Overview
High-scrutiny advertising pixel due to ByteDance's Chinese ownership and the potential for data access by Chinese authorities under national security legislation. Tracks page views, add-to-cart actions, and purchases, sending conversion data to TikTok's ad platform. Multiple EU member states have restricted TikTok on government devices, and European DPAs have raised specific concerns about data transfers. Deploying this tag on a regulated organisation's website requires careful risk assessment beyond standard advertising tag governance.
Detection capabilities
- Signature count
- 3
- Detection methods
- network
- Property types
- hostnamepathname
Performance impact
Performance Impact
- Script size
- 70 KB
- Requests per page
- 2
Common mistakes
- 1Firing the TikTok Pixel before consent is obtained, transmitting browsing data and cookie identifiers to TikTok servers before the user has granted advertising consent
- 2Not implementing the Events API as a server-side complement, resulting in signal loss from browser ad blockers and ITP restrictions
- 3Failing to assess the data transfer risk to ByteDance infrastructure, which may involve data processing in jurisdictions without EU adequacy decisions
- 4Enabling Advanced Matching without understanding that it transmits hashed personal identifiers (email, phone) to TikTok, requiring additional disclosure in the privacy notice
- 5Not restricting the pixel to specific pages, allowing it to fire across the entire site and collect unnecessary browsing behaviour data
Related services
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