GMV Max
Last updated: October 9, 2026
GMV Max campaigns are TikTok's automated ad campaigns for TikTok Shop. Connect your TikTok Ads account to Euka to see those campaigns and let rules manage them.
Why use it
GMV Max campaigns need regular checks: someone has to pause the ones that lose money and give more budget to the ones that sell. Rules do those checks for you. Through the day, they read your live TikTok numbers and can pause losing campaigns, change budgets and target ROI (the return a campaign aims for), boost promising videos, and remove weak or AI-generated ones.
You set the thresholds, and you can run any rule in dry run first to see what it would do before it changes anything in TikTok.
Where to find it
- Ads > GMV Max lists the advertiser accounts in your TikTok Ads connection. These are the ad accounts inside it.
- Click Ad Campaigns next to an advertiser account to see its GMV Max campaigns. Ad Automation, the rules for all of that account's campaigns, is at the bottom of this page.
- Click a campaign to open it. Its details and reports are at the top, and Creative Boost Automation, the rules for the videos in that one campaign, is below them.
- The connection is also in Settings > Integrations > TikTok, on the Ads tab.
- You can also ask Copilot, or an AI tool connected to Euka, to set up and change rules, show what they did, and remove videos from GMV Max.
Who can use it
GMV Max, including automation rules, is on every plan: Starter, Pro, Business, Growth, and Autopilot. You need an active subscription, and a trial counts. See Plans and limits.
How to connect TikTok Ads
- Go to Ads > GMV Max and click Connect TikTok Ads.
- Sign in to TikTok with a TikTok Business user who can authorize your advertiser account.
- Select that advertiser account.
- On TikTok's authorization screen, keep all four permission groups selected. If one is left out, nothing is connected, and we tell you which one was missing.
TikTok then sends you back to Settings > Integrations > TikTok, which shows TikTok Ads Connected and lists your advertiser accounts. They also appear on Ads > GMV Max.
| Permission group | What we use it for |
|---|---|
| Ad Account Management | Advertiser details and your ad account's currency |
| Ads Management | The campaign list, ad metrics, and automation rules |
| Reporting | Ad metrics |
| Creative Management | Applying Spark Codes to TikTok Ads. A Spark Code is a code from a creator that lets you run their video as an ad. |
Each store connects one TikTok Ads account, which can include several advertiser accounts. To switch to a different TikTok Ads account, click Disconnect on Ads > GMV Max, then connect the new one.
The same connection fills in the Ads tab on the Dashboard and the ad columns in Videos and Livestreams. It also lets you apply Spark Codes and remove videos from GMV Max in Content Moderation.
If someone else owns the TikTok Ads account
When the account belongs to someone else, such as a client, send them a link so they can authorize it.
- Go to Settings > Integrations > TikTok and open the Ads tab.
- Under Client authorization link, click Generate link.
- Send the link to the account's owner. They open it and authorize TikTok Ads without a Euka account.
The link lasts 7 days and works once.
Campaigns and reports
The Ad Campaigns page lists the advertiser account's GMV Max campaigns, with a search box and a filter for Active or Inactive campaigns. You can't create campaigns in Euka. Create them in TikTok Ads Manager, and they appear here.
Open a campaign to see its settings as TikTok reports them, such as Campaign Type, Daily Budget, Bid Strategy, and Target ROAS (return on ad spend). Campaign Report, Product Report, and Item Report show cost, orders, sales (GMV), ROI, and cost per order over the last 12 months, in your ad account's currency.
How automation rules work
Rules live in two places:
- Ad Automation, on the Ad Campaigns page, acts on whole campaigns. It covers every campaign in the advertiser account, including ones you add later.
- Creative Boost Automation, on a campaign's page, acts on the individual videos in that campaign.
We check each rule that's on several times a day, with your latest numbers read straight from TikTok. When a rule's condition is met, we make the change in TikTok. If the rule is in dry run, we only record what it would have done.
