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How to send TikTok Pixel events through Google Tag Manager

Live guide · Checked 28 October 2026 · Updated 28 October 2026 · Checked every week against TikTok's own help pages

Install the TikTok Pixel through Tag Manager and send SubmitForm, Contact and CompletePayment from your dataLayer, with an event ID ready for the Events API.

Time

20 minutes

You will need

• A TikTok Ads Manager account
• Google Tag Manager with the generate_lead trigger
• Consent Mode set up

Stuck?

Troubleshooting or ask us a question

Step by step

1. Make the pixel

   In TikTok Ads Manager go to Tools > Events > Web Events > Set up web events, choose TikTok Pixel, then Manually set up and Custom code. Copy your Pixel ID.

2. Add the base code

   In Tag Manager: Tags > New > Custom HTML, fire on All Pages, and require ad_storageCopy in Consent Settings. Paste your pixel's base code from TikTok; it looks like this:

   HTMLCopy

   <script>
   !function (w, d, t) {
     w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];ttq.methods=["page","track","identify","instances","debug","on","off","once","ready","alias","group","enableCookie","disableCookie","holdConsent","revokeConsent","grantConsent"],ttq.setAndDefer=function(t,e){t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e},ttq.load=function(e,n){var r="https://analytics.tiktok.com/i18n/pixel/events.js";ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=r,ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},ttq._o[e]=n||{};var o=d.createElement("script");o.type="text/javascript",o.async=!0,o.src=r+"?sdkid="+e+"&lib="+t;var a=d.getElementsByTagName("script")[0];a.parentNode.insertBefore(o,a)};
     ttq.load('YOUR_PIXEL_ID');
     ttq.page();
   }(window, document, 'ttq');
   </script>

   Always copy the newest base code from your own Ads Manager: TikTok updates it from time to time.

3. Send leads from the dataLayer

   Another Custom HTML tag on CE - generate_leadCopy, with the base tag set to fire first in Tag Sequencing:

   HTMLCopy

   <script>
     ttq.track('{{DLV - lead_type}}' === 'call' || '{{DLV - lead_type}}' === 'email' ? 'Contact' : 'SubmitForm', {
       value: {{DLV - value}},
       currency: '{{DLV - currency}}',
       content_name: '{{DLV - form_id}}'
     }, { event_id: '{{DLV - lead_id}}' });
   </script>

4. Send purchases

   For shops, on the purchaseCopy event:

   HTMLCopy

   <script>
     ttq.track('CompletePayment', {
       value: {{DLV - ecommerce.value}},
       currency: '{{DLV - ecommerce.currency}}',
       content_type: 'product'
     }, { event_id: '{{DLV - ecommerce.transaction_id}}' });
   </script>

5. Test with Pixel Helper

   Install the TikTok Pixel Helper browser extension, open Preview and send a test lead. The helper should show SubmitForm with no errors. In Ads Manager, Web Events > your pixel > Test events shows them live.

6. Make it an optimisation event

   Publish in Tag Manager. In Ads Manager, the event appears under your pixel within a few hours: choose it as the Optimization event in your lead campaigns.