In two lines: verify the connection, pick the standard event each stage should send, and only then turn sending on. TikTok gives you a wider window than Meta and a test that pollutes nothing. If you haven't read what an offline conversion is and what it's for, start with Offline conversions.

What you need before you start

TikTok Ads connected in Settings > Integrations, with an ad account and a pixel. The verification checks this for you.
Leads arriving with their origin: your lead sources mapped (Lead sources) and, if you capture from your site, the pixel installed (MB Suite Pixel) — that's where the TikTok Click ID (ttclid) comes from, and on TikTok it does a lot of the matching work.
Deals with an amount loaded, if you're going to send Purchase: MB Suite doesn't send that event without a value —a purchase with no value ruins value optimization— so it's logged as not sent.
The role of owner or admin: only they configure and turn sending on. The rest of the team sees everything, read-only. Pixel access, if the test complains about it, is granted in TikTok's Business Center by someone who administers it.

The five-step verification

Go to CRM > Settings > Conversions and open the TikTok card with Configure. In Status, press Verify connection and five steps run in order.

TikTok Ads connection — the workspace needs TikTok Ads connected. If it doesn't have it, Connect TikTok Ads takes you to Settings > Integrations to do it.
Ad account — the check resolves the ad accounts your connection reaches. If there is more than one, a selector appears so you pick which advertiser these conversions belong to; if there are none, Add account takes you to link one.
Events API permission — sending server-side events needs a permission of its own. When it's missing you read The Events API permission is missing — reconnect TikTok Ads to grant it, and the step's button is Reconnect TikTok Ads.
Destination pixel — the pixel that will receive your conversions. If the account has several, you choose; if it has none you read The account has no pixel — create one in Events Manager, and Open Events Manager takes you there. Change the account later and the step asks you to pick the pixel again (Account updated — choose the pixel again).
Test event — with the first four green, Send test becomes available. When TikTok confirms it you read The test passed: TikTok received the event; if it doesn't, TikTok rejected the test event with the reason.

The test pollutes nothing. As the step itself says, the test travels with a test_event_code: TikTok validates it without saving it as real data. Run it against your live pixel as many times as you need while you sort the setup out. The verification is also re-runnable: fix what a step flags, press Verify connection again, and it resumes where it stopped.

Already had TikTok connected? Then expect the Events API permission step to ask you to Reconnect TikTok Ads. The permissions the Events API needs only arrive when you re-authorize: a connection made before they existed doesn't carry them, however long it's been working fine. It's one click on the same account —your ad accounts, your pixels and your organic data stay where they are— and when you come back, Verify connection resumes from that step.

If the test says you can't operate the pixel

This is TikTok's most common surprise, and it isn't about the roles you already hold: being an admin of the ad account is not enough, because on TikTok pixel access is granted per asset. The fix is on TikTok's side, in TikTok Business Center > Assets > Events: open that pixel, and assign the connected user with Edit pixels.

The assignment takes a few minutes to take effect —we've measured around 10 to 15— so a test run right after granting it can still fail. Wait and press Send test again. If it's already assigned, the wait is over and the test still fails, reconnect TikTok Ads and try once more.

Mapping: which stage triggers which event

A rule reads like a sentence: when this happens, send this event with this value. The default one is what most teams need on day one: Is won, in All pipelines, sends Purchase with the Deal amount. If you ever delete it, Restore default rule brings it back.

Add rule and choose the trigger: Is won, Is lost or Enters a stage.
Pick the scope: a specific pipeline or All pipelines. If you choose Enters a stage, pick the pipeline first — stages belong to each pipeline.
Choose the event from the closed picker (Choose a standard event…): Purchase, Lead, Contact, Subscribe, CompleteRegistration, StartTrial or SubmitApplication. As the field's help says, TikTok only accepts its standard events. Choose the one that best describes the change.
Choose the value: Deal amount, a Fixed value, or No value for signals that aren't a sale.
Drag to reorder. The first rule that matches a change wins — put the specific ones above the general ones.

The closed picker is deliberate: TikTok's custom events have to be defined in its Events Manager before it will accept them, so a name typed here would simply bounce. A practical consequence: the negative signal —an event like NotQualified on Is lost— isn't available on TikTok. Here you send the positive milestones from that list, and you build the funnel out of them: Contact when someone is reached, Lead or SubmitApplication when they qualify, Purchase when they buy.

