Find underperforming TikTok campaigns that need budget cuts
Analyze 4 weeks of campaign performance against creative and audience benchmarks to surface budget reduction opportunities
Underperforming campaigns might be burning 45% of your TikTok budget on fatigued creative and wrong optimization events
This template identifies TikTok campaigns consistently underperforming against ROAS benchmarks across creative types and audiences. It analyzes recent performance to catch TikTok's rapid creative decay, calculating how much budget is wasted on campaigns that either have fatigued creative, target too broadly, or optimize for the wrong conversion events.
Why this matters
TikTok's algorithm punishes stale content harder than any platform—creative performing at 3x ROAS on day 1 can drop to 0.5x by day 10. Campaigns optimizing for "Complete Payment" with only 20 conversions/week stay stuck in learning phase forever, burning budget without improving. Traditional brand creative often delivers 60% lower ROAS than native UGC content but continues spending because marketers apply Facebook strategies to TikTok. This template catches these platform-specific failures.
How to customize
Set aggressive creative age thresholds—flag anything over 7 days as "at risk" and over 14 days as "critical." Add engagement rate benchmarks by category since entertainment content naturally gets higher engagement. Include optimization event analysis to ensure campaigns have sufficient volume for their chosen event. Configure Spark Ads performance comparison to show the opportunity cost of not using creator content. Add hashtag challenge participation metrics for awareness campaigns.
Identify underperforming TikTok conversion campaigns that you recommend reducing budget on based on ROAS or investigating for optimization.
Follow these steps:
* Pull TikTok ads performance for the last 12 weeks
* In the analysis only consider conversion campaigns for the last 4 complete weeks (use the filter)
* Pull TikTok ads conversions to set a benchmark.
* Pull TikTok ads conversions by creative type to set a benchmark.
* Pull TikTok ads conversions by targeting type to set a benchmark
* Identify campaigns that are underperforming significantly compared to benchmarks in terms of roas.
* Check if underperformance correlates with:
- Creative age (>10 days often indicates fatigue)
- Low engagement rate (<1% suggests creative-audience mismatch)
- Overly broad targeting (interest targeting too wide)
- Not using Spark Ads when competitors are
* Output a summarized message with findings, summarized bullets to support it and a one sentence line to wrap it up. In the message state what percentage of budget this budget represents.
Note:
* TikTok requires constant creative refresh - flag campaigns running same creative >7 days
* Branded content typically underperforms native-style UGC by 50%+
* Complete Payment optimization often needs 50+ conversions/week to exit learning
* List out all the campaigns with the recommended action
Creator
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