This article covers the standard onboarding process for Brij Signal on TikTok: connecting Brij to your TikTok Events API, registering the conversion, and setting up reporting so you can see retail and marketplace purchases inside TikTok Ads Manager. It also covers the optimization steps that come after events are flowing.
Why this integration matters
- You see the sales you're already making. Retail and marketplace purchases are sent to TikTok as verified conversion events, so reported ROAS includes those sales instead of just the DTC slice.
- The algorithm gets better inputs. Over time, TikTok can build audiences and suppression lists against your full buyer base, not only the 10-20% who happened to buy on your site.
- The customer stays yours. Deterministic, brand-owned data flowing through your own Events API connection, not anonymized behind a third-party wall.
Proof point: Skullcandy saw a 40% increase in conversions tracked on TikTok after turning on Brij Signal.
What this sends to TikTok (at a glance)
- Event name: BrijPurchase (custom event) or Purchase, per your configuration
- Event source: Web or Offline, per your configuration
- Purchase value: Automatically taken from the individual experience's price value, or a fixed override for all events if the experience is not product specific
- Purchase details: Consumer entered information from the registration form (email, phone, name, purchase date)
- TikTok click ID: ttclid and ttp if they exist in the customer's browser
When this sends to TikTok
Registration Submission events, which is when a consumer clicks "submit" on the registration form of your selected WebApp experiences. You also have the option to send Rebate Approval events if you are running rebates through Brij.
Onboarding at a glance
Four steps. Step 1 is covered in its own article. Steps 2 through 4 are detailed below.
- Share access to your TikTok accounts. Add Brij as a partner in your TikTok Business Center so we can access your TikTok Ads and TikTok Shop accounts. Full instructions: How to Give Brij Access to Your TikTok Business Center.
- Connect Brij to TikTok. Build a TikTok automation in the Brij Automations tool so BrijPurchase events start flowing into TikTok Events Manager, then fire a test event to confirm the connection.
- Set up a Custom Conversion in TikTok. Register the BrijPurchase event as a Custom Conversion so it is selectable in reporting and campaign setup.
- Set up a saved view in Ads Manager. Add the Custom Conversions columns so you can see Brij conversions next to your normal campaign metrics.
Once those four steps are complete, move on to the Optimization Steps at the bottom of this article.
Step 2: Connect Brij to TikTok
This step creates the automation that sends BrijPurchase events from Brij into your TikTok pixel via the TikTok Events API.
2a. Prerequisites
- TikTok Pixel ID (also called the Pixel Code) for your DTC site
- TikTok Events API Access Token (Events Manager > Web Events > select your pixel > Settings > Generate Access Token)
- TikTok Ad Account ID (this is your advertiser ID, not your Pixel ID)
- Retail AOV as a fallback price, in case experiences are not product specific or a new experience is created without a price
- Alignment on which Brij experiences represent true non-DTC purchases (for example, product registrations)
- Unselect non-purchase experiences such as educational content or sweepstakes
- If you are already sending Shopify purchases to TikTok, unselect any experiences where a customer would register off a Shopify purchase
2b. Create the automation in Brij
- Go to Automations > New automation > choose TikTok
- Name it clearly, for example "TikTok - Offline Purchase Registrations"
2c. Authentication setup
- In Authentication, choose New authentication > Credentials
- Paste the Access Token and Pixel ID from the prerequisites
- Name the auth, for example "TikTok Auth", then Save
2d. Select the right filters and trigger
- On the Filters page, pick only purchase-like experiences, for example "Warranty Registration"
- Unselect non-purchase experiences such as educational content, sweepstakes, or link in bio
- If you are already sending Shopify or other DTC purchases to TikTok, unselect any experiences where a customer would register for only a Shopify purchase
- Click Save & Next
- Each event listed on Triggers & Properties will fire an event to TikTok. Never select two Registration or Form events at the same time, only one of those three. It is fine to have Rebate Approvals and one of the top three at the same time. Most brands will use Registration Submission and/or Rebate Approval.
- Click Save & Next
2e. Configure event details
-
Event Name: Enter BrijPurchase to start. This keeps events separate from the standard Purchase event you already use and does not alter any campaign settings.
- TikTok event names accept letters, numbers, underscores, and dashes only, must start with a letter, and are capped at 50 characters. "BrijPurchase" is compliant.
- Event Source: Enter web to start, for the "crawl" phase while we validate event attribution.
- Ad Account ID: This is the ID for your ad manager account, not your Pixel ID.
2f. Configure purchase value
The price entered on each Experience Details page takes priority over the fallback price set here.
