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Introduction
When someone clicks a TikTok ad and converts on your site, this integration sends that conversion data back to TikTok. This helps TikTok's algorithm understand which ads are actually driving sales, leading to:
- Better ad targeting and optimization for your partners
- Higher conversion rates over time
- More efficient ad spend
- Improved ROAS as TikTok learns what works
What's Changed▼
Sep 4, 2026 Added
Added the External ID field to Step 5. It sits in Data Fields, not TikTok Properties, accepts a fixed value or a macro, and Everflow hashes it with SHA-256 before sending (FEAT-10262).
Before You Begin (Prerequisites)
Stop! Before attempting this setup, ensure you have the following items ready. Missing any of these will cause the integration to fail or risk your ad account status.
Prerequisites Checklist
Critical Compliance Warning: Use Direct Linking
You must use Direct Linking for all TikTok campaigns.
TikTok's ad policy strictly monitors redirect behavior. Using standard Redirect Links (e.g., tracking.com/aff_c?...) poses a high risk of getting your TikTok Ads account flagged or suspended. Direct Linking ensures the user lands immediately on the destination URL, preserving the ttclid (TikTok Click ID) and compliance.
Requirement: Direct Linking requires the Everflow JS SDK Click Script to be installed on the landing page.
Who This Guide Is For
This guide is for Core Platform users who want to set up TikTok integration for:
- Internal media buying - Your own TikTok campaigns
- Non-technical partners - Influencers or affiliates who need help with technical setup
- Managed campaigns - When you're handling the setup for your partners
Professional media buyers and agencies can also set up this integration themselves through the Partner Platform once you create a Partner account / user for them. They have their own guide which can be found here.
Step-by-Step Setup
1
Create a Dedicated Partner (Core Platform)
The TikTok integration connects to a specific partner, not your entire account. This isolates your media buying data.
Go to
Partners → Manage
.Click
Add Partner
.Name it clearly (e.g., "TikTok Media Buying").
Set the Status to Active and Save.
2
Generate Access Token (TikTok Ads Manager)
Log in to TikTok Ads Manager.
Navigate to
Assets > Events
.Select your Pixel (or create one). Go to the
Settings
tab.Click
Generate Access Token
.Copy this token immediately. You will need it for Step 3.
3
Connect the Integration (Partner Portal)
Important Navigation Change
This step must be done from the Partner's perspective.
In your Core Platform, go to
Partners > Manage
and find your "TikTok Media Buying" partner.Click the
three-dot menu
and select Impersonate
.You are now viewing the Partner Portal. Go to
Company Settings → Integrations
.Find TikTok and click
Connect Integration
.Paste the Access Token from Step 2 and click
Save
.Click
Stop Impersonating
to return to your Admin account.4
Configure the Postback (Core Platform)
Go to
Postbacks → Add Postback
.Postback Type:
Select "Partner-Specific" and choose your TikTok partner.Delivery Method:
Select "TikTok".TikTok Integration:
Select the integration you connected in Step 3.TikTok Pixel Code:
Enter your Pixel ID (found in TikTok Ads Manager).Event:
Select the standard event (e.g., "Purchase" or "CompletePayment"). For a full list of supported events, see the Event Types Reference table.5
Set Up Data Mapping (TikTok Properties)
To maximize ROAS, you should pass revenue data back to TikTok.
In the Postback settings, scroll down to the
TikTok Properties
section.Value:
Map this to {sale_amount}
or {payout_amount}
depending on your revenue model.Currency:
Hardcode this to your currency code (e.g., "USD").Content Category:
(Optional) Map to {sub1}
or similar if you are passing product categories.The next field is not in TikTok Properties. Look higher up the form, in Data Fields, on the same line as User email.
External ID (optional). This is a first-party ID of your own, like a customer or account ID. TikTok uses it to match a conversion to a person it already knows, and to avoid counting the same person twice.
Type a fixed value, or use a macro such as
{sub1}
or {transaction_id}
The limit is 255 characters
Everflow hashes the value with SHA-256 before sending it, so TikTok never receives the raw text
Leave it blank and Everflow leaves it out of the payload completely. It never sends an empty value
It works on both Conversion and Event postbacks, and at Network level as well as when you impersonate the Partner
6
Get Your Tracking Link
Go to the
Offer
you want to promote.In the
Tracking Links
tab, select your TikTok Partner.Crucially: Ensure
Direct Linking
is selected.Copy the link. It should look like:
https://yourdomain.com/offer_page?oid=1&affid=5
.Good News: Auto-Tagging
TikTok automatically appends the ttclid
(TikTok Click ID) to your landing page URL when using direct linking. You do not need to manually add &ttclid={ttclid}
to your link in Everflow. The JS SDK will grab it automatically.
