About attribution windows for LIVE Shopping Ads

Beginning July 2025, GMV Max will be the default and only supported campaign type for TikTok Shop Ads. To create ads using the Sales objective and your TikTok Shop as the sales destination, you can create a GMV Max campaign. Learn more about this change. To create ads for your shop:

• Learn how to create a Product GMV Max campaign.

• Learn how to create a LIVE GMV Max campaign.

For LIVE Shopping Ads, the attribution window is the time between when someone interacts with an ad and takes an action in your LIVE event. LIVE Shopping Ads have attribution windows of 7-day click, 1-day view and 30-minute click. The attribution window you choose affects the reporting and optimization of your ads. You can choose an attribution window in the Bidding & optimization section of your LIVE Shopping Ads.

Available attribution windows for LIVE Shopping Ads

• 7-day click and 1-day view: If someone clicks on your ad and places an order during your LIVE event within 7 days, we'll attribute the order to your ad. If someone views an ad and places an order during your LIVE event within 24 hours, we'll attribute the order to your ad. For multiple clicks or views, we'll attribute the order to the most recent clicked or viewed. This attribution window considers orders for the same shop or showcases whether or not the conversion occurred within the liveroom.

• 30-minute click: If someone clicks on your ad and places an order during your LIVE event within 30 minutes, we'll attribute the order to your ad. This attribution window only applies to orders placed within your liveroom.

Examples

1. On Monday, a customer clicks on LIVE shopping ads for product A, enters Liveroom but doesn't buy anything immediately.

2. After 30 minutes or a week, the customer returns to your shop (not Liveroom) and orders product A.

   • Note: In the current attribution window, product A is attributed. However, in a 30-minute click, it won't be attributed because it was purchased within the shop.

3. On Monday, a customer clicks on LIVE shopping ads for product B and makes the purchase within the liveroom within 30 minutes.

   • Note: For Product B, both the attribution windows will consider it.

4. On Monday, a customer clicks on LIVE shopping ads for product C, enters Liveroom but makes the purchase from Video Shopping Ads within 7 days.

   • Note: It is attributed to Video Shopping Ads, but LIVE shopping ads won't consider it for both windows.

You can choose an attribution window in the Bidding and Optimization section for your LIVE shopping ads