How often a rule runs depends on the numbers it looks at:
| How often | Rules |
|---|---|
| Every hour | Rules with a 1-day Evaluation window, Target ROI + Budget Sync, Queue Kickstart, and any rule with a cooldown under 6 hours |
| Every 6 hours, at 00:30, 06:30, 12:30, and 18:30 UTC | Every other rule, which is most rules with a 3- or 7-day window |
A 3- or 7-day total barely moves within an hour, so checking those rules every 6 hours gives the same answers with fewer requests to TikTok.
Each rule's Activity lists what it did.
In these rules, ROI is gross revenue divided by ad cost, so 3 means $3 of sales for every $1 spent. CPA is cost per order. The Evaluation window is the last 1, 3, or 7 days (3 by default), and it includes today so far.
Ad Automation rules
| Rule | What it does | Defaults |
|---|---|---|
| Min Spend → Pause | Pauses a campaign once its spend in the window reaches your Minimum spend (USD) and it has no orders. | Only pause if zero orders attributed in window is on. If you turn it off, the rule pauses on spend alone. |
| CPA Boost | Raises the daily budget when cost per order is at or below your CPA threshold (USD). Campaigns with no orders are skipped. | Budget boost %: 20. Max daily budget (USD, optional): none. |
| ROI Boost | Raises the daily budget when ROI is at or above your Target ROI. | Budget boost %: 20. Max daily budget: none. |
| ROI Reduce / Pause | Cuts the daily budget, or pauses the campaign, when ROI is below your Target ROI floor. | Reduce budget by 20%. |
| Target ROI + Budget Sync | When today's spend reaches the hot threshold at or after the set hour, raises target ROI and daily budget together. When yesterday's spend was under the cold threshold, lowers target ROI and leaves the budget alone. | Hot threshold: 100% of the daily budget, checked from 15:00. Cold threshold: under 50%. Target ROI moves 0.2 at a time and stays between 1.5 and 10. The budget rises 20% at a time. Time zone: America/Los_Angeles. |
| Remove AI Videos | Removes videos that TikTok labels AI-generated from every campaign in the account. | Removes all of them. To spare the ones that sell, fill in Keep if ROI is at least (optional). |
Target ROI + Budget Sync has no evaluation window: it reads today and yesterday. It only acts on campaigns that bid to a target ROI (Bid Strategy shows Min ROAS on the campaign's page).
Set a max daily budget on CPA Boost and ROI Boost. Without one, repeated boosts keep raising the budget.
Creative Boost Automation rules
A boost puts a daily budget on one video for a set number of days.
| Rule | What it does | Defaults |
|---|---|---|
| Item Efficiency Boost | Boosts a video whose ROI is at or above target once it has enough orders. | Target ROI 3, at least 10 orders, and $25 a day for 7 days. |
| Item Potential Boost | Boosts a video with a high click-through rate (CTR) once it has enough impressions. You can limit it to videos with few orders. | CTR 6% (Ad CTR), at least 1,000 impressions, and $25 a day for 7 days. |
| Price-Anchored Cull | Removes a video whose spend has reached a multiple of the product's price with no orders. | 2× the price, 0 orders, and a $30 floor. |
| Sub-Average ROI Cull | Removes a video whose ROI is well below the average ROI of the campaign's videos. | Cuts below 0.67× the average (more than 33% below). It needs at least 5 videos, and only cuts videos that have spent $20. |
| Queue Kickstart | Puts a $10-a-day, 1-day boost on each video stuck in queue so TikTok starts testing it, then removes the boost once the video leaves the queue. | Removal timeout: 6 hours. It places up to 50 boosts per run. |
The boost rules can also take a Weekly boost cap (USD, optional). A boost's daily budget can be $10 to $10,000, for 1 to 30 days.
How to set up a rule
- In Ad Automation or Creative Boost Automation, click Add Automation Rule. Each place offers only its own rule types.
- Pick the Rule type.
- Give the rule a Name.
- Set its thresholds.
