LIVE GMV Max Only Delivers When Broadcasting — An Often Overlooked Operational Consequence

Unlike Product GMV Max which runs 24/7, LIVE GMV Max only delivers when the selected TikTok account is actually broadcasting. Understanding this mechanism helps you plan your live schedule more effectively.

How to Create a Campaign

Two ways, similar to Product GMV Max: via Seller Center (Shopping Ads tab → Create campaign) or TTAM (GMV Max → select TikTok Shop). In the “LIVE Source” step: select the TikTok account that will go live. If you cannot select it, it is usually because another LSA or LIVE GMV Max campaign is running on the same TikTok Identity — you need to turn off LSA at the ad group level or delete/restart the old LGM campaign, rather than creating a duplicate new campaign.

There is no separate campaign creation for LIVE-to-LIVE and Video-to-LIVE — the system automatically selects them, and advertisers do not need to manually select videos for Video-to-LIVE.

How the System Selects Videos and Allocates Budget

High-performing creative videos based on data from the past 30 days from the same TikTok Identity will be automatically used for Video-to-LIVE. Linked videos under a different TikTok account, or videos previously rejected for advertising, will not be used. Budget allocation is based on the performance of each video in boosting LIVE results — including LIVE-to-LIVE creatives.

Notes on Publishing

When publishing, other LSA campaigns running on the same TikTok account or ad account will be paused. Select the start time of the first LIVE session; selecting an end time is optional.

Frequently Asked Questions

Does ending the live mid-session lose the accumulated optimization data?
No data is lost, but the campaign stops delivering completely during the offline period and only resumes when you go live again — there is no “paused while maintaining delivery” state.

Can videos filmed from a marketing account be automatically used for V2L?
They can only be used if the marketing account has been authorized under the official account selected as the LIVE source — see more in the feature for using Marketing Account Videos.

Sources

Official GMV Max guide (updated to July 2026).