Evido, a platform, analyzed an anonymous sample of more than 500 TikTok ad accounts with spending in September and early October 2026. In 15% of them, a regular lead is recorded as Purchase, and in 78% of those cases, campaigns continue to optimize for that event.
The picture varies by segment. In 52% of accounts with landing pages built on lead forms, only the form submission is passed, and for half of them that is the only event recorded. On one-page sites and quizzes, almost every fourth account sends form completions as Purchase, even though there is no payment on the site.
Corporate websites account for 47% of spending, but 44% of these accounts have no pixel installed. Online stores with the best event settings are not free of gaps either: 30% of them have no pixel at all in their ad accounts.
Chats are a separate problem. 54% of websites place messenger buttons, but only 9% of accounts receive the Contact event. At the same time, 91% of accounts with a pixel installed do not create website visitor audiences for retargeting.
Outdated events are also still in use: 19% of accounts receive ClickButton and 10% receive PlaceAnOrder. ClickButton and PlaceAnOrder are fully supported until 2027, but TikTok itself recommends other events for new setups, because these names will be removed from the documentation and disabled in 2027. The renaming of SubmitForm to Lead and CompletePayment to Purchase took effect for web, offline and CRM on May 1, 2025. TikTok does not carry the history of old events over to new ones, so switching breaks the statistics.
For media buyers, the key point is where the money is. The corporate segment accounts for 47% of spending and yet most often goes without a pixel, which means a tracking error costs the most there. Disabling ClickButton and PlaceAnOrder is scheduled for 2027.
