Reach & Frequency Updates
Last updated, May 2024

At TikTok, we always strive to ensure an easy and effective way of media buying. To provide a solution with clear value and make decision-making easier, we are making Reach & Frequency (R&F) a product that focuses on predictability based on the Reach objective.

What's changing?

Starting June 1st, the product will not support the creation of new secondary objectives.


Reach & Frequency objectives Video views and Traffic will no longer be available after June 1st.

What is the timeline?

  • June 1st, 2023 (GMT+8): We will stop taking orders for Video views and Traffic objectives under Reach & Frequency.

    • Note: Existing orders reserved before this date will continue to be delivered, edited, or terminated.

  • July 1st, 2023 (GMT+8): Reach & Frequency Video views and Traffic objective button will be completely deprecated.

    • Note: Existing orders reserved before this date will continue to be delivered, edited, or terminated. If clients want to edit existing reserved campaigns after July 1st, 2023 (GMT+8), they can't change the end date to later than January 12th, 2024 (GMT+8).

  • January 12th, 2024 (ad local time): This is the last day TikTok Ads will deliver Video views and Traffic objectives for pre-existing orders.

How to re-plan existing Reach & Frequency Video views and Traffic objective buying?

As we consider our product offering, we aim to provide straightforward value for each of our products. Objective-based planning is a good way to reshape your media buying process.


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Please contact your sales representative for details.


Stay tuned for more updates as we continue to expand Reach & Frequency and provide more opportunities to reach the TikTok community.

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