Tiktok Ads Analyzer
SKILL.md
skillstiktok-adsSKILL.md
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# TikTok Ads Analyzer
TikTok isn't Meta with dancing. It's a different beast entirely.
## Core Philosophy
**TikTok rewards native content.** The best-performing ads don't look like ads—they look like content that belongs in the For You feed.
**The Algorithm is Different:**
- Meta optimizes for conversions within your audience
- TikTok optimizes for engagement signals that predict conversions
- Creative quality matters MORE on TikTok than targeting
**The 3-Second Rule is Actually a 1-Second Rule.** TikTok users scroll faster than any other platform. You don't have 3 seconds to hook—you have 1.
**What Works on Meta Usually Fails on TikTok:**
- Polished brand content → feels like an ad, gets skipped
- Static images → wrong format entirely
- Long copy → nobody reads it
- Hard sells → users bounce immediately
**What Wins on TikTok:**
- Native, UGC-style content
- Pattern interrupts in first second
- Trends and sounds (when relevant)
- Authentic creators over polished production
---
## Required Context
### Must Have
**1. Campaign Performance Data**
For each campaign:
- Campaign name and objective
- Spend
- Impressions
- Clicks / CTR
- Conversions (or app installs/leads)
- CPA or ROAS
- Video views (2s, 6s, full)
**2. Creative Performance Data**
For each ad:
- Video completion rates (25%, 50%, 75%, 100%)
- Average watch time
- Engagement rate (likes, comments, shares, saves)
- CTR
- Conversion rate
**3. Time Period**
- At least 7 days of data (14+ days preferred)
- TikTok's learning phase is typically 50 conversions
### Strongly Recommended
**4. Creative Details**
- Creator type (in-house, UGC, influencer)
- Hook style used
- Video length
- Use of trending sounds/effects
- Whether it's a Spark Ad or standard ad
**5. Audience Configuration**
- Targeting setup (broad vs. interest-based vs. lookalike)
- Custom audiences used
- Excluded audiences
### Nice to Have
- TikTok Pixel event data
- Organic TikTok performance for comparison
- Competitor ad examples from TikTok Creative Center
- Historical performance trends
---
## Analysis Framework
### Step 1: Platform Health Check
**Account-Level Metrics Assessment:**
| Metric | Poor | Average | Good | Excellent |
|--------|------|---------|------|-----------|
| CTR | <0.5% | 0.5-1% | 1-2% | >2% |
| Video View Rate (2s) | <30% | 30-50% | 50-70% | >70% |
| Video Completion (100%) | <5% | 5-10% | 10-20% | >20% |
| Engagement Rate | <1% | 1-3% | 3-6% | >6% |
| Conversion Rate | <0.5% | 0.5-1% | 1-2% | >2% |
**TikTok-Specific Health Signals:**
| Signal | What It Means |
|--------|---------------|
| High impressions, low 2s views | Hook isn't stopping the scroll |
| Good 2s views, low completion | Content doesn't hold attention |
| High completion, low CTR | No clear call-to-action |
| High CTR, low conversion | Landing page or audience mismatch |
| Low engagement rate | Content isn't resonating, algorithm won't favor it |
---
### Step 2: Creative Performance Analysis
**Hook Effectiveness (First 1-3 Seconds):**
Calculate Hook Rate: `2-Second Views / Impressions × 100`
| Hook Rate | Assessment | Action |
|-----------|------------|--------|
| >60% | Strong hook | Test variations to find even better |
| 40-60% | Average | Hook needs improvement |
| <40% | Weak hook | Completely rethink opening |
**Content Quality (Watch Time):**
| Avg Watch Time vs Video Length | Assessment |
|--------------------------------|------------|
| >50% | Strong content, holds attention |
| 30-50% | Decent, but loses people mid-way |
| <30% | Content isn't working |
**Engagement Quality:**
| Engagement Type | Weight | What It Signals |
|-----------------|--------|-----------------|
| Shares | 🔴 Highest | "This is worth spreading" |
| Saves | 🔴 High | "I want to reference this" |
| Comments | 🟡 Medium | "This sparked a reaction" |
| Likes | 🟢 Lower | "I enjoyed this" |
**Engagement Rate Formula:**
```
Engagement Rate = (Likes + Comments + Shares + Saves) / Impressions × 100
