the TikTok Pixel Important?

TikTok Pixel serves as your eyes and ears on your website. It provides a wealth of information that can be crucial to optimizing your ad strategy on TikTok. By using this tool properly, you can:

  1. Refine Target Groups: Using the data collected, you can create more targeted ad campaigns.
  2. Conversions Improve: Track which ads lead to sales, sign-ups or other actions.
  3. Increase ROI: Find out which ads produce the best results and adjust your budget accordingly.

Types of Events You Can Follow

The beauty of TikTok Pixel is that you are not limited to tracking only one type of activity or interaction. Here are some of the key events to follow:

  • Page visits: See which pages are visited the most and how long users stay there.
  • Conversions: Track purchases, form submissions and other key actions.
  • Button clicks: Measure which call-to-action buttons are most effective.
  • Time spent on site: Get an idea of user engagement by seeing how much time they spend browsing your website.

With this versatility of tracking options, TikTok Pixel gives you the flexibility to make your campaigns as broad or specific as you want, all while gaining valuable insights that can lead to more optimized, more effective campaigns.

TikTok Pixel Setting GTM Web Container

The TikTok code figures as a base code for the pageview, if you want to create other events, this must be done through the TikTok Pixel template.


TikTok Pixel setup in Google Tag Manager

Total Time: 5 minutes

1. TikTok event management.


Go to Events in your TikTok Ads Manager account.

2. Manage Web Events.


Select Manage under Web Events.

3. Create TikTok Pixel.

create pixel tiktok ads manager

To create a TikTok Pixel, select Create Pixel.

4. Manual setup

select manual setup tiktok pixel setup ads manager

We want to set the Pixels manually. For this, therefore, choose Manual setup. Then click Next.

5. Skip Build business funnel


Next, name the pixel and click next. Next, you enter Build business funnel. Click Skip step here and Confirm to skip this step.

6. Event setup method.

select custom code and events api tiktok pixel in ads manager

Next, make sure the Events API and Custom Code are checked. Then click Next.

7. Instructions


Select View instructions under Event setup methods.

8. Copy pixel code.

copy pixel code tiktok ads manager

Copy the TikTok Pixel code to add it later in Google Tag Manager.

9. Tag creation GTM Web container.

create new tag workspace google tag manager web container

Next, it is now time to create the TikTok Pixel in Google Tag Manager. Within your workspace in the Web container, go to Tags and click New.

10. Tag configuration.


Give the Tag a name, for example TikTok – Pixel and click Tag Configuration. Next, select Custom HTML as the Tag Type. Then paste here the HTML script you copied from the TikTok ads manager.

11. Trigger Setting.

setup triggering tiktok pixel gtm and save tag

We want to trigger the tag on every page. Therefore, choose All Pages trigger and then click Save to save tag.

Creating TikTok Events.

Within Google Tag Manager (GTM), you can easily set up TikTok events to track valuable interactions on your website. For example, when you want to register an “add to cart” event, you start by creating a corresponding pixel within GTM. Enter your TikTok pixel id and select the appropriate configuration in the TikTok event settings and link it to your defined GA4 event trigger. Haven’t created these triggers yet? Then check out our blog on creating events in google tag manager.


Next Step

This was it, you now have the TikTok Pixel installed in Google Tag Manager. The next step for the TikTok Side Tracking implementation is the TikTok Events API.

About the author

Ate Keurentjes

Ate Keurentjes

Server Side Tracking Specialist at TAGGRS

Ate Keurentjes is a Server Side Tracking specialist at TAGGRS. He has experience with various Google Tag Manager concepts. Keurentjes has been editing and writing about the latest developments and trends in data collection / Server side tracking since 2023.

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