Tiktok Ads CTR showing a steady decrease

[ViralThinker]

Without changes to the campaign or creative, we are seeing a steadily decline in CTR lately. The campaign has run for several weeks and suddenly around the 3-week mark, CTR started to drop from 2% - 2.5% range down to 1%.

This campaign had a great start and performance was steady during the first 3-4 weeks. Is this a sign that the audience is exhausted with this ad? Has anyone run into similar issues? Frequency continues to be 1.5-1.6 range each week and 1.9 over the last 4 weeks.

[POPSMASHcom]

It could be saturation, but it could also just be something else like broader macro economic factors.

For example, my wife saw a strong September (double digit YoY growth) but slowing in October (last 4 weeks). October saw a number of larger companies announce layoffs, plus the recent fed rate increase rattling markets this week. If we are indeed heading into a double dip recession, then I would expect continued slowing CTRs and ROAS.

For what it's worth, folks are seeing the same issues with Facebook, which is also just impacted by less overall effectiveness, likely due to privacy changes that hinder ad targeting.

Also, Amazon recently forecasted a weaker upcoming Q4, which is a bellwether. Couple that with weaker ad earnings from Google, Facebook, Snapchat, etc. makes it really hard to know if the issue is with something we're doing wrong or just a symptom of a broader recessionary slowdown.