About LIVE GMV Max

Last updated: November 2025

LIVE GMV Max is an automated Shop Ads campaign that optimizes liveroom traffic to get the highest gross revenue for your LIVE event. You can create a new LIVE GMV Max campaign in Seller Center. There are 2 creative types under LIVE GMV Max: Video-to-live and Live-to-live. Video-to-live uses videos from connected TikTok accounts as ad creatives for your campaign.


Features and benefits of LIVE GMV Max

  • Optimize for total liveroom return on investment (ROI). Note: LIVE ROI measures your total liveroom GMV divided by your total ad spend. Learn more about ads metrics in Seller Center.

  • Optimize and control overall LIVE placements for your campaigns

  • Drive incremental GMV for your liveroom events


When to use LIVE GMV Max

  • If you are actively investing in livestreaming

  • If you want to grow your livestream GMV

  • If you want to maintain strong LIVE ROI


Creative types

There are two creative types under LIVE GMV Max:

  • Video-to-LIVE: Uses videos from your TikTok account as traffic drivers to attract viewers to your liveroom.

  • LIVE-to-LIVE: Leverages your ongoing livestream to promote and attract additional viewers directly into the same livestream.

Tip: Both video-to-LIVE and LIVE-to-LIVE will be automatically used and allocated by the system to achieve the best performance for your campaign.


Account connection and delivery rules

When a shop's primary ad account has at least one active LIVE GMV Max campaign, any existing LIVE Shopping Ads for the shop's official TikTok account will be automatically paused, regardless of which ad account created them.


After the LIVE GMV Max campaign ends, these paused ads won't restart automatically. You can manually restart them in TikTok Ads Manager if needed.


If the shop's official TikTok account is disconnected from the shop, TikTok Business Center, or the ad account it's linked to, any LIVE GMV Max campaigns using this account may also be paused.


For more information on account authorization, see How to authorize an ad account to run a LIVE GMV Max campaign in Business Center.