Tiktok GMV Max ROI Protection
TikTok Ads is now fully focused on GMV Max, and recently, they introduced a new feature called ROI Protection—similar to the 千川 保本计划 in 抖音 China. This feature provides ad credit compensation if your campaign underperforms and falls short of your target ROI. However, to benefit from this protection, there are several key criteria you’ll need to meet.
What is ROI Protection?
ROI Protection is a safety net provided by TikTok for eligible GMV Max campaigns. If your campaign fails to hit at least 90% of your ROI target, even after following all recommended best practices,TikTok may automatically issue ad credits to offset your losses. ( what kind of best practices, we are still going to monitor. Is it the Daily Budget? Recommended Target ROI? )
But with this feature ensures that sellers who consistently optimize their campaigns and follow guidelines are rewarded with performance protection, helping you scale with more confidence.
How Does It Work?
The ad credit amount is calculated on a daily basis, and it applies per campaign. The formula used is:
Ad Credit = Actual Cost – (Actual Revenue ÷ (0.9 × ROI Target))
Example:
Lets say:
You set an ROI target of 10
Your actual ROI ended up at 8
You spent RM100 that day
Then your revenue is RM800 (since ROI 8 = 8 × RM100)
Ad Credit = 100 – (800 ÷ (0.9 × 10))
= 100 – (800 ÷ 9)
= 100 – 88.89
= RM11.11
You would receive RM11.11 in ad credit for that day.
Where to Check ROI Protection Eligibility?
1. Go to your Campaign list in GMV Max.
2. Look for a green shield icon next to your campaign status.
3. Hover over the icon and click “View history” to see daily protection status.
BLUE = Eligible
GREEN = ROI Protected
YELLOW = Ineligible
Eligibility Criteria
Your actual ROI falls below 90% of your target ROI
Your campaign has more than 20 daily orders
You did not change your target ROI on that day
Your campaign was not paused or deleted
The product is not using Max delivery
It’s not part of Creative Boost Budget
Your ad/account/shop was not suspended or in violation of policies
ROI Protection can still apply on the first day of a new campaign, even if it hasn’t run a full 24 hours—as long as criteria are met.
ROI Protection is not a replacement for strategy, it works as a performance buffer that rewards disciplined optimization. If you're consistently investing in TikTok Ads through GMV Max campaigns and driving decent volume, this feature serves as a safety net against unexpected dips in performance. With it in place, you can plan smarter, scale more aggressively, and operate with greater confidence—knowing that TikTok has mechanisms in place to support advertisers who follow best practices.
