What is the ttwid cookie?
ttwid is an HTTP cookie that is first-party from TikTok's perspective, set on the .tiktok.com domain. It is not placed directly by your website, but appears whenever a page loads TikTok resources — for example an embedded TikTok video, a share button, or the TikTok advertising pixel used for conversion tracking.
In practice, if a site owner embeds TikTok content or installs the TikTok Ads conversion script, the visitor's browser receives this cookie on first interaction with those resources.
What data it stores
ttwid stores a unique identifier tied to the session or visitor, generated by TikTok's infrastructure. The exact value format is not publicly documented by TikTok and may vary; it does not normally contain directly readable data such as a name or email address.
Data collected via this identifier is sent to TikTok's servers (operated by ByteDance) and may be combined with other technical signals to link a visitor's behavior to a TikTok user profile, including in international data transfer scenarios, which TikTok addresses through standard contractual clauses.
What it is used for
For TikTok, ttwid helps recognize a browser across multiple visits and sessions, supporting features such as view counting for embedded content, measuring advertising campaign performance (TikTok Ads), and building retargeting audiences.
For the site owner, this cookie is only indirectly useful — it enables embedded TikTok elements (embeds, conversion pixel) to function correctly and report performance data back to the TikTok Ads or TikTok for Business account.
Does it require consent?
ttwid falls under the marketing category (advertising/tracking) and is not strictly necessary for the website to function. Under the GDPR and the ePrivacy Directive, placing it requires the visitor's prior, explicit consent, obtained through a compliant cookie banner.
The site owner must: disclose the cookie in the cookie policy, prevent TikTok resources (embeds, pixel) from loading before consent is given, and provide an easy way to withdraw consent at any time.
How to block or delete ttwid
A visitor can delete or block ttwid via browser settings (per-site cookie management, clearing browsing data) or through dedicated tracker-blocking extensions. Blocking it does not affect the site's core functionality, only the display of embedded TikTok content.
- For site owners: TikTok scripts (embeds, pixel) should load conditionally, only after consent, rather than by default when the page renders.
- A CMP such as CookieFix can automatically block TikTok scripts until the visitor grants consent for the marketing category, reducing compliance risk.
Frequently asked questions
It's a marketing/tracking HTTP cookie set on the .tiktok.com domain, used by TikTok to recognize a visitor's browser and support advertising and embedded content.
Its typical duration is 1 year from being set, after which it expires automatically unless renewed by a new interaction with TikTok resources.
No, it's classified as a marketing/tracking cookie, so it requires the visitor's prior consent under GDPR and ePrivacy rules.
The scripts that generate this cookie (TikTok embeds, TikTok pixel) should load conditionally, only after the marketing category is accepted, for example through a CMP that blocks them automatically.