ROI Protection on GMV Max: TikTok Automatically Refunds Ad Spend, but These 5 Actions Will Void Your Benefit

If your GMV Max campaign achieves less than 90% of the target ROI and has over 20 orders/day, TikTok automatically refunds the difference as ad credit, with no refund limit. Most shop owners do not know this feature exists, and some daily operational actions accidentally cause them to lose this benefit.

Conditions for ROI Protection

Only applicable to campaigns newly created after the feature’s effective date, and must simultaneously meet two conditions daily: the ROI achievement rate (actual ROI / target ROI) is below 90%, and the campaign has over 20 orders on that day.

Ad Credit Calculation Formula

Ad Credit = Actual Cost − (Gross Revenue / (0.9 × Target ROI))

Gross revenue = amount paid by customer + price promotions from TikTok Shop − tax.

Example: Target ROI is 12, gross revenue is $1,200, actual ROI is 10, actual cost is $120 → Ad credit = 120 − (1,200 / (0.9×12)) = 120 − 111 = $9. Refund processing time is about 7 days, and the ROI protection history can only be viewed within the last 60 days.

5 Actions That Void Your ROI Protection on That Day

1. Manually adjusting the target ROI — even if adjusted according to system recommendations, the day of the change will not be protected.
2. Pausing or deleting the campaign.
3. Allowing the account/campaign/shop to be suspended or paused — out of account balance, ads suspended, products rejected, shop suspended.
4. Enabling Max Delivery for products or LIVE rooms in the campaign — this part is not covered by ROI protection.
5. Using Creative Boost — the separate boost budget for each video is not included in ROI protection.

The policy still applies throughout the campaign lifecycle: if you commit one of the 5 actions above today, you only lose protection for that specific day; subsequent days that meet the conditions will still be refunded normally.

Frequently Asked Questions

Is following the exact ROI/budget recommended by the system a mandatory condition for ROI protection?
It is not mandatory, but if you manually edit the target ROI (even if editing according to recommendations), that day is still counted as “manually edited” and loses protection.

Is there a limit on the ad credit refund amount?
There is no limit, as long as the campaign meets the conditions each day.

Sources

Official GMV Max guide (updated to July 2026).