New to Smart+: Campaign Optimization for Paid and Organic Traffic

Ad optimization
New product launches
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Last updated: June 2025

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5 minute read

If you're using Smart+, you now have a powerful way to turn organic engagement into action. We are introducing a new feature: Add an anchor link to select organic videos in a Smart+ campaign to drive more conversions by unifying both paid and organic performance. This feature will be available to everyone in June 2025.

What is Smart+ Paid and Organic campaign optimization?

Smart+ is TikTok’s AI-powered solution for optimizing campaign performance. With this latest update, Smart+ doesn’t just focus on paid delivery—it also connects your organic content to your campaign goals.


When this feature is turned on, Smart+ automatically adds a clickable anchor link to select Spark Ads from your TikTok account. These links appear on videos seen through organic discovery, giving viewers a clear path to take action.


The result? Get higher conversions with Smart+ optimizing your campaign across both paid and organic traffic, helping you drive full-funnel performance and get more from every post.

Why Smart+ Paid and Organic Campaign Optimization?

Brands often invest in great content that performs well organically, but without a direct link to a conversion outcome, that interest can fizzle out. Smart+ Paid and Organic campaign optimization helps close the loop.

Key Features

  • Organic Anchor Links: Smart+ adds a clickable conversion link to eligible Spark Ads organically shown on the For You feed.

  • Delivery Optimization Across Paid and Organic: TikTok’s delivery models now optimize for total conversions, helping your campaign drive results across the platform.

  • Unified Reporting: Access overall metrics in TikTok Ads Manager and third-party reporting tools that combine paid and organic metrics (impressions, clicks, conversions) to understand total performance impact.

  • Brand-Safe by Design: Anchors only appear on Spark Ads with creator opt-in. Spark Ads brand safety policies still apply.

In internal testing, over 60% of brands saw a 10% ROI lift or more with this feature enabled. Please note, your results may vary and TikTok does not guarantee any specific outcome.

How It Works

Smart+ automatically adds an anchor to an organic video and optimizes delivery to drive conversions. To set up a Paid & Organic optimization campaign in TTAM:

  • At the ad creation step, toggle on Spark Ad delivery

  • Select an organic account

  • Choose the video(s) where you want the organic anchor to appear

Note:

  • Anchor links are only visible to users aged 18+

  • Organic conversions follow your existing attribution settings

Learn more about Smart+ campaigns.

Get started in TikTok Ads Manager

Launch your Smart+ campaign with organic optimization enabled today!