GMV Max ROAS planner

How the planner works

• Profit before ads = order value − TikTok fee (fee rate × order value) − creator commission − product and shipping cost. This is also your break-even CPA: the most one order can cost in ads.
• Break-even ROAS = order value ÷ profit before ads.
• Cost per order at your target = order value ÷ target ROAS, and profit per order at target = profit before ads − that cost.

TikTok's GMV Max guidance describes the ROI target as the benchmark the campaign bids toward: a lower target bids harder for volume, a higher one spends more carefully. Its suggested starting point is your past non-LIVE GMV divided by your past ad cost. Compare that number with the break-even ROAS here before you launch.

Reading the result

If TikTok's suggested ROI target sits below your break-even ROAS, the campaign will grow GMV while losing money per ad order. That can be a deliberate choice for a launch, as long as you know the cost. The fee and profit calculator breaks the order margin down line by line if you want to see where it goes.