Value-Based Optimization (VBO)
Value-Based Optimization lets TikTok optimize for conversion value rather than just conversion volume. You send purchase values via the Pixel or Events API, and TikTok learns to find high-value customers. Essential for ecommerce ROI optimization.
Example in Practice
"Switching to Value-Based Optimization increased our average order value from £45 to £72 as TikTok found higher-spending customers."
Related Terms
Events API (Server-Side Tracking)
TikTok's Events API is server-side tracking that sends conversion data directly from your server to TikTok. Like Meta's CAPI, it improves attribution accuracy by bypassing browser limitations, ad blockers, and iOS restrictions.
TikTok Pixel
The TikTok Pixel is a JavaScript code that tracks website actions and conversions. It supports standard events (ViewContent, AddToCart, Purchase) and custom events. Like Meta, TikTok also offers Events API for server-side tracking to improve attribution accuracy.
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