Best practices for Max delivery optimization

Last updated: December 2024

Max delivery optimization is an optimization mode for GMV max campaigns. You can turn on Max delivery for LIVE GMV max campaigns, or for individual products in a Product GMV max campaign. Since Max delivery optimizes to spend your entire budget and maximize gross revenue and ad delivery over a selected period of time, this setting is best used when you want to prioritize product sales over ROI.


If sellers require a stable or expected ROI result, we recommend using Target ROI mode as always-on strategy for sustained growth and efficiency.

Best practices for Max delivery optimization

Follow these best practices to get the most out of Max delivery optimization for GMV Max:

When introducing a new TikTok shop or product

Start with Max delivery optimization for the first 3-5 days. Keep track of metrics like ad spend, gross revenue (GMV) and Return on investment (ROI).


Recommendations for setting up a daily budget for Max delivery:

  • Set a daily budget at least 10*AOV (Average Order Value). If you have not delivered the selected livestream/product in GMV Max before, you can start with this recommended budget for experiment, which will be a minimum budget for the system to get enough conversions for cold start phase.

If your ROI doesn't meet your expectations during this time:

  • Add more products or ad creative. Improving the quality of your products or ad creative may improve your ad performance overall.

  • Reduce your Max delivery daily budget or switch back to the Target ROI optimization mode.

If your ROI meets your expectations during the first 5-7 days, evaluate which optimization mode you want to use:

  • Continue using Max delivery. Add more budget and continue prioritizing ad spend to maximize gross revenue and delivery. If you wish to increase the budget for Max delivery, we recommend gradually raising it by 30% each day instead of making a large increase all at once. Make sure to monitor your ROI, which may fluctuate during Max delivery optimization.

  • Switch back to Target ROI. If you want to achieve a more stable ROI, you can switch to the Target ROI optimization mode anytime. Remember that your budget will only be spent if your target ROI is met.


When running a continuous campaign

If you're running a continuous or a seasonal GMV Max campaign, consider Max delivery optimization as a way to sell more products during a selected time period.

  • Boost sales for certain products. Turn on Max delivery to increase sales for your products. You can choose to focus on unsold products to sell more inventory as quickly as possible, or boost ad delivery for your top-performing products.

  • Increase delivery during a seasonal sale. Schedule Max delivery to align with a sale or seasonal campaign to boost sales during this time period.

Recommendations for setting up a daily budget for Max delivery:

  • Same actual spending under Target ROI mode. If you have delivered this livestream/product in GMV MAX under Target ROI mode before, you can set the Max delivery daily budget the same as the actual daily spending under Target ROI mode.

    • Note: since Max delivery prioritizes budget consumption over ROI optimization, your ROI result under Max delivery mode may not be same as that under Target ROI mode with even the same spending each day.

  • If you wish to significantly increase ads spending to acquire more GMV during promotion season (i.e. mega sale, super brand day). We recommend setting your Max delivery budget between 1 to 5 times the actual spending under Target ROI mode (at SPU level). During this process, it's advised to constantly monitor whether metrics of ROI and GMV meet your expectations and make timely adjustments to the budget if necessary.

    • Note: If the budget is set too high (e.g., more than 5 times the actual spending under Target ROI mode), your ROI metric may drastically decrease, and the incremental GMV may not be ideal.

Max delivery will likely increase your ad spend and gross revenue, while causing ROI to fluctuate. If your goal is to maintain more stable ROI and better ad performance for a continuous campaign, consider the Target ROI optimization mode.