Why do we need a Server-side API now?
Until now, TikTok ad measurement has relied on browser cookies. However, with the introduction of Apple's ITP (Intelligent Tracking Prevention) and ATT (App Tracking Transparency) in iOS 14.5 and later, browser-side measurement has been significantly limited.
Weaknesses of conventional pixel measurement
- Data loss for iOS users (over 30%)
- Measurement blocked by adblock
- Accelerated Cookie Expiration (ITP)
Advantages of Server-side API (CAPI)
- Browser-free stability
- Offline data can be linked
- Near 100% conversion capture rate
How CAPI works: from browser to server
Regular Pixel (browser measurement) sends data directly from the user's browser to TikTok, while CAPI (server-to-server measurement) sends data directly from your web server or Mirai's dedicated servers to TikTok's servers.
Concept Diagram
Three Decisive Benefits of Implementation
1. Improved accuracy of OCPX (optimization)
With accurate purchasing data returned to Ads Manager, TikTok's AI algorithms can better learn who is truly buying, dramatically lowering CPA for the same budget.
2. Extending the measurement period (ITP countermeasures)
Although the expiration date of browser cookies has been shortened, by managing user IDs on the server side, users who make a purchase several weeks after clicking an ad can still be correctly attributed as "advertising results."
3. Offline and multi-channel collaboration
Not only can you link website behavior, but also sales via Line, phone reservations, and in-store purchase data to TikTok ads, something that wasn't possible with the previous Pixel.
Why choose Mirai?
While implementing a server-side API typically requires extensive development by engineers and incurs maintenance costs, Mirai offers this complex technology with "no-code" or "minimal tag implementation."
- Reduce development costs by 90%
- Strong in Line integration, which is unique to the Japanese market
- Compliant with the latest privacy regulations
- Implementation support by dedicated staff
Summary: Data is the oil of the 21st century
Cookie regulations will become even stricter in the future. The difference between companies that have an accurate data measurement environment and those that do not will be brutally evident in the performance of their ads.
If you are concerned about the accuracy of your current measurement or your ROAS is stagnating, now is the time to consider switching to server-side measurement.