This surprises a lot of beginners, so let's clear it up gently. TikTok charges you for impressions, not sales.
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The pricing model is CPM = Cost Per Mille, meaning cost per 1,000 times your ad is shown.
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So even with zero sales, you pay for the views. Your job is making those views convert.
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That's why a $30 spend with no sales isn't TikTok 'stealing', it's a signal your creative or offer needs work.
Don't feel discouraged, this is data, not failure. Try this: after $20 spent with no sale, look at your click-through rate first (clicks divided by views). Under 1%? The video is the problem. Over 1%? The landing page is. You're learning to read the signals.
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Why am I charged when no one buys?
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