TikTok for Business—Create web-based campaigns

To activate the TikTok Web Ads integration:

1. In AppsFlyer, from the side menu, open Collaborate > Partner Marketplace.
2. Search for TikTok Web (or tiktokweb_int) and select it.
3. Click Set up integration. You’re directed to the Active Integrations setup page.
4. In the Integration tab, turn on Activate Partner. The toggle must stay on (activated) for as long as you work with the partner.
5. Turn off Advanced Privacy (if you are setting an iOS app integration).
6. Pixel ID: Enter the Pixel ID. You can generate it or retrieve it from your TikTok ads Manager, by following the instructions detailed HERE.
7. Access token: Enter the access token. To generate it or retrieve it, follow these instructions

8. Limit TikTok ads use of users’ personal information (CCPA): Turn on this toggle to enable compliance with data protection laws.

    Note

   Complying with CCPA privacy regulations limits the data coming from TikTok ads users based in California or other sensitive states in the US.

AppsFlyer supports view-through attribution for TikTok Web campaigns using a Smart Script or Smart Banner-enabled landing page. This allows probabilistic modeling (PMOD) attribution of app installs triggered by ad impressions, even when users don’t click the ad directly.

When a user clicks a TikTok Web ad and lands on a Smart Script or Smart Banner-enabled landing page, AppsFlyer can attribute the downstream app install. If available, the ttclid will be included in the postback to TikTok to enhance attribution fidelity.

To enable TikTok Web view-through attribution:

1. In AppsFlyer, from the sidebar, open Active Integrations > TikTok web ads.
2. In the Integration tab, scroll to the Install attribution section.
3. Turn on Install view-through attribution.
4. [optional] Turn on Cross-platform equal attribution priority and set its lookback window. For more information, see Enable equal priority for cross-platform impressions.
5. Open the Attribution link tab.
6. Scroll to the View-through attribution section and set the view-through lookback window (up to 24 hours).
7. Click Save integration to apply your settings.

Installs are currently the only events that trigger automatic default postbacks to TikTok Ads. For other event types, you can create custom postbacks by mapping AppsFlyer events to TikTok Ads events, which can be viewed in the TikTok Ads Manager.

To set in-app events postbacks, perform the following:

1. Turn on In-app event postbacks.
2. If required, set the In-app event postback window (read more about in-app event postback window configuration in general in this article).
3. Click Add event to add an event to the list.
4. In the AppsFlyer event column, select the event name from the drop-down box. AppsFlyer receives the event's name either from the SDK integrated into your app or from server-to-server events.
5. In the mapped to partner event column, select from the dropdown box the most suitable pre-defined partner event.
6. In the For Users From column, select This Partner Only to ensure that in-app event postbacks are sent exclusively for events performed by users who originated from this partner.

7. In the including column, select whether events will be sent with their revenue values. See Data to include in the postbacks.

    Note

   • If you are setting a purchase event, set the including column to Values and revenue. Selecting any other option will cause the postback to fail.
   • Currently, only the purchase event can be set to include revenue.
8. [Optional] Click the Add condition icon to set conditions for an event.
9. Click Save integration.
10. [Optional] After saving the integration, while remaining on the configuration page, you can integrate more of your apps with the partner:
    1. From the top-left corner, click the app name under the partner name to open the list of apps.
    2. Select a different app from the drop-down list.
    3. Repeat the integration steps for the selected app.

You can choose any pre-defined INAPP event sent from Appsflyer as your campaign goal, or choose “Download” if you want to optimize for mobile App Installs.

1. Under Destination, in the Website URL field, enter the URL that serves as the destination for your ad. The URL should be for one of the following:
   • Web landing page: Using a landing page is recommended when:
     • You have an app on multiple platforms.
     • You want to use the landing page to give more information about your advertised product.

     • You want to use the landing page to collect more data.

       For all these use cases, create a Smart Script or Smart Banner-enabled landing page.

   • AF attribution links: Using AF attribution links (OneLink, single platform, or cross-platform) is recommended when you want the user to be redirected directly to the store to download the app without first visiting a landing page.
2. Click Build a URL parameter to add the URL parameters to the URL (whether it is a landing page URL or an AF attribution link).
3. Under Custom parameters, click Add parameter

4. Map the AppsFlyer parameters to their TikTok values. The parameters you'll be mapping depend on whether the destination URL points to a landing page, attribution link, or PC or console store.

