You can connect your TikTok Pixel to your Universe event to track customer activity and measure the performance of your TikTok advertising campaigns.
Universe also supports TikTok’s Event API (TikTok’s server-side tracking solution), which sends event data directly from Universe’s servers to TikTok in addition to browser-based tracking.
What is TikTok Pixel?
The TikTok Pixel is a piece of code provided by TikTok that allows you to share website events with TikTok through a user’s browser.
You can use it to:
- Measure ad performance
- Optimise campaigns
- Build custom audiences
- Track ticket purchases
To learn more about TikTok Pixel functionality, visit the TikTok Business Help Center.
What is TikTok Event API?
TikTok’s Event API is TikTok’s server-side tracking solution.
When enabled, key events — such as completed purchases — are sent directly from Universe’s servers to TikTok, in addition to standard browser-based Pixel tracking.
Event API works alongside your TikTok Pixel to improve tracking reliability.
A TikTok Pixel ID is required to enable Event API in Universe.
Before you begin
To set up TikTok Pixel and Event API, you will need:
- A TikTok Pixel created in TikTok Ads Manager
- Your TikTok Pixel ID
- (Optional) An Event API access token
To locate your TikTok Pixel ID:
- Log into TikTok Ads Manager
- Navigate to Events Manager
- Open your Pixel
- From the Base Code field, copy the alphanumeric code next to
ttq.load(without brackets or quotation marks)
If you have not yet created a TikTok Pixel, refer to TikTok’s support documentation.
How to add TikTok Pixel and Event API in Universe
- Create or open your event in Universe
- In your Event Manager, click Integrations
- Locate the TikTok Pixel section
- Enter your Pixel ID
- (Optional) Enter your Event API Token
- Click Save
Once saved, checkout and purchase events will automatically be sent to TikTok when ticket buyers complete checkout.
What events and data does Universe send to TikTok?
The following events are logged by the TikTok Pixel and are visible in TikTok Events Manager:
| Event Title | Description | Data |
|---|---|---|
| PageView | Event display page is loaded | None |
| ViewContent | “Get Tickets” button is clicked | - content_category - content_name - content_id - content_type |
| CompletePayment | Payment details are received | - content_category - content_name - content_id - content_type - total order value - currency - quantity |
If Event API is enabled, checkout and purchase events are also sent server-side using the same event names and parameters.
Using TikTok Pixel with embedded widgets
If you are selling tickets using Universe’s embedded widget on your own website, additional setup is required to ensure events are captured correctly.
1. Add this script to your site’s <head> section:
<script>
document.addEventListener('unii:tracking:tiktokpixel', (( data ) => {
if (ttq) {
ttq.track(data.detail.command, data.detail.options);
}
}), false);
</script>2. Install the TikTok Pixel base code
You must also add the standard TikTok Pixel base code to your website header.
⚠️ Important: TikTok Pixel events from Universe widgets will not be captured unless both are implemented on your website.
Troubleshooting
If you are not seeing events in TikTok:
1. Confirm events are firing
Use:
When testing, make sure you click the “Get Tickets” button and proceed through checkout to trigger events.
2. Verify your Pixel ID
Ensure the Pixel ID entered in the Integrations tab matches the one in TikTok Ads Manager.
3. Test a purchase
Complete a test transaction to confirm that the CompletePayment event is being captured correctly in TikTok Events Manager.
Frequently Asked Questions
Is Event API required?
No. Adding an Event API token is optional. If you do not add a token, your TikTok Pixel will still track events using browser-based tracking.
Can I use Event API without a TikTok Pixel?
No. A TikTok Pixel ID is required to enable Event API in Universe. Event API works alongside your Pixel and cannot be configured on its own.
What is the difference between TikTok Pixel and Event API?
- TikTok Pixel sends event data from a user’s browser.
- Event API sends event data directly from Universe’s servers.
When used together, they provide both browser and server-side tracking to help ensure your event activity is captured as accurately and consistently as possible for reporting and campaign optimisation in TikTok.