Myth: optimize for purchases right away, always

Myth: optimize for purchases right away, always

Optimizing for the final sale sounds obviously best. But if you're new and low on volume, it can backfire. Here's the caring version.

TikTok needs a steady flow of your chosen event to learn, ideally around 50 in a week. If you get only a handful of purchases, the system never gets enough signal and stays lost.

When sales are sparse, optimize for an earlier event with more volume.

Step-down ladder:
— Lots of sales? Optimize for Purchase
— Too few? Optimize for Add To Cart or a lead, which happen more often
— Move up the ladder as volume grows

Try this: count your weekly conversions for your chosen event. Under 50? Step one event earlier. Don't worry, this is exactly how careful advertisers handle low volume.