- Leave Mode on Dry run (log only, recommended for new rules), or pick Live (calls TikTok API).
- Check the cooldown, how long the rule waits before it acts on the same campaign or video again. It's filled in for the rule type you picked.
- To turn the rule on as soon as it's created, tick Enable rule immediately after creation.
- Click Create rule. If you skipped Step 7, the rule stays off until you turn it on with the switch in its section.
The rule's section shows its settings and how its last run went. From the section, click Go live or Switch to dry run to change its mode, View activity to see what it did, or the bin icon to delete it.
In the app, you can't edit a rule's thresholds or cooldown: delete the rule and create a new one. Copilot can change them for you.
If you're not sure where to start, try three rules: Min Spend → Pause, ROI Boost with a max daily budget, and ROI Reduce / Pause with its floor at about 60% of your ROI Boost target. Keep all three in dry run for a week before you go live.
Rules and limits
Dry run, cooldowns, and Activity
- Unless you choose otherwise when you create them, new rules start off and in dry run. Dry run changes nothing in TikTok, and its entries show as Dry run in Activity.
- Activity lists a rule's latest 100 actions.
- After a rule acts on a campaign, or on a video for Creative Boost rules, it waits out a cooldown before it acts on the same campaign or video again. Dry-run entries start a cooldown too.
- Skips during a cooldown aren't logged, so a rule can match a campaign and show nothing new in Activity.
- You can set a cooldown of 1 to 720 hours when you create a rule, except on Remove AI Videos, which always uses 24 hours. The defaults are in this table.
| Rule | Default cooldown |
|---|---|
| Most rules, including both cull rules and Remove AI Videos | 24 hours |
| Target ROI + Budget Sync | 72 hours |
| Queue Kickstart | 168 hours (7 days) |
| Item Efficiency Boost and Item Potential Boost | 192 hours (8 days) |
Campaigns and currency
- Rules skip campaigns that are paused in TikTok, and they never turn a campaign back on.
- Min Spend → Pause, CPA Boost, ROI Boost, and ROI Reduce / Pause don't check a campaign that has no spend in the window.
- Amounts labeled USD, such as minimum spend, CPA threshold, max daily budget, and spend floors, are compared with your ad account's figures in its own currency, with no conversion. Enter them in that currency.
- Boost budgets and the weekly boost cap work differently. We convert them from US dollars to your account's currency at an approximate rate, rounding up.
Boosts and removals
- Only videos are boosted or removed. Product cards never are.
- There's no manual Creative Boost in Euka: videos are boosted only by rules.
- Boosts end on their own after their duration, or at the campaign's end date if that comes first. A video that already has an active boost isn't boosted again.
- The weekly boost cap counts the full budget of every boost the rule has applied (daily budget × days) over a rolling 7 days. When the next boost would go over the cap, new boosts are skipped.
- Each kickstart counts as $10 toward the weekly boost cap. In dry run, the cap only applies within each run.
- Queue Kickstart checks each kickstarted video every 5 minutes. It removes the boost when the video leaves the queue or the removal timeout (1 to 24 hours) runs out. Each kickstart shows in Activity as Boost creative, then Remove boost.
- Price-Anchored Cull cuts at whichever is larger: the product price times the multiplier, or the floor. With the defaults, a $50 product is cut at $100 of spend, and a $10 product at $30. If we don't know the price, the floor alone applies.
- Removed videos stop delivering shortly after, and we never add them back. Only paid delivery stops: the creator's post stays up.
- Remove AI Videos checks up to 60 active campaigns per run and gets to the rest on later runs. It leaves alone videos whose TikTok label we haven't read yet, and its section says how many after each run.
What we don't control
- TikTok runs GMV Max: it decides delivery, testing, and spend. We read TikTok's numbers and make our changes through TikTok.
- If TikTok's own automatic budget is on for your Shop, turn it off in Seller Center before you use Target ROI + Budget Sync, so the two don't fight. We don't change that setting.
