What is the _ttp cookie?
_ttp is a proprietary HTTP cookie set by TikTok, used by TikTok Pixel and other TikTok for Business integrations embedded on third-party websites. It typically appears when a site includes TikTok Pixel tracking code, usually for advertising or remarketing campaigns run through TikTok Ads.
Depending on the technical setup, the cookie may be set directly by the visited site's domain (first-party context) or through TikTok-associated domains.
What data it stores
The cookie stores a unique identifier generated for the visitor, used to recognize them on subsequent visits to sites running TikTok Pixel. The value is an alphanumeric string generated by TikTok; the exact internal format is not publicly documented and may vary.
Data collected via this identifier is sent to TikTok's servers and can be linked to the user's activity on other sites using TikTok Pixel, and, if the user is logged in, potentially to their TikTok account.
What it is used for
For TikTok, _ttp helps build a behavioral profile of the visitor across the web, which supports ad targeting and conversion attribution for advertising campaigns.
For the website owner, the cookie enables measuring the performance of TikTok Ads campaigns (how many visitors from a campaign complete a desired action) and building custom or lookalike audiences for retargeting.
Does it require consent?
_ttp is classified as a marketing cookie (advertising/tracking). Under GDPR and applicable ePrivacy rules, this type of cookie requires the visitor's prior consent before it can be placed in the browser.
Site owners should: list the cookie in their cookie policy, correctly categorize it under marketing in the consent banner, and ensure the TikTok Pixel script does not load before the visitor explicitly opts in.
How to block or delete _ttp
Visitors can delete or block the cookie manually from browser settings (Chrome, Firefox, Edge, Safari – "Cookies and site data" section), or use built-in cross-site tracking protection available in most modern browsers.
- At the site level, the most reliable approach is using a consent management platform (CMP) like CookieFix, which automatically blocks the TikTok Pixel script until the visitor accepts the marketing category.
- Simply listing the cookie in a policy without a technical blocking mechanism is not sufficient for compliance.
Frequently asked questions
Yes. It's a marketing/tracking cookie, and under GDPR and ePrivacy rules it may only be set after the visitor gives explicit consent.
TikTok will generate a new identifier on the next visit to a site running TikTok Pixel, and the history tied to the old identifier can no longer be directly linked to the new session.
Its typical lifespan is 13 months from being set or last updated, in line with common limits recommended for tracking cookies.
By using a consent management platform (CMP) that technically intervenes and prevents the TikTok Pixel script from loading before the visitor accepts the marketing category.