How to promote an app using Value-based Optimization

Last updated: May 2026

VBO for app goes beyond App Event Optimization by targeting users who are most likely to generate higher Purchase value or Ad revenue value.

Eligibility criteria

Before you begin, Value-based Optimization (VBO) will only be available when you meet certain requirements.

Purchase value: Have generated at least one unique purchase conversion event with value in the last 365 days on TikTok, News Feed App Series placements, or TikTok Pangle.
Ad revenue value: Have enabled real-time ad revenue postback with TikTok on a mobile measurement partner (MMP). Learn more about the MMP set up requirements for ad revenue value.

Go to TikTok Ads Manager.
Select one of the following supported advertising objectives:
1. App promotion: Choose App install as the campaign type.
2. Tip: If you have the option, we recommend to toggle on the Smart+ setting.
Toggle on iOS 14 dedicated campaign and select iOS App.
Enter your budget preferences.
Select Value as the Optimization goal.
Choose either Purchase value or Ad revenue value under Select value.
Select a bid strategy from either Highest Value or Target ROAS.
1. If you want to use Target ROAS, choose between Day 0 ROAS or Day 7 ROAS, then enter the value you want to achieve.
Complete the remaining settings and submit your VBO app campaign.

Go to TikTok Ads Manager.
Select one of the following supported advertising objectives:
1. App promotion: Choose App install as the campaign type.
2. Tip: If you have the option, we recommend to toggle on the Smart+ setting.
Enter your budget preferences.
Select an Android app.
Select Value as the Optimization goal.
Choose either Purchase value or Ad revenue value under Select value.
Select a bid strategy from either Highest Value or Target ROAS.
1. If you want to use Target ROAS, choose between Day 0 ROAS or Day 7 ROAS, then enter the value you want to achieve.
Complete the remaining settings and submit your VBO app campaign.