```
---
### Step 3: Creative Categorization
**Rate each creative by type:**
| Creative Type | Typical Performance | Best For |
|---------------|---------------------|----------|
| UGC Testimonial | High trust, moderate CTR | Conversions, consideration |
| Product Demo | Moderate engagement, high intent | Bottom funnel |
| Trending Format | High views, variable conversion | Awareness, testing |
| Problem/Solution | High completion, strong CTR | Direct response |
| Behind-the-Scenes | High engagement, brand building | Awareness |
| Tutorial/How-To | High completion, saves | Consideration |
| Spark Ads (Organic) | Highest authenticity | All objectives |
---
### Step 4: Audience Analysis
**Targeting Efficiency:**
| Targeting Type | When to Use | Expected CPM | Expected Quality |
|----------------|-------------|--------------|------------------|
| Broad | Learning phase, scale | Lower | Variable |
| Interest-Based | Testing, mid-funnel | Medium | Medium |
| Lookalike | Scaling proven audiences | Higher | Higher |
| Custom Audience | Retargeting | Highest | Highest |
**Audience Signal Assessment:**
| Signal | Implication |
|--------|-------------|
| CPM increasing, CPA stable | Healthy scaling |
| CPM increasing, CPA increasing | Audience saturation |
| CPM stable, CPA increasing | Creative fatigue |
| Frequency >3 | Audience too narrow or fatigued |
---
### Step 5: Optimization Opportunities
**Priority Matrix:**
| Issue | Impact | Effort | Priority |
|-------|--------|--------|----------|
| Weak hooks (<40% hook rate) | 🔴 Critical | Medium | P0 - Fix immediately |
| Low completion (<10%) | 🔴 High | Medium | P1 - Address soon |
| Low CTR with good completion | 🟡 Medium | Low | P2 - Add clearer CTA |
| High CPM | 🟡 Medium | Variable | P2 - Test new audiences |
| Low engagement | 🟡 Medium | Medium | P2 - More native content |
| Creative fatigue (declining CTR) | 🔴 High | High | P1 - New creative needed |
---
## Output Format
### Executive Summary
```
TIKTOK ADS PERFORMANCE ANALYSIS
Account: [Account Name]
Period: [Date Range]
Total Spend: $XX,XXX
OVERALL HEALTH: 🟢/🟡/🔴
Key Metrics:
├── Impressions: X.XM
├── Video Views (2s): XXX,XXX (XX% hook rate)
├── Clicks: XX,XXX (X.XX% CTR)
├── Conversions: XXX
├── CPA: $XX.XX
└── ROAS: X.Xx
Top Finding: [Single most important insight]
Biggest Opportunity: [Highest impact optimization]
```
---
### Creative Performance Breakdown
```
📊 CREATIVE ANALYSIS
────────────────────────────────────────────────────────────────────
TOP PERFORMERS:
| Rank | Creative | Spend | Hook Rate | Completion | CTR | CPA | Why It Works |
|------|----------|-------|-----------|------------|-----|-----|--------------|
| 1 | [Name] | $X,XXX | XX% | XX% | X.X% | $XX | [Key factor] |
| 2 | [Name] | $X,XXX | XX% | XX% | X.X% | $XX | [Key factor] |
| 3 | [Name] | $X,XXX | XX% | XX% | X.X% | $XX | [Key factor] |
UNDERPERFORMERS:
| Creative | Issue | Specific Problem | Recommendation |
|----------|-------|------------------|----------------|
| [Name] | Weak hook | XX% hook rate | [Specific fix] |
| [Name] | Low completion | XX% avg watch | [Specific fix] |
| [Name] | Poor CTR | X.X% CTR | [Specific fix] |
CREATIVE PATTERNS IDENTIFIED:
✅ Working: [Pattern that's winning - be specific]
✅ Working: [Another winning pattern]
❌ Not Working: [Pattern that's failing]
❌ Not Working: [Another failing pattern]
```
---
### Hook Analysis
```
🎣 HOOK EFFECTIVENESS ANALYSIS
────────────────────────────────────────────────────────────────────
| Hook Type | # Creatives | Avg Hook Rate | Avg CPA | Verdict |
|-----------|-------------|---------------|---------|---------|
| Question opener | X | XX% | $XX | [Working/Not] |
| Bold statement | X | XX% | $XX | [Working/Not] |
| Pattern interrupt | X | XX% | $XX | [Working/Not] |
| Product first | X | XX% | $XX | [Working/Not] |
| Creator intro | X | XX% | $XX | [Working/Not] |
RECOMMENDED HOOK STRATEGY:
Based on your data, prioritize [hook type] hooks because [specific reason with data].
