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TikTok

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TikTok

TikTok is a leading social media platform for short-form video content. Permutive’s integration enables publishers to activate cohorts for targeted advertising on TikTok Ads Manager.

Setup

Troubleshooting

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Overview

TikTok is a global social media platform that allows users to create, share, and discover short-form video content. Our integration with TikTok enables publishers to activate Permutive cohorts for targeted advertising campaigns on TikTok Ads Manager. This integration is a Destination:
  • Destination: Permutive can activate your cohorts in TikTok for audience targeting and campaign optimization.
Use cases include:
  • Activate Permutive cohorts in TikTok Ads Manager to build custom audiences for targeted advertising campaigns
  • Leverage hashed email matching to improve match rates and reduce reliance on third-party cookies
  • Create lookalike audiences in TikTok based on your Permutive cohorts
  • Export user lists from Permutive for manual upload to TikTok as custom audiences

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Environment Compatibility

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Prerequisites

  • TikTok Pixel Installed: You must have the TikTok Pixel installed on your website. The pixel should be available as a global object (ttq). To verify, open your browser console and run ttq - you should see the TikTok Analytics object.
  • TikTok Ads Manager Account: You must have an active TikTok Ads Manager account with permissions to create custom audiences.
  • User Alias Collection: You must be collecting at least one of the following user aliases via Permutive’s identity framework for enhanced matching:
    • Hashed email address (SHA-256)
    • Hashed mobile number (SHA-256)
    • IDFA (Identifier for Advertisers)
    • GAID (Google Advertising ID)
Phone and email matching in TikTok may require coordination with your TikTok Account Manager. Advanced Matching via email and phone number takes precedence over matching via IP address and user agent.

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Setup

1

Enable in Permutive Dashboard

Contact your Customer Success Manager to enable the TikTok integration for your workspace. Once enabled, navigate to your cohort configuration page in the Permutive Dashboard.
2

Activate Cohorts for TikTok

For each cohort you want to activate in TikTok, toggle on the TikTok activation. You can enable this when creating a new cohort or by editing an existing cohort.When a user enters a cohort that has TikTok activation enabled, Permutive will fire a pixel event via the installed TikTok Pixel. The event name will have the format Permutive-{cohort_code} where {cohort_code} is your cohort’s unique identifier.
3

Create Custom Audience in TikTok Ads Manager

In TikTok Ads Manager, navigate to Tools → Events to verify that Permutive events are being received. Then create a custom audience:
  1. Go to your TikTok Ads Manager
  2. Navigate to Assets → Audiences
  3. Click “Create Audience” → “Custom Audience”
  4. Select “Website Activity”
  5. Choose your TikTok Pixel
  6. Select the Permutive events corresponding to your cohorts (e.g., Permutive-1234)
  7. Configure your audience retention period (default is 30 days)
  8. Save your custom audience
For detailed instructions, refer to the TikTok Custom Audiences documentation.
4

Verify Setup

In TikTok Ads Manager, navigate to Tools → Events. You should see Permutive events appearing in the event list. Check that the events correspond to your activated cohorts.In the Audience Library, verify that your custom audiences are populating with matched users.

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Data Types

With your TikTok integration setup, Permutive will send cohort activation events to TikTok via the TikTok Pixel:
Custom events fired via the TikTok Pixel when a user enters an activated cohort. These events can be used to build custom audiences in TikTok Ads Manager.
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string
The event name follows the format Permutive-{cohort_code} where {cohort_code} is the unique identifier for your Permutive cohort.
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string (optional)
Hashed email address (SHA-256) passed to TikTok’s identify method for enhanced user matching. Only included if available in Permutive’s identity framework.

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Troubleshooting

Verify that the TikTok Pixel is installed on your website by opening your browser console and running ttq. You should see the TikTok Analytics object. If not, you’ll need to install the TikTok Pixel before using this integration. Contact your TikTok Account Manager or refer to the TikTok Pixel installation guide.
Check the following:
  • Verify that the TikTok integration is enabled for your workspace in Permutive
  • Confirm that cohorts are activated for TikTok in the Permutive Dashboard
  • Ensure users are entering the activated cohorts (check cohort membership in Permutive)
  • Allow up to 24 hours for events to appear in TikTok Ads Manager after initial setup
  • Navigate to Tools → Events in TikTok Ads Manager to verify event receipt
To improve match rates:
  • Ensure you’re collecting hashed email addresses (SHA-256) via Permutive’s identity framework
  • Verify that hashed emails are being passed to TikTok (check browser console for identify calls)
  • Consider using the User Export approach with multiple identifier types (email, mobile, IDFA, GAID)
  • Allow sufficient time for audience population - TikTok requires a minimum of 1,000 matched users for most custom audiences
If you have multiple TikTok Pixels installed on your website, Permutive will trigger events on each pixel. This is expected behavior. Ensure that you’re selecting the correct pixel when creating custom audiences in TikTok Ads Manager. To verify how many pixels are installed, check the ttq object in your browser console or review your site’s tag management configuration.

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Changelog

For detailed changelog information, visit our Changelog.