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Overview

Innkeepr sends targeting events to your connected TikTok pixel, enabling you to leverage predictive audiences for improved campaign performance. Audience signals help you reach high-value prospects, re-engage warm leads, and protect ad spend by excluding converted users—all powered by incremental prediction models.

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Prerequisites

Technical Requirements:
  • TikTok pixel installed and configured on your website
  • Innkeepr integration connected to your TikTok Ads Manager account
  • innkeepr_targeting event verified in TikTok Events Manager
Timeline:
  • Initial event verification: Immediate
  • First audience population: 24-72 hours after creation
  • Daily audience updates: Automatic refresh every 24 hours
Note: After creating a TikTok audience, verify the innkeepr_targeting event in your TikTok Events Manager. This verification enables automatic audience uploads that occur every 24-72 hours.

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Use Cases

Innkeepr supports three primary use cases for TikTok audience signals:

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Seed Audiences - Acquisition/Similar Audiences

Seed audiences are used exclusively to create Similar Audiences in TikTok. Seeds consist of users who are most likely to respond incrementally to your advertising. TikTok uses this high-quality seed to find similar prospects, improving the efficiency of your acquisition campaigns. Best for: Cold acquisition campaigns targeting new customers similar to your best converters.

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Retargeting Audiences - Re-engagement

Retargeting audiences are based on incremental prediction, similar to seed audiences, but are used directly for targeting—not as Similar Audiences. They consist of users who interacted with your brand but haven’t converted yet, and who are predicted to respond incrementally to retargeting efforts. Best for: Re-engaging warm prospects with high conversion potential who need an additional touchpoint.

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Exclusion Audiences - Spend Protection

Exclusion lists are audiences that should be excluded from your ad campaigns—typically recent converters, existing customers, or users who shouldn’t receive certain campaigns. These lists must be used exclusively as exclusions in TikTok Ads Manager to reduce wasted spend and ad fatigue. Best for: Preventing ad spend on users who have already converted or are unlikely to respond incrementally. Important: Avoid using exclusion lists for direct targeting or as Similar Audiences sources.

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Value-Based Audiences - Segmentation

Innkeepr allows creating Value-based seed audiences with your custom objectives such as customer lifetime value, purchase frequency, subscription status, or product preferences. These audiences enable more sophisticated targeting strategies by prioritizing high-value segments or creating specialized messaging for different customer tiers. Requirements: Value-based audiences are only available if your customer data includes email addresses sent to the Innkeepr platform. See Spec: Identify for how to enrich profiles with email identifiers.
Also see:

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Setup Instructions

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Standard Audience Signals (Seed, Retargeting, Exclusion)

  1. Create an audience in Innkeepr based on high-value user behavior (e.g., purchasers, high engagement)
  2. Select TikTok Ads as your Source when creating the audience
  3. Set the Audience Type to “Seed”, “Retargeting”, or “Exclusion”
  4. Set your objective according to your campaign goals
  5. Ensure the innkeepr_targeting (custom) event is firing correctly and visible in TikTok Events Manager. TikTok automatically detects and attributes active events — no manual verification step is required.
  6. Wait 24-72 hours for the audience to be populated and ready to use

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Value-Based Audience Signals

Additional Requirements: Email addresses must be sent to Innkeepr for identity resolution.
  1. Ensure your data integration includes email addresses for users
  2. Create an audience in Innkeepr based on your value-based segmentation criteria (LTV, frequency, etc.)
  3. Select TikTok Ads as your Source when creating the audience
  4. Set the Audience Type to “Seed”, “Retargeting”, or “Exclusion”
  5. Set your objective according to your campaign goals
  6. Ensure the innkeepr_targeting (custom) event is firing correctly and visible in TikTok Events Manager. TikTok automatically detects and attributes active events — no manual verification step is required.
  7. Wait 24-72 hours for the audience to be populated and ready to use

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Best Practices

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Testing Recommendations

Seed Audiences:
  • Test Similar audiences at different percentage ranges (1%, 3%, 5%) to find optimal reach vs. quality balance
  • Allow 5–10 days for TikTok’s delivery system to optimize performance before evaluation
  • Monitor CPM and frequency to avoid audience saturation
Retargeting Audiences:
  • Set frequency caps to prevent ad fatigue (recommended: 3-4 impressions per week)
  • Compare performance against traditional retargeting audiences (website visitors, page viewers)
Exclusion Audiences:
  • Test Innkeepr exclusions incrementally against your existing setup using a controlled experiment:
    • Control campaign: Broad targeting + existing exclusion lists
    • Test campaign: Broad targeting + existing exclusion lists + Innkeepr exclusion audience

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Common Pitfalls

  • Using exclusion lists for targeting: Exclusion audiences are optimized to identify non-incremental users and should never be used for direct targeting
  • Not verifying the innkeepr_targeting event: Without verification, audiences won’t populate automatically
  • Evaluating too quickly: Allow sufficient time for audience population (24-72) and campaign learning (5-10 days)
  • Mixing audience types: Keep seed, retargeting, and exclusion audiences in separate campaigns for clearer performance measurement

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Troubleshooting

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Audience Not Populating

Issue: No users in audience after 72 hours Solutions:
  • Verify innkeepr_targeting event is active in TikTok Events Manager
  • Check that your Innkeepr audience has sufficient users (minimum 100 recommended)
  • Confirm TikTok pixel is firing correctly on your website
  • Review audience configuration in Innkeepr for correct Source selection

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Low Match Rates

Issue: Audience size in TikTok is significantly smaller than in Innkeepr Solutions:
  • For value-based audiences: Ensure email addresses are properly formatted and sent to Innkeepr
  • Check that users in your audience have visited your website (required for pixel-based matching)
  • Review TikTok’s data quality guidelines for identifier formatting
  • Allow 24-72 hours for full audience matching to complete

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Event Verification Failed

Issue: innkeepr_targeting event not showing in Events Manager Solutions:
  • Confirm TikTok pixel ID is correctly configured in Innkeepr
  • Check that TikTok Ads is selected as the Source when creating the audience
  • Verify your TikTok Business Manager has proper permissions for the connected ad account
  • Contact Innkeepr support if the issue persists after 24 hours