AdAce AdsTikTok Events API: send conversions from your server
A pixel sees what happens in a visitor's browser. Events API sends events from your own server or CRM straight to TikTok. Together they make measurement more complete, and for businesses where the valuable step happens later, such as an interview or a hire, they are the only way to tell TikTok what actually mattered.
What it does
Events API is useful for two reasons. First, it is not blocked by the browser, so it can fill gaps left by consent choices or ad blockers. Second, it can carry events that never happen on the website at all: a call answered, an applicant who passed screening, a booked appointment. Those are the events that describe business quality.
When the same action reaches TikTok from both pixel and server, it must be deduplicated, otherwise you count it twice. TikTok documents matching by an event identifier: send the same event name and the same unique event ID from both sources, and the platform treats them as one. Plan the ID when you design the integration, not after you notice doubled numbers.
Send only what you are allowed to send. If you pass contact details for matching, they must be hashed as described in the documentation and you need a lawful basis and a privacy notice. For a driver-hiring business, it is usually enough to send the event, a time and a click identifier your landing page already stores, without storing sensitive personal data in the ad platform.
Start simple. One reliable server event, such as a qualified lead, is more valuable than ten shaky ones. Only add later-stage events once you know the volume is enough for the platform to learn from.
Why it helps
- More complete measurement where browsers drop browser-side events.
- The ability to report quality events such as qualified lead or interview, not just form submits.
- Better material for the optimization system to learn from, and for audiences built from real customers.
How to set it up
- Confirm the browser pixel works first and that the result event name is settled.
- Choose the server event to send and where it is generated: your backend, CRM or form handler.
- Generate a unique event ID per action and pass the same ID in the pixel and in the server call.
- Send the event with a timestamp and the click identifier or other documented matching fields, hashed where required.
- Check in Ads Manager that events arrive from both sources and are not counted twice.
- Document what each event means so that sales and marketing read the numbers the same way.
Good to know
- A technical connection does not prove the quality of leads; it only reports what you define. Define events with the business team.
- Parameter names, matching fields and requirements are set by TikTok and can change; use the current developer documentation.
- With Events API 2.0 configured for a lead site, AdAce Ads can send interview (Schedule) and hire (ApplicationApproval) outcomes. Matching uses technical click identifiers and a hashed lead reference; names, email, phone and IP are not sent.
Sources and further reading
Try it on your own accounts
Create a workspace, connect Google or Meta in a couple of clicks and see your accounts clearly. Changes follow your approvals or the policy you configure.
Create your workspace