Which event makes the best optimization target? Usually not the sale, but the qualification milestone before it: one that happens reasonably soon after the lead comes in and that a healthy slice of your leads actually reach. A stage almost nobody reaches, or one that takes months, gives the algorithm too little to learn from.

Purchase requires an amount. MB Suite applies the same rule here as on Meta —a purchase with no value ruins value optimization just the same— so a won deal with no value is not sent and shows up in the history as Not sent — deal without amount. Either load the amounts or give that rule a Fixed value. Never work around it with a zero: TikTok reads a zero as a literal value and it drags your ROAS down.

Turn sending on

Only once your rules are written, go to Health and turn on Send conversions to TikTok. That block shows the Active account and pixel, the four thirty-day counters —Attempts (30 d), Received, Failed and Not sent— and, under Advanced settings (collapsed by default), the Grace window: the send is queued instead of leaving immediately, so a deal dragged to Won by mistake and pulled back cancels itself. It ships at ten minutes, and Immediate is there if you'd rather have no delay.

Turning the switch on is always a deliberate human act — MB Suite never enables sending by itself, not even with all five checks green. Each platform has its own switch: turning TikTok on doesn't turn Meta on, and vice versa. And once an event has left, TikTok offers no way to take it back: the grace window is your only undo, so give yourself a realistic one.

TikTok's window: twenty-eight days

TikTok accepts events up to 28 days old — its maximum post-click attribution window, and four times what Meta takes. In practice that gives you room for a slower sales cycle: a deal that closes three weeks after the click still makes it home. Past that, the history logs it as Not sent — event too old (TikTok attribution reaches up to 28 days), and there's no retroactive backfill.

How do I know it's working?

History, below Health, has the row-by-row detail — each send with its deal, event, value, the identifiers it carried under Match, and its status. You can filter it, search it and Export CSV. You also see it from the deal itself: when a conversion goes out, the deal's history records TikTok received the conversion Purchase (with the amount, when the rule sends one), and a failure is recorded there too.

TikTok publishes no match-quality score —that one is Meta's own— so here your lever is plain CRM hygiene: emails and phones filled in on your contacts, and the pixel installed so the TikTok Click ID (ttclid) arrives with the lead. What each status means and why TikTok's totals won't equal yours is in Conversion sending: statuses, matching and numbers that don't match.

Start over: reset the TikTok configuration

Inside the TikTok detail, top right, the More actions (⋯) menu —which only owner and admin see— has Reset configuration…, and it only affects TikTok. The modal spells out what it clears before you confirm: sending is turned off, the mapping rules go, and the selected account and pixel, verification and test status. What it doesn't touch: the TikTok Ads connection, managed in Settings > Integrations, and the History of conversions already sent. Confirm with Reset and TikTok goes back to day one.

There's no undo: the rules are deleted, not archived. Restore default rule rebuilds the standard one (Is won → Purchase with the Deal amount), but any rule you wrote yourself has to be written again — note them down before you reset. Resetting doesn't reach TikTok either: conversions already sent stay on its side, and a send still waiting in the grace window is cancelled and logged as Not sent — sending was off.

What data travels to TikTok, and your responsibility

TikTok travels lighter than Meta, because its Events API supports fewer fields: Hashed email and Hashed phone, plus the TikTok Click ID (ttclid) the lead arrived with, which doesn't say who the person is on its own, though TikTok can tie it to one of its users. No name, no other personal fields. The personal ones are hashed with SHA-256, a one-way transformation — TikTok never receives them in the clear — and the send log stores only the names of the identifiers used, which is what the Match column shows you.

Even hashed, turning sending on means sharing data about your contacts with a third party, and TikTok processes it under its own terms. Make sure you have the legal basis to do it —the consent and the privacy notice your contacts were given— before you flip the switch, especially if you operate in regions with data protection regimes such as the GDPR or the LGPD. The conditions that apply to your use of MB Suite are described in our Terms of Service.

Offline conversions: tell your ad platforms which leads became sales Activate Meta offline conversions step by step Activate Google Ads offline conversions step by step Activate LinkedIn offline conversions step by step Conversion sending: statuses, matching and numbers that don't match Attribution: which campaign generated each sale (real ROAS)Install the MB Suite Pixel to attribute your web traffic

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.

Activate TikTok offline conversions step by step