Paint Your Life

The Objective

Increasing campaign efficiency and driving more purchases

Paint Your Life is an Israeli company that works with professional artists from all over the world to create hand-painted art from photos. A large part of Paint Your Life's success can be attributed to its user-friendly and convenient experience, along with the joy, excitement and emotions its product brings to clients.

Paint Your Life started building a community, working with creators, and advertising on TikTok at the end of 2020 with the aim of generating business growth by attracting a new audience of buyers. Despite the steady flow of paying users from TikTok, Paint Your Life is constantly looking to improve results. Previously, Paint Your Life successfully implemented a variety of TikTok products and features, such as Value Based Optimization and Automatic Creative Optimization.

The goal for this campaign was to further increase campaign performance and drive purchases to track the total number of conversions TikTok delivers.

The Solution

Events API implementation for better attribution and efficient optimization

Paint Your Life is an online business with a complex funnel. Purchasing a painting on the platform consists of several steps, including photo uploading by the customer, selecting painting parameters, and payment for the service. The whole process involves both mobile and desktop traffic, as in many cases, the purchase is started on mobile but completed on desktop. Paint Your Life was looking to improve the attribution in TikTok Ads Manager to run deep-funnel-event campaigns more efficiently.

To implement this deep-funnel strategy, the algorithm needs more signals, thus, a more advanced approach to attribution is essential. To unlock the full potential of attribution on the platform and improve results, Paint Your Life implemented Events API.

TikTok Events API is a secure Server-to-Server (S2S) integration that allows advertisers to share website events, such as "add to cart," "initiate checkout," and "complete payment" directly within TikTok. Paint Your Life's developer team collaborated with TikTok's technical team to successfully integrate the Events API with the required events and parameters.

The Result

Improving campaign performance

Adding Events API to the Pixel allowed Paint Your Life to better understand the consumer funnel by capturing more signals than with Pixel alone, thus more events got attributed to TikTok Ads Manager.

Paint Your Life saw a double increase in purchase events attributed to TikTok. Reporting events more accurately helped the algorithm find people on the platform with higher intent, eventually improving the CPA and increasing the number of conversions. Overall, CPA was reduced 32% while the number of conversions grew by 48%.

Events API can be efficient for any type of business. It helps capture more events with improved accuracy across different browsers, apps and devices to get a unified view of a customer's journey from page view to purchasing. This allows TikTok Ads Manager to optimize campaigns more efficiently.