Quick answer: In TikTok Ads Manager, click Create Campaign, select the Sales objective, choose your campaign type, configure your ad group settings, and connect your TikTok Pixel before going live.
What Is the TikTok Sales Objective?
The Sales objective drives purchases on TikTok Shop, your website, your app, or a combination of all three.
Definition and purpose
Per TikTok's Ads Manager documentation, the Sales objective merged the older Website Conversions and Product Sales objectives into one. It's the right choice when the end goal is a transaction, not just a click or a view.
Sales destinations available (Shop, website, app)
You pick one destination per campaign:
- TikTok Shop — in-app purchases through your TikTok storefront
- Website — off-platform checkout on your own site
- App — purchases inside your mobile app
- Website and app — split traffic across both
Pick the destination that matches where your checkout actually lives.
Step 1: Choose Your Campaign Type
Three campaign types sit under the Sales objective.
GMV Max for TikTok Shop
As of July 2025, GMV Max is the default and only supported campaign type for TikTok Shop ads, per TikTok's Business Help Center. Legacy Shopping Ads formats like LIVE Shopping, Product Shopping, and Video Shopping are being phased out. If you sell on TikTok Shop, this is your only path.
Smart+ for automated optimization
Smart+ automates targeting, bidding, and creative selection. TikTok reports that Smart+ Web Campaigns delivered a 52% improvement in ROAS for advertisers optimizing for value. Good fit when you want the algorithm doing the heavy lifting.
Manual for custom control
Manual campaigns let you configure every setting yourself. You set your audience, bids, and ad formats individually. Use this when you want precise control or plan to run Catalog Ads with a custom product feed.
Step 2: Configure Your Campaign Settings
Name and budget setup
Name your campaign so it makes sense at scale. Something like "Sales_Website_Aug2025" saves time later. Set a campaign-level budget cap or manage spend at the ad group level.
Sales destination selection
Choose your sales destination here. This determines which conversion events are available at the ad group level, so pick carefully before moving on.
Catalog setup (if using)
Connect your product catalog at this stage if you plan to run Catalog Ads. The catalog pulls product titles, prices, and images directly from your feed for dynamic creative.
Step 3: Set Up Audience & Targeting
Demographic and interest targeting
Define age, gender, location, language, and device. Layer in interest and behavior signals to reach buyers most likely to complete a purchase.
Lookalike and custom audiences
Upload a customer list or build a Pixel-based audience to create lookalikes. Custom audiences built from past purchasers often outperform cold interest targeting for sales campaigns.
Step 4: Choose Your Bidding Strategy
Value-based bidding options
TikTok offers two main directions under Sales campaigns. Both connect to your Pixel data, so strong conversion tracking is a prerequisite.
Highest Gross Revenue vs. Maximum Delivery
Highest Gross Revenue maximizes total revenue per campaign. Maximum Delivery maximizes conversion volume within your budget. Choose revenue focus when your average order value is high. Choose volume when you want to fill the funnel fast.
Daily budget allocation
Set daily budgets at the ad group level. Give TikTok enough budget to gather conversion signals before drawing conclusions on performance.
Step 5: Create Your Ads
Ad formats for sales (video, Catalog Ads)
Video is the primary format. Short-form video with a clear product hook and a direct CTA performs best. Keep it authentic. TikTok's feed rewards content that feels native, not polished in a corporate way.
Using Catalog Ads with product information
Catalog Ads pull product details from your feed and personalize recommendations based on audience behavior. Available under Manual campaign type. Pair with a well-structured product catalog for best results.
Step 6: Set Up Conversion Tracking
Install TikTok Pixel
Install the TikTok Pixel on your website before launch. The Pixel fires purchase events back to Ads Manager so the algorithm can optimize delivery toward buyers.
Map conversion events
Map the full funnel. ViewContent, AddToCart, InitiateCheckout, and Purchase. For a sales campaign, Purchase is your primary optimization event. The others provide supporting signals.
Why tracking matters for optimization
Without Pixel data, TikTok's bidding algorithm cannot improve. No conversion signals means no smart delivery. Install and verify the Pixel before you spend a dollar.
Why Coinis Helps Your Sales Campaigns
TikTok Ads Manager handles the campaign structure. Coinis handles the creative and copy that make it convert.
Generate high-performing ad creatives faster
Coinis Image Ads generates ad visuals from a product URL. No design work needed. Get platform-ready creatives in minutes. Coinis does not publish directly to TikTok today (TikTok publishing is on the roadmap), but you can download finished creatives and upload them straight to Ads Manager.
Test multiple creative variations
Use the Revise workflow's Variate feature to spin out multiple versions of a winning ad. More variations means more data to identify your best performer.
Optimize existing ads with Revise
Coinis Revise lets you edit ad images without a designer. Swap text. Erase objects. Resize for different placements. Fast iteration keeps your creative fresh and your campaigns performing.
Or let Coinis do it.
From a product URL to a live Meta campaign. AI-generated creatives. On-brand copy. Direct publish to Facebook and Instagram. Real performance reporting. All in one platform.
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Frequently Asked Questions
What is the TikTok Sales objective used for?
The Sales objective is designed to drive purchases on TikTok Shop, your website, your app, or a combination of those destinations. It replaced and merged the older Website Conversions and Product Sales objectives into one unified campaign type.
Do I need the TikTok Pixel to run a Sales campaign?
Yes. The TikTok Pixel sends conversion events back to Ads Manager so the algorithm can optimize delivery toward buyers. Without Pixel data, value-based bidding strategies like Highest Gross Revenue cannot function properly.
What is GMV Max and when should I use it?
GMV Max is the default and only supported campaign type for TikTok Shop ads as of July 2025. If your sales destination is TikTok Shop, you must use GMV Max. It automates optimization to maximize gross merchandise value.
What is the difference between Smart+ and Manual campaigns?
Smart+ automates targeting, bidding, and creative selection so the algorithm does the optimization work. Manual campaigns let you configure each setting individually, which gives you more control and access to features like Catalog Ads.