About ROI protection for GMV Max campaigns

Last updated: March 2026

ROI protection for GMV Max campaigns is a feature that automatically issues ad credits when the return on investment (ROI) for your campaign falls below a certain threshold despite following GMV Max guidelines and best practices.

Availability

ROI Protection supports campaigns created through all platforms including Seller Center (PC), Seller Center mobile app, and TikTok Ads Manager, starting February 25, 2026.

How ROI protection works

ROI protection ad credit applies on a campaign-level basis and it lasts throughout the lifetime of your campaign. If your campaign is eligible, the ad credit will be automatically added to your account.


You can check if your campaign is eligible for ROI protection in the ROI protection column in your Campaign list. Eligible campaigns will show ROI protected. Hover over the badge and click View history to check the daily details of your campaign to check the campaign-level status, credit amount and actual ROI.


Note: We support only a recent 60-day history review and the calculation is based on account timezone.


The amount of ad credits you receive is calculated on daily ROI target at hour level based on the time zone of your ad account. If there are multiple ROI targets within the same hour, the lowest target value is used.

  • Ad credit = total cost- total gross revenue / (daily ROI target × 0.9)

  • The daily ROI target is the total gross revenue divided by the sum of all (gross revenue / ROI target) calculations throughout the campaign's duration.

  • For the Promotion day mode, it is calculated based on the Promotion day targets ROI value.


Here is an example of how ad costs are calculated if a campaign runs from 10 a.m. to 12 p.m. and the ROI target is updated:

  • 10 a.m. to 11 a.m.: ROI target 1 = 10; gross revenue 1 = $200; Cost 1 = $10

  • 11 a.m. to 12 p.m.: ROI target 2 = 5; gross revenue 2 = $100; Cost 2 = $50


How ad credits are calculated:

Daily ROI target = (gross revenue 1 + gross revenue 2) / (gross revenue 1 / ROI target 1 + gross revenue 2 / ROI target 2) = (200 + 100)/(200/10 +100/5) = 7.5


Ad credit = total cost - total gross revenue/(daily ROI target x 0.9) = 60 - 300 / 6.75 = 60 - 44.44 = $15.56


Eligibility for GMV Max ROI protection

You may be eligible for ROI protection if your GMV Max campaign meets the following criteria:

  • The ROI of your campaign falls below 90% of the daily target ROI.

  • Your campaign has more than 20 daily orders.

The following conditions are ineligible for ROI protection:

  • Live GMV Max campaigns: If you manually adjust the Target ROI for your Live GMV Max campaign more than 2 times, ROI protection will not apply to the day you made the change.

  • Product GMV Max campaigns: If you manually adjust the Target ROI for your Product GMV Max campaign, ROI protection will not apply to the day you made the change.

  • If ROI target change is automatially made by the system due to Mega Live or Promotion Day activation, then it is not counted as manual ROI target modification.

  • If campaign moves to "promotion days" or "Mega LIVE" with a different ROI, then the new ROI would be the ROI we guarantee on that specific day.

  • If you pause or delete your GMV Max campaign, ROI protection will not apply to the day you made the change.

  • GMV Max campaigns with products or liverooms using Max delivery.

  • Creative boost budgets.

  • If your shop, ad account or ads are suspended or stopped for any reason, including but not limited to insufficient account balance, ads or products being rejected, or policy violations.

  • For LIVE viewer boost, ROI protection will not cover boost budget.

  • ROI protection won't cover the days when campaign products are edited.


GMV Max prioritizes ROI achievement on a daily basis, so you may experience fluctuations in ROI throughout the day. Ensure that GMV Max runs for at least a full day to maximize the benefits of ROI protection (ROI protection will cover the day when campaigns are newly created if the campaigns meet the above conditions, even though they have not run for entirely 24 hours).


Note: Any ad credit issued to you is subject to the TikTok Ad Credit Terms. TikTok reserves the right to revoke the ad credit if we detect any unusual behavior, fraud, or violations of the TikTok Commercial Terms of Service, TikTok for Business Advertising Terms, TikTok's Advertising Policies, TikTok Community Guidelines, and other applicable terms and policies.