TikTok Pixels

On the roadmap: Adding TikTok Pixels directly to Pour Now Listings.

How to Fire TikTok Pixels Through Google Tag Manager

If you have already set up Meta Pixels through Google Tag Manager (GTM) on a Pour Now Listing, this will feel familiar. You are adding TikTok to the exact same plumbing. The retailer CTA click is still the conversion signal, and you are simply hanging one more tag off the trigger you already built. If this is your first time firing a pixel through GTM, no worries! We'll guide you through it.

By the end you will have the TikTok Pixel firing a conversion event every time a shopper clicks a retailer button on the embedded Listing, verified and ready to optimize TikTok campaigns against.

On the Pour Now side there is nothing required beyond the GTM container being enabled on the Listing. Everything else happens in TikTok Events Manager and in GTM.

Your "Did I do it?" Checklist

Confirm all of the following before you start testing whether the setup worked. Missing one of these is the most common reason a setup fails on the first try.

1. Your GTM container is attached to the Listing in Pour Now (Listings, three dots, Tracking, enable Google Tag Manager). If you do not enable GTM on the Listing, you will not see the events fire.
2. You have a TikTok Pixel created in TikTok Events Manager, or an existing one to reuse. (Instructions in Part 2.)
3. The retailer CTA click trigger exists. If you already set this up to fire Meta Pixels through GTM, you will reuse it. If TikTok is the first pixel you are firing through GTM and adding to this Listing, you will build that trigger in Part 4.

P.S., If the Listing you want to use is embedded in your website, you'll also need your GTM web container installed on the page hosting the embedded Listing. Your container permissions must include Publish, Approve, Edit, and Read.

Part 1: Attach your GTM container to the Listing in Pour Now

This is the step that loads Google Tag Manager onto the embedded Listing. Nothing in GTM can fire on the Listing, including the TikTok Pixel, until this is done.

Pour Now's Tracking panel gives you two independent ways to enable tracking on a Listing: attaching a Meta Pixel directly, and attaching a Google Tag Manager container. They are separate fields. The TikTok Pixel in this guide fires through GTM, so the Listing needs the Google Tag Manager container attached, regardless of what you did for Meta.

Heads up if you set up Meta last time by attaching the Meta Pixel directly. Attaching a Meta Pixel in the Meta Pixels field does not load GTM onto the Listing. If that is how this brand's tracking was set up, GTM is not yet running here and the TikTok Pixel has nothing to fire it. Note that you are not attaching a TikTok pixel ID in Pour Now. You are attaching your GTM container ID, and GTM is what fires the TikTok Pixel (and anything else you route through it).

To attach it:

1. In Pour Now, go to Listings.
2. Choose the Listing, click the three dots on the right of the Listing card, and click Tracking.
3. Enable Google Tag Manager and enter your GTM container ID (it looks like GTM-XXXXXXX).
4. Save.

That is the only thing required on the Pour Now side. Everything else happens in TikTok Events Manager and in GTM.

Part 2: Create or confirm your TikTok Pixel

1. Go to TikTok Events Manager.
2. If you already have a Pixel for this brand, note which one you will use and skip to Part 3.
3. To create one: click Connect Data Source, choose Web, select TikTok Pixel, and follow the prompts to name and create it. You do not need to choose an installation method yet, the next part handles that.

Part 3: Install the TikTok base pixel into your GTM container

This uses TikTok's recommended partner integration, which publishes the TikTok base pixel and an automatic PageView into your GTM container and verifies the connection for you. You will add the retailer-click conversion event yourself in Part 6, so you do not need to build any events inside this wizard.

1. In TikTok Events Manager, click Data sources.
2. Choose the TikTok Pixel you want to connect.
3. Click Settings.
4. Go to Partner Platform and click Choose Partner.
5. Click Google Tag Manager, then click Next.
6. Click Client-side tagging.
7. Click Get started and log in to the Google account linked to your GTM workspace.
8. Name your pixel if you created a new one.
9. Select the GTM Account, Container, and Workspace where the TikTok tags should be installed. (If you need a new container, create it in GTM, return to this screen, and click Refresh.)
10. When asked to select the method to set up events and parameters, choose Set up with TikTok Event Builder. You do not need to define any events here. You are only using this wizard to install and verify the base pixel; the conversion event is built in GTM next.
11. Review the pending changes and confirm the account information is correct. Note that you cannot modify these changes after publishing.
12. Click Publish.
13. Refresh the page hosting the Listing for the changes to take effect.

