- Video Shopping Ads and Product Shopping Ads were retired on September 1, 2025. GMV Max is now the only TikTok Shop ad system.
- GMV Max credits orders for promoted products while it runs, including many organic and affiliate orders.
- The more organic and creator sales you have, the more reported ROI is inflated.
- A 7 to 14 day holdout test shows your true incremental return.
Since Video Shopping Ads and Product Shopping Ads were retired on September 1, 2025, GMV Max has been the only ad system on TikTok Shop. In May 2026, TikTok also started factoring commissions, coupons and fees into GMV Max performance. Source: The Keyword. Platform rules change often, so confirm the current version in Seller Center before you act on any number here.
Why reported ROI is inflated
GMV Max credits orders for promoted products while the campaign runs, including many orders from people who never saw an ad. The bigger your creator engine and organic sales, the more the reported number flatters you. A brand with strong affiliate sales can see a healthy reported ROI while ads add very little.
How to run a holdout test
- Pick a stable period with no big promotions or launches.
- Pause GMV Max for 7 to 14 days and record daily GMV. This is your organic baseline.
- Turn GMV Max back on with the same products and budget.
- Measure GMV above the baseline over the same number of days.
- Divide that extra GMV by ad spend. That is your incremental ROI.
What to do with the result
If incremental ROI clears your break-even after commission, fees and product cost, scale slowly and keep measuring. If it does not, fix creative and creators before spending more. On one account we ran GMV Max to a 6.17 reported ROI with cost per order down 32% by feeding it only creator videos that were already converting. See the case study.
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Get a free profit checkFrequently asked questions
Is GMV Max ROI accurate?+
Reported ROI includes orders that would have happened anyway through organic and affiliate content, so it usually overstates what ads add. A holdout test gives the real number.
How do I run a GMV Max holdout test?+
Pause GMV Max for 7 to 14 days to measure your organic baseline, then switch it back on and measure GMV above that baseline. The difference is what ads add.
When should a brand start GMV Max?+
Once you have creator videos that already convert. Ads multiply what works; they cannot create it.