Choose one approach:
A) Fallback (preferred and most common)
- Leave Override = No and keep the override field blank
- Brij uses the experience's value, which is ideal when each experience has a price set
B) Use a fixed override (if prices on experiences are not accurate)
- Set Override = Yes and enter a single amount, for example an AOV like 95.55
- Use this when some experiences lack values or you are batching mixed experiences
Note: We don't know exact in-store prices. MSRP or AOV is a practical proxy unless there is a reason to choose a different value.
2g. Activate
Click Save & Activate. The automation now begins sending Events API events to your pixel for all future experience registrations.
2h. Send a first test event and verify in TikTok Events Manager
- Open one of your selected Brij experiences on a phone or in a browser and complete a registration submission with a real email address.
- In TikTok, go to Events Manager > Web Events > select the pixel you used.
- Look for BrijPurchase in the event activity list and confirm the event arrived with a value and matched identifiers. Events can take up to 30 minutes to appear.
- If nothing appears, click the three dots on the automation row in Brij and select View Logs to confirm a success response on the most recent event.
Do not move to Step 3 until you can see the test event in Events Manager. The Custom Conversion in Step 3 depends on TikTok having already received at least one BrijPurchase event.
Step 3: Set up a Custom Conversion in TikTok
[DRAFT - needs Eren's walkthrough] Below is a best-effort skeleton based on TikTok's general Events Manager patterns. TikTok's public help center does not document a rule-based Custom Conversion builder, so these steps need to be corrected against a live account before publishing.
A Custom Conversion tells TikTok to treat the BrijPurchase event as a named, reportable conversion so it appears in Ads Manager columns and can be used in audience and campaign setup.
- In TikTok Ads Manager, go to Tools > Events > Events Manager.
- Select Web Events and choose the pixel receiving Brij events.
- Open the Custom Conversions tab and click Create Custom Conversion.
- Data source: select the pixel receiving Brij events.
- Rule: set the rule to match on event name equals BrijPurchase.
- Conversion category: select Purchase (or the closest equivalent) so TikTok categorizes it correctly in reporting.
- Name: use something recognizable in reporting, for example "Brij Retail Purchase".
- Value: leave value set to come from the event so the value Brij sends is used, rather than entering a fixed amount.
- Click Create. Allow up to 30 minutes for the Custom Conversion to begin populating.
Step 4: Set up a saved view in Ads Manager
This gives you a repeatable view of Brij conversions alongside your normal campaign metrics.
- Go to the Campaign page in TikTok Ads Manager.
- Click the Custom table dropdown in the top right, then choose Custom Columns.
- Add columns for Custom Conversions and Custom Conversion Value.
- Keep your standard columns (Cost, Conversions, CPA, ROAS) so you can compare Brij conversions against DTC conversions in the same row.
- Save the column set with a clear name, for example "Brij Signal View", so you can return to it without rebuilding.
Tip: If you have more than one Custom Conversion set up, turn on the Breakdown filter to show each Custom Conversion as sub-rows under each campaign. That lets you separate Brij retail conversions from any other custom conversions you are running.
Optimization Steps
Once events are flowing and you can see them in reporting, these two steps are where the performance gains come from. Give yourself at least 2 to 4 weeks of event volume before acting on the data.
1. Create an audience in TikTok from the BrijPurchase event
This turns your verified retail buyers into an addressable audience inside TikTok, independent of whether any given purchase traces back to an ad.
- In TikTok Ads Manager, go to Tools > Audience.
- Click Create Audience > Custom Audience > Website Traffic.
- Under Include, select the pixel receiving Brij events, choose the BrijPurchase event, and set your lookback window.
- Use Add more rules to broaden (OR) or narrow (AND) the audience if needed.
- Leave Auto-Refresh on so the audience stays current as new registrations come in.
- Name the audience clearly, for example "Brij Retail Buyers - 180d", and click Confirm.
Note: TikTok requires a minimum of 1,000 users before a Custom Audience can be targeted. If you are below that, keep collecting events and revisit.
How to use it:
- Suppression: exclude this audience from prospecting campaigns so spend goes to genuinely net-new people instead of customers you already have. This is usually the fastest CAC and MER improvement.
- Retargeting: target this audience for replenishment and cross-sell, since these are confirmed buyers rather than site visitors.
- Lookalikes: seed a lookalike off real buyers instead of site traffic.
To measure the effect of suppression, compare a period before the audience was applied against a period after, using your standard metrics: ROAS, CPM, frequency, and CPA.
2. Optimize campaigns for BrijPurchase events to drive retail sales
This is the "walk to run" step. Instead of only reporting on retail conversions, you start asking TikTok's algorithm to go find more of them.
