Value-based Optimization (VBO) for app Conversion ads in TikTok Ads Manager helps you find the most relevant audience type that will likely generate a higher return on ad spend (ROAS). VBO for app will find people who are most likely to spend the most money on your app. TikTok Ads Manager supports VBO for regular ads and Dynamic Showcase Ads.

VBO for app helps you directly optimize ROAS by matching your ads with people who are likely to make a purchase or make a purchase with a higher value. The purchase is considered higher value when a person buys multiple products at once or buys products with higher price points.

VBO for app will use either Highest Value or Minimum ROAS as a bidding strategy based on your bid when you create an ad group.

Learn how to promote an app using Value-based Optimization.