You should now see a TikTok base pixel tag in your GTM container (firing on All Pages) and the connection marked active in Events Manager.

If your GTM workspace already has tags, variables, or triggers with the same names as what TikTok is publishing, TikTok skips them to protect your existing settings. Check that the base pixel tag did publish. If it was skipped because of a name clash, rename the conflicting item or reinstall.

Part 4: Reuse (or build) the retailer CTA click trigger

If you set up Meta through GTM on this Listing: open that Click trigger and continue to Part 5. Your GA4 and TikTok tags both attach to this same trigger.

If this is your first pixel on this Listing, build the trigger now:

1. In GTM, turn on built-in Click variables: Variables, then Configure, and enable the Clicks group (Click Element, Click Classes, Click Text, Click URL).
2. Go to Triggers, click New, and choose Click, All Elements.
3. Set it to fire on Some Clicks.
4. Name the trigger something obvious like Click - Retailer CTA and save.

You can add a condition that isolates the retailer CTA buttons on the Listing. The exact selector depends on the Listing markup, so identify it the same way you would for Meta: open Preview, click a retailer button on the live Listing, and read the Click Element, Click Classes, or Click Text values that GTM captures. Use whichever cleanly matches only retailer CTAs, for example Click Element matches CSS selector [your retailer CTA selector]. Do not guess the selector. Pull it live from Preview so the trigger matches the real buttons and nothing else.

Part 5: Create the GA4 retailer_click event tag

This is the analytics event that sits alongside your Meta and TikTok tags on the same trigger. If you built it during your Meta setup, confirm it exists and is firing on the retailer CTA trigger, then move to Part 6. If not, build it here. It reuses the trigger from Part 4 and the Click variables you already enabled, so there is nothing new to wire up on the trigger side.

1. In GTM, go to Tags, click New, then Tag Configuration, and select Google Analytics: GA4 Event.
2. Point the tag at your existing GA4 base (your Google Tag, or GA4 Configuration tag in older containers). If this container does not have GA4 installed yet, add your Google Tag / Measurement ID first, then come back.
3. Set the Event Name to retailer_click (lowercase, underscores, no spaces). Use this exact name so it matches the rest of your stack and the Pour Now convention.
4. Under Triggering, select your Click - Retailer CTA trigger from Part 4. This is the same trigger your Meta and TikTok tags use.
5. Name the tag something like GA4 - retailer_click and save.

That is all the event needs to count and optimize retailer clicks. Keep it lean. Event Parameters are optional and add nothing to the click count or to ad optimization; the only reason to add one (for example link_text mapped to {{Click Text}}) is if a brand specifically wants a which-retailer breakdown inside GA4 reports, and even then the value depends on the Listing markup cooperating. Skip them unless asked.

You now have all three tags (GA4 retailer_click, Meta Lead, TikTok ClickButton) firing off the one retailer CTA trigger, exactly as the core concept describes.

Part 6: Add the TikTok conversion event tag

You will fire a TikTok ClickButton standard event on the trigger from Part 4. The cleanest way is the official TikTok Pixel GTM template, which the partner integration already placed in your container in Part 3. No code, it runs against the pixel you already installed, and it is not affected by Custom HTML or CSP restrictions.

1. In GTM, go to Tags, click New, and choose Tag Configuration. Select the TikTok Pixel template (already in your container from Part 3; if it is missing, add it from the Community Template Gallery).
2. Set the action to Track Event. Do not select the base or config action. The partner integration already loaded the base pixel in Part 3, and loading it twice is the most common way this setup breaks.
3. Confirm the tag references your TikTok Pixel ID from Part 3. The integration usually exposes this as a variable already.
4. Set the event to ClickButton. Leave parameters empty for a lean event.
5. Under Triggering, select your Click - Retailer CTA trigger from Part 4.
6. Name the tag TikTok - ClickButton (Retailer Click) and save.

That is the whole event tag. Do not pass a value or currency. A retailer click is intent, not a completed purchase, so leave those off to avoid inflating reported conversion value.

