What is the TiKTok pixel?
When you advertise or run communication campaigns on social networks, there is one imponderable: the installation of the conversion tag or pixel: on Facebook, on LinkedIn or on any other social network, you will find one in one form or another.
Why install the TikTok pixel?
The TikTok pixel, like all other advertising pixels, is used to measure the performance of your campaigns.
When you create an ad on TikTok, which is a mobile application, TikTok allows you to natively track what people are doing as long as they stay on the app. Are they watching your content? Visit your profile?
But once they follow a link that takes them to your website, it's no longer possible for TikTok to know how they act. That's where the TikTok pixel comes in: by installing this piece of code on your website pages, you give TikTok the means to track the actions of your users. You will be able to know if these people end up buying your product or service, which web pages they visit on your domain, how long they stay there...
The pixel will also give you information about your audience: how old are your visitors? Their gender? Their geographical location? And many other useful information.
Finally, the TikTok pixel will also be used to "tag" users who come to your site. TikTok will therefore be able to target them more precisely if you have set up retargeting campaigns once they have visited the application.
As you can see, the TikTok pixel is a powerful marketing tool. On the one hand, it allows you to better manage your advertising campaigns on TikTok, by understanding how users interact with your content and by analysing who your customers are. You can then refine your targeting to reach the people who are truly likely to convert.
On the other hand, the TikTok pixel also allows you to improve the performance of your campaigns by targeting users already familiar with your brand. It's no secret that remarketing or retargeting campaigns generally work better than campaigns on cold audiences.
Working on your target to send the right message to the right person: that's what the TikTok pixel is for.
How to install the TikTok pixel?
Now that the point of the TikTok pixel is clear, the question is how to install it. Don't panic, it's actually very simple. Many tools will allow you to install the pixel without difficulty.
Configuring your TikTok pixel
The first step is to set up your TikTok pixel. To do this, go to your TikTok business account in the TikTok Ads Manager. In the "Active" tab, select "Event", then "Manage" under "Website Pixel". All you have to do is click on "Create your pixel".
A new window will open, where you can configure your pixel. You will have to name it. You can give it any name you like, but for the sake of clarity we advise you to give it the name of the site on which you are going to install it. And that's it: as simple as that, you have created your custom TikTok pixel! Now you need to install it.
Installing your TikTok pixel
There are two ways to install the TikTok Pixel on your site: either manually (in which case, select "Install Pixel Manually"), or using an easier method (in which case, select Partner Integrations). Partner integrations are recommended if you use the most common CMS on the market such as Wordpress, Shopify or Webflow, or if you use Google Tag Manager to manage your tags and pixels.
If you decide to manually insert the pixel code on your site, here's what you need to know. First, you'll need to choose between two options: a standard setup, which allows you to set up the events you want to track directly from the TikTok ad interface, or a developer integration, which will require you to customize your pixel code. If you don't know how to do this, choose the Standard integration which offers all the possibilities you need.
Vous aurez alors enfin accès à votre code. Vous n’avez qu’à le copier-coller et à l’intégrer dans la balise <head> des pages de votre site.
If you choose partner integrations, such as Google Tag Manager, TikTok will guide you through the process of creating your tags. In a few clicks, you should be able to install it on all your pages and start tracking users.
For your TikTok campaigns, call on specialists
Want to test advertising on TikTok? You've come to the right place. At GrowthYouNeed, we are specialists in this new lever. Do you have a need or a question? Don't hesitate to contact us: our teams will be happy to help you find a solution.