TikTok has become a powerful platform for advertisers to reach a global audience. However, running successful ad campaigns requires understanding and troubleshooting common issues that can affect performance. This article provides a concise guide to help you identify and resolve problems related to ad impressions, retention, scaling, and costs, ensuring your TikTok campaigns stay on track in 2025.

1. Why Are Impressions Dropping?

Bid and Budget:

If you reduce your bid or budget, it may trigger risk control and flow control, leading to a drop in impressions. Increase your bid and budget by 20% and observe the results. Avoid adjusting bids and budgets more than twice within 24 hours to prevent disrupting model learning.

Over-cost:

If the actual CPA exceeds the set cost, the system may impose risk control, causing a drop in impressions. Increase your bid by 20% or create a new ad group to observe the results.

Cold Start Period:

During the cold start phase (less than 50 conversions), fluctuations in volume are normal. Be patient and allow the system to gather data.

Creative Material:

TikTok’s creative material typically has a lifecycle of about 7 days. If CTR and CVR decline, it can affect ECPM. Update your creatives at least once a week to maintain freshness and appeal.

Targeting:

Narrow targeting can limit audience reach. Broaden your targeting to increase exposure and potential conversions.

Volume Competition:

Similar ad group settings (creatives, targeting) can lead to internal competition. Diversify your creatives and targeting to avoid cannibalization.

Third-Party Data:

Check for any anomalies in third-party data transmission that may prevent conversions from being reported back to TikTok’s ad platform.

2. Why Are Retention and Recovery Data Poor?

Observation Period:

Short observation periods may not provide complete data. Extend the observation period to ensure data integrity and sufficient volume for analysis.

Targeting:

Ensure your targeting aligns with the product’s audience profile. Optimize targeting parameters such as country, version, and age to match your product’s demographics.

Evaluation Goals:

Set evaluation goals that align with market and product realities. Unrealistic goals can skew performance metrics.

Bidding Goals:

For ROI-focused products, use AEO bidding. For products focused on retention, use RO bidding for better results compared to installation bidding.

3. Why Aren’t Ads Scaling?

Bid:

Low bids can negatively impact ECPM rankings. Increase your bid by 20% to improve ad visibility and performance.

Cold Start Period:

During the cold start phase (less than 50 conversions), fluctuations in volume are normal. Be patient or increase bids and budgets to accelerate the process.

Creative Material:

Low CTR and CVR can affect ECPM. Optimize your creatives to improve engagement and conversion rates.

Targeting:

Narrow targeting can limit audience reach. Broaden your targeting to increase exposure and potential conversions.

Account Balance:

Insufficient account balance can disrupt ad delivery. Monitor your balance and recharge promptly to maintain campaign continuity.

4. How to Maintain Stable Account Performance with High Consumption

Creative Material:

Regularly update creatives to maintain ECPM and ensure consistent ad performance. Tool creatives typically have a lifecycle of about one week.

Account Operations:

Adjust budgets and creatives promptly to maintain a healthy flow of traffic and ensure stable account performance.

A/B Testing:

Conduct A/B tests with different optimization goals to explore the best ad strategies and improve campaign effectiveness.

Targeting:

New countries and versions may offer traffic bonuses. Explore these opportunities to leverage additional traffic and improve performance.

5. Why Are Costs Rising?

Ad Market:

Inquire with sales representatives about overall market price fluctuations that may affect bidding.

Targeting:

Narrow targeting can limit audience reach. Broaden your targeting to increase exposure and potential conversions.

Third-Party Data:

Check for any anomalies in third-party data transmission that may prevent conversions from being reported back to TikTok’s ad platform.

Creative Material:

Tool creatives typically have a lifecycle of about one week. Declining creatives can lead to a drop in ECPM. Update creatives regularly to maintain performance.

Cold Start Period:

During the cold start phase (less than 50 conversions), cost fluctuations are normal. Be patient or increase bids and budgets to accelerate the process.

TikTok ad campaigns require continuous optimization to achieve the best results. By addressing common issues such as drop in impressions, poor retention, scaling difficulties, and rising costs, you can ensure stable and high-performing campaigns. Use this guide to troubleshoot and optimize your TikTok ads effectively, maximizing your return on investment in 2025.

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