How to promote an app using Value-based Optimization
VBO for app goes beyond App Event Optimization by targeting users who are most likely to generate higher In-App Purchase (IAP) value or In-app Ad revenue (IAA) value.
Eligibility criteria
Before you begin, Value-based Optimization (VBO) will only be available when you meet certain requirements.
In-App Purchase (IAP) value: Have generated at least one unique purchase conversion event with value in the last 365 days on TikTok, or TikTok Ad Network (formerly TikTok Pangle).
In-App Ad revenue (IAA) 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.
Note: TikTok IAA Day 7 VBO requires the latest version of TikTok SDK to be connected. TikTok SDK is mandatory to unlock TikTok IAA D7 VBO on iOS in all regions, and mandatory for Android in the Greater APAC regions. At least one Ad revenue event postback with value and currency parameters must be configured and detected to unlock the solution on TikTok Ads Manager.
How to promote an app using Value-based Optimization
For iOS:
Go to TikTok Ads Manager.
Select one of the following supported advertising objectives:
App promotion: Choose App install as the campaign type.
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.
If you want to use Target ROAS, choose between Day 0 ROAS or Day 7 ROAS, then enter the ROAS bid value you want to achieve.
Note: TikTok Day 7 ROAS campaigns take longer to reach stable delivery than Day 0 ROAS campaigns, since ad revenue or purchase value is measured over the first 7 days after install rather than on install day. For now, only TikTok IAA has D7 VBO solution across Android and iOS available for automatic unlocking, as long as TikTok SDK and ad revenue event postbacks eligibility criteria as per above has been met.
Complete the remaining settings and submit your VBO app campaign.
For Android:
Go to TikTok Ads Manager.
Select one of the following supported advertising objectives:
App promotion: Choose App install as the campaign type.
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.
If you want to use Target ROAS, choose between Day 0 ROAS or Day 7 ROAS, then enter the value you want to achieve.
Note: Day 7 ROAS campaigns take longer to reach stable delivery than Day 0 ROAS campaigns, since ad revenue or purchase value is measured over the first 7 days after install rather than on install day. Budget for a longer learning phase.
Complete the remaining settings and submit your VBO app campaign.
Learn about tips for Value-based Optimization for app.
