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Analytics & Tracking case study

TikTok Pixel Setup Using GTM for E-commerce Businesses

Every step of the shopping journey, from product view to purchase, tracked in TikTok with product details, prices and hashed customer data, so sales campaigns can optimize for the events that make money.

Client
Petsable
Industry
E-commerce (pet products)
Category
Analytics & Tracking
7
Events active
page view to purchase
4
Optimization events
ready for campaigns
Email + phone
Advanced matching
hashed on purchase
Full
Product data
ID, name, price, currency

Context

TikTok sells what it can measure

TikTok's sales campaigns learn from the purchases, carts and checkouts you send them. A pixel that only records page views leaves TikTok guessing, so it spends your budget on viewers instead of buyers.

  • Optimize for sales, not views

    A basic pixel only offers page views and clicks. The full e-commerce setup lets campaigns optimize for add to cart, checkout and purchase, with purchases and value reported per campaign.

  • Product data and stronger matching

    Every commerce event carries product ID, name, price and currency, and each purchase sends hashed email and phone instead of relying on browser cookies alone.

  • Retarget every stage

    Instead of one audience of all visitors, you can retarget product viewers, cart abandoners and checkout abandoners separately.

Method

How the setup works

  1. 1

    Data layer

    The store's e-commerce data layer supplies product and order details.

  2. 2

    GTM tags

    One TikTok Pixel tag per event (PageView, ViewContent, AddToCart, InitiateCheckout, Purchase and more), built with Stape's TikTok template.

  3. 3

    Matching

    Email and phone hashed in the browser and sent with the purchase.

  4. 4

    Verified

    Each event checked in Pixel Helper and TikTok Test Events. Because it runs on Stape's template, the same events can move server-side through the TikTok Events API at any time.

Proof

Every event tested, with the right data attached

Google Tag Manager, Petsable: TikTok Pixel tags by Stape for page view, view content, add to cart, checkout and purchase
Google Tag Manager, Petsable: TikTok Pixel tags by Stape for page view, view content, add to cart, checkout and purchase
TikTok Test Events: InitiateCheckout with product, currency and value parameters
TikTok Test Events: InitiateCheckout with product, currency and value parameters
TikTok Pixel Helper: Purchase with product data, plus hashed email and hashed phone
TikTok Pixel Helper: Purchase with product data, plus hashed email and hashed phone
TikTok Ads Manager, campaign setup: add to cart, initiate checkout, purchase and view content all Active as optimization events
TikTok Ads Manager, campaign setup: add to cart, initiate checkout, purchase and view content all Active as optimization events

Case study · Petsable

Petsable: Full TikTok E-commerce Tracking, Campaign-Ready

Website
petsable.com
Campaign / setup
GTM + Stape template
Period shown
May 2026
Events active
7
page view to purchase
Optimization events
4
Active in Ads Manager
Advanced matching
Email + phone
hashed on purchase
Product value example
€29.99
dog towel bathrobe
TikTok Events Manager, Petsable: all seven events Active, from page view to purchase
TikTok Events Manager, Petsable: all seven events Active, from page view to purchase

The goal

An online pet products store wanted to launch TikTok sales campaigns. Before spending, it needed TikTok to see every product view, cart, checkout and purchase, with the product data needed to optimize and retarget.

What I did

  • Built TikTok Pixel tags in Google Tag Manager with Stape's TikTok template.
  • Mapped each event to its e-commerce trigger: view item, add to cart, begin checkout, purchase.
  • Passed product ID, name, price, quantity and currency from the data layer.
  • Added hashed email and phone to the purchase event for advanced matching.
  • Tested every event in Pixel Helper and TikTok Test Events.

Result

All seven events are Active in TikTok Events Manager, from page view to purchase. Add to cart, initiate checkout, purchase and view content all show as Active optimization events in TikTok Ads Manager, and each commerce event carries the product's ID, name, price and currency.

Scope of work

  • TikTok Pixel installed via Google Tag Manager
  • Full e-commerce events, page view to purchase
  • Product ID, name, price, quantity and currency
  • Order value on every purchase
  • Advanced matching with hashed email and phone
  • Testing in Pixel Helper and Test Events
  • Optimization events ready for sales campaigns

Tools and platforms

  • TikTok Ads Manager
  • TikTok Events Manager
  • TikTok Pixel
  • TikTok Pixel Helper
  • TikTok Events API
  • Google Tag Manager
  • Stape
  • Shopify
  • WooCommerce

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