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Home/TikTok CAPI
TikTok Events API (CAPI)

TikTok Sees Your Views.
We Make It See Your Buyers.

TikTok CAPI is TikTok’s Events API: a server-to-server connection that sends your purchases straight to TikTok, alongside the pixel. We set it up with a shared event_id so every order is counted once, and hashed email and phone so TikTok can match more of them to the people who saw your ads.

Book Free TikTok Audit → See A Real Result
✓ Server-side Events API ✓ Event deduplication ✓ Setup in 3–5 days
Pet products brand, Canada — before vs after
Match Quality
3.1
Poor — pixel only
Match Quality
7.6
Events API active
Match rate
12% → 71%
Attributed purchases visible
1× → 3.8×
Deduplication
Off → Active
Monthly TikTok spend
$18K
The Problem

Your TikTok pixel is only seeing a fraction of your buyers.

Three problems we keep finding in TikTok accounts — each one from a real engagement.

68%

of one brand’s buyers were on iOS — and invisible to TikTok

A US apparel brand ran the pixel only. iPhone users who asked apps not to track sent no purchase signal back, so TikTok learned from Android buyers alone and reported 1.1x ROAS. Read the case study

12%

match rate on an $18K/month TikTok account

At 12%, TikTok could confidently attribute about one purchase in eight. Creative teams were deciding which videos to scale on the other seven by guesswork. Read the case study

2×

every purchase counted twice

An Australian brand ran the pixel and Events API with no shared event_id, so TikTok counted each order twice and CPA looked half its real size. TikTok only merges events that share the same event name and event_id. Read the case study

Real Client Result

Same $18K a month. Now TikTok can see who’s buying.

A Canadian pet products brand, before and after we moved its TikTok events server-side. The figures are from the engagement; the screens are illustrations of where you would find them in Events Manager.

Before — pixel only, 12% match rate
☰
TikTok for Business
P
Overview
Events Manager
Audiences
Web Events
Event Match Quality
3.1
Poor
Low quality — improve key parameters
Deduplication
✕ Not configured
Event Source
Pixel only
MetricValue
Purchase match rate12%
Event sourceBrowser pixel
Low match quality — pixel only. Switch to Events API to improve attribution.
After — Events API, 71% match rate
☰
TikTok for Business
P
Overview
Events Manager
Audiences
Web Events
Event Match Quality
7.6
Good
Hashed email and phone now sent with every event
Deduplication
✓ Active
Event Source
Pixel + Events API
MetricValue
Purchase match rate71%
Attributed purchases3.8× more visible
Events API active — event_id deduplication on.
NB
Nicole B.
Performance Marketing Lead · Pet Brand · Canada
Case study →
TikTok Match Rate
Before: 12% (pixel)
71%
↑ Most real buyers now matched
Event Match Quality
Before: 3.1
7.6
↑ Hashed email + phone added

“TikTok had been effectively useless for us — or so we thought. After Saifur’s server-side migration our match rate jumped from 12% to 71% and attribution data actually started making sense. We’re now making real creative decisions based on real data for the first time. Highly recommend.”

More TikTok results: ROAS 1.1x to 3.1x for a US apparel brand · double-counted purchases fixed in Australia · TikTok Shop and website counting the same sale

How It Works

From pixel-only to server-side Events API in 4 steps.

1
TikTok Pixel Audit
We review your current pixel implementation, check which events are firing correctly, identify gaps in purchase tracking, and calculate your current match quality score.
2
Server-Side Events API
We connect your server directly to TikTok’s Events API. Purchase, AddToCart, and ViewContent events are sent from your server, so browser restrictions and ad blockers no longer decide what TikTok receives.
3
Event Deduplication
Both pixel and server send events with the same event_id, so TikTok counts each one only once — no inflated data, no double attribution, just accurate purchase counts.
4
Match Rate Optimisation
We pass advanced match parameters — hashed email, phone, external ID, TikTok click ID — to maximise your match quality score and give TikTok the richest possible buyer signal.
What Gets Configured
🎬
TikTok Pixel (browser)
Handles non-iOS, instant event timing
Pixel
🔗
Events API (server)
Bypasses iOS + ad blockers
CAPI
◆
Deduplication logic
event_id matching across pixel + API
✓ Active
👤
Advanced matching
Email, phone, ttclid passed server-side
✓ Active
Events Tracked
ViewContent AddToCart Purchase ✓
TikTok CAPI FAQ

Questions about TikTok Events API.

TikTok CAPI is the common name for TikTok’s Events API: a server-to-server connection that sends conversion events — purchases, add-to-carts, leads — from your store or server straight to TikTok, alongside the pixel. Because it does not depend on the visitor’s browser, events the pixel loses to browser restrictions and ad blockers can still reach TikTok.
Yes. TikTok calls it the Events API. “CAPI” is borrowed from Meta’s Conversions API, and most marketers use the two names for the same thing.
Send the same event name and the same event_id from both the pixel and the Events API. TikTok merges events with identical event and event_id values that arrive within a 48-hour window. Without a shared event_id both copies are counted — the most common double-counting problem we find.
No. On Shopify, TikTok’s own app includes the Events API at its Enhanced and Maximum data sharing levels. Other stores can use server-side Google Tag Manager, a partner integration or a direct API connection. We choose the route during the free audit.
Higher is better. TikTok calculates Event Match Quality from how many of your events carry match keys such as hashed email, phone, external ID, IP address and user agent. The quickest improvement is usually sending hashed email and phone with the Events API — that took a Canadian pet brand from 3.1 to 7.6.
Same idea, separate setups. Both pair a browser pixel with a server connection and both deduplicate on an event name plus event ID. They use different endpoints, access tokens and match settings, so a store advertising on both needs each one configured.
No. The pixel and the Events API work together: the pixel reports what the browser allows, the Events API fills the gaps, and a shared event_id stops the overlap being counted twice.

Official documentation: About Events API · About event deduplication · Events Manager diagnostics · Data sharing on the TikTok app for Shopify

🎬 TikTok Specialist

Fix your TikTok attribution
before your next campaign.

Free 30-minute audit. We check your TikTok Events Manager live and show you your current match rate before you pay anything.

Book Free TikTok Audit →

Setup Complete — But We Don't Stop There

Every client gets a dedicated support member on WhatsApp · Response within 4 hours · 7–30 days post-setup coverage

See Support Plans →