About Value-based Optimization for app

Last updated: October 2026

Note: Value-based Optimization (VBO) for app is available for Android and iOS app campaigns using the app promotion objective.


Value-Based Optimization for App-JPG

VBO for app goes beyond App Event Optimization by targeting users who are most likely to generate higher Purchase value or Ad revenue value. VBO for app focuses on maximizing the long-term value (LTV) of users acquired through advertising campaigns.

Learn more

  • Learn how to promote an app using VBO.

    • Remember to review the eligibility criteria, such as requirements to postback In-App Purchase (IAP) value or In-app Ad revenue (IAA) value as a data input, allowing the system to optimize towards ROAS.

  • To understand the results of the performance goals, you can view metrics, such as Purchase ROAS or Ad Revenue ROAS in TikTok Ads Manager. You may need to customize your columns to see them.

  • Available bidding strategies for Value-based Optimization for apps include either Highest Value or Target ROAS.

  • For TikTok IAA, where optimization is towards ad revenue event, you can choose to optimize toward Day 0 ROAS (ad revenue value generated on the day of install) or Day 7 ROAS (ad revenue value generated within the first 7 days after install).

    • To access TikTok IAA Day 7 VBO on TikTok Ads Manager, the latest version of TikTok SDK integration is a pre-requisite and ad revenue postbacks with currency parameters.