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Taking the first steps on TikTok for Business CONFIDENTIAL & PROPRIETARY

Introduction to advertising on TikTok TikTok helps you deliver objectives at every stage of the marketing funnel Think of marketing as a journey from someone first discovering your brand, to exploring what you offer, to eventually taking action. Each stage shapes how your campaign is set up, what objectives you should set, and what your creative should look like. This stage focuses on reaching new audiences with simple, memorable creative that makes a strong first impression and builds familiarity.

Awareness

Consideration

This stage encourages people to engage, using creative that highlights the product, tells a story, or invites interaction to drive high intent.

Conversion

This stage drives action such as purchases, app installs, or sign-ups. Creative should remove friction, prove value, and motivate people to take the next step.

How do your ads reach the right people? The marketing objective you select helps TikTok understand what success looks like for your ad, whether thatʼs views, engagement, installs, or purchases, and delivers your ad to people most likely to take that action. You can then add controls of who sees your ads with targeting options, such as: Core targeting Demographics: Location, age, gender, language, spending power Interests & behaviors: Content engagement, purchase intent, creator or hashtag interactions Device: Operating system, device model, connection type

Custom audiences & lookalikes You can build these audiences using data such as website or app activity, customer files, engagement data from your TikTok Business Account, or information from external data partners. This can help with: ● ● ●

Retargeting existing customers or engaged users Excluding recent purchasers Creating Lookalike Audiences to reach new people who share similar traits with your top customers

Where do your ads show up? No matter how you advertise, TikTok ads appear in the same place people already spend their time to consume all other CONFIDENTIAL & PROPRIETARY content — the For You feed. Ads are full-screen, vertical, and sound-on for an engaging user experience.

Setting up for success to advertise on TikTok Getting started on TikTok involves four simple steps:

Set up your TikTok account

Set up TikTok Ads Manager account

03 Link your accounts

04 Set up Pixels & Events API

Set up your TikTok account

When setting up on TikTok, you can typically choose between two account setups, depending on how your team works: a business account and an organization account. What is a Business account? A Business account is perfect for a dedicated manager. It offers analytics, performance insights, a full content creation and publishing tools, and more. How to create a Business account?

1. In your personal TikTok account, go to Settings → Account settings.

2. Select Switch to Business Account.

3. Choose the category that best describes your business.

What is an Organization account? An Organization Account has the same core features as a Business Account but is ideal for when multiple team members are managing the account. It provides secure, role-based access, making it safer for multiple members or agencies to manage. How to create an Organization account?

1. Start by creating a Business Center by visiting TikTok Business Center.

3. Add a username, nickname, and optional profile photo, and click Create

2. Go to Accounts → TikTok accounts → Create

4. Click “Get Login Codeˮ to enable access to multiple team members.

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Set up TikTok Ads Manager Account

TikTok Ads Manager is where you create, run and manage paid ad campaigns on the platform.

Business Information

Visit Advertising on TikTok and sign up with your email or phone. Verify with the code sent to you.

Fill in your Country/Region, Industry, Legal Business Name, Time Zone, Phone, and Currency.

Review

Account ID

Your account is automatically reviewed (usually within 24 hours). You can build campaigns immediately, but they wonʼt run until approved.

Once approved, click your account name in the top-right menu. The number in the dropdown is your Ad Account ID.

Billing Enter your tax information, billing address, and set up a payment method. Click here for information on available billing options.

For more details visit our Business Help Center.

Link your accounts

A Business center is the central hub where you control access and ownership across your TikTok setup. Create a Business Center by visiting TikTok Business Center, or directly within Ads Manager by clicking the briefcase icon. To run ads the right way, you need to link your TikTok Account and your TikTok ad account to Business Center. To link your TikTok Account: - Navigate to TikTok accounts - Request access - Get a QR code - Have the account owner approve it To link your ad account: Use the account ID by clicking your account name in the top-right menu of TikTok Ads Manager. The number in the dropdown is your Ad Account ID.

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Set up Pixel and Events API

To get the best results from your ads, TikTok needs clear signals about whatʼs working. TikTok Pixel and Events API help by tracking what people do after seeing your ads. What is Pixel?

What is Events API?

A piece of code added to your website to automatically track visitor events, ranging from page views, to add-to-cart, to form submissions.

A server-to-server integration that sends events directly from your backend to TikTok — even when cookies fail or users block tracking.

A hybrid setup using both ensures: ✅ Budget efficiency: Data guides budget toward higher intent traffic ✅ Measurement accuracy: Get better understanding on which ads drove conversions ✅ Better retargeting: Gain insights on visitors who didn't convert the first time

How to get Pixel and Events API set up: Before you begin, choose your connection method: Partner setup (recommended) is ideal for businesses with limited technical resources or using popular e-commerce platforms, as partners handle implementation and prevent errors. Meanwhile, Manual setup suits advertisers comfortable with basic coding who want to customize connections.

Go to Ads Manager → Tools → Events Manager → Connect Data Source → Web Partner Setup: Select Partner Integrations and choose your partner Click here for a full list of supported partner integrations) Click "Get Started on Partner Websiteˮ, login, and authorize a connection with TikTok. Manual setup: Select your connection method Events API  Pixel is recommended, but for a quick, easy setup with limited developer resources, the TikTok Pixel is ideal). Copy the base pixel code directly to add to your website header.

02 Awareness

Set up at least 3 events that you want to track. Make sure to select from across every stage of the marketing funnel to capture the whole story, such as View Content, Add to Cart, Purchase / Submit Form.

View content Search

Consideration

Add to Cart Initiate Checkout

Conversion

Submit Form Purchase

04 Turn on Automatic Advanced Matching, and ensure Email and Phone are included under Parameters.

Go to Test Events tab and complete a test conversion to test all required events appear in Events Manager within a few minutes. For more details on setup, visit our Help Center.

Advertisers with high-quality signal setups see lower cost per action or lead

24%

lower cost per action for commerce advertisers

TikTok internal data analysis January 2026

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21%

lower cost per lead for service business advertisers 5