About the Sales advertising objective

Sales is an advertising campaign objective to drive sales on your TikTok Shop, website, or app.

Note: The Website Conversions and Product Sales advertiser objectives merged into one single Sales objective. The newly integrated Sales objective is not available to all advertisers and is rolling out in a phased approach.

Available sales destinations for the Sales objective

TikTok Shop: Drive sales on your TikTok shop with Shop Ads campaign settings chosen by you.

Note: You do not need to create a catalog or Pixel to use the Sales objective for TikTok Shop. TikTok Shop is available for advertisers registered in Indonesia, Ireland, Malaysia, Mexico, the Philippines, Singapore, Spain, Thailand, the United Kingdom, the United States, and Vietnam.

You can create the following ads with the TikTok Shop destination:

• Video Shopping Ads: Add shopping options to your TikTok videos and advertise your products.

• LIVE Shopping Ads: Add shopping options to your LIVE videos and advertise your livestreams.

• Product Shopping Ads: Create ads for your products using images and information from your Product Details Page.

Website: Drive sales on your website with campaign settings chosen by you.

• Manual campaign: Create a campaign manually by choosing each ad setting. You can turn on Use catalog to create ads for products in your Catalog. If you don't have a Catalog, you can create a new one when you set up your manual campaign.

• Smart+ campaign: Manage campaigns automatically for ad placements, audience targeting and more to improve ad performance and optimization.

• Search campaign: Create campaigns with keywords and serve ads within TikTok's search result page.

App: Drive sales on your app (product catalog required).

Available ad formats for the Sales objective

• Video Shopping Ads: Add shopping options to your TikTok videos and advertise your products.

• LIVE Shopping Ads: Add shopping options to your LIVE videos and advertise your livestreams.

• Product Shopping Ads: Create ads for your products using images and information from your Product Details Page.

Available optimization goals for the TikTok Shop Sales objective

When you create ads using the Sales objective, and select TikTok Shop as the Sales destination, you can choose an Optimization Goal to tailor your bidding and budget strategy.

• For lower funnel optimization: Gross revenue, Purchase

• For mid-funnel optimization: Initiate Checkout, Product Click in Live

• For upper funnel optimization: Viewer Retention, Clicks

Product Click in Live and Viewer Retention are supported by LIVE Shopping Ads. You can also use Shop Activity audiences in your Product Sales campaigns to re-engage your existing and interested customers, gain new customers, and increase your return on ad investment.

Available metrics for the Sales objective