The starting point
Start with the same shop, equal periods and matching metrics. Find the campaigns or products responsible for the extra spend, then check visits, buying conditions and orders. Write down the evidence and the explanation you still need to test. Record budget, target and creative changes separately.
Five checks for your review
Make the data comparable before deciding what to change.
Make the two periods comparable
Choose two completed periods of equal length, preferably covering the same weekdays. Keep the market, time zone, currency, campaign type, filters and export time. Flag sale events separately.
- Export campaign or product reports and prepare a shop order summary.
- Keep original metric names; distinguish orders, units, revenue and conversion events.
- Check which date receives the order and whether cancellations or refunds are included.
Find where the extra spend went
Calculate the increase in spend for each campaign, sort by the amount added, then compare orders and revenue. Separate new, stopped or changed-product campaigns so a change in scope does not look like a change in efficiency.
- Record campaign IDs, products and the dates of budget or target changes.
- Check whether a few campaigns account for the increase and whether the product mix changed.
- Label each order metric with its report source; leave unavailable values blank and explain why.
Follow the path from creative to purchase
Review the creatives receiving the spend, then their visits and purchases. Compare metrics only within matching definitions. Mark unavailable stages as missing instead of combining incompatible figures into a conversion rate.
- Check new and existing creatives, delivery status and the products being promoted.
- Where comparable data exists, find the change in impressions, clicks or product visits, and purchases.
- Compare creative claims with product details, including price, variants and offers.
Check whether the product can still convert
Look beyond the ad report for stockouts, expired offers, shipping charges and product-page changes. Match their timing to the order trend before deciding whether to fix the offer or investigate traffic further.
- Check stock for promoted variants, selling prices, offers and delivery conditions.
- Summarize refunds, cancellations and recurring buyer questions.
- When estimating affordable acquisition cost, include goods, platform fees, commissions, shipping and refund costs.
Turn each finding into a testable action
Give each anomaly a possible explanation, one action, an owner and a review date. Fix confirmed problems such as stockouts or incorrect offers first. For ad experiments, avoid changing several conditions at once.
- State what you plan to change, the evidence and the metrics you will observe.
- Have the responsible person confirm budget or target changes and their limits.
- Keep the baseline and note other changes; avoid firm conclusions from small samples.
What to check when the numbers change
Use these signals to guide investigation, not to assign a cause automatically.
| What you observe | Check first | Next action |
|---|---|---|
| Extra spend is concentrated in a few campaigns | Changes to products, budgets and targets | Compare the same products before and after the change |
| Clicks or visits rise but purchases do not | Metric definitions, product details, offers and stock | Rule out buying-condition problems, then check creative-to-product fit |
| Ad reports and shop orders move differently | Attribution scope, reporting time and order status | Keep the two datasets separate instead of forcing them to match |
| Little data or an incomplete period | Completed days and report update time | Mark for observation and fix directly verifiable issues first |
Download the ad review sheet
Use one copy per priority campaign or product. Enter both periods, sources and next actions, keeping the original reports as evidence.
| Check | Current period | Previous period | Change or finding | Source and time | Next action | Owner and review date |
|---|---|---|---|---|---|---|
| Shop, market, time zone and currency | ||||||
| Periods, campaign type and metric definitions | ||||||
| Campaign ID and product scope |
Scroll sideways to see all columns. The download includes every check, ready to fill in.
Download worksheetCSV file · Opens in Excel or WPS
Give Auroviagent a clear review brief
Select the campaigns and specify your goals, budget, duration and permissions so Auroviagent can analyze product and creative performance within those boundaries. List missing data first.
Review my selected TikTok Shop campaigns and compare spend and orders across two completed periods. Start with missing data, then list unusual product or creative results and possible causes to test. Ask me to confirm budget or target changes.
Use the sheet as your team’s checklist. Available data and actions depend on the connected account and permissions.
Explore ad managementCommon questions
Should I raise the budget as soon as spend increases?
First find where the extra spend went and check stock and offers. More budget does not replace finding the cause.
How do I record cost per order when orders are zero?
Record spend and zero orders, then mark cost per order as not applicable. Do not enter zero; insufficient evidence is not good performance.
Does the sheet need personal buyer information?
No. Campaign, product and shop aggregates are enough. Do not include names, phone numbers or delivery addresses.
References
These are official TikTok references. Definitions can vary by market, campaign type and reporting interface; check the definitions in your own reports. The review sequence is operational guidance, not a platform guarantee.
- TikTok for Business: attribution for GMV Max
- TikTok for Business: Shop Ads reporting time
- TikTok for Business: Product GMV Max best practices
Sources checked