Overview

Follow this guide to learn how to utilize the New Customer Purchase Event in TikTok. Since TikTok does not allow campaign optimization based on custom events, you can leverage this event for audience segmentation and reporting by either creating a custom audience to exclude past purchases or applying a lookalike audience to a campaign to reach potential new customers.

Enable the New Customer Purchase Event in the TikTok Destination

Access Destination:

• Begin on your Elevar homepage and use the left-hand navigation menu to click on the "My Tracking" tab.
• Navigate to your list of destinations and click on your TikTok destination.
  • (See Figure 1)

_Figure 1_

Enable New Customer Purchase Event:

• Locate the section of the page titled "Setup Steps" and click on the "Events" tab.
  • Click on the "Customize settings" button. Then click on "Breakdown" collapsable menu to view all of the events that can be sent to TikTok.
  • Locate the "New Customer Purchase" event and use the box to ensure that this event is enabled.
• Once you have selected the New Customer Purchase event, click on the "Save" button located at the bottom of the page.
  • (See Figure 2)

_Figure 2_

Create a Custom Audience and Exclude Past Purchasers

Access Audience Manager:

• Begin on your TikTok Ads Manager homepage and use the top navigation menu to click on the "Tools" tab.
• An additional drop-down menu will appear, click on the "Audience Manager" tab located under the "Audience" section.
  • (See Figure 3)

_Figure 3_

Create Custom Audience:

• Once you have accessed the Audiences settings page, click on the "Create Audience" button located in the upper right-hand corner of the page. An additional drop-down menu will appear, click on the "Custom Audience" tab.
  • (See Figure 4)

_Figure 4_

Select Audience Type:

• An additional window will appear titled "Create a Custom Audience" where you will need to select the audience type.
• Locate and click on the "Website Traffic" option. This will use the TikTok Pixel to create a list of poeple who visited or took specific actions on your website.
  • (See Figure 5)

_Figure 5_

Define Audience:

• Navigate to the section of the window titled "Define your audience" and locate the section titled "People who've carried out the following actions". Use the drop down menu to select the "PurchaseNewCustomer" option.
  • (See Figure 6)

_Figure 6_

Create Audience Name:

• Navigate to the section of the windoe titled "Audience Settings". Locate and use the text box titled "Audience name" to enter an identifiable name.
• Once you have entered the required information for creating a custom audience, click on the "Confirm" button located in the bottom right-hand corner of the window. You can now exclude this audience when setting up campaign targeting.
  • (See Figure 7)

_Figure 7 _

Leverage Lookalike Audiences of New Customers

Access Audience Manager:

• Begin on your TikTok Ads Manager homepage and use the top navigation menu to click on the "Tools" tab.
• An additional drop-down menu will appear, click on the "Audience Manager" tab located under the "Audience" section.
  • (See Figure 8)

_Figure 8_

Create Lookalike Audience:

• Once you have accessed the Audiences settings page, click on the "Create Audience" button located in the upper right-hand corner of the page. An additional drop-down menu will appear, click on the "Lookalike Audience" tab.
  • (See Figure 9)

_Figure 9 _

Define Audience:

• Navigate to the section of the window titled "Define your audience".
  • Use the drop-down menu titled "Source" to select "New Customer Purchase" as the data source.
  • Navigate to the section titled "Contain Source" and select the "Contain" option.
  • Navigate to the section titled "System" and select the "All" option.
• Once you have entered all of the required information for creating a lookalike audience, click on the "Confirm" button located in the bottom right-hand corner of the window. You can now apply this lookalike audience to a campaign to reach potential new customers.
  • (See Figure 10)

_Figure 10_