Optimizing for Complete Payment vs Value

Optimizing for Complete Payment vs Value

Let's compare two purchase goals. 'Complete Payment' optimization tells TikTok to find people likely to buy, counting every sale the same. 'Value' optimization tells TikTok to chase bigger-basket buyers, weighing a $200 order more than a $20 one.

When to use each:
— Complete Payment: when most orders are similar in size, or you're just starting and need volume of data.
— Value: when order sizes vary a lot and you'd rather have fewer, richer customers.

The tradeoff: Value optimization needs lots of clean purchase data to work, so it struggles on new or low-volume accounts and can spend slower.

Try this: run Complete Payment until you pass roughly 50 purchases a week, then test Value. You're right on track if that number feels far off.