This is a proposed operating framework for a team review. It is a starting point to adapt to your shop’s objectives, economics, and available evidence.
Are we looking at comparable data?
Confirm the shop, products, reporting window, time zone, and currency. Use complete periods where possible. Identify missing or late data before treating a blank as zero or a partial day as a trend.
Record: reporting scope, period, and any known gaps.
What changed outside the campaign?
Check stock availability, pricing, promotions, product assortment, and other commercial activity. A campaign chart is one view of a wider system. Note the changes that could help explain movement in sales.
Record: business events that affect the comparison.
What changed in spend and ROI?
Review the amounts behind the ratio as well as the ratio itself. Compare spend with the applicable budget and look at the performance target. Keep the definition of GMV Max ROI in view.
Record: the observation before proposing the explanation.
Have recent changes had time to be observed?
Read the change log before making another adjustment. TikTok cautions against frequent ROI changes because they can interrupt learning. Its current Product GMV Max guidance provides more detail.
Record: what changed, when, and the next review point.
Is creative missing, blocked, or still being explored?
Separate those situations before concluding that a video has failed. TikTok identifies authorization, rejection, exclusion, and availability as possible barriers to exploration. Review eligibility and exposure alongside the creative itself. TikTok’s creative exploration guide explains these states.
Record: the specific creative question and the evidence behind it.
Do we act, investigate, or wait?
Choose a response that fits the evidence. A reporting gap may call for investigation. A recent change may need more observation. When proposing an action, state the expected outcome and what would cause the team to reconsider.
Record: the decision, rationale, and remaining uncertainty.
Who owns the follow-through?
Assign an owner and a review date. Keep the decision and its rationale together so the next review can begin with what the team expected, rather than reconstructing the last conversation.
Record: owner, next step, and review date.
A short decision note
Shop / campaign: Review period and scope: What we observed: Relevant changes: What remains uncertain: Decision: act / investigate / wait Reason: Owner and next step: Review date:
Platform details were checked against the linked TikTok documentation on October 4, 2026. This checklist does not prescribe universal budget or ROI thresholds; those depend on your shop and goals.