The checks Lift runs on TikTok Ads

Lift checks each connected TikTok Ads account every day and lists cards in Recommendations (pick TikTok above the list). Lift never changes your TikTok account: you make each change in TikTok Ads Manager. How Lift judges results, learning, stages and similar ad groups: How Lift works on TikTok Ads.

The checks at a glance

A card names its check in the line "{check} · {ad account} · TikTok Ads". The funnel stage (top: reach, impressions, views, follows, profile visits and brand consideration; middle: clicks, landing page views, engaged sessions and leads; bottom: conversions, purchases, installs and in-app events) decides which checks run. It is not shown on cards and cannot be changed. TikTok accounts have no targets in Tapper, so costs are always compared with similar ad groups.

The checks

Results stopped

One card per account when Lift finds any of:

• a campaign buying conversions, purchases, installs, in-app events or leads that recorded results on at least 8 of the 14 days before its results stopped, then none on any settled day since (2 or more) while still spending;
• more than 20% of the last 7 days' spend on such ad groups going to ad groups that recorded none, counting only ad groups out of learning that spent enough to be judged;
• results per click under half their usual level on ad groups carrying half or more of the spend, while clicks did not more than double.

A stopped campaign stays on the card until a result returns, for up to 20 days. The card says to check the TikTok pixel or Events API and the landing pages before changing any budget. The spend is at stake, never savings: At stake per day in Evidence, and in Worth. While it is open, other checks pause: see How cards open, close and come back.

Spend with no results

An ad group buying conversions, purchases, installs, in-app events or leads that spent at least twice what similar ad groups pay for a result over the last 7 days, with no result. Headline: "This ad group spent {money} in 7 days with no purchases". Do: "Pause this ad group in TikTok Ads Manager; a paused ad group keeps its settings, so it can be switched back on".

If the ad group does get results and has 3 or more active ads, an ad that spent that much with no results gets its own card: "Pause this ad in TikTok Ads Manager; the ad group keeps delivering through its other ads". Ads in an ad group with no results never get their own cards.

Cost per result above similar ad groups or your target

An ad group with a 90% or higher chance that its true cost per result is over 1.3 times what similar ad groups pay, after pulling a small ad group toward the average. Top and middle ad groups are judged on their own goal, such as cost per 6-second focused view. No card on an ad group with no results, or a reach ad group.

Found names up to four similar ad groups. Do: "Cut this ad group's daily budget by up to 30%; TikTok applies it from the next midnight in the account's time zone. Do not move the saving into another ad group", or, at a 90% or higher chance it costs over twice theirs, pause it.

Move budget to the cheaper ad group

Two ad groups in one campaign chase the same goal in the same locations and languages: one gets results cheaper than similar ad groups and spends its whole daily budget, the other pays more. Lift suggests moving budget to the cheaper one, total unchanged.

• Where it runs: US dollar accounts only, between ad groups with their own fixed or dynamic daily budget in a manual campaign. Never with a lifetime budget, under campaign budget optimization, in Smart+, Reach & Frequency or brand consideration campaigns.
• The pair: both had results in the last 28 days, are out of learning and unedited for 2 days; the cheaper one spent at least 90% of its daily budget on 5 or more of the last 7 days. Lift pairs the cheapest with the dearest.
• The amount: at most 30% of the smaller daily budget and no more than the dearer one really spends a day, never leaving it under $20 a day, in whole dollars.

The card sits on the ad group giving up budget: "Move {amount} a day from {ad group} ({cost} a {result}) to {ad group} ({cost} a {result}). Your total budget stays the same". On fixed budgets TikTok applies both changes from the next midnight; on dynamic budgets the card notes TikTok still spends more some days and less others. It reads Not priced; Evidence gives the estimated value of the extra results: Value per day point, Value per day low and Value per day high.

Creative wearing out

A video ad fading against its own earlier weeks, never other ads. Ads with no video, such as catalog carousels, get no card. Lift reads a video's opening as 2-second views per impression and its hold as 6-second views per 2-second view. Frequency is the ad group's, over 7 days.