Troubleshooting & Debugging
How to Debug Failed Conversions
Do not guess why a conversion failed. Use the Partner Postback Report.
Navigate: Go to
Reporting > Partner Postbacks
.Filter: Select your
TikTok Partner
and set the date range.Inspect: Look for rows with "Failed" status.
Debug: Click the icon and select
View Debug Info
. This shows you the raw error message from TikTok.Common TikTok Error Codes
Error Code
Meaning
The Fix
access_token_invalid
Token is expired or wrong.
Regenerate a new token in TikTok Ads Manager and update it in the
Partner Portal
(Step 3).invalid_params
Missing required data.
Check your
TikTok Properties
(Step 5). Ensure "Value" and "Currency" are set if using Purchase events.scope_not_authorized
Permissions missing.
The TikTok user who generated the token does not have admin rights. Re-generate with an Admin account.
ttclid_missing
No Click ID found.
Verify you are using
Direct Linking
and the JS SDK is on the page. Check the Click Report
to see if ttclid
was captured.Note on TikTok Ads Cost
This guide covers Conversion Tracking
(sending data to TikTok). If you want to pull Cost Data
(spend, impressions, clicks) from TikTok into Everflow, you must set up a separate integration. TikTok Ads Cost Integration Guide
Bonus: TikTok Campaign Best Practices
Once the integration is active, use these settings in TikTok Ads Manager to ensure the algorithm reads the data correctly.
1. Campaign Level
- Objective: Select Website Conversions. This pairs best with Everflow's server-side tracking.
- Budget: Enable CBO (Campaign Budget Optimization) to let TikTok automatically shift budget to the best-performing ad groups.
2. Ad Group Level
- Optimization Location: Select Website.
- TikTok Pixel: Ensure you select the Pixel ID you connected in Everflow.
- Optimization Event: Select "Complete Payment" or "Purchase" (for e-commerce). Avoid generic events like "View Content" for optimization if your goal is sales.
- Placements: Check TikTok only. We recommend unchecking Global App Bundle and Pangle unless you have specific creative for those networks.
Advanced Strategy: Spark Ads & Coupons
For campaigns involving influencers or affiliates who cannot post direct tracking links (e.g., organic video posts), use Spark Ads.
How Spark Ads Work with Everflow
- Get Authorization: Ask your influencer to authorize their post for ad use in their TikTok Privacy settings.
- Select the Post: In TikTok Ads Manager, choose "Use Other Authorized Accounts or Posts" and enter the code.
- The Tracking: Since organic posts may not have clickable links, you should issue a Unique Coupon Code to the influencer in Everflow.
- The Setup:
- Go to Partners > Coupon Codes and assign a code (e.g., TIKTOK20) to that Partner.
- Instruct the partner to include the code visually in the video or caption.
- When a user checks out using TIKTOK20, Everflow attributes the sale to that Partner, even without a click.
Recommended Reporting
Don't just look at the conversion count. Use these specific Everflow reports to analyze TikTok performance:
Report Type
Why Use It?
Partner Report
Compare your "TikTok Media Buying" partner against your other channels (Google, Email) to see true
ROAS
.Dynamic Nested Report
The most powerful view. Group by
Placement
or Creative ID
(if mapped) to see exactly which video is driving sales.Partner Postback Report
The "Health Check." Monitor this weekly to ensure your
Success %
remains high and no errors (like ttclid_missing
) are spiking.Event Types Reference
Event Name
When to Use
Event Code
ViewContent
User views important content (product pages, announcements)
ViewContent
Search
User performs a search on your site
Search
AddToCart
User adds product to shopping cart
AddToCart
AddToWishlist
User saves item to wishlist
AddToWishlist
InitiateCheckout
User starts the checkout process
InitiateCheckout
AddPaymentInfo
User enters payment details during checkout
AddPaymentInfo
Purchase
User completes a purchase (recommended for all transactions)
Purchase
CompleteRegistration
User creates an account or completes signup
CompleteRegistration
Subscribe
User subscribes to newsletter, service, or content
Subscribe
Lead
User submits a lead form or inquiry
Lead
Contact
User initiates contact with your business
Contact
Download
User downloads files, apps, or content
Download
FindLocation
User searches for business location or stores
FindLocation
CustomizeProduct
User personalizes or customizes a product
CustomizeProduct
StartTrial
User begins a free trial or demo
StartTrial
Schedule
User books an appointment or schedules service
Schedule
SubmitApplication
User applies for credit, jobs, or programs
SubmitApplication
ApplicationApproval
Application gets approved (loans, jobs, enrollment)
ApplicationApproval
Custom Event
Use for tracking unique actions not covered above
[Your Event Name]
