• All creatives with a product link will be considered for GMV Max campaigns
• In order for creatives to be used as ads, they must have ad authorization. Authorization can happen via Spark Codes or ACA. Please see here for more authorization methods

Manual vs Auto select Videos

• Auto-select
  • No video usage limit in campaigns
  • Automatically utilize existing videos as well as future posted ones, conducting automated exploration
  • Use of single and multi-product anchor videos
  • ACA videos can be used
  • Ability to utilize high-quality videos previously used in VSA for corresponding products, even if they lack product anchors (including ads only videos)
• Manual-select
  • Video usage cap. Each campaign can use a maximum of 50 videos
  • Videos still require manual addition or removal
  • Use of single and multi-product anchor videos
  • ACA videos can be used
  • No ability to utilize videos that don't have product anchors

• Active automatic compensation when ROI does not meet the target

1. One-click selection of all videos, the system helps merchants make selections in the materials;
2. One-click general advertising all ad placement, automatically matching the best traffic;
3. Automate the creation and management of advertising plans, no need to stack infrastructure, maximize ad delivery
4. Optimize organic traffic; give merchants more organic exposure by perturbing ranking to promote organic GMV growth

1. [Online] View product and video reports to understand product and video effects.
2. [Online] Increase ad spending and boost GMV during big promotions.

1. Automatically use video-to-live footage to significantly improve drive ad delivery.
2. Automate the creation and management of advertising plans, no need to stack infrastructure, maximize drive ad delivery
3. Optimize natural traffic; give merchants more natural exposure by perturbing natural sorting to promote natural GMV growth
4. Data attribution and reporting are consistent with Seller Center's operating data, clearly showing the GMV increment between LIVE dimensions

1. [Planning] View the Video to live video effect in LIVE, you can select and exclude videos
2. [Under development] Marketing account can be authorized and created with one click

1. Optimize natural traffic; give merchants more natural exposure by perturbing natural sorting to promote natural GMV growth

1. [Online] Give a budget for the new product and test the effect of the new product.
2. [Online] Boost for videos and explore video effects
3. [Online] Increase advertising consumption and boost GMV during big promotions.
4. [Online] Manually add custom videos and add product anchor

1. Optimize natural traffic; give merchants more natural exposure by perturbing natural sorting to promote natural GMV growth

1. Simple creation, one-click optimization of products, materials, ad places, and ultra-low learning costs
2. Automate the creation and management of advertising plans to save manpower
3. The system recommends suitable products and ROI-based bidding based on industry conditions
4. Target ROI mode, ROI controllable

1. [Planned] Disclose the incremental effect after investing GMV Max

1. One-click general advertising Feed/Shop Tab/search ad place, general advertising Video and Product card genres, low-cost start-up advertising without video materials
2. Batch authorization of influencer materials can be set, and the materials will be automatically added and used after production.

1. Advertising and organic traffic synergy, easier to bring in new users

1. [Planned] AIGC production video material

• Set a reasonable ROI target based on historical performance. Sellers can directly follow the recommended ROI which will be given during the campaign creation.

• Set a budget that is 1.5-2x your BAU budget on VSA/PSA

• Try to use all products or select top-selling products to run Product GMV Max
• Group products with similar ROI target in the same campaign

• If the spending is too slow after monitoring for an entire day, consider decreasing the ROI target slightly and adding more high-quality creatives.
• If the spending is too fast after monitoring for an entire day, you can increase campaign budget or increase the ROI target if it is not their actual goal - reminder that fast spending means your campaign is performing well!
• Avoid changing ROI target too frequently, recommended not to change more than once per day
  • GMV Max achieves the ROI goal on a daily basis. It's normal to experience low ROI in the morning and high ROI in the afternoon, or vice versa. Frequent adjustment of the ROI target can hinder the ad system's learning process. For each set ROI target, it's advisable to run the campaign for at least 3 full days to gather relatively accurate data before making any adjustments.

• Use auto-select instead of manual select to leverage all videos automatically, and remove videos after campaign launch
  • We strongly recommend leveraging automatic selection. Follow the guide under "creative selection" to see different ways to have more control of your Ad Content
• Authorize affiliate videos for Product GMV Max to get better results

• Leverage Target ROI if you have a fixed target ROI
• Leverage Maximum Delivery if you know how much I want to spend on GMV Max
  • Please note that Max delivery does not optimize towards an advertiser's target ROI and some degree of ROI fluctuations should be expected.
• Leverage Creative Boost if you belive some creatives are high-potentail but underutilized by the system
  • Please note that over 80% of the extra budget will be spent, but ROI is not guaranteed.
• Leverage Target ROI with a lower ROI if you know how much GMV I want to achieve
  • Follow the new tiered ROI recommendation

