Why does my succesfull tiktok campaign doesn't convert anymore over night?

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Topic summary

Sudden overnight drop in TikTok ad performance and conversions after prior success. The poster wonders if changing the daily budget caused the decline.

Key metrics reported:

  • Add to Cart rate fell from 8% to 1.7%.
  • Checkout sessions decreased from 1.3% to 0.4%.
  • No conversions on the following day.

Context:

  • TikTok ad account and product landing page links were shared, but discussion centers on performance metrics rather than creative or site changes.

Advice given:

  • Continue running the ads for two more days to determine if the dip is a temporary fluctuation or a persistent issue.
  • Monitor whether metrics rebound, stay flat, or worsen to better diagnose the cause.

Clarifications of terms:

  • “Conversion” refers to the desired action (likely purchases).
  • “Add to Cart rate” is the percentage of visitors adding items to the cart.
  • “Checkout sessions” is the percentage initiating the checkout process.

Status:

  • No definitive cause identified. The main open question is whether the budget change affected performance; monitoring is the next step.
Summarized with AI on December 15. AI used: gpt-5.
1

Hello everyone,

I started running 2 Tiktok Campaigns which converted pretty good, yesterday. But today, the ads didn’t convert ad all, why does this happen? Is it because I changed the daily budget?

Also my Add to Cart rate went down, from 8% to 1,7% and my checkout sessions went from 1.,3% to 0,4%

This is my ads acc: tiktok acc
Landing Page: breathing stich

Thanks for answering : )

2

Hello @lovegifts I reviewed your store once so it’s nice to see you getting conversions already! On this issue, since it’s only been between today and yesterday I’d suggest you continue the ads for 2 more days and see if it goes back up to how it was yesterday or it remains how it is today or if it gets worse. This is just to allow you get a good understanding of the problem itself.

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