TikTok Conversion API Setup via Google Tag Manager (Browser & Server-Side)

In this project, I set up the TikTok Pixel and Conversion API using both browser-side and server-side tagging for full-funnel event tracking. The goal was to track all important e-commerce actions like PageView, ViewContent, AddToCart, InitiateCheckout, and PlaceAnOrder, with accurate and reliable data delivery to TikTok.

I used Google Tag Manager for both browser and server implementations and configured the system through Stape.io for the server-side setup. All events were sent from both browser and server, with deduplication in place to ensure clean and accurate reporting.

Key highlights of this setup:

• Implemented the TikTok Events API and connected it with GTM.
• Configured enhanced e-commerce tracking for user actions across the customer journey.
• Set up event parameters and data layers for better reporting and optimization.
• Improved event match rate using TikTok’s advanced matching features.
• Enabled goal-based tracking and custom events for deeper insights.

This setup allows advertisers to capture more conversions, even when browser tracking is limited—helping improve ad performance and attribution on TikTok.