TikTok Ads Self‑Assessment

The TikTok Pixel and the Events API both send our key events, with deduplication using a shared event ID.

Advanced matching is turned on, and we check Event Match Quality for our main event in Events Manager.

We optimise for our most valuable action, such as a purchase or qualified lead, not just clicks or video views.

If we sell online, our product catalogue is connected, and its product IDs match our event data.

Each ad group gets around 50 conversions a week, so it can exit the learning phase.

Budget is concentrated in a few ad groups, rather than spread thinly across many.

We use broad targeting or Smart+ campaigns and let creative find the audience, rather than stacking narrow interests.

We avoid big changes to budget, targeting or creative while an ad group is still learning.

Our ads look and sound native to TikTok: vertical, full screen, with sound, and a hook in the first two seconds.

We work with creators, or use Spark Ads to promote posts from real accounts.

We launch several new creatives every week or two, because TikTok creative wears out quickly.

Each ad has a clear call to action, and its offer matches the landing page.

Our landing pages load quickly on mobile and continue the same message as the video.

Every ad link has consistent UTM tags, so we can see TikTok results in GA4 or our CRM.

We look at TikTok’s effect on total sales, branded search and site traffic, not just last-click results.

We reply to comments on our ads and use them to find new creative angles.