Integrate TikTok for Business with Adapty Attribution

Adapty Attribution’s TikTok for Business integration lets you track and optimize campaign performance in TikTok.

Step 1. Connect your TikTok account

1. Go to Integrations > TikTok Ads from the left sidebar and click Continue with TikTok.

2. Sign in using your TikTok account and click Continue.

3. Review the requested permissions and click Save.

After that, all your ad accounts will be added to Adapty Attribution. You can proceed with adding campaigns.

Step 2. Add campaigns

To add a TikTok for Business campaign to Adapty Attribution and track how your TikTok ads work in Adapty:

1. Switch to the Web Campaigns tab and click Create configuration.

2. In the General tab, expand the iOS and/or Android section and paste App Store and/or Google Play application URLs.

3. Copy the Click link field value. Then, in TikTok Ads Manager, when creating your ad, paste this value in the Tracking URL field under the Advanced Settings section. This will allow Adapty to connect installs and purchases to ads in TikTok.

4. (Optional) To send the conversion events back to TikTok, you can also associate your pixels from TikTok with campaigns in Adapty Attribution. To do that, select one of your existing pixels in the Pixel dropdown. After selecting a pixel, you can click Send test event to verify the connection.

If you acquire users through a web funnel, the General tab also has a Web funnel section with the pixel snippet and ad URL parameters. To set it up, see Set up the Adapty web pixel.

Step 3. Map events

To send conversion events back to TikTok for campaign optimization, you need to configure event mapping in the Events names section. This allows Adapty to automatically send subscription events to your TikTok pixel when users perform actions in your app.

In the Events names section, toggle on the events you want to track in TikTok Ads Manager. For each enabled event, select the corresponding TikTok event from the dropdown or set a custom one. By default, Adapty maps Adapty events to TikTok’s standard events.

Click Save to apply your event mapping configuration.

Additional configuration

Additional parameters

The Additional parameter field allows you to add custom data points for analysis outside Adapty. This is useful when you need to pass specific campaign or user data to external analytics tools or attribution partners.

In the Additional parameter field, enter any custom data you want to include with your attribution tracking. The additional parameter will be included in all attribution data sent to TikTok and can be used for advanced campaign analysis and optimization.

For example, if you’re running multiple variations of the same campaign, you could add variant=A or variant=B to distinguish between different creative approaches.

Settings

The Settings tab controls how Adapty matches user actions to your TikTok Ads campaigns. These settings determine the time windows for both deterministic and probabilistic attribution matching.

To configure them, go to the Settings tab in your campaign configuration. Here you’ll find two main settings to adjust:

• Deterministic matching window: This uses exact device identifiers (like IDFA on iOS or Advertising ID on Android) to match users to campaigns with high precision. Set this to 168 hours (7 days) for maximum attribution accuracy - this is the default and recommended value. When a user clicks your TikTok ad and installs your app within this window, Adapty can definitively attribute the install to that specific ad click using device identifiers.

• Probabilistic matching window: This uses statistical modeling and device fingerprinting to match users when deterministic matching isn’t possible. Set this to 6 hours for most campaigns - this is the default and works well for most use cases. For campaigns with high click volumes, you can reduce this to 1-2 hours. For users who can’t be matched deterministically (due to privacy settings or other factors), Adapty uses probabilistic matching within this shorter window.

Click Save to apply your settings.

Revenue override

If you track trial events and want TikTok to attribute revenue to them, use the Revenue override section. It appears when the Trial started event is enabled.

For each trial event target, set the percentage of the subscription price to report as revenue. For example, at 30%, Adapty sends 30% of the subscription price as the conversion value for trial events.

To add an override:

1. Enable Trial started in the Events names section.
2. In Revenue override, click Add override.
3. Select the target event and enter a revenue percentage (0–100).
4. Click Save.

Qualified trial

A trial qualifies once it survives a given number of hours without being cancelled. Use the Qualified trial section to hold trial events until they qualify, so that TikTok receives only the trials users kept.

For each trial event target, set the number of hours to wait. Adapty counts the hours from the trial start and sends the event when the deadline passes. If the user turns off auto-renewal before the deadline, Adapty never sends the event. If the user turns auto-renewal back on before the deadline, Adapty sends the event as planned.

To hold a trial event until it qualifies:

1. Enable Trial started in the Events names section.
2. In Qualified trial, click Add event.
3. Select the target event and enter the number of hours to wait, from 1 to 24.
4. Click Save.

Adapty sends the qualified event with the original trial start time, so TikTok reports it on the day the trial started.

Send all events

By default, Adapty sends events to your pixel only for users attributed to a TikTok campaign. Enable Send all events to also forward events from organic and non-attributed users to the pixel.

When enabled, every install and transaction event is sent to the pixel, regardless of campaign attribution. Use this to give TikTok broader conversion data for audience modeling and campaign optimization.

To enable this option, in the campaign settings, select Send all events (forward organic/non-attributed events to this pixel) and click Save.