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TABLE OF CONTENTS
How To Use TikTok Ads Manager: Guide (2026)
Complete TikTok Ads Manager walkthrough: account setup, conversion tracking, targeting, bidding strategies, and high-volume ad ops. 2026 best practices.
If you're searching "how to use TikTok Ads Manager," you probably want to accomplish one of four things:
→ Launch your first TikTok campaign correctly (account setup, billing, and approvals sorted)
→ Track performance properly (Pixel, Events API, attribution, and UTMs working together)
→ Stop wasting spend (fix "not delivering" issues, targeting mistakes, and bidding problems)
This guide gets you to a clear definition of done. By the end, you'll be able to create, QA, publish, and measure TikTok campaigns confidently. Your account will be set up for teams and agencies through Business Center. Your tracking will be reliable enough to actually optimize. And you'll have a repeatable workflow for testing and scaling, including bulk launch options.
Time to build this foundation properly.
What Is TikTok Ads Manager and How Does It Work?
TikTok Ads Manager is TikTok's self-serve platform where you create, manage, and measure ads. It's your campaign command center. Every ad you run on TikTok flows through this interface.
The platform follows a three-tier structure that determines how everything is organized:
Level | What It Controls |
Campaign | Objective + top-level settings and budget |
Ad Group | Placements + targeting + bid/optimization + schedule/budget |
Ad | Creative + identity + copy + destination + tracking |
This hierarchy matters because changes at each level affect everything below it. Your campaign objective determines what optimization options you'll see at the ad group level. Your ad group targeting determines who sees your ads. TikTok's official campaign documentation walks through this structure in detail.
Manual vs Search vs Smart+ Campaigns: Which To Choose
When you create a new campaign, TikTok presents three options:
Manual Campaign gives you maximum control. You pick every setting, choose every audience segment, and decide every bid. This is where most advertisers should start because it teaches you how the platform actually works.
Search Campaign puts your ads in TikTok's search results page. These are keyword-driven, similar to Google Ads but within TikTok's ecosystem. If users are actively searching for what you offer, this can be powerful.
Smart+ Campaign hands more control to TikTok's AI. The platform automates targeting, bidding, and creative combinations to optimize for your chosen performance objective.
TikTok also documents Smart Performance Campaign (SPC) as an end-to-end automation solution that can generate multiple creatives and bids with minimal manual input.
Our recommendation: If you're new or need predictable experiments, start with Manual. If you've already got strong conversion tracking and want to test automation, try Smart+ intentionally. Don't accidentally default into it.
How To Set Up Your TikTok Ads Manager Account
Getting your account set up correctly from day one prevents headaches later. Rushing this step is how people end up locked out of accounts or unable to change critical settings.
How To Create Your TikTok Ads Manager Account
TikTok's account setup flow requires business details including your country/region, industry, legal business name, timezone, phone number, and currency. You'll also need to add billing information.
After you submit, TikTok reviews your account. Most reviews take less than 24 hours, but your ads won't run until you're approved.
Two decisions here will follow you:
- Timezone should match the team that reads reports daily, not necessarily where you're located. Changing this later is painful.
- Legal business name should match your verification documents exactly. Mismatches create friction during approval.
How To Set Up TikTok Business Center
If you're working with a team, agency, or managing multiple ad accounts, you need Business Center. It's TikTok's centralized admin layer for managing assets and collaborating.
TikTok's setup guide points out that some business information can't be changed after creation, so get it right the first time. They also recommend enabling two-step verification immediately.
How To Configure User Roles and Permissions
This is where most teams create problems for themselves. TikTok documents several Business Center roles:
Role | Purpose |
Admin | Full control over Business Center |
Standard | Basic access without admin privileges |
Finance Analyst | View-only billing permissions |
Finance Manager | Full billing control |
A governance structure that works:
① 2-3 Admins maximum (keeps control tight)
② Everyone else gets Standard plus specific asset-level permissions
③ Finance access is separate and explicitly assigned (not bundled with general admin)
How To Add Agency Partners to Your Account
Working with an agency or freelancer? TikTok has a partner-invite flow using Business Center IDs. Your admins control what partners can access.
Never share login credentials. Use the partner access system and asset permissions instead. If you're an agency managing clients, check out our guide on how to run Facebook ads for clients for best practices that apply across platforms.
How To Add Billing and Complete Business Verification
Billing problems are the #1 reason ads stop delivering unexpectedly. Verification issues are #2. Sort both before you launch anything.
