The Stolen GMV from TikTok GMV Max?

As TikTok shifts its ad model from TTAM to GMV Max, many sellers are seeing impressive ROI figures—but are those numbers telling the full story? This article explores the critical difference between ROAS and ROI, and why relying solely on GMV Max’s metrics could lead to misjudged ad performance. Understanding the true value of your advertising spend is more important than ever during this transition.