   Landing page or attribution link

   If your destination URL is a landing page, a OneLink attribution link, or a single platform attribution link, map the following AF parameters to their TikTok counterparts:

   AF Parameter	Mapped TikTok value
   pid	tiktokweb_int
   c*	__campaign_name__
   af_c_id	__campaign_id__
   af_adset	__aid_name__
   af_adset_id	__aid__
   af_ad	__cid_name__
   af_ad_id	__cid__

   * To simplify campaign analysis, include the campaign type, web or mobile, as a prefix or suffix in the campaign name (e.g., campaign-name_web)

   An example of the resulting URL should be:

   https://app.appsflyer.com/{app_id}?pid=tiktokweb_int&c=__campaign_name__&af_c_id=__campaign_id__&af_adset=__aid_name__&af_adset_id=__aid__&af_ad=__cid_name__&af_ad_id=__cid__&af_r={https://Add-your-store-url.com}

   If your app’s APK is NOT hosted in Google Play Store, add the af_r parameter and map to it the store URL, e.g, https://Add-your-store-url.com

   PC or console store

   If your destination URL is a PC or a console store, create the link by following the instructions in the table below. For additional information, see: CTV, PC, and console platform direct attribution links

   Link component	Value
   Base URL	engagements.appsflyer.com/v1.0/c2s/click/app/
   Mandatory path parameters	▪ platformExample: steam ▪ app_idExample: 123456
   Mandatory query parameters	▪ af_media_source ▪ af_campaign_id ▪ af_r
   Other parameters	See all parameters
   URL structure	https://engagements.appsflyer.com/v1.0/c2s/click/app/{platform}/{app_id}?af_media_source={media_source}&af_campaign_id={campaign_id}&af_r={app_store_url}

   Map the following AppsFlyer parameters to their TikTok counterparts:

   AF Parameter	Mapped TikTok value
   af_media_source	tiktokweb_int
   af_campaign *	__campaign_name__
   af_campaign_id	__campaign_id__
   af_adset	__aid_name__
   af_adset_id	__aid__
   af_ad	__cid_name__
   af_ad_id	__cid__

   * To simplify campaign analysis, include the campaign type, web or mobile, as a prefix or suffix in the campaign name (e.g., campaign-name_web)

   An example of cross-platform URL:

   https://engagements.appsflyer.com/v1.0/c2s/click/app/steam/123456?af_media_source=tiktokweb_int&af_campaign_id=__campaign_id__&af_campaign=__campaign_name__&af_adset=__aid_name__&af_adset_id=__aid__&af_ad=__cid_name__&af_ad_id=__cid__&af_r=https%3A%2F%2Fstore.steampowered.com%2Fapp%2F440%2FTest_app2%2F%3Futm_term%3Dhello

    Note

   TikTok adds the ttclid={{ttclid}} to the destination URL automatically when the ad is clicked

1. The TikTok ad URL includes the the pid=tiktokweb_int parameter. When the user clicks on the ad, an ttclid parameter is automatically appended to the clicked URL.
2. The User is redirected to the URL destination - a landing page containing a Smart Script.
3. When the landing page loads, Smart Script fires an impression to AppsFlyer containing the incoming URL parameters. The impression will allow view-through attribution from the web landing page. To learn about impressions and view-through attribution, see here.
4. Smart Script generates the outgoing URLs for the CTA buttons on the page based on the incoming URL parameters, including the ttclid parameter. The buttons can lead to:
   • Google Play and App Store via a OneLink attribution link.
   • Multiple platform stores (e.g., CTV, Epic, and Steam). In this use case, Smart Script generates a single platform attribution link for each platform, leading to the specified platform's store.
   • Downloading an APK file to the user's device.
5. When the user clicks the CTA button, the click is fired and registered in AppsFlyer.
6. The user is redirected to the store and downloads the app.
7. When the user opens the app, the install event is registered in AppsFlyer.
8. AppsFlyer attributes the install based on probabilistic modeling or, if an install referrer is available, deterministically.
9. A postback containing the ttclid parameters and other event parameters is generated and sent to TikTok via the Events API. TikTok uses the ttclid parameter to identify the specific click, while the other parameters help optimize the campaign.

To set up your smart script TikTok Ads campaigns, perform the following:

1. Set up the template for the campaign’s OneLink attribution links. For more information, see How to create OneLink templates.

2. Create a smart script. For more information, see How to create a OneLink Smart Script.

    Note

   The instructions below focus on the specific steps required to set up a TikTok Ads campaign with Smart Script. For a comprehensive guide on how to set up Smart Script campaigns, see the How to create a OneLink Smart Script section of the OneLink Smart Script V2 setup article.

