What is GMV Max?
GMV Max is TikTok’s latest advertising format designed to help sellers maximize Gross Merchandise Value (GMV) from their TikTok Shop catalogs. It replaces the old Video Shopping Ads (VSA) format with a smarter, more automated approach.
GMV Max campaigns are catalog-based and AI-optimized, with TikTok’s system automatically selecting which products and videos to show, optimizing delivery to drive the most sales.
With GMV Max, TikTok handles:
Targeting and pacing
Creative selection from your catalog
Bidding and delivery optimization
You just set your goals and budget.
How It Differs from Video Shopping Ads
Feature | VSA (old) | GMV Max (new) |
Setup | Manual campaign creation → select creators and videos | Simple setup → TikTok handles optimization |
Optimization Goal | Engagement or traffic | GMV and conversions |
Control | Manual bids and targeting | Automated by TikTok’s AI |
Status | Sunset as of 9/30/2025 | Active and growing |
TikTok has fully deprecated VSA. GMV Max is now the only format for TikTok Shop product ads.
Setting Up a GMV Max Campaign in Teikametrics
GMV Max campaign setup in Teikametrics follows three main steps:
Campaign Setup
Campaign Settings
Ad Creative
Each step maps directly to the structure inside Teika and the underlying TikTok requirements.
Step 1: Campaign Setup
This is where you connect your TikTok accounts, choose your campaign type, and pick the products you want to promote.
What You’ll Do
Select your TikTok Ads Account and TikTok Shop from the dropdowns. Both must be connected for your campaign to run.
Choose Campaign Type:
Promote Products: Catalog-based GMV Max campaigns (most common).
Promote LIVE: For livestream shopping events (optional, only for approved shops).
Name your campaign.
Select Products to include. You can:
Promote all products in your shop, or
Click Edit Products to pick specific products.
Step 2: Campaign Settings
This step defines how TikTok will optimize your campaign.
ROI Target
Enter your Product ROI Target (return goal).
TikTok usually provides a recommended ROI target. If unavailable, use your own value - your campaign will still run normally.
Note: Lower ROI targets make the system bid more aggressively to drive volume. Higher ROI targets optimize for efficiency.
Daily Budget
Enter your daily ad spend limit.
TikTok usually provides a recommended budget. If it doesn’t appear, set a reasonable amount based on your comfort level.
Schedule
Choose your campaign start and end dates
You can leave the end date open
Configuring Promo Days
Promotion Days is a GMV Max campaign feature that automatically adjusts your campaigns during high-traffic shopping events to capture increased demand without manual intervention. It works across both Product GMV Max and Live GMV Max campaigns.
When active, the system makes three automatic adjustments:
ROI target — Lowered by 10%, 20%, or 30% (your choice) to give the algorithm more flexibility during high-competition sale periods when conversion rates are elevated.
Budget — Increased by 50% by default (adjustable) to win more auctions when traffic spikes.
Schedule — Follows TikTok Shop's default promotional calendar or a custom schedule you define.
To enable Promotion Days, toggle it on during GMV Max campaign creation. From there, you can optionally customize the schedule (include/exclude preset events or add custom dates), select your ROI reduction level, and adjust the budget increase. Estimated GMV is shown alongside ROI options to help guide your settings.
Step 3: Ad Creative
This is where you decide what videos TikTok will use in your GMV Max campaign. You can auto-select creatives or choose them manually.
Auto-select (default)
TikTok automatically picks the best available videos for your products.
Manual-select
If you want control, switch to Manual Select.
You’ll see three tabs (same tabs you see as auto-select, and same posts):
Authorized Posts
Affiliate Posts
Customized Posts
Choose the videos you want TikTok to use, then click Save & Publish.
Step 4: Publish Campaign!
For more information on GMV Max, visit Tiktok’s help articles.