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Prepare your TikTok account

Step 3 of 6In TikTok Ads Manager

Connect your website measurement before you create a sales campaign.

Open TikTok Ads Manager (opens in a new tab)

Opens in a new tab. Keep this lesson open as you work.

Before you start

  • A downloaded video that you can use in advertising.
  • Access to your TikTok for Business account and website.
  • Administrator access to your TikTok Business Center and the business TikTok account.
  • A working product page and checkout.

Prepare the account and spending plan

  1. Open TikTok Ads Manager.
  2. If you have a TikTok for Business account, sign in. If you need an account, create one.
  3. Complete the requested business information.
  4. Confirm your billing details.
  5. Record your budget and delivery dates.
  6. Record your review period and maximum acceptable cost per purchase.

Connect the TikTok identity

  1. Open TikTok Business Center with an administrator account.
  2. Connect the business TikTok account with the linked account connection guide.
  3. Open “Accounts”. Select “TikTok accounts”.
  4. Select “View” for your TikTok account.
  5. Open “Linked accounts”. Select “Link accounts”. Select “Advertiser accounts”.
  6. Confirm the ad account that will use this TikTok identity.

Connect and check website events

  1. Install TikTok Pixel, Events Web API, or a supported partner integration on your website.
  2. Configure the purchase event for a completed order.
  3. Complete a checkout with your supported test payment method or a full discount code.
  4. Open Events Manager to check that your data connection receives the purchase event.
  5. Before you select an event for optimization, confirm that the event is active.

Check before you continue

Your ad account can use the linked TikTok identity. Your purchase event is active, and you recorded the spending plan.

What to know

  • A Spark Ad uses a post from a linked TikTok account. This course creates that post from your uploaded video.
  • Account authorization must include “Existing posts” and “Publish and manage new videos” for this Spark Ad path.
  • TikTok is phasing out Custom Identity. Use a linked TikTok account for this path.
  • A data connection sends website actions to TikTok. An optimization event tells TikTok which action you want.
  • The Test Events tab alone does not activate an unavailable event. TikTok requires the action through your website.
  • Event activation can take 24 hours or longer. Check the official troubleshooting guide if the event remains unavailable.
  • This path uses video. TikTok also supports image Carousel ads where the campaign and format requirements permit them.

Reference and tools

TikTok Ads instructions · Reviewed October 16, 2026. Platform controls can vary by account.