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Overview

Connecting TikTok Ads enables:
  1. Events API — NSM sends attributed Purchase events directly to TikTok’s server-side Events API, improving conversion tracking and optimization
  2. Ad spend sync — Campaign and ad group spend data is imported every hour
TikTok’s Events API is the server-side complement to the TikTok Pixel. Server-side events bypass browser restrictions and provide more reliable conversion data for TikTok’s Value-Based Optimization and Complete Payment optimization goals.

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Prerequisites

Before connecting, make sure you have:
  • A TikTok for Business account
  • A TikTok Ads Manager account with active campaigns
  • A TikTok Pixel created in Events Manager
  • Admin access to the TikTok Ads account

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Setup Guide

1

Navigate to Integrations

In your NSM dashboard, go to Dashboard > Integrations > TikTok Ads and click Connect TikTok.
2

Authenticate with TikTok

You will be redirected to TikTok for Business to log in. Grant the requested permissions for reading ad data and sending events.
3

Select Ad Account

Choose the Ad Account that contains the campaigns you want to track.
4

Select Pixel

Choose the TikTok Pixel that NSM should send events to. This should match the pixel on your store for proper deduplication.
5

Save and Verify

Click Save. NSM will:
  • Start syncing spend data immediately (backfills last 30 days)
  • Begin sending CompletePayment events for new attributed orders

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What Data is Sent to TikTok

NSM sends the following with each purchase event:
FieldSourceHashed?Purpose
event”CompletePayment”NoEvent type (TikTok’s purchase event name)
timestampOrder timestampNoWhen the purchase occurred
event_idNSM event IDNoDeduplication with browser pixel
valueShopify order totalNoConversion value
currencyStore currencyNoCurrency code
emailCustomer emailYes (SHA-256)Customer matching
phoneCustomer phoneYes (SHA-256)Customer matching
ttclidURL parameter from ad clickNoClick-level attribution
external_idNSM visitor IDNoCross-session matching
All personal data (email, phone) is hashed using SHA-256 before sending to TikTok. Raw PII is never transmitted.

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How ttclid Capture Works

The ttclid (TikTok Click ID) is automatically appended to your landing page URL when a visitor clicks a TikTok ad: 
https://yourstore.com/products/item?ttclid=E.C.P.ArKIx...
NSM captures this parameter automatically and links it to the visitor’s fingerprint for attribution matching.
The ttclid is valid for 7 days by default in TikTok’s system. NSM stores the ttclid for the duration of your attribution window (default 30 days) to enable matching even after TikTok’s native window expires.

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Value-Based Optimization

Sending server-side purchase events with accurate order values enables TikTok’s Value-Based Optimization (VBO):
  • TikTok’s algorithm learns which users generate the highest purchase values
  • Ad delivery is optimized toward users most likely to make high-value purchases
  • This leads to better ROAS compared to optimizing for conversion count alone
For VBO to work effectively, TikTok needs consistent conversion data with accurate values. After connecting NSM, allow 1-2 weeks for TikTok’s algorithm to learn from the improved data before evaluating performance changes.

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Deduplication

If you run both a browser-side TikTok Pixel and NSM’s Events API integration:
  • NSM includes an event_id with each server-side event
  • TikTok deduplicates events received via both browser pixel and Events API using this ID
  • This prevents double-counting while maximizing coverage
You do not need to remove your browser-side TikTok Pixel.

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Troubleshooting

  1. Check Events Manager > Test Events in TikTok Ads Manager
  2. Verify the integration shows “Connected” in Dashboard > Integrations
  3. Confirm you selected the correct Pixel ID during setup
  4. Wait 1-6 hours — TikTok events can take time to process
  5. Ensure you have orders with a captured ttclid (only TikTok ad clicks generate this parameter)
TikTok’s matching depends on the data NSM sends. To improve matching:
  • Ensure customer emails are collected at checkout
  • Enable phone number collection in your Shopify checkout settings
  • Verify that ttclid is being captured — check your ad URLs include auto-tagging
  1. Verify the OAuth token has not expired (look for “Reconnect” button)
  2. Check that your TikTok for Business account still has access to the ad account
  3. Wait 1 hour for the next sync cycle, or click “Sync Now”
  4. Only accounts with active ad spend will show data
NSM sends the Shopify order total at the time of purchase. Differences may be caused by:
  • Currency conversion between your store currency and TikTok’s reporting currency
  • Refunds processed after the event was sent (refunds are not sent retroactively)
  • Discount codes applied at checkout (the discounted total is sent)

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Next Steps

Meta / Facebook CAPI

Connect Meta for Conversions API and spend sync.

Google Ads

Connect Google Ads for offline conversion import.