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Nerve Centre KPIs · Audit Profile · Sentiment Settings The questions every DTC paid-social marketer asks at 9am on Monday: did Spark Ads cannibalise organic reach, is the Events API + Pixel still deduplicating on mobile checkout, and which creatives crossed fatigue threshold before Tuesday’s launch. Cross-references commerce siblings for TikTok Shop OOS findings and website_performance for mobile LCP on landing pages (TikTok traffic is ~95% mobile).

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What this audit checks

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Spend efficiency

  • ROAS below paid-social target (Spark + In-Feed mix)
  • Zero-conversion spend on campaigns older than 7 days
  • CPA spike vs 30-day rolling baseline
  • Budget utilisation pacing mid-month

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Catalog & creative

  • TikTok Shop ads serving on out-of-stock SKUs
  • Creative fatigue - frequency >5 with CTR <1%
  • Disapproved creatives still active in campaigns
  • Spark Ads boosting creators paid out-of-platform (double-spend)

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Tracking & attribution

  • Events API + Pixel both broken on checkout
  • Clicks > 0 but conversions = 0 (tracking broken)
  • iOS attribution drift vs prior period
  • Missing UTM parameters on destination URLs

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Cross-channel leak

  • Active Shop ads on out-of-stock SKUs (commerce sibling)
  • Branded campaigns cannibalising organic search (GSC sibling)
  • Mobile landing pages with poor Web Vitals (website_performance)
  • Spend on campaigns with active Feedonomics feed rejections

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Severity thresholds

SignalWarnCritical
roas2-
cpa50100
zero_conversion_spend_pct512
creative_fatigue_frequency58
pixel_event_decay_pct2040

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Data sources

  • GET https://business-api.tiktok.com/open_api/v1.3/user/info/ - Auth + account sanity
  • GET https://business-api.tiktok.com/open_api/v1.3/advertiser/info/ - Advertiser metadata + currency
  • GET https://business-api.tiktok.com/open_api/v1.3/campaign/get/ - Campaign inventory + budgets
  • POST https://business-api.tiktok.com/open_api/v1.3/report/integrated/get/ - Spend / clicks / conversions aggregates