Full Answer

TikTok organises events into two categories. Standard events have predefined names that TikTok uses for reporting, conversion optimisation, and audience building. Custom events use advertiser-defined names for actions specific to a business that fall outside the standard list. Both categories work identically across Pixel and Events API — the payload structure, parameter names, and accepted values are the same regardless of whether the event arrives via browser JavaScript or server-to-server API call.

The standard ecommerce events map directly to WooCommerce's purchase funnel. ViewContent fires on product pages. AddToCart captures the cart action. InitiateCheckout marks the start of checkout. AddPaymentInfo records payment method selection. CompletePayment — TikTok's equivalent of a purchase event — sends the final transaction with order value, currency in ISO 4217 format, and product details. Each event accepts content parameters including price, quantity, content_id, content_name, content_category, and a value field representing total order amount.

For lead generation and engagement, the API supports Contact, SubmitForm, Subscribe, CompleteRegistration, Download, ClickButton, and Search. Custom events extend this for any action the standard list does not cover.

The critical implementation detail for WooCommerce stores using both Pixel and Events API is deduplication. Both layers must send the same event_id for each conversion — typically the WooCommerce order ID for purchases. TikTok deduplicates matching event_ids within 48 hours.