Billing Options in 2026
Billing Type | How It Works | Best For |
Prepay (Manual Payment) | Add funds before they're spent | New accounts, strict budget control |
Automatic Payment | TikTok charges as you spend | Established accounts, continuous campaigns |
Monthly Invoicing | Eligible businesses get billed monthly | Enterprise accounts with good history |
One thing to know: billing type changes can be restricted. Once you're set to automatic, you might not be able to switch back to manual. Choose intentionally.
Adding or Updating Payment Methods
You'll find payment settings in Ads Manager under Tools → Settings → Payments. You can add multiple payment methods and designate a primary. TikTok's payment guide shows both the Ads Manager and Business Center paths.
Business Verification
TikTok allows business verification through either Ads Manager or Business Center. Acceptable documents include certificates of incorporation, registration documents, and VAT certificates.
If verification fails, don't panic. TikTok provides troubleshooting steps and a "request review" path inside Ads Manager. Usually it's a document mismatch or image quality issue.
How To Set Up TikTok Pixel and Conversion Tracking
This is where most TikTok Ads Manager tutorials fail you. They rush past tracking to get to the "fun" campaign creation part. But TikTok's delivery algorithm can only optimize for what it can observe reliably.
Skip this section and you'll wonder why your campaigns never exit the learning phase.
Events Manager Is Your Tracking Control Room
TikTok Events Manager is where you create and manage all data connections: web, app, in-site, and CRM. Access it from Ads Manager under Tools → Events.
Think of Events Manager as your single source of truth for what TikTok knows about conversions.
Installing TikTok Pixel
TikTok Pixel is a code snippet you add to your website. It shares website events with TikTok for measurement and optimization. If you've set up Meta Pixel before, the process is similar. You might find our guide on how to place a retargeting pixel helpful for understanding the broader context.
You have two installation paths:
→ Direct installation by adding the code to your site header
GTM is usually cleaner if you're already using it for other platforms.
Adding Events API for Better Attribution
Here's something most advertisers miss: Events API should work alongside your Pixel, not replace it.
TikTok's documentation explicitly recommends "setting it up as a second channel together with your TikTok Pixel." Server-side tracking catches conversions that browser-side tracking misses (ad blockers, iOS restrictions, etc.). Understanding last-click attribution versus multi-touch attribution helps you interpret the data correctly.
Important: Pixel or Events API is a prerequisite for the Web Conversions objective. You can't optimize for conversions without one of these in place.
Configuring Events Without Code
Not a developer? TikTok's Event Builder lets you set up events and parameters without writing code. It suggests events based on page elements.
TikTok also publishes standard event and parameter tables. Follow these. They warn against sending sensitive visitor data and keeping event labels policy-compliant.
Turning On Advanced Matching
Advanced Matching for Web improves attribution by matching more conversions to ad clicks. Here's how it works:
- It can work with Pixel, Events API, or partner platforms
- You choose between Manual or Automatic matching
- Automatic mode hashes identifiers using SHA-256 (privacy-safe)
- TikTok recommends using both manual and automatic together for best results
If you're not in a highly regulated industry, start with Automatic and add Manual later for key events. If you are in a regulated vertical (healthcare, finance), start Manual-first with your compliance team's input.
Creating Your First TikTok Campaign
With your account and tracking ready, you can finally build campaigns. TikTok's official campaign setup starts from Dashboard → Create ad (or Campaign tab → Create).
Choosing the Right Objective
TikTok groups objectives into three categories: awareness, consideration, and conversion. Pick based on what you actually want people to do.
Your Goal | Choose This Objective |
Brand awareness, reach | Awareness objectives |
Website visits, video views, engagement | Consideration objectives |
Purchases, leads, app installs | Conversion objectives |
Practical guidance: If you don't have reliable Pixel events firing yet, start with Traffic or upper-funnel goals. Migrate to conversions once your events are stable and firing correctly. If you're struggling with ads not delivering, check your tracking first.
If you're running ecommerce or an app and your tracking is solid, optimize for your actual conversion event (Purchase, Complete Payment, etc.). Understanding what is a conversion on a Facebook ad applies similarly to TikTok's conversion tracking.
