Use Deep Funnel Optimization in TikTok Ads Manager

When using TikTok Instant Forms Ads to capture leads in Kommo, the Deep Funnel Optimization lets you send lead events back to event sets in TikTok Ads Manager.

Lead events represent key actions in your sales process, such as qualifying a lead, placing an order, or completing a payment. In Kommo, these events are triggered when a lead is moved to a specific pipeline stage that you selected in the trigger settings. This allows TikTok to track events from Instant Forms to show your ads to people likely to convert.

Learn more about the TikTok Ads Manager integration and Instant Forms Ads.

Event sets are collections of events in TikTok Ads Manager that receive the lead events sent from Kommo. When a lead reaches the selected pipeline stage in Kommo, the corresponding event is sent to the chosen event set in TikTok.

1. Go to TikTok Ads and log in to your TikTok for Business account that is connected to the Kommo integration.

See how to connect the TikTok Ads Manager to your Kommo account.

1. Click Tools → Events Manager.

1. Click + Connect data source.

1. Select the type of data source as CRM → click Next.

1. Enter the name of the Event set → click Create.

These are the events you can create:

• High Intent Conversation: When a user shares a phone number, email, or shows strong interest based on your qualification criteria — for example, asking about pricing, availability, or next steps.
• Qualified Lead: When a user shares both phone and email, or meets your qualification criteria.
• Disqualified Conversation: When a user can’t be reached or isn’t interested in your product or service.
• Place An Order: When a user places an order (not yet completed).
• Cancel An Order: When a user cancels an order (not yet completed).
• Complete Payment: When a user completes a payment. TikTok recommends this for cases where the order and payment happen at the same time.
• Schedule: When a user books an appointment.
• Pay Deposit: When a user pays a deposit to book an appointment.
• Complete Appointment: When a user completes the appointment and makes the final payment.
• Add Payment Info: When a user adds payment details during checkout.

The CRM Event set has been created.

1. In Kommo, open the TikTok Ads Manager integration → TikTok Instant Messaging Ads → click the link at the bottom of the widget to open the main pipeline.

1. Click + Add trigger in a pipeline stage.

1. Search for TikTok Ads Manager → click + Add.

1. Select the ads account → Optimization type —> Deep funnel optimization.

Learn more about Messaging Ads optimization settings here.

1. Select the Event Set previously created in your TikTok Ads account.

1. Select one or more events for leads moved to the selected pipeline stage in the trigger. These events will be sent to TikTok Analytics. Use the tooltips to see which event fits each case.

Learn more about events.

1. Click Done.

Learn how to capture leads from TikTok Instant Forms feature here.

1. Move a lead captured from TikTok Instant Forms to the pipeline stage where the Deep Funnel Optimization trigger is configured.
2. Go to TikTok Ads →Tools → Events Manager → Data sources. Events sent based on this lead will appear on this page.

1. Click on the Event Set card and see all the events selected in the trigger.

If you need more help with setup or troubleshooting, feel free to reach out to our support chat or contact us via WhatsApp. You can also hire a Kommo partner to do all the hard work for you.

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