• Auto-select
  • No video usage limit in campaigns
  • Automatically utilize existing videos as well as future posted ones, conducting automated exploration
  • Use of single and multi-product anchor videos
  • ACA videos can be used
  • Ability to utilize high-quality videos previously used in VSA for corresponding products, even if they lack product anchors (including ads only videos)
• Manual-select
  • Video usage cap. Each campaign can use a maximum of 50 videos
  • Videos still require manual addition or removal
  • Use of single and multi-product anchor videos
  • ACA videos can be used
  • No ability to utilize videos that don't have product anchors

1. Add high quality creatives

2. Lower ROI target

3. Turn on Promotion Days

4. Use Maximum delivery

5. Use Creative Boost

6. Increase product attractiveness

7. Increase organic content

1. Try to use all products
   • Maximize delivery to obtain more GMV
   • Monitor data for the entire shop to see incremental GMV directly
2. Select well-selling products to see solid results
   • The larger the original GMV, the more incremental GMV will be obtained after use
   • Even if non-well-selling products' GMV spikes by 50%, the small scale can easily be lost amongst daily GMV fluctuations, obscuring the increase

1. Set an appropriate ROI target to maximum delivery
   • Appropriate ROI target = Historical non-LIVE GMV of products / Historical ad cost spent on products. You can just follow the recommended ROI which is calculated in this way
   • Based on this formula, you can understand that actually (1/ROI target) is the marketing cost rate of products. If you haven't run ads before and don't have historical data, you can set the ROI target based on the marketing cost rate you want
   • You can lower the ROI target if a higher marketing cost rate is acceptable. Normally, lowering the ROI target results in a higher cost & total non-LIVE GMV. But if you set a ROI target that is higher than the historical level, it's normal to see reduced spending and GMV but get a lower marketing cost rate
2. Set a sufficient budget to maximum delivery
   • Recommended budget = 2 * Historical non-LIVE GMV of products / ROI target, provide 100% more budget to ensure there is room for non-LIVE GMV growth. You can just follow the recommended budget
   • However, be aware that the budget will only be fully utilized if the ROI target is achieved. It's common to see a low Budget Utilization rate, particularly when you set a high ROI target.
   • Please increase the budget on time and always keep the budget consumption rate below 80%
3. Do not change the ROI target too frequently, no more than once per day
   • Product GMV Max achieves the ROI goal at the day level. You may experience low ROI in the morning, but high ROI in the afternoon. This is because ads will conduct more exploration actions in the morning. Please don't increase the ROI target when you see low ROI until the day ends
   • Frequent adjustment of the ROI target will make it difficult for the ad system to learn. For each set ROI target, you should at least run for two full days to get relatively accurate data before making adjustments

1. Use auto-select videos instead of manual selection
   • Manual selection is highly limited. It excludes the use of multi-anchor videos and ACA videos, and the system won't automatically explore creatives to get better performance or distribute budgets across creatives to achieve a higher efficiency. Learn more
   • It is strongly recommended to use Auto-select in GMV Max to maximize campaign performance
2. Authorize affiliate videos for ads to get better results
   • Affiliate videos often have better quality, leading to better ad performance, especially videos with good performance on organic side. This can also make Product GMV Max's signal synergy-based enhanced delivery more efficient, bringing more incremental GMV
   • What's more, orders from affiliate videos require an additional commission fee. You can appropriately raise the ROI target to compensate for this part of the commission expenditure. The increase would mainly depend on the percentage of affiliate GMV and the commission rate
3. Post more videos with a product anchor link in your own TikTok accounts
   • Golden rule: More videos, more GMV
   • You can add more creatives by the following actions.
     • Post videos with product anchor links in Tiktok Official Account, TikTok Business Accounts or Available TikTok Accounts in the Shop's Seller Center
     • Add more TikTok accounts with videos that have product anchor links into the shop's Seller Center (e.g. Influences' TikTok Accounts, Shop Marketing TikTok Accounts)
     • Add more Spark ads posts with product anchor links into the Creative Library on TTAM of the selected ad account that is running Product GMV Max (e.g. Influencers' TikTok Posts)

1. To deliver as much as possible and achieve the highest GMV, while maintaining a desired ROI

2. To spend a fixed amount of budget, allowing some ROI fluctuation

3. To hit a certain GMV, being more flexible with ROI or budgets

• Set the ROI goal according to your target

• Set a high campaign budget (at least 3-4x more than BAU) to ensure continued delivery

• Adjust your ROI goal according to your target cost and expected GMV growth as instructed below

• Minimally set a budget that is the desired amount to spend on that day
• Set a high campaign budget (at least 3-4x more than BAU) to ensure continued delivery

• Adjust your ROI goal according to your historical GMV trend (as demonstrated below)

• Minimally set a budget that corresponds to the expected ad cost below
• Still recommended to set a high campaign budget (at least 3-4x more than BAU) to ensure continued delivery

• Set a reasonable ROI target based on historical performance. Sellers can directly follow the recommended ROI which will be given during the campaign creation. Note that is the the highest Target ROI that is recommended and sellers are advised to follow the recommended or lower.