Manual vs Search vs Smart+ Decision
We covered these earlier, but here's when to use each:
→ Manual: When you're testing audiences and creatives systematically and want to control variables
→ Search: When you want to capture demand from users actively searching TikTok for your product or category
→ Smart+: When you trust your event data and want TikTok to handle consolidation and automation
Naming Conventions and Drafts
Campaign names support up to 512 characters, and TikTok auto-saves drafts during setup. Use this space wisely.
TikTok | US | Conversions | ColdProspect | HookTest_v3 | 2026-01This structure encodes channel, geo, objective, audience type, creative test, and date. When you're looking at performance data later, you'll thank yourself.
Setting Up Split Tests
TikTok's split test creation guide has one critical note: set the test schedule to at least 7 days so the system collects enough data.
Split testing works by keeping variables controlled and splitting audiences into equal groups. You get clean answers about what's actually driving performance, not noise.
Building Ad Groups That Actually Deliver
The ad group is where delivery success is won or lost. TikTok's ad group guide covers placements, targeting, budget/schedule, and bidding/optimization. There's a limit of 999 ad groups per campaign, which you probably won't hit unless you're doing something unusual.
Placements: Automatic vs Select
TikTok's placement documentation explains your options:
Automatic Placement lets TikTok decide where your ads appear. This can include placements beyond TikTok itself.
Select Placement lets you manually choose. Options include:
- TikTok feed only
- Global App Bundle (ByteDance apps like CapCut, Fizzo, Melolo)
- Pangle (TikTok's ad network, though not available in EU/US)
Our advice: Start with TikTok-only during early testing. This reduces noise and gives you cleaner data. Expand placements intentionally once you have stable winners.
If performance looks "too good to be true," check your placement mix. Sometimes secondary placements drive volume but not quality.
Targeting Fundamentals
TikTok's targeting best practices emphasize using known audiences and retargeting when data connections exist.
A practical targeting framework:
→ For Prospecting:Go broad, then add one or two strong signals. Maybe geo + age band + one interest cluster. Don't over-narrow on day one.
→ For Retargeting:Use site visitors, video viewers, and engagement audiences. Exclude recent buyers where it makes sense.
→ For Lookalikes:Only build these once you have enough signal. Test sizes systematically (1%, 3%, 5% equivalents if available).
Custom Audience Requirements
TikTok's Custom Audiences documentation lists sources like file upload, website/app activity, TikTok engagement, and partner integrations.
Critical requirement: You need 1,000 total matched users to use a Custom Audience in an ad group. If you're below that threshold, the audience won't be usable.
Audience Insights helps you explore interests, behaviors, demographics, and scale before building campaigns.
Budget and Schedule Settings
We covered minimums earlier: 20 at ad group level according to TikTok's budget FAQ. Understanding CBO vs ABO (Campaign Budget Optimization vs Ad Set Budget Optimization) helps you decide where to allocate spend.
If you're using Cost Cap and not spending, TikTok explicitly notes your bid might be too low. Either raise your bids or switch to Maximum Delivery to unlock spend.
Bidding Strategies Explained
Strategy | How It Works | Best For |
Cost Cap | You set a target CPA, TikTok tries to deliver at or below | Efficiency targets, stable conversion signal |
Maximum Delivery | TikTok spends budget efficiently, no strict CPA target | Volume goals, escaping "won't spend" issues |
For value-based optimization, TikTok documents additional ROAS-oriented strategies like Target ROAS for app VBO.
How To Create High-Converting TikTok Ads
TikTok's ad creation guide is the canonical reference here. Several limits and toggles are worth knowing upfront.
Key Limits and Toggles
- 50 ads per ad group maximum (with exceptions for Reach & Frequency, Smart Creative, and split tests)
- Smart Creative ads can be toggled on/off during ad creation
- Identity can be toggled and configured depending on campaign type
Ad Format Options
TikTok supports several formats in Ads Manager. Understanding TikTok ad specs is crucial for creative production:
Format | Description |
Single Video | Most common format |
Carousel | Multiple images users swipe through |
Collection Ads | Product-focused with instant gallery |
Carousel Ads work well if you want an image-based alternative to video or need to repurpose existing assets.
Interactive add-ons let you enhance in-feed ads with engagement elements.
Creative Sources
The ad creation flow lets you:
- Select from your existing library (videos/images you've uploaded)
- Upload new assets from your computer
- Use TikTok's "Create" option to build via video templates or generate video in Ads Manager
Wondering how many ad creatives to test? The answer depends on your budget and testing velocity, but more variations usually means faster learning.
