GMV Max

GMV Max is TikTok's automated campaign type for TikTok Shop that manages targeting, bidding, and creative for you to maximize total sales.

Since July 2025, GMV Max is the default and only supported campaign type for TikTok Shop Ads. You set a return target and a budget, and TikTok pulls from both your organic and paid content to pick the audiences, placements, and creatives most likely to drive purchases. It comes in two flavors, Product GMV Max for product listings and LIVE GMV Max for live streams.

In practice you are handing over the controls. Where you once built ad groups by hand, you now tell GMV Max the outcome you want and let its system decide the how, then judge it on the sales that come back.

Automation this heavy means you lose most of the manual levers you may be used to. You cannot micromanage targeting or bids the old way, so if the algorithm reads your account wrong early on, your main defense is your ROI target and your patience, not a settings panel.

You steer with the target, TikTok drives the car.