HOOKS TO TEST:
1. [Specific hook idea based on what's working]
2. [Another hook variation]
3. [Third hook concept]
```
---
### Audience Insights
```
👥 AUDIENCE PERFORMANCE
────────────────────────────────────────────────────────────────────
| Audience | Spend | CPM | CTR | CPA | Efficiency |
|----------|-------|-----|-----|-----|------------|
| [Audience 1] | $X,XXX | $X.XX | X.X% | $XX | ⭐ Star |
| [Audience 2] | $X,XXX | $X.XX | X.X% | $XX | ✅ Solid |
| [Audience 3] | $X,XXX | $X.XX | X.X% | $XX | ❌ Poor |
AUDIENCE RECOMMENDATIONS:
- Scale: [Audience] - [why]
- Maintain: [Audience] - [why]
- Reduce: [Audience] - [why]
- Test: [New audience idea]
```
---
### Optimization Roadmap
```
🎯 OPTIMIZATION RECOMMENDATIONS
────────────────────────────────────────────────────────────────────
IMMEDIATE (This Week):
1. [Specific action]
- Current: [metric]
- Target: [metric]
- Expected impact: [outcome]
2. [Specific action]
- Current: [metric]
- Target: [metric]
- Expected impact: [outcome]
SHORT-TERM (Next 2 Weeks):
1. [Specific action]
- Rationale: [why]
- Resources needed: [what]
2. [Specific action]
- Rationale: [why]
- Resources needed: [what]
TESTING AGENDA:
| Priority | Test | Hypothesis | Success Metric |
|----------|------|------------|----------------|
| P0 | [Test 1] | [Hypothesis] | [Metric] |
| P1 | [Test 2] | [Hypothesis] | [Metric] |
| P2 | [Test 3] | [Hypothesis] | [Metric] |
```
---
### TikTok-Specific Recommendations
```
📱 PLATFORM-SPECIFIC OPPORTUNITIES
────────────────────────────────────────────────────────────────────
SPARK ADS ASSESSMENT:
- Current Spark Ad usage: [X]% of spend
- Recommendation: [Increase/Maintain/Decrease]
- Why: [Reasoning]
TRENDING OPPORTUNITIES:
- Current trending sounds/formats you could leverage: [List]
- Caution: Only use if genuinely relevant to your brand
CREATIVE CENTER INSIGHTS:
- Top-performing ad formats in your category: [List]
- Competitor creative patterns to consider: [List]
TIKTOK SHOP INTEGRATION (if applicable):
- Current usage: [Yes/No]
- Opportunity: [Assessment]
