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.
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
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.
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:
Go to your TikTok Ads Manager
Navigate to Assets → Audiences
Click “Create Audience” → “Custom Audience”
Select “Website Activity”
Choose your TikTok Pixel
Select the Permutive events corresponding to your cohorts (e.g., Permutive-1234)
Configure your audience retention period (default is 30 days)
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.
If you prefer to manually export user lists and upload them to TikTok (useful for mobile app audiences or file-based matching):
1
Create User Export in Permutive
In the Permutive Dashboard, navigate to Cohort Activations → Exports and
click “Add Export”. Configure your export: - ID Type: Select the
identifier type for matching (email_sha256, mob_sha256, IDFA, or GAID) -
Date Range: Specify the time period for users to include - Segments:
Select the cohorts you want to export for TikTok targeting
2
Download Export File
Once the export is generated, download the file containing your user
identifiers.
3
Upload to TikTok as Customer File
In TikTok Ads Manager: 1. Navigate to Assets → Audiences 2. Click “Create
Audience” → “Customer File” 3. Upload your exported file 4. Map the columns
to the appropriate identifier types (email, phone, IDFA, GAID) 5. Save your
custom audience For detailed instructions, refer to the TikTok Customer
File Audience documentation.
The TikTok integration for web leverages the TikTok Pixel that is already installed on your site. Permutive does not add the TikTok Pixel - you must have it installed independently.When a user enters a cohort with TikTok activation enabled:
Permutive fires a custom event via the TikTok Pixel with the event name Permutive-{cohort_code}
If the user has a hashed email (email_sha256) in Permutive’s identity framework, the pixel event is enriched with this identifier using TikTok’s identify method
TikTok receives the event and can match the user for audience building
How it works:
Event names contain the cohort code because TikTok builds audiences based on event names, not event parameters
If multiple TikTok Pixels are installed on the page, Permutive will trigger events on each pixel
Enhanced matching with hashed email improves match rates and reduces reliance on cookies
The TikTok Pixel must be present and initialized before Permutive attempts to
fire events. Verify the pixel is loaded by checking for the global ttq
object in your browser console.
For iOS app audiences, use the User Export approach described in the “Alternative: User Export for Manual Upload” section.Export user lists with IDFA (Identifier for Advertisers) from Permutive and upload them to TikTok Ads Manager as a Customer File audience.
For Android app audiences, use the User Export approach described in the “Alternative: User Export for Manual Upload” section.Export user lists with GAID (Google Advertising ID) from Permutive and upload them to TikTok Ads Manager as a Customer File audience.
With your TikTok integration setup, Permutive will send cohort activation events to TikTok via the TikTok Pixel:
Permutive Cohort Events
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.
Hashed email address (SHA-256) passed to TikTok’s identify method for
enhanced user matching. Only included if available in Permutive’s identity
framework.
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.
Events not appearing in TikTok Ads Manager
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
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
Multiple TikTok Pixels on the same page
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.
