tiktok-ads-performance-reviewlisted

# TikTok Ads Performance Review **Tells you what moved in the account, which campaigns moved it, and how much of the change each one caused.** TikTok Ads Manager shows you the totals and leaves the arithmetic to you. Cost per result rose 18% — was that a weaker conversion rate, a more expensive auction, a shift of budget toward a costlier campaign, or one creative that died and dragged the average with it? All four look identical in the headline, and they need four different responses. The platform also mixes two things people read as one number: video views and destination clicks. An account can be winning attention and losing traffic at the same time, and the summary row will not say so. **What you get back** - **The headline movers** — spend, impressions, clicks, CTR, CPC, CPM, conversions, cost per conversion, CVR and ROAS for the period and the one before it, with the direction of each. - **A contribution breakdown** — for the metric that moved most, which campaigns caused it and how much of the delta each one owns, in currency and in percentage points. - **The decomposition** — whether cost per result moved because of conversion rate, cost per click, or mix, stated as which one it was rather than all three listed. - **The video funnel** — impressions to 2-second views to 6-second views to completions to clicks, so attention and traffic are read separately. - **A watch list** — campaigns with the biggest swing that have enough volume for the swing to be rea