Popsixle allows you to send high-quality 1st party data to various ad platforms including TikTok. This article will help you better understand how you can measure the impact of the Popsixle data connector on your TikTok account.
How Popsixle helps ad platforms
Before getting started, it’s important to understand how Popsixle helps:
- Reduce ad platform data modeling: Ad platforms are known to take more credit than they sometimes deserve. This is often because they don’t have the full picture of what occurred on your website and so are forced to rely on data modeling to fill the gaps. Popsixle solves this problem by giving ad platforms the complete picture and reduce their need to use data modeling as much as possible.
- Provide privacy first 1st party data back to ad platforms: Increasingly ad platforms rely on algorithms to determine who to show your ads to. These algorithms are powered by data. Popsixle sends as much of this data as possible to ad platforms, in a privacy-first way, so that they have the information they need to reach your ideal customer as quickly as possible.
Popsixle helps solve the above problems for TikTok by sending TikTok data via their Conversions API (CAPI) to supplement any data that is being sent via your browser pixel.
How to assess the impact of Popsixle on TikTok
The best place to see how Popsixle is impacting TikTok is to check TikTok Events Manager.
You can navigate to the Events Manager by going to your TikTok Ads Manager clicking into Tools → Events. You will then need to select the pixel you are using with Popsixle.
If you are familiar with the Meta Events Manager you will be well at home with the TikTok equivalent. While as of writing it is not as full featured, it does a decent job of letting you know the quality of data you are sending to TikTok. Below are a series of locations that show the power of Popsixle:
Complete Payment event coverage includes a high percentage of email or phone information
Where to look:
Click into Event Health for the Complete Payment event and look for the share of your Complete Payment (i.e., purchases on your site) events that include a phone number or email address
Popsixle’s impact:
Emails and phone numbers are the strongest piece of information that Popsixle sends toTikTok that helps their platform identity your purchasers. Popsixle also sends additional user parameters (e.g., name, location, etc.) but TikTok (as of September 2024) does not include the share of events that include this information.
Complete Payment events include as many parameters about purchases as possible
Where to look:
Click into View Data for Complete Payment events in Events Manager and to see what share of your Complete Purchase events include additional parameters about the order that was placed.
Popsixle’s impact:
Popsixle ensures that the highest share possible of these events include as much about your orders as possible. This information allows TikTok to understand more about the products you sell further helping their algorithms promote the right product to the right audience.
Aligned server and browser events to drive as high a share of deduplication as possible
Where to look: Available on the overview page of Events Manager and by clicking clicking into Event Health and then selecting Deduplication for any event
Popsixle’s impact:
TikTok indicates which events you are sending via a server connection (e.g., Popsixle), browser pixel, or both. Ideally you will want a data connection that sends identical data via a server connection and a browser connection to ensure the highest degree of deduplication as possible and no overcounting in your ad account. After setting up the Popsixle data connection you will see that the vast majority of data sent to TikTok (shown above on the Overview page of the Events Manager) will be under their server and browser bucket. This indicates that the data being sent to both locations is identical and ensures strong deduplication.
Upper Funnel events include 1st party information
Where to look: Click into Event Health for upper funnel events like Page View or View Content to see what percent of events include email address or phone number.
Popsixle’s impact:
Upper funnel events normally would not include any information about your site visitors but Popsixle’s Session Matching feature allows these anonymous visitors to be recognized by ad platforms. Like Complete Payment events, this allows TikTok to better understand your site visitors and better finetune the audience they show your ads to.
Putting it all together
The above information lays out where you can see the direct impact that Popsixle is having on the event data that is being sent from your site to TikTok. Popsixle’s goal is to ensure that you are sending the highest quality data possible to ad platforms so that you have the best ad performance as possible.
If you have any additional questions please reach out to our team at success@popsixle.com