3. Make sure all relevant URL parameters are appended to the incoming URL. To review the parameters appended to the incoming URL, open TikTok Ads Manager and check the URL parameters set during the creation of the destination URL. For more information, see  Set destination URL.
4. Map the incoming URL parameters required for the TikTok Ads campaign to the outgoing URL parameters that will be sent to AppsFlyer when the user clicks the CTA button:
   • PID: Make sure that Smart Script takes the pid=tiktokweb_int parameter value from the incoming URL and maps it to the corresponding parameters in the outgoing URL.

   • TTCLID: The ttclid parameter is essential for successfully sending in-app events postbacks to TikTok. The ttclid parameter should be mapped manually in the URL parameter mapping section of the Smart Script page:

     1. In Mapping for, select Custom parameter.
     2. In Outgoing URL parameter and Incoming URL parameters enter ttclid.

      Note

     To display in AppsFlyer raw data reports, the incoming ttclid parameter must also be mapped (in addition to the outgoing ttclid parameter) to one of the outgoing af_sub[1-5] parameters.

To set up your smart script TikTok Ads campaigns for cross-platform landing pages, perform the following:

1. Set up the template for the campaign’s OneLink attribution links. For more information, see How to create OneLink templates.
   • Enable your OneLink template for cross-platform attribution, see here.
2. Make sure all relevant URL parameters are appended to the incoming URL. To review the parameters appended to the incoming URL, open TikTok Ads Manager and examine the URL parameters you set when you built the destination URL. For more information, see Set destination URL.
3. Decide for each incoming parameter the outgoing parameter to which it will be mapped. for example, the incoming af_site_id parameter in the incoming URL will be mapped to the  af_site_id parameter in the outgoing URL.
4. Determine the default value for the mandatory outgoing parameters that cannot be left empty.
5. Send your developer the following information:
   • Your incoming - outgoing parameter mapping. The developer will create a script that generates an outgoing direct URL based on the incoming-outgoing parameter mapping.
   • The parameters’ default values. The script will populate the outgoing URL parameters with the default values whenever there are no corresponding incoming URL parameter values.
   • If you are using a OneLink attribution link, send the domain and template ID to your developer. The developer uses this to create the outgoing OneLink URL. For example: yourbrand.onelink.me/A1b2 or Branded domain example: click.yourbrand.com/A1b2
   • Send your developer the following Dev Hub links:
     • Instructions and code examples on how to create the outgoing direct URLs to the non-mobile platforms.
     • A demo and instructions for creating a cross-platform landing page.

• Remind your developer to include the incoming ttclid parameter in the outgoing URL.

   Note

  To display in AppsFlyer raw data reports, the incoming ttclid parameter must also be mapped (in addition to the outgoing ttclid parameter) to one of the outgoing af_sub[1-5] parameters.

1. The TikTok ad URL includes the the pid=tiktokweb_int parameter. When the user clicks on the ad, an ttclid parameter is automatically appended to the clicked URL.
2. The User is redirected to the URL destination - a landing page containing a Smart Banner.
3. When the landing page loads, the Smart Banner fires an impression event to AppsFlyer, which includes the incoming URL parameters. This impression enables view-through attribution for the landing page. To learn about impressions and view-through attribution, see here.
4. The Smart Banner generates the outgoing URL for the CTA button on the banner. The outgoing URL is based on the incoming URL parameters including the ttclid parameter. The Smart banner can generate only OneLink-based links.
5. When the user clicks the Smart Banner CTA button the click is fired and registered in AppsFlyer.
6. The user is redirected to the store and downloads the app.
7. When the user opens the app, the install event is registered in AppsFlyer.
8. AppsFlyer attributes the install based on probabilistic modeling or deterministically if the install referrer is available.
9. A postback containing the ttclid parameters and other event parameters are generated and sent to TikTok via the Events API. TikTok uses the ttclid parameter to identify the specific click, while the other parameters help optimize the campaign.

To set up your Smart Banners TikTok Ads campaigns, perform the following:

1. Set up the template for the campaign’s OneLink attribution links. For more information, see How to create OneLink templates.

2. Create a Smart Banner.

    Note

   The instructions below focus on the specific steps required to set up a TikTok Ads campaign with Smart Banners. For a comprehensive guide on how to set up Smart Banners campaigns, see the setup section of the Smart Banners—mobile web-to-app (for marketers) article.

3. Set the Smart Banner parameters for TikTok Ads campaigns:
   • Make sure all relevant URL parameters are appended to the incoming URL. Most importantly the pid=tiktokweb_int and ttclid are available in the incoming URL to allow the Smart Banner to collect them. These two parameters are necessary for attribution and for sending postbacks to TikTok Ads. To review the parameters that are appended to the incoming URL, open TikTok Ads Manager and review the URL parameters that you set when you built the destination URL, see: Set destination URL.