TikTok Integration For Core Platform

Set up Everflow's TikTok integration to automatically send conversion data back to TikTok, helping your partners' campaigns optimize performance through improved audience targeting and attribution.

Introduction

TikTok's advertising platform relies heavily on conversion data to optimize campaigns effectively. When TikTok knows which ads actually drive sales, purchases, or leads, its algorithm can find more people likely to convert and improve your partners' return on ad spend.

This integration creates a direct connection between Everflow and TikTok's Events API. Every time someone clicks a TikTok ad and converts on your site, Everflow automatically sends that conversion data back to TikTok with details like purchase value, product information, and customer data. This feedback loop helps TikTok's machine learning algorithm optimize ad delivery to people most likely to convert.

The result: Your partners get better-performing TikTok campaigns with higher conversion rates, lower cost per acquisition, and improved ROAS over time.

Note Not interested in prerequisites or not setting up TikTok for the first time? Skip to the step-by-step guide.

What This Integration Does

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

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.

Prerequisites

Before you start, make sure you have:

TikTok Ads Manager account with a pixel set up
Everflow Partner Portal access
Direct linking capability (redirect links might get flagged by TikTok, thus we recommend direct linking for more assurance)

Heads Up! You must create or use an existing partner in Everflow for this integration. The integration connects to a specific partner, not your entire account.

Step-by-Step Setup

Create a Partner (Core Platform - Required)

First, you need a partner to connect the TikTok integration to:

Go to Partners > Manage) (Core Platform

Click Add

Create a partner (e.g., "Internal TikTok" or "TikTok Media Buying")

Fill out the Partner details

Save the Partner

Why this matters: The TikTok integration must be connected to a specific partner. If you're doing internal media buying, create a dedicated partner for TikTok traffic. If you're working with external media buyers, create a partner for each one. This is not only important for the technical setup but also a good way to see how your media buying channels are performing separately, instead of grouping them under one umbrella.

Get Your TikTok Access Token (TikTok Ads Manager)

Go to TikTok Ads Manager

Navigate to Assets > Events

Select your pixel (or create one if you don't have it)

Click the Settings tab

Click Generate Access Token

Copy the access token (you'll need this for Step 3)

Connect the Integration (Partner Platform Only)

Important This step must be done from the Partner Platform, not the Core Platform.

Impersonate the partner you created in Step 1:

Go to Partners > Manage (Core Platform)

Find your TikTok partner

Click on them to impersonate (this switches you to Partner Platform)

While impersonating the partner (Partner Platform):

Go to Integrations

Find TikTok and click Connect Integration

Enter a name for the integration

Paste your Access Token from Step 2

Save the integration

Set Up Your Postback (Core Platform)

Now you'll create the postback that sends conversion data to TikTok:

Go to Postbacks (Core Platform)

Click Add Postback

Configure the postback:

Postback Type: Choose based on your needs:

Partner-specific: Fires for all conversions from your TikTok partner

Offer-specific: Fires for all conversions on a specific offer

Partner + Offer: Fires only for specific partner/offer combinations

Delivery Method: Select TikTok

TikTok Integration: Select the integration you created in Step 3

TikTok Pixel Code: Enter your pixel ID from TikTok Ads Manager

Find this in Assets > Events > [Your Pixel] > Settings

Copy the Pixel ID (the number under your pixel name)

Event: Choose the TikTok event that matches what you're tracking (Event Types table can be found below)

Save the postback

Important Notes:

Purchase is TikTok's recommended event for all e-commerce transactions

Lead specifically tracks form submissions and lead generation

Custom events work for reporting and audiences but not campaign optimization

Many events support additional parameters like currency, value, content_type, and quantity

Page URL: Enter the URL where the conversion happens (e.g., your thank you page)

Event Types

Event Name

When to Use

Event Code

ViewContent

User views important content (product pages, announcements)

ViewContent

User performs a search on your site

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

User subscribes to newsletter, service, or content

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]

Set Up Your Tracking Links (Core Platform)

When you create ads in TikTok, you need to make sure your Everflow tracking links are properly set up. You have multiple options for generating tracking links:

Option 1: Tracking Link Generator (Tools Menu)

Go to Tools > Tracking Link Generator (Core Platform)

Select your Offer from the dropdown

Choose your TikTok partner

Select Direct Linking (preferred by TikTok)

Add custom parameters if needed (ADV1, ADV2, etc.)

Copy the generated link

Option 2: From Offer Details Page

Go to Offers > [Your Offer] > Tracking Links

Generate a tracking link for your TikTok partner

Use Direct Linking (preferred by TikTok)

Option 3: From Partner Details Page

Go to Partners > [Your TikTok Partner] > Tracking Link

Select the offer you want to promote

Generate the link with direct linking

Example Final URL: [https://yoursite.com/offer](https://yoursite.com/offer)

TikTok Click ID Auto-Attachment Good news: TikTok automatically appends the Click ID (ttclid parameter) to your landing page URLs when using direct linking. You don't need to manually add any Click ID parameters to your tracking URLs. This auto-attachment feature works seamlessly with Everflow's tracking and doesn't interfere with any custom parameters you've already set up.

Setting Up Your TikTok Ads You'll need to create your actual ads in TikTok Ads Manager and set your tracking URL as the destination URL. For detailed instructions on creating TikTok ads, visit TikTok's ad setup guide.

Important: We encourage you to use direct linking with TikTok. Redirect links might get your TikTok ads account flagged.

Advanced Configuration (Optional)

If you want to send additional data to TikTok for better optimization, you can use TikTok Properties:

In your postback settings, scroll to TikTok Properties

Add any additional data you want to send:

Value: Use {sale_amount} to send purchase amounts

Currency: Hardcode your currency (e.g., "USD")

Content Category: Use ADV parameters to send product categories

Quantity: Send quantity data if you collect it

Phone Number: Use {phone} or relevant ADV parameter to send phone numbers for better matching

Pro Tip!