Copy, Display Name, and CTA
The ad creation interface includes fields for Display Name, ad text, and call-to-action. TikTok offers both dynamic CTAs (TikTok chooses based on context) and standard options you select. Learn what makes good ad copy to improve your conversion rates.
Tracking and UTM Setup
The ad creation flow includes:
- Adding tracking via TikTok Pixel or third-party measurement tools
- A Build URL parameters tool that adds UTM/custom parameters and previews the resulting URL
Here's a UTM template you can adapt. Our guide on UTM parameters for Facebook ads explains the structure in detail:
utm_source=tiktok&utm_medium=paid_social&utm_campaign={campaign_name}&utm_content={ad_name}&utm_term={adgroup_name}
Consistency matters more than perfect semantics. Use whatever naming works with your downstream reporting.
Spark Ads: Using Organic Posts for Paid Performance
If you want social proof, higher trust, and a more native feel, you need to understand Spark Ads. It's probably the most misunderstood power feature in TikTok Ads Manager.
What Makes Spark Ads Different
TikTok defines Spark Ads as a native format that uses organic TikTok posts. The key difference: engagement gained during promotion (views, comments, shares, likes, follows) is attributed to the organic post.
This means paid promotion builds your organic presence, not a separate ad account nobody ever visits. Understanding how TikTok counts views helps you interpret the engagement data correctly.
How Authorization Works
TikTok's Spark Ads creation guide explains the workflow: creators generate an authorization code in the TikTok app (via the post's settings) to authorize their post for use in Spark Ads.
Important Constraints
- You can't edit a post caption after it's authorized as an ad
- A private video becomes public once used in a campaign (Ads Only Mode is an option)
- Batch authorization supports up to 20 video codes at a time
Strategic note: If your scaling strategy depends on preserving social proof, design your workflow around Spark Ads early. Don't treat it as a "later" feature.
What To Check Before Launching Your TikTok Campaign
Before you click Submit, validate everything. This checklist catches the issues that burn budget.
Account and Billing
Account and Billing
- Account approved (ads won't run until approved)
- Payment method added and working
- Enough balance or billing configured (especially for manual payment)
Tracking
- Pixel installed and firing events
- Events API set up (recommended as second channel)
- Advanced Matching configured
- Destination URL and UTMs added using Build URL parameters
Ad Group Sanity
- Placements intentional (start simple)
- Audience not overly narrow
- Budget meets minimums (20 ad group)
- Bid strategy matches your goal
Creative and Compliance
- Creative matches landing page offer
- Display name matches brand expectations
- If using Spark Ads: caption is final, authorizations confirmed
What To Do After You Launch
Launching is just the beginning. What you do in the first few days determines whether your campaigns succeed.
Understand the Learning Phase
TikTok defines the learning phase as a period where the system identifies the best users for your campaign target. Performance fluctuates while the algorithm adapts.
Practical rule: Avoid making constant changes in the first 48-72 hours unless something is clearly broken (tracking issues, disapprovals, zero spend). Watch for signs of creative fatigue as your campaigns mature.
If Your Ad Group Won't Spend
TikTok explicitly addresses this: if you're using Cost Cap and can't spend your budget, your CPA bid is likely too low. Consider increasing bids or switching to Maximum Delivery to unlock spend.
Use Split Tests for Clean Answers
Split testing lets you compare variables while keeping others constant. TikTok splits audiences evenly so you get statistically meaningful results.
Remember: run tests for at least 7 days per TikTok's recommendation.
Scaling Your TikTok Ads: From Manual to Automation
When you scale from "a few ads" to "hundreds of variants," Ads Manager's native UI becomes an operational bottleneck. The interface is great for learning but painful for volume.
Manual UI Limitations
The manual approach works for:
- Early-stage testing when you're learning the platform
- Small account structures with simple campaigns
- Rapid iteration with a tight set of creatives
But once you're launching dozens or hundreds of variations, clicking through the UI isn't sustainable. That's when you need to think about how to scale Facebook ads (the same principles apply to TikTok).
TikTok's Bulk Import Feature
TikTok documents Bulk Import as a way to create ads by uploading a CSV or Excel file. Constraints include:
Limit | Specification |
Max file size | 2MB |
Max rows | 500 |
Headers | Don't edit (import fails) |
Bulk Import helps, but it's still fragile. One broken field ruins imports. Governance (naming, UTMs, templates) is entirely on you. QA becomes a spreadsheet error-finding exercise.