Fallback only if your container blocks template gallery imports. Some locked-down orgs do. In that case, use a Custom HTML tag firing on the same trigger:

<script>

// Rides the base pixel the partner integration loaded on page load.

if (window.ttq) { ttq.track('ClickButton'); }

</script>

The if (window.ttq) guard is a safety net. The base pixel loads on page load, so ttq is always ready by click time.

Part 7: QA before you publish

Verify in Preview first, exactly as you would for Meta, then confirm on the TikTok side.

1. In GTM, click Preview and open the Listing.
2. Click a retailer CTA. In the Preview debug panel, confirm that on that one click, all three tags fire: GA4 retailer_click, Meta Lead, and TikTok - ClickButton.
3. Confirm each tag fires once per click, not multiple times. If any double-fires, tighten the trigger conditions.
4. In your GA4 property, open DebugView (Admin, then DebugView) and confirm the retailer_click event arrives on click.
5. Install the TikTok Pixel Helper Chrome extension (the TikTok equivalent of Meta Pixel Helper). Reload the Listing, click a retailer CTA, and confirm the Helper shows the base pixel plus a ClickButton event.
6. In TikTok Events Manager, use Test Event or check event activity to confirm ClickButton events are arriving.
7. When everything checks out, Submit and Publish the GTM container.

Part 8: Turn it on inside TikTok

Installing the event is only half the job. You also need TikTok to optimize toward it, which mirrors creating Custom Conversions in Meta off the Lead event.

1. In TikTok Events Manager, confirm the ClickButton event shows as active and receiving traffic.
2. In TikTok Ads Manager, when you build a campaign with a Website Conversions objective, select this Pixel and set ClickButton as the optimization event. TikTok will then optimize delivery toward shoppers most likely to click through to a retailer.

Part 9: Connect UTMs to your Pour Now Links

UTMs and the pixel work together. The pixel captures the on-Listing engagement and the retailer click; the UTMs add campaign attribution (source, medium, campaign) to that traffic so you can see which TikTok campaigns drove it.

Install and verify the TikTok Pixel first (Parts 2 through 7). UTMs on a Link will not report or track on their own. They tag the traffic, but the pixel is what records the events those tags get attributed against. Add the UTMs before the pixel is live and you will have nothing capturing the activity to report on.

Once the pixel is firing, add UTMs to the Link in Pour Now:

1. Go to Listings, choose the Listing, click the three dots on the Listing card, and click Links.
2. Choose the Link you want to tag, click its three dots, and click Edit.
3. Toggle UTMs (Google Analytics or Custom) and add your TikTok campaign information, for example utm_source=tiktok, utm_medium=paid_social, and a utm_campaign that matches the campaign name in TikTok Ads Manager.

Keep the UTM naming consistent with your TikTok campaign names so the two line up cleanly in reporting.

A note on event choice

ClickButton is the recommended standard event because it accurately describes what happened (a click signaling intent) and keeps TikTok in parallel with the soft Lead signal you fire to Meta. If you would rather optimize toward a stronger purchase-intent signal, you can map the retailer click to InitiateCheckout instead. Pick one and keep it consistent across the brand's Listings so reporting stays clean.

Troubleshooting

• The TikTok tag does not fire in Preview. Re-check that it is attached to the retailer CTA trigger, and that the trigger actually matches the buttons (re-test the selector in Preview).
• The base pixel is missing from GTM. It was likely skipped during Part 3 due to a name clash. Rename the conflicting item and reinstall the partner integration.
• ClickButton fires but nothing reaches Events Manager. Confirm you published the GTM container, then hard-refresh the Listing.
• Events double-count. Tighten the trigger so it fires only on retailer CTAs, confirm your event tag uses the Track Event action only (not also loading the base pixel), and confirm the event is not also being defined through Event Builder.
• For TikTok-side errors during the partner setup, use TikTok's "Troubleshooting Google Tag Manager and TikTok Pixel integration" article.

For anything on the Pour Now side, contact help@pour.now.

Bonus: Firing Multiple Pixels Through GTM

A shopper clicking a retailer CTA on a Pour Now Listing is the moment of purchase intent. That single click should fire all three of your measurement tags at once:

So conceptually: Retailer Click = Lead (Meta) = ClickButton (TikTok), and the GA4 event name stays retailer_click throughout. Keeping everything on one trigger is what makes this fast to build and easy to QA.

On the Pour Now side there is nothing required beyond the GTM container being enabled on the Listing. Everything else happens in TikTok Events Manager and in GTM.