```
---
## Common Scenarios
### Scenario 1: High Impressions, Low Conversions
**Diagnosis:** Either hook is weak (users scroll past) or content doesn't drive action
**Check:**
1. Hook rate (<40% = hook problem)
2. Completion rate (<10% = content problem)
3. CTR (<0.5% = CTA problem)
4. Post-click conversion rate (<1% = landing page problem)
**Solution Path:** Fix from top of funnel down—hook first, then content, then CTA.
### Scenario 2: Good Metrics, High CPA
**Diagnosis:** Likely an audience or offer problem, not creative
**Check:**
1. Compare CPM across audiences
2. Check frequency (>3 = saturation)
3. Compare to Meta/Google CPA for same offer
**Solution Path:** Test broader audiences, refresh custom audiences, or evaluate offer competitiveness.
### Scenario 3: Creative Fatigue (Declining Performance)
**Signals:**
- CTR declining week-over-week
- Frequency increasing
- CPM stable but CPA rising
**Solution Path:**
1. Immediate: Launch 2-3 new creative variations
2. Short-term: Build creative testing calendar (new hooks weekly)
3. Long-term: Establish UGC creator pipeline
### Scenario 4: Works on Meta, Fails on TikTok
**Common Causes:**
- Content too polished/branded
- Wrong aspect ratio (not 9:16)
- No hook in first second
- Missing platform-native elements (sounds, text overlays)
**Solution Path:** Don't port Meta creative—create TikTok-native content from scratch.
### Scenario 5: Can't Exit Learning Phase
**Diagnosis:** Not enough conversions (need ~50 per week)
**Solutions:**
1. Optimize for upper-funnel event (Add to Cart vs Purchase)
2. Increase budget to accelerate learning
3. Broaden audience to increase volume
4. Combine ad groups if running too many
---
## TikTok-Specific Best Practices
### Creative Guidelines
**DO:**
- Shoot in 9:16 vertical format
- Hook in first 1 second
- Use trending sounds when relevant
- Include text overlays (many watch without sound)
- Feature real people, not just products
- Show the product in use
- Use fast cuts and dynamic editing
- Include clear CTA in final 3 seconds
**DON'T:**
- Repurpose horizontal video
- Start with your logo
- Use stock footage
- Over-produce (too polished = ad)
- Ignore comments on ads
- Run same creative >4 weeks without refresh
### Spark Ads Strategy
| When to Use Spark Ads | When to Use Standard Ads |
|-----------------------|--------------------------|
| Have performing organic content | Testing new concepts |
| Creator partnerships | Full creative control needed |
| Authenticity matters most | Specific CTA requirements |
| Brand building | Direct response focus |
### Budget & Bidding
| Objective | Recommended Budget | Bidding Strategy |
|-----------|--------------------|------------------|
| Learning phase | $50-100/day/ad group | Lowest Cost |
| Scaling | 20% increases every 3-4 days | Lowest Cost |
| Efficiency focus | Stable budget | Cost Cap |
| Predictable costs | Higher budget | Bid Cap |
---
## Limitations
**I can provide:**
- Performance assessment against TikTok benchmarks
- Creative pattern analysis
- Hook effectiveness evaluation
- Audience efficiency ranking
- Specific optimization recommendations
- Testing priorities
**I cannot provide:**
- Access to TikTok Creative Center data
- Real-time trending sound recommendations
- Competitor ad performance data
- Attribution across platforms
- Incrementality measurement
**For deeper analysis, also provide:**
- TikTok Pixel event breakdown
- Day/hour performance data
- Placement breakdown (For You vs Following vs Search)
- New vs returning user performance
---
## Quality Checklist
Before delivering analysis:
- [ ] All creatives categorized by type and performance tier
- [ ] Hook rate calculated for each creative
- [ ] Completion rates analyzed with clear diagnosis
- [ ] Audience efficiency ranked
- [ ] Platform-specific recommendations included (not generic advice)
- [ ] Spark Ads opportunity assessed
- [ ] Testing roadmap prioritized by impact
- [ ] TikTok-native creative guidance provided
- [ ] Limitations clearly stated
ReadyTiktok Ads Analyzer
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