TikTok Ads Deep Analysis

Data Collection (3-tier free-first)

• Capa 1 — MCP: AdsMCP/tiktok-ads-mcp-server (community, free) provides campaign/adgroup/ad data. See mcp-integration.md for setup.
• Capa 2 — Direct API (free; ~30 min OAuth setup): if tiktok-data.json is present in cwd, read it. The user generates it with:

  python3 scripts/api/tiktok_fetch.py --account-id <advertiser_id> -o tiktok-data.json

  Full setup in scripts/api/README.md.
• Capa 3 — Manual fallback: TikTok Ads Manager export plus Pixel/Events API status from the Events Manager.
• Also read platform-specs.md for 9:16 vertical and safe-zone requirements before evaluating creative checks.

Then follow the standard 7-step audit process in ads/references/audit-methodology.md using tiktok-audit.md as the check list. Emit dual output (tiktok-audit-results.json against audit-output-schema.json, plus tiktok-audit-results.md).

What to Analyze

Creative Quality (30% weight)

• ≥6 creatives per ad group (T05) [Critical]
• All video 9:16 vertical 1080x1920 (T06) [Critical]
• Native-looking content, not corporate/polished (T07)
• Hook in first 1-2 seconds (T08)
• No creative active >7 days with declining CTR (T09)
• Spark Ads tested: ~3% CTR vs ~2% standard (T10)
• TikTok Shop integration for e-commerce (T20)
• Video Shopping Ads tested (T21)
• Caption SEO with high-intent keywords (T22)
• Trending audio used (sound-on platform) (T23)
• Custom CTA button, not default (T24)
• Safe zone compliance: X:40-940, Y:150-1470 (T25)

Technical Setup (25% weight)

• TikTok Pixel installed and firing on all pages (T01)
• Events API + ttclid passback active (T02)
• Events API Gateway evaluated for server-side integration
• Standard events configured (ViewContent, AddToCart, Purchase, CompleteRegistration)
• Advanced matching parameters configured

Bidding & Budget (20% weight)

• Bid strategy matches goal: Lowest Cost for volume, Cost Cap for efficiency (T11)
• Daily budget ≥50x target CPA per ad group (T12)
• Learning phase: ≥50 conversions per 7 days per ad group (T13)
• No edits during learning phase (resets learning)

Structure & Settings (15% weight)

• Separate campaigns for prospecting vs retargeting (T03)
• Smart+ campaigns tested: 42% adoption, 1.41-1.67 ROAS (T04)
• Search Ads Toggle enabled (20% conversion uplift combined with In-Feed; 57% of users use search) (T14)
• Placement selection reviewed: TikTok, Pangle, etc. (T15)
• Dayparting aligned with audience activity (T16)

Performance (10% weight)

• CTR ≥1.0% for in-feed ads (T17)
• CPA within target, 3x Kill Rule applies (T18)
• Average video watch time ≥6 seconds (T19)

Creative-First Strategy

TikTok is a creative-first platform. Unlike Google/Meta where targeting and bidding drive most performance, TikTok success depends primarily on creative quality.

What Makes a TikTok Ad Work

• Native feel: looks like organic content, not a polished ad
• Sound-on: 93% of TikTok is consumed with sound (never run silent)
• Fast hooks: capture attention in 1-2 seconds or lose the viewer
• Trend alignment: use trending sounds, formats, and editing styles
• UGC style: user-generated content outperforms studio content
• Vertical only: 9:16 is non-negotiable (no letterboxed horizontal)

Creative Testing Framework

1. Test 3-5 hooks per winning concept
2. Rotate creatives every 5-7 days (fatigue sets in fast)
3. Kill underperformers after 3 days if CTR <0.5%
4. Scale winners by duplicating (not increasing budget on same ad)
5. Repurpose winning concepts, not assets (fresh footage, same angle)

Safe Zone

All critical text, logos, and CTAs must be within the safe zone:

┌──────────────────────┐
│   UNSAFE (status)    │  Y: 0-150px
├──────────────────────┤
│                 │UNSA│
│                 │FE  │
│   SAFE ZONE     │icon│  X: 40-940px
│   900×1320px    │    │  Y: 150-1470px
│                 │    │
│                 │    │  Right 140px: like/comment/share
├──────────────────────┤
│   UNSAFE (caption)   │  Y: 1470-1920px
└──────────────────────┘

TikTok Shop Assessment

If e-commerce, evaluate TikTok Shop setup:

• Product catalog connected and synced
• Product detail pages complete (images, descriptions, reviews)
• Video Shopping Ads linking to in-app checkout
• Shop tab on TikTok profile configured
• Affiliate program active (if applicable)
• Shop CVR benchmark: >10% (significantly higher than standard landing page)

Smart+ Campaigns

• 42% of advertisers have adopted Smart+ (TikTok's automated campaign type)
• Average ROAS: 1.41-1.67
• Modular control (2025): Lock targeting, creative, budget, or placement independently
• Best for: e-commerce with product feed, app installs
• Evaluate: is the advertiser testing Smart+ alongside manual campaigns?
• Compare Smart+ performance vs manual for same objectives
• Check which modules are locked vs automated

GMV Max (Shop Ads)

Mandatory for all Shop Ads since July 2025. Evaluate:

• GMV Max campaign active for all TikTok Shop products
• Product feed quality and completeness
• Shop Ads performance vs standard in-feed campaigns

Symphony Automation

AI-powered creative variations generated from product URLs.

• Evaluate whether account uses Symphony-generated vs original creatives
• Assess impact on creative refresh cadence (Symphony can accelerate testing)
• Monitor quality of AI-generated variations vs manual creatives

TikTok Context

Key Thresholds

Output

TikTok Ads Health Score

TikTok Ads Health Score: XX/100 (Grade: X)

Creative Quality:  XX/100  ████████░░  (30%)
Technical Setup:   XX/100  ██████████  (25%)
Bidding & Budget:  XX/100  ███████░░░  (20%)
Structure:         XX/100  █████░░░░░  (15%)
Performance:       XX/100  ████████░░  (10%)

Deliverables

• TIKTOK-ADS-REPORT.md: Full 28-check findings with pass/warning/fail
• Creative scorecard per ad (hook quality, safe zone, native feel)
• Smart+ vs manual performance comparison
• TikTok Shop readiness assessment (if e-commerce)
• Quick Wins sorted by impact