Overview of TikTok Events API

The TikTok Events API (eAPI) is a server-side tracking tool that lets you send events (e.g. purchases, form submissions, page views) directly from your website or app server to TikTok. It works like the TikTok Pixel but does not run on the client side, making it more reliable. This means your data isn’t lost due to ad blockers, browser restrictions, or privacy changes.

Instead of relying only on browser-based tracking, TikTok Events API gives you more control over the data you collect and share. It helps TikTok better understand what actions people take after clicking your ads, which improves targeting and campaign performance.

• More accurate tracking - server-side tracking captures more events, even when browser tracking fails. This gives you a clearer picture of which campaigns are driving real results.
• Better custom audiences - since tracking isn’t blocked, you can build larger and more precise custom audiences for remarketing.
• Privacy-friendly - you control what data is shared and when, which helps you stay compliant with ever-evolving privacy laws.
• Enriched data - you can send extra event info from your CRM or backend (e.g., user IDs or product info) for deeper insights and improved targeting.
• Secure data handling - sensitive customer data is hashed before being sent, ensuring its protection.

To configure TikTok conversion tracking, there are two options:

• sGTM setup.
• TikTok Events API Gateway.

The TikTok Pixel is a browser-based tracking method. It gathers data from user actions on your site (page views, clicks, purchases, etc.) by embedding a small script into your website. 

In contrast, the TikTok Events API is a server-side solution. It sends event data directly from your server to TikTok, bypassing the need for browser scripts. This makes it a more dependable option, especially when users block cookies or disable JavaScript.

• Setup complexity - TikTok through sGTM requires a more complex setup, such as configuring web and server GTM containers, whereas Gateway is much easier.
• Flexibility - with sGTM, it’s possible to set up server-side tracking for other platforms, whereas TikTok Events API Gateway predictably works only with TikTok.
• Price - with TikTok through sGTM, the price depends on the number of requests (see pricing calculator); TikTok Events API Gateway starts with 10$/month for each Pixel or 100$/month for 100 Pixels.