Table of Contents

1. Introduction
2. Step 1: Connect Your TikTok Ad Account
3. Step 2: Insert Northbeam UTM Parameters
4. TikTok Ads FAQ
   • How do I connect an extra account or remove an account?
   • Can you track conversions from TikTok Shops?
   • Why do I see a data discrepancy?
   • I think there's an issue with tracking. Please help!

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Introduction

This guide will show you how to set up tracking for the following TikTok metrics in Northbeam:

• Spend, impressions, visits and all conversion-based metrics attributed to TikTok Ads

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Advertise on TikTok Shop?

• Shopify Stores - Make sure your store is connected to TikTok Shops.
• Custom Stores - Make sure to label your TikTok Shop orders with an order_tag (Server API) and reach out to our team with the name of the tag.

For more information, learn about TikTok Shops (and Meta Shops) here.

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Running GMV Max Campaigns?

At this time, GMV Max campaigns cannot be tracked in Northbeam. This is because our integration connects directly to TikTok's standard Ads Manager, whereas GMV Max campaigns are managed through TikTok's Seller Center.

We are actively working on a workaround to support these campaigns, so please keep an eye out for updates.

In the meantime, you can use a Custom Spendsheet to manually ingest the associated spend data.

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Please note: Any other campaign types created through TikTok's Seller Center cannot be tracked at this time.

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Step 1: Connect Your TikTok Ad Account

What does the connection do?

Northbeam natively integrates with the TikTok Ads API. By doing so, we pull all your current and historical Campaigns, Adsets, and Ads from your account, along with a list of useful metrics. Notably, we pull impressions, which fuel our view model and unlock our Clicks and Views attribution model. We also pull ad spend and list of in-platform conversion & creative metrics to help you with decision making.

How to connect your Ad Account

How to connect:

• Onboarding Flow - If you're in our onboarding flow, please navigate to Integrations
• Activated Dashboard - If your dashboard is activated, please go to Settings > Connections

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Note: The credentials used must have admin access to the Ad Account.

For a visual walkthrough, reference the video below.

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Step 2: Insert Northbeam UTM Parameters

Please add the following UTM parameters in the Destination URL for new and existing ads:

?nb_platform=tiktok&nbt=nb%3Atiktok%3A%3A__CAMPAIGN_ID__%3A__AID__%3A__CID__

If you do not have existing parameters, begin our parameter with a question mark (?)

If you do have existing parameters, insert ours to the end and begin our parameter with an ampersand (&)

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TikTok Ads FAQ

1. How do I connect an extra account or remove an account?

Reference our step-by-step guide below:

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2. Can you track conversions from TikTok Shops?

Yes! Learn how we track orders from TikTok Shop here.

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3. Why do I see a data discrepancy?

Discrepancies in Revenue and Orders are expected. The reason for this lies in the differences between Northbeam's attribution model and the corresponding platform's attribution model. Each attribution model has a unique method of allocating credit.

For example, Northbeam's Clicks-Only model divides credit across all touchpoints and tries to push credit to your upper funnel channels. Let's say your in-platform model uses Last Click, which gives credit to the last touchpoint in the journey. This is going to cause a discrepancy.

To take it one step further, let's say both Northbeam and in-platform are using Last Click. Northbeam is unique in that we recognize all touchpoints from every single channel. Whereas most platforms only recognize touchpoints from that same platform.

In addition, there's often a difference in the attribution window. By default, Northbeam leverages a 1-Day window, which is different than many other platforms' default.

To get the most apples to apples comparison, be sure to compare data using same Attribution Model and Attribution Window. But keep in mind, it will never be exact.

Attribution Models and Windows

TikTok:

• Attribution Model: Last Click
• Attribution Window: 7-Day Click/1-Day View
  • Source: TikTok Attribution Settings

Northbeam:

• Attribution Model: Varies (default is Clicks-Only)
• Attribution Window: 1-Day (default, can extend to an infinite lifetime value)

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4. I think there's an issue with tracking. Please help!

Please reference our 5 Tracking Principles.

• Connection: Make sure your Ad Account is still connected. Go to Settings > Connections and check for any errors. Connections could break for a variety of reasons, but most commonly, the User losing access to the Ad Account.
• UTMs: Ensure all your TikTok Ads contain Northbeam UTMs, listed above under Step 2.
• Northbeam Pixel: Ensure the Northbeam Pixel is firing on your landing page. Note that some site themes may not automatically transfer to landing pages on certain third-party apps, necessitating manual pixel placement.
• Purchase Pixel: Confirm that the Purchase Pixel is firing on your checkout page.
• A-Record Setup: Verify that the A-Record is correctly configured in your DNS Settings.