Reading ads and profit after ad spend

What the ads screen shows

For the connected ad accounts, the last 30 days are shown by ad, by case, by stream and by product. Ad spend, revenue, ROI (revenue ÷ ad spend) and orders are listed side by side, and cases and streams also split ad spend into product ads and stream ads.

• Data is imported every morning. Opening the screen does not query TikTok.
• COMSEE does not place ads or change budgets. Do that in the TikTok ads manager.
• Only ad accounts in yen are counted.
• A screen with a sample badge shows synthetic data. Once an ad account is connected and imported, the badge disappears.

Ad spend and profit after ad spend by case

The "Ads" section on a case page shows that case's ad spend and profit.

• Ad spend is the total of ads on the case's products (when the products are linked to TikTok products) and ads on the streams linked to the case.
• When the same product belongs to several cases, ad spend is not divided between them. It is listed under "Ad spend not linked to a case".
• Profit after ad spend = profit on the units actually sold in the last 30 days (profit per unit under the case's terms × units sold) − ad spend. Fixed costs such as host fees and samples are not included.
• The ad spend in the case's profit estimate remains an estimate from the shop's recent average. The actual ad results are shown separately in this section.

Splitting off organic orders

Organic orders = total orders − ad orders. Only the range where ad orders can be attributed (product ads and stream ads) is split.

• For a stream whose total orders are not imported, or when ad orders exceed the total, "Not split" is shown and no number is made up.
• Organic orders by product also include orders that came through stream ads. Stream ads are split in the table by stream.

How ROI Protection is checked

For GMV Max ads, a day is eligible for ROI Protection (ad credit) when all of the following hold (per the TikTok help).

• The day's ROI is below 90% of the target ROI
• The day has more than 20 orders
• The target ROI was not changed manually that day (and the ad was not paused or deleted)

Estimated credit = ad spend − revenue ÷ (target ROI × 0.9). TikTok calculates with hourly targets, so the amount shown is an estimate and may differ from what TikTok grants.

The check needs the target ROI. Use "Enter target ROI" on each ad and enter the same value as in the TikTok ads manager. If you enter the days the target was changed manually, those days are counted as ineligible. The value is used only for the check and does not change anything in TikTok.

How to read the proposals

Ad proposals appear in the inbox on the Today screen. Approving one only creates a task inside COMSEE and does not change any TikTok ad.

• Budget allocation: among ads delivered 7+ days with 20+ orders in the last 14 days, when ROI differs by 1.2x or more, move 20% of the lower ad's daily budget to the higher ad. ROI is a period average, so the moved amount will not necessarily earn the same ROI.
• Leave the target ROI unchanged: for ads with eligible days in the last 7 days, a reminder not to change the target manually. A manual change makes that day ineligible.