Send offline events to TikTok Ads Manager

Send offline events to TikTok Ads to help your brand track offline conversions that result from your marketing campaigns. Support for offline events and parameters is part of the TikTok Events API.

For example: When did a customer purchase? What did a customer purchase? Was it from a store or a website? How many items were purchased? Was there more than one purchase? What was the total revenue for each purchase?

Offline events must have occurred within the previous 28 days. The maximum attribution windows for

• Click-through attribution (CTA) is 28 days

• View-through attribution (VTA) is 7 days

Offline events beyond these attribution windows are not matched to ads or displayed in reporting.

Note

Offline events are not immediately available in TikTok Ads. Allow for up to 24 hours after the point at which Amperity has finished sending offline events for them to be available.

Build a query

Use a query to build a combination of data from the your brand’s customer 360 database to represent the set of offline events that your brand wants to use within TikTok Ads. A query that collects offline events for use in TikTok Ads is similar to:

SELECT
  'ACME Essentials' AS brand
  ,uit.product_category AS content_category
  ,uit.product_id AS content_id
  ,uit.product_name AS content_name
  ,'product' AS content_type
  ,'USD' AS currency
  ,TO_HEX(SHA256(TO_UTF8(LOWER(TRIM(mc.email))))) AS emails
  ,'CompletePayment' AS event
  ,'website' AS event_channel
  ,CAST(uit.order_id AS VARCHAR) AS event_id
  ,'7654321098765432109' AS event_set_id
  ,uit.order_id
  ,CONCAT('+1','',REGEXP_REPLACE(mc.phone,'[$\D\s]','')) AS phone
  ,uit.item_price AS price
  ,uit.item_quantity AS quantity
  ,uit.store_id AS shop_id
  ,uit.order_datetime AS timestamp
  ,CAST(uit.item_revenue / uit.item_quantity AS DOUBLE) AS value
FROM Unified_Itemized_Transactions uit
LEFT JOIN Merged_Customers mc ON uit.amperity_id = mc.amperity_id
WHERE uit.order_datetime > (CURRENT_DATE - interval '7' day)

and MUST contain the following fields: emails, event, event_id, and event_set_id. Review the list of supported offline events parameters while building the query.

Fields that contain PII – emails and phone_numbers, for example – should have one-way SHA-256 hashing applied to them.

Note

Currency must be in ISO 4217. For example: “EUR”, “USD”, or “JPY”.

Note

The phone number must be in e164 format. If your customer 360 database is not already standardized for e164 format, use the following line instead of ,c360.phone AS phone:

,CONCAT('+1','',REGEXP_REPLACE(mc.phone,'[$\D\s]','')) AS phone_numbers

Offline events parameters

The following table describes each of the parameters that are required by TikTok Ads for offline events.

The fields are listed alphabetically, but may be returned by a query in any order.

Field name	Description
agent	Web events only. A non-hashed user agent from the user’s device. This field should be sent along with ip when both are available. (Amperity renames this field to “(user_agent)” when events are sent to TikTok Ads Manager.)
brand	The brand name of the product item.
content_category	A product category.
content_id	A product identifier.
content_name	The name of a product.
content_type	A product or product type.
cookie_id	Web events only. A unique ID that matches website visitor events with ads on TikTok. (Amperity renames this field to “(ttp)” when events are sent to TikTok Ads Manager.)
currency	The ISO 4217 code for the currency that is associated with the offline event. For example: “USD”.
email	Required. The email associated with the order. The email address that is associated with a customer. A customer may have more than one email address.
event	Required The type of offline event. Add event to your query and then set a value: ,event AS 'CompletePayment' Important The value for event must be one of the supported offline event types defined by TikTok Ads. A partial list of event types—ones that are more likely to align to your Amperity use cases—is described in the following table. The value for event must be one of the following: AddPaymentInfo Use when the offline event is associated with a customer adding their payment information as part of the checkout process on your brand’s website. AddToCart Use when the offline event is associated with a customer adding a product in your product catalog to the cart on your brand’s website. CompletePayment Use when the offline event is associated with a completed transaction, either in-store or from your brand’s website. CompleteRegistration Use when the offline event is associated with a customer signing up for something, such as joining your brand’s loyalty program or creating an accounnt on your brand’s website. Contact Use when the offline event is associated with a customer’s interaction with your brand’s customer support team. Download Use when the offline event is associated with a customer downloading something from your brand’s website. PlaceAnOrder Use when the offline event is associated with a customer placing an order from your brand’s website. Subscribe Use when the offline event is associated with a customer subscribing to something, such as your brand’s loyalty program or notifications (email or SMS). The value for event is used to categorize offline conversions within the TikTok Ads user interface and may not be customized. Use the event type that best associates how your brand wants to use offline events within TikTok Ads.
event_channel	The event channel type. Must be one of the following values: email, website, phone_call, in_store, crm, or other.
event_id	Required. The unique identifier for the offline event. TikTok Ads recommends that the value for event_id be a string of 32 characters that includes any combination of numeric digits (0-9), uppercase letters (A-Z), and lowercase letters (a-z).
event_set_id	Required. The event set ID. (The event set must exist before you can send data to it from Amperity.) An event set ID is a nineteen character string similar to “7654321098765432109”. You can find the event set ID from the TikTok Ads user interface. Click Assets, then Events, and then from the Offline box select Manage. Each event set will have its own card; the event set ID is located under the name of the event set.
event_source	The type of event to be uploaded to TikTok Ads Manager. May be one of “web” or “offline”. Use “web” for events that took place on your website and were collected using the payload helper . Use “offline” for events that took place in a physical store and are measured by an offline event set ID.
ip	Web events only. A non-hashed public IP address for the user’s device. May be an IPv4 or an IPv6 address, full or compressed. This field should be sent along with agent when both are available.
order_id	The unique ID for a transaction.
phone	Recommended. The phone number that is associated with a customer. A customer may have more than one phone number. Note A phone number must be in E.164 format, which represents a phone number as a number up to fifteen digits in length (without spaces) that starts with a + symbol. For example: +12061234567.
price	The price of a product or service.
quantity	The number of items associated with an offline event.
shop_id	The unique ID for a physical store location or for your brand’s website.
tiktok_click_id	Web events only. A parameter that is appended to a landing page URL whenever a user clicks on an ad in TikTok. (Amperity renames this field to “ttclid” when events are sent to TikTok Ads Manager.)
timestamp	The date and time at which the offline event occurred. The timestamp should use ISO 8601 formatting.
value	The value associated with the offline event. Note This value is required for revenue reports within TikTok Ads.