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Events API: TikTok's server-side interface for conversion events

The Events API is TikTok's interface for sending conversion events from your server, complementing the TikTok Pixel where browser tracking is lost.

Events API

The Events API is TikTok's server-side interface for sending web conversion events. Instead of relying only on the browser pixel, your server delivers the event — with the click ID, event name and timestamp — directly to TikTok, so ad blockers, short-lived cookies and browser tracking prevention stop being single points of failure.

Events API and the TikTok Pixel

The pixel and the Events API are two delivery channels for the same conversion. The pixel covers browser journeys; the Events API recovers conversions the browser lost and carries tracker postbacks that never touched a landing page. TikTok's own guidance is to keep an Events API integration alongside the existing pixel to maximise performance — with event deduplication when both channels deliver the same conversion.

What a delivery needs

A web event references the ttclid click identifier, uses a standard event name, and carries a timestamp within TikTok's accepted delivery window. Integrations from trackers and automation tools map tracker conversions to these events; the matching quality of the delivery is measured as match rate.

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Related concepts

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Server-side tracking: delivering conversions from your infrastructure

Server-side tracking sends conversion events from your server (or tracker) directly to ad platforms, instead of relying on browser tags and cookies.

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Offline conversion: the conversion no browser pixel ever sees

An offline conversion happens outside the tracked web or app session - an in-store purchase, a CRM deal, a phone order. Platforms accept them through server channels, with longer delivery windows than web events.

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Match rate: how many of your events a platform can tie to a real user

Match rate is the share of sent events that TikTok (or Meta) successfully matched to a real user profile - the quality metric of server-side delivery.

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Match key: the identifiers that tie a server event to a real user

A match key is an identifier in an event payload - click ID, hashed email or phone, IP with user agent, mobile ad ID - that lets the ad platform tie the event to a real profile. Snapchat rejects events without one.

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Standard events: Meta's fixed vocabulary for conversion actions

Standard events are Meta's predefined event names - Purchase, Lead, InitiateCheckout and others - that its optimisation and reporting understand out of the box.

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Event Quality Score: how platforms grade the completeness of your events

An event quality score is the platform's grade of how complete an event payload is: Meta's Event Match Quality runs 0-10, Pinterest targets a "Good" EQS, Reddit and Snapchat surface warnings in their test views.