Tiktok Shop Academy

Metrics Explanation and Attribution of GMV Max

01/28/2025

Product Shopping Ads

Introduction

GMV Max is our new TikTok Shop Advertising Automation solution that optimizes for a seller’s total channel ROI for TikTok Shop. GMV Max is a highly innovative, first of its kind solution that primarily differentiates itself via two unique features:
  • GMV Max leverages all available creatives automatically and deploys them in form of a "super campaign", which does not require any operational inputs from the client
  • GMV Max optimizes organic delivery in addition to paid ad traffic, providing advertisers with incremental GMV that would not otherwise be attainable without Product GMV max.
As a result, all orders generated from promoted products, including those from organic content and affiliate orders, will be counted as GMV Max.*Reminder: GMV Max helps improve the organic traffic of both seller videos and affiliate videos. Affiliate videos receive a commercial content label, and if you choose, you can label your seller videos with a branded content toggle.

Metrics Explanation

  • Cost: The total amount you've spent on your ads during its schedule.
  • Orders (SKU): The number of individual SKU orders completed during the GMV Max campaign.
  • Cost per order: The average cost incurred for each order placed. (cost/orders)
  • Total gross revenue: The total gross revenue of TikTok Shop orders attributed to your campaign. It's the amount the user pays, plus TikTok Shop price subsidies provided to the user. (doesn't include shipping subsidies)
  • ROI: The total return on investment (ROI) from all TikTok Shop orders attributed to your campaign. (total gross revenue/cost)
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Attribution

  • Custom Shop Ads incorporate total paid orders from all the products in the shop that occurred within 7 days of clicking on an ad or within 1 day of viewing an ad.
  • GMV Max Ads incorporate total paid & organic orders from promoted products/promoted liveroom when a campaign is active.
Ads Type
Custom Shop Ads
GMV Max Ads
VSA/PSA
LSA
Product GMV Max
LIVE GMV Max
Attribution Window
7-day click & 1-day view
7-day click & 1-day view
Real-time, when campaign is active
1-day click
Real-time, when campaign is active
1-day click
Attribution Method
Shop Level
Shop Level
Product Level
Liveroom Level
Including Organic GMV or not
NO
NO
YES
YES
  • Examples (not exhaustive):
Scenarios
Attributed to custom ads?
Attributed to GMV Max?
The user clicks an ad for Product A and 3 days later he places an order for Product A
YES
NO
The user clicks an ad for Product A and 3 days later he places an order for Product B (from the same shop)
YES
NO
The user views an ad for Product A and on the same day he places an order for Product A
YES
NO
The user views an ad for Product A and on the same day he places an order for Product B (from the same shop)
YES
NO
The user clicks an ad for Product A and on the same day he places an order for Product A
YES
YES (when campaign is active)
NO (when campaign is inactive)
The user clicks an ad for Product A and on the same day he places an order for Product B (from the same shop)
YES
NO
The user doesn't click an ad or view an ad, but he places an order for products promoted by GMV Max or places an order in the liveroom promoted by GMV Max
NO
YES
PreviousCreative Instructions for Product GMV MaxNext TikTok Shop Ads LIVE GMV Max

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