• Top: opening or hold at 75% or less of the ad's first 7 days in the last 4 weeks, at frequency 2 or more.
• Middle: click-through rate at 75% or less of its best week, at frequency 2.5 or more (5 for website, shop activity, app activity, engagement, lead generation or business account audiences).
• Bottom and existing customers, on conversion, purchase, install, in-app event or lead results: click-through rate at 70% or less of the first 7 days at frequency 3 or more (5 for website, app activity or shop activity audiences), or the share of clicks converting at 60% or less of its 28-day level, over 10 or more conversions.
• The opening alone, top and middle: 2-second views per impression at 75% or less of the first 7 days, at any frequency, with 5,000 or more impressions in each period.

Every rule needs 14 days of delivery in the last 4 weeks, including each of the last 7 (the stage rules also 10,000 impressions in those 7), and none runs on an ad group edited in the last 7 days.

Headline example: "4% watch the first 2 seconds, down from 7%, at 3.4 views a person a week." Do says to pause the ad when the ad group keeps 3 or more other active ads, otherwise to add new videos to the same ad group. A card about fewer clicks converting says to check tracking, then the landing page and offer, never to pause. Stage rule cards show Spend at stake per day in Evidence, never savings; an opening-alone card carries no figure.

Buying clicks instead of page views

A traffic ad group optimized for clicks where TikTok measures landing page views (at least 5 per 100 clicks over 7 days) and some clicks never load the page. Under 5 in 100, Lift reads it as page views not measured there and raises no card.

Do: "Create a new ad group optimised for landing page views and move the budget to it. TikTok does not change the goal of a live ad group, so the new one starts learning". No money: page view optimization usually costs more per click and brings more visitors who arrive.

Frequency above the brief

A top of funnel ad group whose 7-day frequency is more than half a view above the top of Tapper's default band of 1 to 2 a week, with its 28-day frequency above it too, 1,000 or more people reached in 7 days, spend on each of the last 7 days, and out of learning. The headline gives the spend a day buying views past the band and whether a frequency cap is set.

On a Reach ad group, set a frequency cap or cut its budget. On other goals, cut its budget or move budget to a Reach ad group under its band, total unchanged (TikTok allows frequency caps on Reach only). A Reach & Frequency reservation cannot be edited: book the next flight with a lower frequency. Evidence shows 7-day and 28-day frequency and Spend at stake per day (impressions above the band at the ad group's cost per 1,000), never savings.

Money on TikTok cards

• Only Spend with no results and Cost per result above similar ad groups or your target carry money: waste per day, in the account's currency, priced over 28 days, never above recent daily spend.
• At a 90% or higher chance the true cost per result is above similar ad groups', the low end of the range is Savings and the rest Check first; under 90%, all Check first. The tag says which: Check first · above the range low end or Check first · under a 90% chance.
• Neither raises a card on an ad group in learning, with under 14 days of spend, no spend in the last 7 days, or spend only in the last 3. Worth says how the figure was measured.
• A card worth under 1 of the account's currency a day is not shown.
• No TikTok card is Critical: money cards stop at Attention.

How money reads on any card: Read a Lift card: money, priority and evidence.

Make the change in TikTok Ads Manager

1. In Recommendations, pick TikTok and press a row.
2. Press Apply in TikTok Ads Manager. Your campaign list opens in a new tab.
3. Open the campaign Where to find it names (search its Campaign ID; an account-wide card reads Account-wide), find the ad group or ad and make the change.
4. Back in Tapper, press Mark as done and confirm.

Most cards do not name the ad group or ad: the tag reads Campaign. Only Move budget to the cheaper ad group names its two ad groups, and a Spend with no results card about one ad names it in Found. Find others by their figures: on a Cost per result above similar ad groups or your target card, it is the ad group whose 28-day cost per result is about the headline's first figure, $82 a purchase on the card above. The ad groups in Found are the comparison group; leave them as they are.

On TikTok, stopping a check with Dismiss, with a reason closes its open cards on the account, but the check keeps running. See Fix, mark as done, dismiss and revert.

Related

• How Lift works on TikTok Ads
• Connect TikTok Ads for Lift
• The checks Lift runs on Google Ads