Connect TikTok to Google Analytics

What you get

TikTok's figures beside GA4's conversions, and a funnel built from your own product events, filtered to one campaign, so a video that sends good traffic to a page that then loses it is visible as a page problem rather than a content problem.

Setting it up

1. Paste your TikTok account. Epoyo reads what is public and works out what you sell, who buys it and what counts as a conversion. No account is needed for this step.
2. Connect TikTok. Authorise read access to a TikTok account. Epoyo reads followers, views and interactions at the account level, and views, likes, comments, shares and saves on the individual posts it reads, and cannot publish, edit or delete anything.
3. Connect Google Analytics. Sign in with Google and grant the analytics.readonly scope. Epoyo finds the property from your account summaries rather than asking you to paste an identifier.
4. Give each destination its own code. A single bio link tells you TikTok sent traffic. A coded destination per post is what lets Google Analytics report a conversion your property already records back against the video that caused it.

The part that catches people out

This is the pair that produces the famous complaint: TikTok traffic filed under Direct. GA4 needs a referrer or campaign parameters, TikTok's in-app browser supplies neither, and the sessions land in the same bucket as people typing your domain from memory.

Worth knowing about TikTok

TikTok allows one link in the bio, and opens it in an in-app browser that usually strips the referrer. Both facts push you towards coded destinations rather than referrer-based reporting.

Worth knowing about Google Analytics

GA4 is a session-level tool. It is excellent at describing what happened between arrival and conversion, and structurally unable to name the video, which is the half a coded destination supplies.