About Call-To Action Buttons on your ads

Last updated: July 2025

A call-to-action (CTA) button is the part of the ad that urges someone to take an action after watching an ad. You can choose the Recommended CTA or a Dynamic CTA in TikTok Ads Manager. When you add a call to action to your ads, it can help you optimize and improve your ad performance.


Note: For App Promotion campaigns only, the CTA button will be refreshed to the new look-and-feel known as Informative CTA.

Learn how to create an ad.


Recommended CTA will identify the best call to action to use in your ad based on your industry, past ad performance, or ads using similar objectives.


Requirements for Recommended CTA:

  • Buying Type: Auction, Reach & Frequency

  • Ad Format: non-Spark Ads, Spark Ads

  • Supported Objectives: All


Dynamic CTA will display the most relevant call to action based on the click and conversion behavior of each person viewing your ad. You can turn on or off specific call to action text for your ads.


Requirements for Dynamic CTA:

  • Buying Type: Auction, Reach & Frequency.

  • Advertising Objectives:

    • Auction: App Installs, Traffic, Conversion, Video View, Community interaction, Reach, Lead Generation;

    • Reach & Frequency: Reach, Video Views, Traffic.

  • Ad Format: Non-Spark Ads, Spark Ads.

  • Placement: Supports Automatic Placement and Select Placement.

  • Location: Supports all markets.

  • Language: English.


Informative CTA aims to enhance user experience and drive clickability to bring about increased conversions with a more native look-and-feel coupled with optimized placement.


Requirements for Informative CTA:

  • Supported Objectives: App Promotion only

  • Placement: TikTok only

  • Location: Supports all markets.