- TikTok only lets us remove videos from a Product GMV Max campaign that selects its videos automatically. On other Product GMV Max campaigns, the cull rules and Remove AI Videos skip the campaign and say so in the rule's section (as of September 2026).
- TikTok won't boost photo carousel posts for Shops that can't run carousel ads. Those show as Unsupported in Activity (as of September 2026).
- TikTok requires a boost's daily budget to be between $10 and $10,000 (as of September 2026).
- On orders that come through GMV Max, TikTok pays creators the Shop Ads commission rate, not your special collaboration rate (as of September 2026).
When something goes wrong
| What you see | What it means | What to do |
|---|---|---|
| Connection Failed: "TikTok did not grant …" | A permission group was left out on TikTok's screen, so nothing was connected. | Connect again and keep every permission selected. |
| "No advertiser accounts were authorized" | No advertiser account was selected, or the TikTok user can't authorize one. | Reconnect with a TikTok Business user who can authorize the advertiser, and select the account. |
| TikTok Ads is connected without every permission Euka needs | An older connection is missing a permission group. The notice says what that stops. | Click Reconnect TikTok Ads, or send the account's owner a client authorization link. |
| TikTok Ads needs to be reconnected | TikTok no longer accepts the connection, so ad numbers have stopped updating. | Click Reconnect TikTok Ads. If someone else owns the account, Disconnect, then send them a new link. |
| A TikTok Ads account is already connected, on a client authorization link | Your store already has a TikTok Ads connection, so the link can't add another. | Disconnect the current account first, then send a new link. |
| No campaigns found | The advertiser account has no GMV Max campaigns. | Create one in TikTok Ads Manager. |
| Last run: Rate limited · retries automatically | TikTok limited our requests. On a busy day, this can last several hours. | You don't need to do anything. The rule runs again once TikTok accepts our requests, and every rule runs at 00:30 UTC. |
| Last run: Failed | The rule couldn't read your numbers or make a change. Its section shows the reason. | Check that TikTok Ads is still connected with every permission. If it keeps failing, contact us at support@euka.ai. |
| No match with a note that there aren't enough videos | The campaign has fewer videos than Sub-Average ROI Cull's minimum. | Wait for more videos, or create the rule again with a lower minimum. |
| Unsupported in Activity | TikTok won't boost that post, such as a photo carousel. | You don't need to do anything. We stop trying and check again about once a week. |
FAQs
Why did a rule match a campaign but do nothing?
Most often, that campaign or video is still in its cooldown, and those skips don't appear in Activity. The rule may also be in dry run, the campaign may be paused in TikTok, the budget may already be at your max daily budget, or the weekly boost cap may be used up.
Can I edit a rule after I create it?
From its section, you can switch it on or off and move it between dry run and live. For different thresholds or a different cooldown, delete the rule and add a new one, or ask Copilot to change them.
Will a rule turn a paused campaign back on?
No. Rules pause campaigns, change budgets and target ROI, and boost or remove videos, but they never restart a campaign. They also skip any campaign that's paused in TikTok.
My ad account doesn't bill in US dollars. What should I enter?
Enter thresholds such as minimum spend and CPA in your account's own currency, even though the fields say USD. Boost budgets and the weekly boost cap are the exception: enter those in US dollars, and we convert them.
Can I boost a single video myself?
Not in Euka. Creative Boost Automation rules are the only way we boost a video.
What happens when I switch a rule from dry run to live?
It starts to make real changes from its next run: within the hour for rules that run every hour, and within 6 hours for the rest. A campaign or video it logged a dry-run entry for recently waits until that cooldown is over.
Why does my rule's last run say a few hours ago?
Most rules with a 3- or 7-day Evaluation window run every 6 hours, at 00:30, 06:30, 12:30, and 18:30 UTC, so their last run can be up to 6 hours old. On days when TikTok limits our requests, rules also wait until TikTok accepts them again. Every rule runs at 00:30 UTC.