Structure & Settings

7 controls, 1 of them critical.

T-GM1criticalTikTok Ads

GMV Max for Shop campaigns

Pass: All TikTok Shop campaigns use GMV Max (mandatory since July 2025). Three ad types: Video Shopping Ads, LIVE Shopping Ads, Product Shopping Ads
Warning: Non-GMV Max Shop campaigns still transitioning
Fail: Non-GMV Max Shop campaigns active (non-compliant with July 2025 mandate)

T-SR1highTikTok Ads

Search Ads alongside In-Feed

Pass: Search Ads enabled alongside In-Feed campaigns (20% conversion uplift when combined; 18% of non-converters from in-feed convert via Search; 2x purchase lift). Supports keyword targeting with exact/phrase/broad, negative keywords, search term reports
Fail: Search Ads not enabled despite available budget (missing 18-20% incremental conversions)

T03highTikTok Ads

Campaign structure

Pass: Separate campaigns for prospecting vs retargeting
Fail: Prospecting and retargeting mixed

T14highTikTok Ads~2 min to fix

Search Ads Toggle

Pass: Search Ads Toggle enabled for all campaigns (20% increase in conversions when combined with In-Feed; 18% of in-feed non-converters convert via Search Ad; 2x higher purchase lift; 57% of TikTok users use search). Max 1,000 keywords per ad group
Fail: Search Ads Toggle OFF (missing significant incremental conversions)

T04mediumTikTok Ads

Smart+ utilization

Pass: Smart+ campaigns tested with modular control. Advertisers can lock specific modules (targeting, creative, budget, placement) while automating others. Supports up to 30 ad groups/campaign, 30 asset groups/ad group, 50 creatives/asset group
Fail: Not tested (42% adoption, 1.41-1.67 median ROAS; modular control since 2025)

T15mediumTikTok Ads

Placement selection

Pass: Appropriate placements selected (TikTok, Pangle, etc.)
Warning: Default placements without review

T16lowTikTok Ads

Dayparting

Pass: Ad schedule aligned with target audience activity
Fail: No schedule despite clear patterns