Adhand TeamWhat are conversions in TikTok?
Conversions are user actions on the site that you want to track: adding to cart, buying, checkout, etc.
TikTok uses this data to optimize ads and find a warmer audience.
If you're running Smart+ campaigns, correctly set up events are especially important - the algorithm will use them to learn and automatically match audiences and bids.
🔧 How to set up e-commerce events
Step 1: Install TikTok Pixel
How to do it is told in this article.
Step 2: Select how to configure events
Ways to customize e-commerce events:
- Via Event Builder (without code)
- Through the code manually
- Via platform (Shopify, GTM, WooCommerce, etc.)
Fast and without a developer: TikTok "highlights" elements of the site, and you specify what counts as an event (e.g., the "buy" button).
Maximum control. Suitable if there is a developer.
💡 What kind of events does e-commerce need?
Here are the main events that are worth setting up:
Event | Assignment |
ViewContent | The user has viewed the product card |
AddToCart | Added the item to your cart |
InitiateCheckout | Proceeded to checkout |
PlaceAnOrder | I've placed an order |
CompletePayment | Completed the purchase (payment passed) |
Search | Entered a search query on the site |
For Smart+: The more events and data you transmit (including price, currency, product ID), the faster the algorithm will learn and the more effective the campaigns will be.
🧩 How to add an event manually
Buying:
html
КопироватьРедактировать
<script>
ttq.track('CompletePayment', {
value: 12900,
currency: 'KZT',
contents: [{
content_id: 'SKU_123',
content_type: 'product',
quantity: 1
}]
});
</script>
Adding to cart:
html
КопироватьРедактировать
<script>
ttq.track('AddToCart', {
value: 3900,
currency: 'KZT',
contents: [{
content_id: 'SKU_456',
content_type: 'product',
quantity: 2
}]
});
</script>
✅ How to check that events work
- Open the site and add an item to your cart, e.g.
- Open Events Manager, find the pixel and check the Diagnostics tab
- Or use the TikTok Pixel Helper extension for Chrome
📌 Tips
- Set it up at least 3 events:
ViewContent,AddToCart,CompletePayment - Use dynamic parameters (price, product ID, quantity)
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