If you’ve been hearing the buzz about GMV Max, you’re not alone. It’s TikTok Shop’s biggest—and boldest—advertising update yet. And starting in July 2025, it becomes the only ad format available on the platform. Sounds intense? Don’t worry.
GMV Max is an all-in-one automated ad system built to drive both paid and organic sales—no livestream required. It replaces older formats like VSA and PSA, offering smarter targeting, more efficient delivery, and better visibility. If you’re serious about growing on TikTok Shop, this is the tool to watch.
Whether you’re just getting started or still figuring out what all those ecom acronyms mean, we’ve got you.
FastMoss pulled together this no-fluff, beginner-friendly glossary covering 30+ essential terms every seller, agency, or brand needs to know. Simple, practical, and ready to help you launch your next viral campaign.
30+ Must-Know Terms to Understand TikTok GMV Max:
- GMV Max TikTok’s official automated ad system. It combines paid and organic signals (like video views, product clicks, and purchases) to maximize total GMV from non-livestream sources. As of July 2025, it’s the only ad format available.
- Product GMV Max A campaign type that targets specific products. It tracks all non-livestream orders (organic + paid) from videos featuring the product. Requires video authorization.
- Live GMV Max Built for livestreaming. Tracks total GMV (including organic) during live events. You must disable LSA ads before launching.
- Max Delivery A bidding strategy focused on maximizing spend and reach. Best for high-volume goals—but ROI may vary.
- Target ROI A more conservative bidding strategy aimed at hitting specific ROI targets, even if that means limiting scale.
- LSA (Live Shopping Ad) An old livestream ad format. To run Live GMV Max, LSA must be turned off.
- VSA / PSA These legacy ad formats (video & product) have been phased out as of July 2025. GMV Max now handles it all.
- TikTok Business Center (BC) Your central hub for ad accounts, store access, and asset permissions. You’ll need it to activate GMV Max.
- Primary Ad Account Only one ad account per store can run GMV Max. Make sure it’s properly linked in your BC.
- ROI (Return on Investment) ROI = (Total Revenue ÷ Total Cost) × 100%. GMV Max includes organic contributions, so the numbers may look stronger than with older ad types.
- ROAS (Return on Ad Spend) ROAS = (Ad Revenue ÷ Ad Spend) × 100%. Purely measures paid results—does not include organic orders.
- AOV (Average Order Value) AOV = Total Revenue ÷ Number of Orders. Higher AOV means more profit per customer.
- CPA (Cost per Action) How much you spend per conversion (like a sale or sign-up). CPA = Ad Spend ÷ Conversions.
- CPS (Cost per Sale) Pay-per-sale model—ideal for brands wanting performance-based ad spend.
- Campaign One GMV Max campaign can promote multiple products. Think of it as your ad strategy container.
- CVR (Conversion Rate) CVR = (Conversions ÷ Visits) × 100%. A must-track to measure your funnel’s strength.
- CTR (Click-Through Rate) CTR = (Clicks ÷ Impressions) × 100%. If it’s low, your creatives need help.
- CPC (Cost per Click) CPC = Ad Spend ÷ Clicks. Lower CPC = better cost efficiency.
- CPM (Cost per Mille) Cost per 1,000 impressions. TikTok’s benchmark is $1.5—if you’re under that, your creatives may need a refresh.
- CPV (Cost per View) Cost per ad view. You’re charged every time your ad is shown to a user.
- Data Gap GMV Max vs. Seller Center data discrepancies can be caused by time zone differences, platform subsidies, or organic traffic. Totally normal.
- Manual-Select You manually pick which videos to run—max 50 per campaign. Gives you control but limits scale.
- ACA Video AI-generated creatives (available for whitelisted sellers only). Used only in auto-select mode.
- Creative Boost Add small test budgets to new creatives to help TikTok explore their potential. No guaranteed ROI, but worth trying.
- Creative Library Only videos with a single product anchor are eligible. Must be from your TikTok account or Spark Ads you’ve authorized.
- Video Code A code that gives ad access to creator videos. Needed to authorize influencer content in GMV Max.
- Auth Fail Video Code is expired or the TikTok account isn’t correctly linked. Check your BC setup.
- Organic Only Video is live but only running on organic traffic. Ads likely aren’t running due to missing permissions.
- Ads + Organic Best-case scenario. Your video is running with both organic and paid traffic.
- Signal Synergy GMV Max combines both paid and organic signals (clicks, views, watch time) to optimize delivery.
- Cold Start New campaigns need 10–20 conversions before stabilizing. Start with lower ROI targets and $300–$500/day to warm them up.
- Attribution Method GMV Max credits both paid and organic orders. Legacy ads only counted paid GMV.
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Final Tip:
GMV Max isn’t just another ad update—it’s a powerful tool built for TikTok Shop sellers who want to scale smart. Whether you’re aiming to drive paid conversions, tap into organic reach, or boost livestream performance, GMV Max gives you an automated system that works across the board.
And with FastMoss, you don’t have to guess what’s working. Our Ad Intelligence Dashboard lets you analyze top-performing campaigns, spot trends, and benchmark against the competition—all in real time. It’s everything you need to make smarter, faster ad decisions.
🎁 Secret Bonus: Use promo code PC0384 at sign-up to unlock an exclusive 15% discount—just for our blog readers.
If you’re just getting started, bookmark this page.
If you’re already scaling, link your FastMoss account and get live insights into how your GMV Max campaigns are performing.
Want to see what’s trending in your niche?
Visit www.fastmoss.com for real-time TikTok Shop data across the US, UK, Southeast Asia, Japan, and more.
