About Retention Optimization with TikTok Pangle placement

Last updated: February 2026

TikTok Pangle previously offered Retention Optimization for mobile app ad campaigns with TikTok Pangle placement. As of December 31st, 2025, the Retention Optimization features have been sunset.

Impact to advertisers

Existing campaigns: Existing campaigns that utilize TikTok Pangle's Retention Optimization feature may remain active but cannot be edited. Performance is not guaranteed, as the optimization model will be phased out.
New campaign creation: Advertisers will no longer be able to create or draft new campaigns or ad groups using the Retention Optimization objective.

Alternative optimization features

We recommend the following to transition to other optimization features:

If you are primarily focused on optimizing specific in-app events, we recommend using App Event Optimization features.
If you are ROAS-driven and aiming to drive long-term and value-based growth, we recommend adopting target ROAS solutions.

Learn more about Smart+ App Campaign optimization

Smart+ App Campaigns let you create campaigns powered by AI for your app promotion goals. With Smart+, TikTok assists in automating campaign setup and optimization to attempt to deliver the right ad to the right person as determined by our system to attempt to help you to achieve your performance goals. Learn more about Smart+ App Campaigns.