• E.g. For LIVE GMV Max, past 7 days TikTok ID LIVE GMV is $1000 USD, past 7D LSA ad cost is $50 USD
  • Recommended ROI on LIVE GMV Max: $1000/$50 = 20

• Set a high campaign budget to ensure continued delivery. Reminder that the budget won’t be fully utilized unless the target ROI can be met. Sellers can follow the recommended budget which will be given during the campaign creation.

• If the spending is too slow after monitoring for an entire day, consider decreasing the ROI target slightly and adding more high-quality creatives.
• If the spending is too fast after monitoring for an entire day, you can increase campaign budget or increase the ROI target if it is not their actual goal - reminder that fast spending means your campaign is performing well!
• Avoid changing ROI target too frequently, recommended not to change more than once per day

• Select a good-performing liveroom (TikTok Account) to run LIVE GMV Max which goes LIVE regularly for optimal results, ideally one with >$1000 USD GMV in the last 7 days

• As video-to-LIVE creatives are automatically used for LIVE GMV Max, we recommend regularly uploading videos which direct users to the LIVE / videos which feature products that will be promoted in the liveroom

1. To deliver as much as possible and achieve the highest GMV, while maintaining a desired ROI

2. To spend a fixed amount of budget, allowing some ROI fluctuation

3. To hit a certain GMV, being more flexible with ROI or budgets

• Target ROI
• Set the ROI goal according to your target

• Set a high campaign budget (at least 3-4x more than BAU) to ensure continued delivery

• Maximum Delivery

• Minimally set a budget that is the desired amount to spend on that day
• Set a high campaign budget (at least 3-4x more than BAU) to ensure continued delivery

• Adjust your ROI goal according to your historical GMV trend (as demonstrated below)

• Minimally set a budget that corresponds to the expected ad cost below
• Still recommended to set a high campaign budget (at least 3-4x more than BAU) to ensure continued delivery

Why don't you split out paid and organic performance?

I would like to see paid and organic performance separately.

Why does GMV Max attribute organic data

How can I tell if GMV Max is performing?

I would really like to maintain this performance and scale more

Is this what I should follow?

I am not profitable when using GMV Max and Affiliate content

What does it mean that GMV Max "Optimizes Organic" performance?

My ROAS is too low, I need at least X. (when confusing ROI with ROAS)

1. Not Comparable to ROAS: ROI accounts for overall performance, not just ad-attributed revenue.
2. More Accurate Assessment of Channel performance: ROI provides a holistic view of returns for TikTok Shop as a sales channel, helping you evaluate your Channel economics

• ROAS includes purchases made up to 7 days after seeing an ad.
• ROAS attributes all product GMV, even when ads only feature a specific product.

I don't like the ROI metric, I need to be able to compare GMV Max performance to other channels

• Their DTC website generates traffic from platforms like Meta, Google, and TikTok web ads.
• Their TikTok Shop relies primarily on Shop Ads for traffic.

• DTC ROI = Total DTC GMV ÷ Total non-Shop Ad spend (Meta + Google + TikTok web ads)
• TTS ROI = Total TTS GMV ÷ Total Shop Ad spend

Why does running GMV Max require advertisers to turn off all VSA & PSA?

• GMV Max Ads incorporate total paid & organic orders from promoted products/promoted liveroom when a campaign is active
• Standard 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

1. Attribution lookback: VSA/PSA (standard shop ads) attribute 7-d click, 1-d view. GMV Max counts all conversions that happen while the campaign is active.
2. Attribution traffic: VSA/PSA only count conversions that come from paid traffic. GMV Max counts all conversions that happen, including Organic and Affilaite
3. Attribution level: VSA/PSA count any conversion that happens from a shop after a user interacts with an ad. GMV Max only counts conversions that happen for the specific product that is being promoted.

1. Affiliate Creative authorization / Spark codes
2. Posting content from the Official TikTok Account
3. Any content in the TikTok Accounts that have been linked to your Business Center
4. Upload content as Dark Posts or Ads Only mode
5. Mass authorized affiliate ads

• GMV shows what the customer pays, excluding taxes. For example, if a customer pays $25, but $2 is sales tax, the GMV would be $23.

• Gross Revenue reflects what the seller actually receives. If TikTok Shop doesn’t offer any product discounts, this is the same as what the customer pays. But if TikTok subsidizes part of the product price, the seller receives more than what the customer paid.

• We don't add TikTok Shop shipping discounts back into Gross Revenue because clients have said it doesn't reflect their actual business operations.

• Gross Revenue only represents gross orders and doesn't account for cancellations or returns. If GMV includes cancellations, that creates another difference.

• Gross Revenue can be much higher than GMV, especially during certain times, with gaps over 40%. We believe Gross Revenue better reflects the seller's actual value. Since Shop Ads aim to maximize the seller's value, not just what the user pays, we focus on and report Gross Revenue.