Sharing Conversion Signals via TikTok Events API

TikTok campaigns that optimise only towards lead volume tend to find the cheapest leads rather than the most valuable ones. By sending server-side conversion signals back to TikTok through Driftrock, you give TikTok's algorithm the data it needs to find people who are more likely to convert.

Driftrock can send conversion signals directly to the TikTok Events API on your behalf. These signals can cover the full funnel: from an initial lead submission through to validation, test drive booking, or vehicle purchase.

This is a server-to-server integration, which means signals are sent directly from Driftrock to TikTok without relying on browser cookies or pixels. It works for both online actions (such as a validated lead from a Driftrock Capture) and offline events (such as a test drive booked or a sale recorded in your CRM).

Event names can be standard TikTok events or custom events you have created in TikTok Events Manager.

Without downstream conversion signals, TikTok sees all leads the same way. It cannot distinguish between a lead who bought a car and one who submitted invalid contact details. This limits campaign optimisation and makes it harder to reduce your cost per acquisition.

Sending richer signals via the Events API gives TikTok the data it needs to find better prospects. It also improves reporting accuracy: you can measure true cost per qualified lead, cost per test drive booked, and cost per sale, rather than just cost per lead submission.

As browser-based tracking continues to be restricted by privacy changes, server-side signals via the Events API future-proof your measurement and optimisation approach.

Once your TikTok Ads Manager account is connected to Driftrock, you can add a TikTok Events API destination to any Capture or event source in the Automate step.

For each automation, you choose the event type: offline conversion for CRM or showroom events, or web conversion for online actions. You then select your TikTok account and pixel, and choose an event name.

You can also apply Routing Rules to control exactly which events are sent. For example, you can configure Driftrock to only send events for leads that passed validation, or only where the customer indicated an intent to purchase within three months.

All personally identifiable information is hashed before transmission to TikTok.

Prerequisites:

A TikTok Ads Manager account

TikTok credentials connected in Driftrock (Settings > Integrations > TikTok)

A TikTok Pixel ID from TikTok Events Manager

At least one active Driftrock Capture or event source

For custom event names: the custom event must be created in TikTok Events Manager before you can select it in Driftrock

Go to Settings > Integrations > TikTok and connect your TikTok Ads Manager account.

Open your Capture or event source and go to the Automate step.

In the Conversions API section, click to add a new destination and select TikTok.

Choose the event type: Offline Conversion for CRM or showroom events, or Web Conversion for online actions such as a validated lead.

Select your connected TikTok account and the pixel you want events sent to.

Choose your event name from TikTok's standard events, or select a custom event you have already created in TikTok Events Manager.

Set any Routing Rules to filter which events are sent (for example, only valid leads, or leads matching specific criteria).

Complete the testing process in TikTok Events Manager to confirm signals are arriving correctly.

Once testing passes, activate the automation. Events will flow from Driftrock to TikTok in real time.

In TikTok Ads Manager, update your campaign optimisation settings to use the new conversion events.

If your TikTok credentials stop working, you may need to reconnect them. Go to Settings > Integrations > TikTok, delete your existing credentials, and reconnect. Existing Captures are not affected by this process.

For custom events, create the event in TikTok Events Manager before setting up the automation in Driftrock. The event name will not appear in the Driftrock selector until it exists in TikTok Events Manager.