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Advertising
Send real-time retail and marketplace purchase data back to TikTok Ads to enhance attribution and targeting.
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About the integration
Send retail and marketplace purchase data back to TikTok Ads to enhance attribution and targeting.
TikTok Ads is TikTok’s advertising platform for helping businesses reach highly engaged audiences through short-form video. It gives brands the tools to build awareness, drive traffic and sales, and optimize campaign performance using creative ad formats, audience targeting, and automated delivery.
Attribute retail and marketplace purchases back to ads
Lower CAC with improved audience targeting
Quantify the impact of TikTok's halo effect
WHY INTEGRATE
TikTok's ad system runs on automation. Bidding, delivery, and audience selection are all decided by the data that TikTok has visibility into. For most omnichannel brands, TikTok can only see website purchases. When you sell in retail or via online marketplaces, none of those purchases reach TikTok. Brij turns off-site purchase data into Events API conversions. Immediately, more of your real conversions get attributed and you'll see a lift in ROAS. Additionally, you'll be able to quantify the impact of halo effect as ads drive offline sales. Brij delivers real-time signal down to the campaign level.
Read More →TikTok is only able to optimize against the data it has access to, and without retail data, it's optimizing against an incomplete dataset. With Signal, TikTok's ad algorithm learns from retail and marketplace buyers, allowing you to target audiences beyond just those that look like your DTC buyers. This enhances acquisition targeting and also allows for suppression of already-acquired customers.
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HOW-TO GUIDE
Follow the steps below to get started.
If you're new to Brij, book a demo of Brij Signal to get started. If you're already a Brij customer, reach out to your Account Manager to learn more.
In TikTok Business Center, add Brij as a partner and update the appropriate permissions to give the proper access.
No fighting with datasheets or technical implementations. Let Signal compliantly deliver your offline purchase data to TikTok.
What events does Brij send to TikTok?
▾Registration Initiation, Registration Submission, and Rebate Approval, delivered through TikTok's Events API. They arrive as a standard Purchase event, or as a custom BrijPurchase event if you'd rather keep off-site conversions separate.
Should I use a standard or custom event?
▾Standard Purchase, if you want TikTok to optimize campaigns against this signal. Custom events are available for reporting and audience building but can't be used for campaign optimization or Value-Based Optimization, so BrijPurchase is the right choice only when you want the data isolated for analysis.
Do I need a separate pixel for offline events?
▾No. TikTok's Events API v1.3 uses a unified endpoint, so one pixel handles both web and offline events, and Brij sets the source per registration based on where the purchase actually happened.
What do I need to get set up?
▾A TikTok Pixel in Events Manager with a long-term access token generated from the pixel's Settings tab, plus access to your TikTok Business Center. Your Brij team handles the configuration from there.
Start syncing your offline buyers and put every customer to work.
