Tips for Value-based Optimization for app

Last updated: October 2026

Value-based Optimization (VBO) for app goes beyond App Event Optimization by targeting users who are most likely to generate higher In-App Purchase (IAP) value or In-App Ad revenue (IAA) value.

Allow for a 7-day learning phase

Our system continuously helps the ad group reach the most suitable audience. Achieving 50 conversions is the most significant indicator of passing the learning phase.


What is recommended?

  • Ensure a minimum of 7 days for learning.

  • Avoid adjusting the budget, changing the target ROAS, or pausing the campaign during this period.

Set a reasonable Daily Budget and Target ROAS

This ensures a balance between purchase volume and ROAS, helping your ads reach the right audience while optimizing value.


What is recommended?

  • For TikTok IAP VBO campaigns, set your daily campaign budget to be 30x your CPA or 3x Highest Value campaign budget to secure sufficient initial conversions.

  • For TikTok IAA VBO Target ROAS campaigns, set at least >300x CPI as your daily campaign budget or 3x Highest Value daily campaign budget.

  • Enter a Target ROAS based on your TikTok Ads Manager performance in the last 7 days.

Start with at least 15 creatives for Target ROAS campaigns to drive ad iteration

Multiple ad groups will be dynamically created to enable comprehensive creative testing and optimization, maximizing your advertising effectiveness.


What is recommended?

  • Upload at least 15 videos at the beginning of the campaign setup.

  • Upload 2-5 more videos if you increase your ad budget or observe creative fatigue in your campaign.

Allow extra time when using Day 7 ROAS for TikTok In-App Ad Revenue (IAA) campaigns

Day 7 ROAS value takes up to 7 days after install to mature with full data postbacks, since it aggregates revenue over that window rather than counting it on install day.


What is recommended?

  • When Day 7 ROAS is selected, budget for at least 14 days of learning before evaluating performance.

  • If the app has no recent spend history, run a D7 Highest Value campaign for 7 days first; this gives the system enough ad revenue data to calculate a Day 7 ROAS bid before you switch to Target ROAS.

  • For TikTok IAA VBO Target ROAS campaigns, set at least >300x CPI as your daily campaign budget or 3x Highest Value daily campaign budget

    • Note: TikTok IAA Day 7 VBO requires the latest version of TikTok SDK to be connected. TikTok SDK is mandatory to unlock TikTok IAA D7 VBO on iOS in all regions, and mandatory for Android in the Greater APAC regions. At least one ad revenue event postback with value and currency parameters must be configured and detected to unlock the solution on TikTok Ads Manager.