Value-Based Optimization
Also called VBO.
TikTok's optimisation goal for bidding toward total conversion value rather than conversion count. TikTok's equivalent of Maximize conversion value and Meta's value optimisation.
Why it matters
Confusingly close to the acronym VBB, and the same idea. It needs values reported through the Events API and enough of them to learn from.
What goes wrong
TikTok lead gen is the newest of the three in most accounts, which usually means the least mature measurement behind it. Turning on a value goal over a feed of form fills reporting no value is the most common way it disappoints.
Next to this
- TikTok Events APITikTokTikTok's server-to-server route for reporting events, including outcomes that happen in a CRM long after the click.
- Value-based biddingBidding on what a conversion is worth rather than on how many conversions arrive.
- Smart+TikTokNewTikTok's automated campaign product, handing targeting, bidding and creative selection to TikTok's models from a set of inputs you supply.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.