- Confirm you have consistent BrijPurchase volume. Thin conversion volume will keep ad groups stuck in learning.
- Create a new ad group, or duplicate a proven one, so you have a clean control to compare against.
- In the ad group's optimization settings, select the Brij Custom Conversion as the optimization event.
- Note that attribution settings on TikTok are an ad group property and are locked once the ad group is published. Set your click and view windows deliberately before you launch.
- Let the ad group run through the learning phase before judging performance, and compare against your control.
Note: TikTok's public help center states that custom events are available for reporting and audience creation but not campaign optimization. Confirm optimization availability for your account with your TikTok rep or your Brij account manager before building campaigns around this step.
Ongoing management
- Scope control: revisit experience selection whenever you add new purchase-like experiences.
- Value hygiene: if product prices change or new SKUs lack values, update experience values or adjust the override.
- Mixed sources: if multiple offline sources feed the same pixel, document how you distinguish them in your runbook.
Troubleshooting
No events in Events Manager:
- Ensure the automation in Brij is Active.
- Re-check the Access Token and Pixel ID.
- Confirm the BrijPurchase event name and web event source were not changed.
- Confirm at least one eligible experience was registered since activation.
- Wait 30 minutes. TikTok event changes can take that long to appear.
Counts don't line up:
- Click the three dots on the automation row in Brij, select View Logs, and confirm success responses on the most recent events.
- Compare BrijPurchase counts against the Brij dashboard funnel chart for the same period. Events Manager may show fewer events, which is expected, as some events fall outside TikTok's accepted collection window.
Custom Conversion shows zero:
- Confirm the rule matches the event name exactly. Event names are case sensitive.
- Confirm at least one BrijPurchase event arrived before you check. Custom Conversions do not backfill in all cases.
Quick checklist (for the operator)
- Brij added as a partner in the brand's TikTok Business Center
- Pixel ID and Events API Access Token in hand
- Only purchase-like experiences selected in the Brij automation
- Event = BrijPurchase, Event Source = web
- Purchase value from experience, or override set to MSRP/AOV
- Test event visible in TikTok Events Manager
- Custom Conversion created and populating
- Saved column view built with Custom Conversions and Custom Conversion Value
FAQ
Do I need TikTok Shop for this to work?
No. The Events API integration works off your TikTok Ads account and pixel. TikTok Shop access is requested during onboarding so Brij can identify marketplace purchases, but the ad-side integration does not depend on it.
Is there a cost to this?
You must have Brij Signal included in your plan. Reach out to your account manager to discuss if you don't already have Signal.
Can this be done on other ad channels?
Yes. Brij has a direct server-side integration with Meta Conversions API, and supports Google Ads through Google Tag Manager. We plan to add more integrations regularly.
Why start with BrijPurchase instead of the standard Purchase event?
Starting with a custom event keeps retail conversions isolated from the Purchase event your campaigns already run on, so nothing about your current setup changes while you validate attribution. Once you are confident in the data, you can discuss moving to a standard event with your account manager.
How does an in-store purchase tie back to a specific TikTok campaign?
Two ways. First, when the shopper scans the QR or visits a Brij experience, Brij captures the TikTok click ID cookies (ttclid, ttp) stored in their mobile browser and passes them to TikTok, which points to the exact ad that generated the original click. Second, if those cookies are not present, Brij still sends hashed email and phone collected during registration, and TikTok matches those identifiers against the user's ad history within its attribution window. The more data collected during registration, the more likely a match.
Does Brij get data directly from retailers like Walmart or Target?
No. Events and data sent to TikTok come only from Brij experiences, using activity from your own consumers. Brij does not receive data directly from Target, Walmart, or other third parties.
Can I filter out registrations that happen on our online store?
Yes. This requires some thought in how experiences are set up. You can filter entire experiences, or ask users for their "Purchase Channel" and filter out any DTC options selected in that field. One option is to ask the customer to first choose where they bought, using a Digital Hub experience, which sorts all registrations for the subsequent experience into one retail channel, then only send events for the experiences associated with non-DTC channels. Ask Brij to demonstrate this if you need help setting it up.
What impact should we expect to see?
At first, an attribution and ROAS lift. Custom events on their own don't change how your campaigns run, but they give you a truer picture of how successful those campaigns already are. Greater impact comes from the optimization steps: adding the Brij audience as a suppression or targeting layer, and eventually optimizing toward retail conversions. How much impact depends on your DTC-to-retail sales split. The larger the retail share, the more Brij adds.