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

A single campaign can cover the App Store, Google Play, and your web funnel at once. Two pieces make the connection work:

• Tracking link: Goes into your ad. When a user taps the ad, Adapty records the click, sends the user on to the destination, and later attributes the install and purchases to that ad. Each destination gets its own link.
• Pixel: Selected in the campaign, from the pixels in your TikTok account. Carries those conversions back to TikTok, so TikTok can optimize the campaign on real purchases. One pixel can serve all three destinations, or each destination can have its own.

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 Destination URL field. This will allow Adapty to connect installs and purchases to ads in TikTok. See Add ad content.

   

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.

   The Web funnel section works the same way. Purchases on a web funnel happen outside your app, so TikTok learns about them only through the pixel you select here. The same section gives you the snippet to install the pixel on your funnel and the parameters to tag your ad URLs.

A different pixel per destination keeps iOS, Android, and web purchases separate for optimization and reporting; the same pixel everywhere combines them. The Web Campaigns list shows that choice per configuration, under Pixel (iOS), Pixel (Android), and Pixel (Web), as the pixel’s name and ID. A section without a pixel shows a dash, and one pixel selected in all three sections appears three times.

Step 3. Map events

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

In the Events mapping 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 an install to a click on your TikTok ad. The settings apply to this campaign configuration only.

Adapty uses two kinds of matching:

• Deterministic matching works on Android only. Google Play passes the ID of the tapped click to your app through the Play Install Referrer, so Adapty matches the install to that exact click. iOS has no equivalent, so iOS installs are never matched deterministically.
• Probabilistic matching works on iOS and Android. Adapty compares the install with clicks from the same IP address range and operating system, and matches the install to the click that scores best on time since the click, device language, and country. For a click more than 6 hours before the install, the device model and OS version must match too. Adapty doesn’t use the IDFA or the Google Advertising ID, so probabilistic matching covers all iOS users, including those who denied tracking in the App Tracking Transparency prompt.

On Android, Adapty tries deterministic matching first and falls back to probabilistic matching.

To set how long after a click an install can still be matched to it, on the Settings tab, in the New user attribution section, enter the window in hours:

• Deterministic Matching Window: 168 hours (7 days) by default, from 1 to 720 hours.
• Probabilistic Matching Window: 6 hours by default, from 1 to 24 hours. A longer window matches more installs, but more of those matches are wrong. For campaigns with high click volumes, reduce it to 1–2 hours.

To stop deterministic or probabilistic matching for this configuration, turn off the switch beside its window and save. The change takes effect within 5 minutes.

Revenue sent to TikTok

TikTok uses the value of each event to calculate ROAS and for value-based optimization. To choose which revenue Adapty sends to TikTok as that value, in the Revenue sent to TikTok dropdown, select a revenue type and click Save. To compare ROAS in TikTok with ROAS in Adapty, select the type you display in Adapty analytics.

Revenue type	Value of an App Store or Google Play purchase
Gross revenue (default)	The full price the user paid, before store commission and taxes.
Proceeds after store commission	The price minus the App Store or Google Play commission. Taxes are still included.
Proceeds after store commission and taxes	The price minus the store commission and taxes.

For how Adapty calculates the commission and taxes, see Commissions and taxes.

How the type applies in other cases:

• Web purchases: For Stripe and Paddle purchases, both proceeds types send the same value, as in Adapty Attribution analytics: the price minus 4.5% for Stripe, and the full price for Paddle. Adapty doesn’t deduct taxes from web purchases.
• Refunds: TikTok receives refund events without a value, whatever the type.
• Trial events: The Revenue override percentage applies to the subscription price of the selected type.
• Purchases with no amount of the selected type: Adapty sends TikTok the gross revenue of the purchase.

A new revenue type takes effect within 5 minutes of saving and applies to new events only. Adapty doesn’t re-send events it has already sent, and a trial event that Adapty already holds for Qualified trial is sent with the type selected when the hold started.

If several configurations send events to the same pixel, select the same revenue type in all of them, so the values in that pixel are of one type.

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. The override applies to Trial started only — Trial converted and Subscription started always carry their actual revenue.

For each trial event target, set the percentage of the subscription price to report as revenue. Adapty takes the percentage of the price in the type selected in Revenue sent to TikTok. For example, at 30% with Gross revenue, 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 mapping section.
2. In Revenue override, click Add event.
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 mapping 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.

Revenue override and Qualified trial work independently, and you can apply both to the same trial event. Revenue override changes the value TikTok receives; Qualified trial changes when TikTok receives it. With both, Adapty holds the event until the trial qualifies, then sends it with the overridden revenue. Neither is recommended over the other — test what works for your campaigns.

Send events from all users

By default, Adapty only reports the events of users it attributes to this configuration. The Send events from all users option reports the events of every user of your app instead, including organic users, users from other ad networks, and users from your other TikTok configurations. TikTok then decides which of these conversions to credit to its ads. This option doesn’t change attribution in Adapty.

We don’t recommend it unless your campaigns send TikTok too few conversions to optimize on, because mixing organic and non-attributed events with your campaign events makes TikTok’s optimization less precise.

If you decide to turn it on, in the campaign settings select Send events from all users and click Save.