Tapper Lift on TikTok Ads
What Tapper Lift checks on your TikTok ad accounts, where its recommendations show and how you act on them.
Tapper Lift checks your TikTok ad accounts every day and writes recommendations for the ad groups, ads and budgets worth changing. You make each change yourself in TikTok Ads Manager.
Before you start
Connect a TikTok ad account to the workspace. One connection serves every Tapper product, so if TikTok Ads is already connected for Tapper Block, Lift reads that account too. See Connect TikTok Ads.
Business details has no TikTok section, so there is nothing more to set up for TikTok.
What Lift reads
Once a day, Lift reads each connected account's campaigns, ad groups and ads, with their daily figures. Reading changes nothing in the account.
Lift judges an account on settled figures only: the two most recent days stay out of every cost comparison. If an account's data for the day has not arrived, Lift writes no recommendation for it that day.
Lift writes nothing on a campaign, ad group or ad that TikTok is not delivering. It also leaves an ad group alone while it is in learning, while it has fewer than 7 days of spend in the last 28 days, and while its campaign has spent nothing for 3 days. The check for results that stopped is the one exception to these last three rules.
Most checks compare an ad group with similar ad groups on the same account: ad groups with the same goal, stage, attribution, country and language. Their cost per result is the bar in the table below.
What Lift looks for
| Check | When it fires | The fix it suggests |
|---|---|---|
| Results stopped | A campaign had results on at least 8 of the 14 days before its results stopped, then none for 2 or more settled days while it kept spending. It also fires when more than 20% of the account's conversion spend over 7 days has no conversions, or when results per click fall by more than half, at once, on the ad groups that carry at least half of the account's spend. Lift writes one such recommendation per account. | Check your TikTok pixel or Events API and your landing page. |
| Spend with no results | An ad group that buys conversions or leads, out of learning and with at least 14 days of spend, has spent at least twice its bar over 7 days with no results. Where an ad group has results and 3 or more active ads, Lift also checks each ad. | Pause the ad group, or the ad. |
| Cost per result above similar ad groups | Lift is at least 90% sure the ad group's cost per result is more than 1.3 times its bar. Lift raises none on a retargeting ad group, which it never compares with other ad groups, or on an ad group whose result is a page view. | Cut the budget that pays for the ad group: its daily budget by up to 30%, or its total budget or its campaign's budget by up to 30% of what it spends a day. Pause the ad group instead when Lift is at least 90% sure its cost is above twice the bar. |
| Budget move | Two ad groups in the same campaign share a goal, a country and a language, and each has its own daily budget. One spent at least 90% of its budget on 5 of the last 7 days at a cost below the bar. The other sits above the bar. Lift looks for this on accounts whose currency is US dollars. | Move budget from the costlier ad group to the cheaper one, at most 30% of the smaller budget, with the total unchanged. |
| Video ads wearing out | A video ad shows the signs of fatigue for its stage. Lift waits 7 days after an ad group is edited before it raises this. | Pause the ad when its ad group keeps at least 3 other active ads. Otherwise, add new videos to the same ad group. Where clicks held and only the conversion rate fell, check your tracking first, then the landing page and the offer. |
| Clicks instead of page views | A traffic ad group optimizes for clicks while TikTok measures its landing page views, and part of those clicks never load the page. | Create a new ad group optimized for landing page views. TikTok does not change the goal of a live ad group. |
| Frequency above the brief | In a top of funnel ad group, the 7-day and the 28-day frequency are both above the expected band. | On a Reach ad group, set a frequency cap or cut the budget. On any other ad group, cut the budget or move it to a reach ad group under its band. A Reach & Frequency reservation cannot be edited, so book the next one with a lower frequency. |
While Lift finds that results stopped on an account, and for 7 days after, Lift runs only the clicks and frequency checks there, because the other checks rely on the results TikTok records.
Where recommendations show
In the sidebar, open Lift, then Recommendations. TikTok recommendations are on the TikTok tab, beside Google Ads and Meta.
If the workspace has no TikTok ad account, the TikTok tab has a dashed outline and reads Connect. Click it to connect one.
How you act on a recommendation
Lift does not change your TikTok ad account. Every TikTok recommendation is a change you make yourself.
Open the recommendation
In the list, click Review on the recommendation.
Make the change in TikTok Ads Manager
Click Apply in TikTok Ads Manager. It opens your ad account in TikTok Ads Manager in a new tab. Find the campaign, ad group or ad the recommendation is about and make the change there.
Mark it as done
Back in Tapper, click Mark as done and confirm. The recommendation moves to the Done tab.
If a recommendation does not fit the account, click Dismiss, with a reason. You can dismiss only that card, or stop the check on the whole ad account. Mark as done and Dismiss are also in the menu on each row of the list.
Who can do what
| Role | What they can do |
|---|---|
| Owner and Admin | Connect TikTok ad accounts, see recommendations, mark them as done and dismiss them. |
| Manager | See recommendations, mark them as done and dismiss them. |
| Viewer | Cannot open recommendations. |
See Settings for roles and Tapper Lift for how Lift works across platforms.