TikTok says your pixel is missing the value parameter

Why it happens

The event carries no value. TikTok's help says value is the total price of the order, and that it "is required for ROAS and Value-based Optimization". TikTok lists value and currency as recommended parameters for View Content, Add to Cart and Purchase. An event set up without them still counts as an event, but TikTok cannot put a money amount on it. TikTok lists "Parameters missing from events" among the issues with events made in its no-code Event Builder.

The value has a currency sign or a comma. TikTok's Pixel Helper flags "Value parameter format invalid" when the value is not a plain number above zero. TikTok says the value must be a whole number like 100 or a decimal like 12.34, without "currency signs, special characters, letters or commas". A theme snippet that reads the price as it is shown on the page, such as $24.90 or 24,90, sends text TikTok cannot use.

Value and currency do not travel together. TikTok's helper also flags "Currency/Value parameter missing" when one is set without the other. Currency must be a three-letter ISO code from TikTok's supported list, such as USD or EUR. TikTok says currency "is required for ROAS".

The value is zero. The value field "must contain a number >0". A free sample order, an order with a 100 % discount code or a product view on a page with no price can send 0 and trigger the warning. On a few orders that is expected.

Two sources send the same event. A TikTok pixel pasted into the theme, the TikTok app and a tag manager can each send product views or purchases. If one of them sends the event without a value, the warning appears even when the other is correct. Two sources for the purchase can also count it twice; see TikTok shows more purchases than Shopify.

Check it yourself

1. 1In TikTok Ads Manager, open Tools > Events and your web pixel. Open the Diagnostics tab. TikTok lists each issue with its severity and the ads it affects. Click Learn more to see instructions and sample data of recent events with the issue.
2. 2On the Overview tab, open the event named in the warning and read its Event Details for parameters. The Connection Method column shows whether the event came from the browser only, the server only, or both. That tells you which source to fix.
3. 3Install the TikTok Pixel Helper extension in Chrome. Open a product page, add the product to the cart and place a test order. The helper lists the errors for each event at the parameter level.
4. 4In the sample data, read the value. It should look like 24.9 or 24.90, with no symbol, letters or comma.
5. 5Check that each event with a value also carries a currency, and that your store's currency is on TikTok's supported list.
6. 6List every source of TikTok events on your store: the TikTok app, code in your theme, Google Tag Manager, a custom pixel under Settings > Customer events in Shopify, and any tracking app. Keep one source per event.
7. 7If your events come from TikTok's Event Builder, check in the sample data whether they carry value and currency. If they do not, replace them with an app that reads the amount from the order.
8. 8Compare the value of your test purchase with the order in Shopify. Decide whether TikTok should get the order total or the subtotal, and keep it the same across the store.

TikTok renamed Complete Payment to Purchase. Older setups and some screens still show the old name, and TikTok says legacy names are converted on its side, so a warning on either name is about the same purchase event.

Run the free diagnosis

FAQ

Why does TikTok show no ROAS?

TikTok needs both value and currency on purchases. Without them, purchases count, but TikTok cannot calculate ROAS for them.

Does the warning matter on product views and add to cart?

Less than on purchases. TikTok recommends value and currency on those events, but value-based optimisation for websites runs on the Purchase event. Fix the purchase first.

When can I use value-based optimisation?

TikTok says value-based optimisation for web needs at least 20 attributed unique purchase events with value and currency over any 7 consecutive days. Purchases without a value do not count toward that.

Does sending events from a server fix the warning?

Only if the server event carries the value and currency. TikTok says its standard events are supported across the pixel and the Events API. A server connection that sends purchases with no amount leaves the same gap. For purchases that never reach TikTok, read TikTok shows fewer purchases than Shopify.