Fiat, operating through the TOFAŞ group in Turkey, was experiencing limitations in their TikTok advertising campaign performance due to browser-based pixel tracking. With growing iOS privacy restrictions and browser limitations impacting data accuracy, Fiat needed a more robust solution to capture complete customer journey data and optimize their TikTok advertising investments.
The solution was TikTok Events API implementation with server-side tracking infrastructure and comprehensive customer parameter matching.
Why Hardal?
Fiat was facing critical data loss from browser restrictions and ad blockers that prevented them from capturing the complete automotive shopping journey on TikTok. Traditional pixel-only tracking couldn't provide the comprehensive performance signals needed to optimize their TikTok campaigns effectively across the extended consideration cycles typical of vehicle purchases.
Hardal's TikTok EAPI solution established dual-layer tracking architecture that ensures complete data capture independent of browser limitations.
Key advantages delivered by Hardal:
- Server-side event tracking - Direct server-to-server integration capturing complete PageView and conversion data unaffected by browser restrictions
- Comprehensive customer matching - Enhanced parameters including name, gender, email, phone, postal code, and location data
- Browser restriction resilience - Server-side infrastructure captures data missed by browser-only tracking across iOS and Safari users
- Dual-layer architecture - Combined browser pixel and server-side tracking for maximum data coverage
- Real-time data processing - Immediate event reporting enabling faster TikTok campaign optimization
Implementation Process
- TikTok Events API was integrated alongside existing browser pixel for comprehensive tracking coverage
- Server-side infrastructure was established to capture events missed by browser-based tracking
- Customer parameter matching was configured including name, gender, email, phone, and location data
- Dual-layer tracking architecture was deployed ensuring data flows through both browser and server channels
- Real-time event processing was activated for immediate visibility into campaign performance
The implementation dramatically reduced data loss from browser restrictions, ensuring TikTok's algorithms received complete performance signals for optimal campaign optimization.
Results Achieved
PageView Tracking Enhancement
- 31% increase in tracked PageView events compared to pixel-only implementation
- Complete elimination of browser-based data loss across iOS and Safari users
- Comprehensive customer parameter capture enriching TikTok's targeting capabilities
Customer Matching Excellence
- Enhanced customer parameters captured including name, gender, email, phone, postal code, and location
- Improved audience targeting through comprehensive first-party data utilization
- Better quality match rates with TikTok's advertising systems
- Enhanced campaign learning and optimization capabilities
Form Submission Performance
- Substantially improved tracking of automotive inquiry forms across all browsers
- Complete conversion visibility enabling accurate performance measurement
- Reliable attribution across device types and user privacy settings
- Enhanced data quality supporting TikTok algorithm optimization
Business Impact
- More effective TikTok campaigns powered by complete conversion data and customer parameters
- Improved ROAS visibility revealing true automotive campaign performance
- Enhanced audience targeting through comprehensive customer matching
- Strategic campaign decisions supported by complete, actionable data
- Confident budget allocation backed by accurate tracking independent of browser limitations
Fiat has transformed their TikTok advertising capabilities, achieving the data reliability needed for confident campaign optimization and scaling across their automotive marketing efforts.
Implementation Partner: Analytica House
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