Sending additional data like phone numbers, emails, and detailed product information helps TikTok's algorithm better match your conversions and improve campaign optimization. The more relevant data you provide, the better TikTok can optimize your campaigns.

TikTok Properties are available on both Core Platform and Partner Platform when setting up postbacks. This helps TikTok's algorithm understand the value and context of your conversions.

TikTok Campaign Setup Best Practices

Once your Everflow integration is working, here are key settings to optimize your TikTok campaigns:

Campaign Level Settings

Choose Website Conversions objective - This works best with Everflow's conversion tracking
Enable Campaign Budget Optimization (CBO) - Automatically allocates budget to best-performing ad groups
Add at least 10 ad groups per campaign - Gives TikTok's algorithm more data to optimize

Ad Group Level Settings

Optimization Location: Select "Website"
TikTok Pixel: Choose your Everflow-connected pixel
Optimization Event: Select "Complete Payment" or "Purchase" for e-commerce
Placements:
- Recommended: Select only "TikTok" (includes search results)
- Uncheck: Global App Bundle, Pangle if not needed
Attribution Settings: Set conversion window (1-day or 7-day click) based on your sales cycle

Spark Ads - Boost Affiliate Content

Spark Ads let you turn existing TikTok posts into paid ads, which is perfect for affiliate marketing:

Find high-performing organic content from your affiliates/influencers
Get authorization to use their TikTok account for Spark Ads
In ad creation, select "Use Other Authorized Accounts or Posts"
Toggle on "Use TikTok Account to Deliver Spark Ads"
Enter the TikTok post code to use their existing video
Add your affiliate's coupon code in the ad copy

Benefits of Spark Ads:

Keeps original engagement (comments, likes, views)
Looks more authentic than regular ads
Leverages content that's already proven to work
Reaches bigger audiences while maintaining social proof

Coupon Code Tracking

Since TikTok creators can't post clickable links in videos, use coupon codes for tracking:

Create unique coupon codes for each affiliate/influencer

Set up coupon code tracking in Everflow ( Partners -> Coupon Codes)

Link coupon codes to specific partners for proper attribution

Include coupon codes in Spark Ads creative copy

This allows you to track which creators are driving sales even when using their organic content as paid ads.

Click on a test TikTok ad that uses your tracking link

Complete a conversion on your site

Go to Reporting > Conversions

Find your test conversion

Click on the conversion and check the Flowchart

Look for the TikTok postback - it should show as "fired"

If you see any errors, click the three dots next to the postback and select Debug Info to see what went wrong.

Troubleshooting

Common Issues

"ttclid is missing"

Make sure you added ?ttclid=__CLICKID__ to your tracking URL
Verify you're using direct linking, not redirect linking
Check that the click actually came from TikTok traffic

"Access token incorrect or revoked"

Generate a new access token in TikTok Ads Manager
Update the token in your Everflow integration
Make sure you're using the right TikTok account

"Integration not found"

Make sure you set up the integration from the Partner Portal, not Core Platform
Verify you're selecting the correct integration in your postback
Check that the partner is properly connected to the integration

"Event not recognized" or "Custom event" showing in TikTok

If your conversions appear as "custom events" in TikTok instead of standard events, your pixel might be firing an event name that doesn't exactly match TikTok's current standard events
Use the "Custom Event" option in Everflow and enter the exact event name your pixel fires

Common issues:

Old pixels firing "CompletePayment" (should use "Purchase")
Old pixels firing "PlaceOrder" instead of "Purchase"
Pixel firing "PlaceAnOrder" vs "Purchase" (TikTok recommends "Purchase" for all purchase events)

Debugging Postbacks

To see detailed error messages:

Go to Reporting -> Conversions

Find a conversion that should have fired the TikTok postback

Click on the conversion

In the flowchart, find the TikTok postback

Click the -> Debug Info

Review the server response from TikTok

TikTok provides specific error codes that make troubleshooting straightforward. Here are the most common ones you might see:

TikTok Error Codes

Error Code

What It Means

How to Fix

access_token_invalid

Your access token is invalid or expired

Generate a new access token in TikTok Ads Manager and update it in your Everflow integration

invalid_params

One or more fields in your postback are incorrect

Check your pixel code, event selection, and any custom data you're sending

scope_not_authorized

Your token doesn't have the right permissions

Make sure you generated the token from the correct TikTok account with proper permissions

scope_permission_missed

Your token needs additional permissions

Regenerate your access token ensuring all required scopes are authorized

rate_limit_exceeded

You're sending too many requests too quickly

This is temporary - TikTok will start accepting requests again after a brief period

internal_error

TikTok is experiencing technical issues

This is on TikTok's end - try again later or contact TikTok support if it persists

Most issues are solved by regenerating your access token in TikTok Ads Manager and updating it in Everflow.

Best Practices

Create separate partners for different traffic sources (TikTok, Meta, Google) for cleaner reporting
Use the Dynamic Nested report to analyze performance by different data points (content type, category, etc.)
Always use direct linking to avoid account flagging
Test thoroughly before scaling your campaigns
Monitor postback success rates regularly to catch issues early

Recommended Reports

Partner Report: Compare performance across different Partner / Media Buying channels
Dynamic Nested Report: Analyze performance by content type, category, or other TikTok properties you're tracking
Conversion Report: Monitor overall conversion tracking and postback success

The Dynamic Nested report is particularly powerful - you can see which types of TikTok content (video vs. image), categories, campaigns, or other properties are driving the best performance.

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