About paid and organic optimization for brand ads

Zuletzt aktualisiert: Oktober 2025

Paid and organic optimization for brand ads allows advertisers to maximize their total business impact across TikTok. This feature connects paid and organic results in delivery, leveraging existing content and potentially generating more ROI from high-performing organic assets. From internal testing¹, campaigns with paid and organic optimization saw up to an average of 8% VTR lift.

(1) Source: TikTok internal experiment results, August 2025.


How it works

With the paid and organic optimization toggled on, organic posts selected for amplification as Spark Ads will use optimized routing logic designed to enhance both engagement and delivery relevance. Using paid and organic optimization will have the following effects on your ad:

  • Creative: An anchor, or destination link, is automatically added to organic posts that are selected when using Spark Ads. This allows clickthrough to destination links. Learn more about destination links.

  • Delivery: Now delivery will be optimized through the synergy of ad and organic traffic signals.

  • Billing: Optimized anchor links will continue to be free for advertisers using this optimization and does not impact billing.

  • First-party reporting: All first-party metrics will incorporate paid and organic results.

    • Only impressions will be broken down into paid and organic results.

    • Organic results currently do not report on conversion events within Business Suite and this will not change when using paid and organic optimization.

  • Third-party reporting: Third-party metrics will not incorporate paid and organic results, showing only paid results.

  • Brand safety: TikTok's first-party brand safety solution remains active across Spark Ads placements.

    • Advertisers leveraging third-party brand safety measurement will be automatically opted out of this experience.


Availability

  • Ad types: Exclusive to Spark Ads. Learn more about Spark Ads.

  • Objectives: Auction reach, video views (including 6-second and 15-second Focused View optimizations), community interactions. Reach & Frequency, Pulse, and TopView are currently not supported.

  • Placements: TikTok feed.

  • Regions: All markets where Spark Ads are available, except for the United States and Europe.


How to enable paid and organic optimization for brand ads

When creating a campaign, select an ad objective and ad settings that support paid and organic optimization based on the availability section of this article. When you reach the ad settings after completing campaign and ad group settings, select Sync destination link in an organic post.