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The TikTok Conversions API (CAPI) Connector sends conversion events from Narrative directly to TikTok’s Events API, enabling TikTok to attribute conversions back to ad campaigns and optimize delivery against real outcomes.

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Overview

The connector routes conversion data — purchases, leads, registrations, and more — from any dataset in Narrative to a TikTok Offline Event Set. Events are matched against TikTok user accounts using hashed emails and phone numbers.
The connector currently supports offline events (e.g., in-store purchases, phone orders). Web, app, and CRM event sources are not yet supported.
Events are batched and delivered on a schedule you configure. PII fields are SHA-256 hashed before transmission in accordance with TikTok’s requirements. The Conversions API is a second interface of the same TikTok app that delivers custom audiences — one installed connector, one set of profiles and ad accounts, two delivery paths.

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Prerequisites

  • A TikTok for Business account with access to the advertiser account you want to deliver events to.
  • An Offline Event Set created in TikTok Events Manager. Its ID is the event_set_id your dataset rows route to.
  • A Narrative dataset containing the conversion data you want to send.

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Sending conversion events

Delivering conversion events to TikTok involves three steps: creating a connector profile, preparing your dataset, and adding a connection.

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Step 1: Create a connector profile

If you already deliver audiences through the TikTok Connector, you can reuse your existing profile and skip this step.
1

Navigate to the connector

In Narrative, go to Installed Apps and select TikTok Connector.
2

Authenticate with TikTok

Click Connect and authorize Narrative to access your TikTok for Business account.
3

Select your Ad Account

Choose the advertiser account that owns the Offline Event Set you want to deliver events to.

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Step 2: Create your dataset

Your dataset must be mapped to the tiktok_conversion_event Rosetta Stone attribute. The recommended approach is to map your source data to this attribute and then materialize it using Data Studio or NQL.
The connector requires your dataset to include tiktok_conversion_event and at least one supported user identifier for user matching. Any dataset that contains the required attributes in the correct schema is eligible for delivery.
See the attribute schema below for the full list of event fields, and Supported user identifiers for the identity attributes your dataset must include.

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Step 3: Add a connection

1

Open your connector profile

Navigate to the TikTok connector profile you created in Step 1.
2

Add a new connection

Click Add Connection and select Deliver Conversion Events as the connection type.
3

Configure delivery options

  • Deliver all data — Toggle on to deliver all data currently in the dataset. If off, only new data written after the connection is created will be delivered.
4

Connect

Click Connect to activate. Events will begin delivering on the next scheduled run.

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The tiktok_conversion_event attribute

The tiktok_conversion_event attribute is Narrative’s standardized Rosetta Stone schema for conversion events sent to TikTok. When you map your dataset columns to this attribute, Narrative handles transformation, hashing, batching, and delivery to TikTok’s API.

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Top-level fields

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Properties fields

Additional order and product data used by TikTok for attribution and reporting.

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Supported user identifiers

In addition to the tiktok_conversion_event attribute, your dataset must include at least one of the following Rosetta Stone identifier attributes. TikTok matches offline events on hashed email and hashed phone number only — every event must carry at least one of the two, and any other identifier types in the dataset are not sent. Raw phone numbers are normalized to E.164 format and SHA-256 hashed by Narrative before transmission.

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Reference

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Event names

The event_name field accepts TikTok’s standard event names. Custom event names are not supported for offline events. Values are case-sensitive.

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Deduplication

TikTok deduplicates events on the tuple (event_source_id, event_id, event_name). Narrative also tracks the event IDs already delivered to each event set and skips them on subsequent runs, so re-delivering a dataset does not double-count conversions. Provide a stable event_id (order number, transaction ID) to make both layers effective.

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Event age limit

Events with an event_timestamp older than 90 days at delivery time are skipped and reported in the delivery’s skip count.

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Batching

Events are delivered in batches of up to 1,000 per API call, grouped by event set.

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Data privacy

Narrative hashes all customer information fields (email, phone number) using SHA-256 before transmission. Raw PII is never sent to TikTok.

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