Overview
Before you can launch high-performing TikTok ads, your Shopify store must be properly connected to TikTok’s ecosystem — including your Pixel, Events API, Product Catalog, and optional TikTok Shop.
A complete setup ensures that every click, view, and purchase is tracked accurately — allowing you to measure performance, retarget effectively, and scale confidently.
This guide walks you through every step of the TikTok setup process — from installing the TikTok Sales Channel and Pixel to verifying your catalog and creating custom audiences.Prefer the checklist version?
Download the TikTok Setup Checklist SOP PDF here
Shortcuts ✂️
- Install TikTok Sales Channel in Shopify
- Connect Business Assets and Pixel
- Enable Events API Tracking
- Sync Product Catalog
- Apply for TikTok Shop (Optional)
- Create Custom & Lookalike Audiences
- Build Engagement Audiences
- Set Up Full-Funnel Campaigns (TOF, MOF, BOF)
- Create Spark Ads (UGC Amplification)
- Add UTM Parameters for TikTok Ads
- Connect GA4 for Cross-Attribution
Step 1 – Install TikTok Sales Channel
In your Shopify Admin, navigate to Sales Channels → Add Channel → TikTok.
Log in using your TikTok for Business credentials.
Then connect your Business Center, Ad Account, and Pixel.
Ensure your Pixel is assigned to the correct Shopify store domain.
Step 2 – Verify Pixel Installation
Open TikTok Ads Manager → Events Manager.
Confirm that your Pixel is firing correctly — look for events like PageView, AddToCart, and Purchase.
Run a test order to verify everything is tracking.
In Shopify → TikTok Channel → Dashboard, ensure the Pixel status reads Active.
Step 3 – Enable TikTok Events API (Recommended)
Go to Shopify → TikTok App → Settings → Data Sharing.
Set Data Sharing Level: Maximum to activate both browser (Pixel) and server (Events API) tracking.
This improves attribution accuracy and captures conversions even if cookies are blocked.
Step 4 – Sync Product Catalog with Shopify
In the TikTok App inside Shopify, open Settings → Product Catalog.
Select your active catalog to sync with TikTok Commerce Manager.
Make sure each product has:
- Title
- Description
- Price
- Image
- Availability
- Product Link
Go to TikTok Business Center → Assets → Catalogs and confirm products appear with Active status.
Step 5 – Apply for TikTok Shop (Optional)
If you plan to sell directly through TikTok:
- Visit TikTok Seller Center
- Sign up with your Business account
- Submit verification documents (Business License, ID, or Tax Info)
Once approved, connect your Shopify store — your catalog will sync automatically.
Customize your shop name, logo, and policies before going live.
Step 6 – Create Custom Audiences
Inside TikTok Ads Manager → Assets → Audiences → Create Custom Audience.
You can build:
- Website Visitors: Event = PageView (Retention 30–90 days)
- Add to Cart Users: Event = AddToCart (Retention 14–30 days)
- Purchasers: Event = Purchase (Retention 30–90 days)
Ensure Pixel events are firing and audience size > 0 before activating campaigns.
Step 7 – Create Lookalike Audiences
From your Custom Audiences, create Lookalike Audiences to reach new users similar to your best customers.
Choose the source (e.g., Purchasers – 90 days) and location.
Set Audience Size:
- 1 %: Most similar (highest quality)
- 2–5 %: Broader but still relevants efficiently.
Step 8 – Build Engagement Audiences
Re-engage people who interact with your TikTok content.
Create Custom Audiences based on:
- Video Views: Select watch duration (2 s, 6 s, 25 %, 50 %, 75 %, 100 %)
- Profile Engagement: Likes, Comments, Shares, or Follows
Retention windows can go up to 180 days.
Step 9 – Structure Full-Funnel Campaigns
Build a clear ad-funnel strategy for sustainable growth:
Top of Funnel (TOF)
- Objective: Awareness
- Audience: Broad + Lookalikes
- Creative: UGC or lifestyle videos
- Optimization Event: ViewContent or Purchase
Middle of Funnel (MOF)
- Objective: Conversions
- Audience: Website Visitors, Video Viewers, Engagers
- Creative: Testimonials or product highlights
- Optimization Event: AddToCart
Bottom of Funnel (BOF)
- Objective: Retargeting
- Audience: ATC (7–30 days), Checkout Initiated (7–14 days)
- Creative: DSA, discounts, urgency copy
- Optimization Event: Purchase
Recommended Budget Split: TOF 60 % | MOF 25 % | BOF 15 %
Step 10 – Set Up Spark Ads (UGC Amplification)
Spark Ads let you boost organic TikTok videos (often from creators) as native-looking ads.
To set up:
- Ask your creator to generate a Spark Ad Authorization Code.
- In Ads Manager → Create Campaign → Select objective (Traffic, Conversions, or Engagement).
- Under Ad Level, select Use TikTok Post, enter the code, and choose your CTA (Shop Now / Learn More).
Step 11 – Add UTM Parameters for TikTok Ads
Add UTMs to track performance in GA4 or Looker Studio.
Recommended Structure:
- utm_source: tiktok
- utm_medium: paid_social
- utm_campaign: campaign_name (e.g., tof_august)
- utm_content: ad_version (e.g., creatorA_video1)
Verify by clicking the ad link — UTMs should appear in the landing page URL.
Step 12 – Connect GA4 for Cross-Attribution
Once UTMs are in place:
- Go to GA4 → Reports → Acquisition → Traffic Acquisition.
- Filter by Source/Medium = tiktok / paid_social.
- Compare performance data between GA4 and TikTok Ads Manager.
⚡Note: GA4 uses last-click attribution, while TikTok uses 7-day click / 1-day view — expect slight discrepancies.
FAQ
Do I need both Pixel and Events API?
Yes. The Pixel tracks browser-side data, and the Events API tracks server-side events for higher accuracy.
Can I run TikTok ads without Shopify?
When you want to unify your ad delivery across Search, Display, YouTube, Gmail, and Discovery to scale reach and efficiency.
What data-sharing level should I choose?
Always choose Maximum for the best attribution
How often should I check Pixel performance?
Weekly — inside TikTok Events Manager → check event firing and last-received timestamps.
Can I track TikTok in GA4?
Yes, by using UTMs and filtering by tiktok / paid_social in GA4 reports.
Launch Your TikTok Setup
You’ve now completed your full TikTok setup — from Pixel and Events API to catalog sync, custom audiences, and tracking.
This foundation ensures your TikTok campaigns run smoothly, measure accurately, and scale effectively.
At NANO, we help ecommerce brands connect every data point — from Shopify to TikTok — to build campaigns that grow consistently.
If you’re ready to launch or optimize your TikTok setup, book a free strategy call with our team today — and start turning scrolls into sales.