When You Need Dedicated Ad-Ops Tooling
If your business model requires high iteration throughput (D2C brands, apps, agencies), the bottleneck shifts from "understanding TikTok" to "executing at volume without errors."
This is where specialized ad-ops tools become valuable. Instead of fighting spreadsheets or clicking through UI, you can define rules once and launch at scale. See how teams launch 1,000 Facebook ads in one day using the same principles.
Tools for Scaling TikTok Ads Beyond Manual Workflows
At AdManage, we built our platform specifically to solve the high-volume ad launching problem for TikTok and Meta. Here's how we help teams scale their creative testing without the operational pain.
Bulk Launching Without the Headaches
We let you bulk-create and launch large volumes of TikTok ads with templates, naming conventions, UTM controls, and creative grouping. The bottleneck isn't "clicking UI correctly" anymore.
① Define naming and UTM rules once at the account level
② Generate large creative matrices (hooks x offers x angles x formats)
③ Launch in batches (paused first), QA via bulk previews, then publish
④ Scale winners while preserving identity and social proof
Naming and UTM Enforcement
We enforce your naming schema and UTM rules automatically. No more "someone forgot to add the UTM" or "the naming convention got scrambled." Every ad follows your standards.
Creative Grouping and Templates
Upload your assets and we handle grouping by aspect ratio. Reusable ad-copy templates mean you're not rewriting the same copy variations manually. Translation support handles multi-market launches. You can even use Google Sheets to manage your Meta ads workflows.
Post ID and Social Proof Preservation
When you scale winners, you want to preserve the engagement you've already earned. AdManage supports launching with Post IDs and preserving engagement counts. Your social proof travels with your ads.
Dashboard and Reporting
We provide 12 dashboards for creative performance and auditing. See what's working across your entire operation, not just one account at a time. For more options, check our guide to Facebook ads reporting tools.
Ready to scale your TikTok advertising without the operational overhead? Check out our pricing and see how AdManage can transform your ad-ops workflow. You can also book a call to discuss your specific needs.
TikTok Ads Manager FAQs: Common Questions Answered
What are the minimum TikTok Ads budgets?
TikTok requires a minimum of 20 at the ad group level. This is documented in TikTok's budget and bidding FAQ.
How many ads can I have in one ad group?
The limit is 50 ads per ad group, with exceptions for Reach & Frequency, Smart Creative, and split test campaigns. See TikTok's ad creation guide.
How many ad groups can I have in one campaign?
Do I need Pixel or Events API for conversions?
Yes. TikTok states that Pixel or Events API setup is a prerequisite for the Web Conversions objective. You can't optimize for conversions without tracking in place.
What bidding strategies does TikTok Ads Manager support?
TikTok offers two main strategies: Cost Cap (goal-based CPA guidance) and Maximum Delivery (spend-based, maximizes volume within budget). See TikTok's bidding strategies documentation.
What are Spark Ads?
Spark Ads are a native format that uses organic TikTok posts. Engagement from the promoted version (views, comments, shares, likes, follows) is attributed back to the organic post, building your organic presence.
How long should I run a split test?
TikTok recommends a minimum of 7 days for split tests to collect enough data for meaningful results. See the split test creation guide.
Can I use TikTok Ads Manager for agency clients?
Yes. Set up TikTok Business Center and use the partner-invite flow to collaborate with clients. Never share login credentials; use asset permissions instead. For agency best practices, see our guide on Facebook ads agency workflows.
What placements are available outside of TikTok?
TikTok offers Global App Bundle (ByteDance apps like CapCut) and Pangle (TikTok's ad network, not available in EU/US). Start with TikTok-only placements during testing.
How do I fix ads that won't spend?
If you're using Cost Cap and can't spend your budget, your CPA bid is likely too low. TikTok recommends increasing your bids or switching to Maximum Delivery to unlock spend.
What's the best way to scale TikTok ads at high volume?
Native bulk import has limitations (500 rows, 2MB files). For high-throughput operations, dedicated ad-ops tools like AdManage let you bulk-launch with enforced naming, UTMs, and creative grouping. See our pricing.
How does TikTok compare to Facebook for advertising?
Both platforms have strengths. See our Facebook ads vs TikTok ads comparison for a detailed breakdown.
How do I find trending content for TikTok ads?
Research what's working in your niche using TikTok's Creative Center. You can also learn how to find trending sounds on TikTok and track TikTok competitors without following them.
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