TikTok’s ROI isn’t the ROI you keep.
Paste two Seller Centre pages and see what GMV Max really returns.
TikTok ROI2.86
Real ROI0.85
- Ads
- €10,178
- Brought back
- €8,601
- Lost
- €1,577
Where TikTok’s €29,108 went
What the sales credited to GMV Max left us after everyone was paid.
- Fees, commission, shipping, refunds
- €14,14749%
- VAT
- €1,5185%
- Product cost
- €4,84217%
- Kept before ads
- €8,60130%
Run it on your shop
Copy three Seller Centre pages, add one number. Nothing leaves your browser.
-
Ads dashboard
Marketing, then Shop ads. Pick dates, then Ctrl+A, Ctrl+C, paste.
-
Shop Analytics
Analytics, then Shop analytics. Same dates, copy the whole page.
-
Payouts
Finance, then Financial summary. Same dates, copy the page.
-
Your product cost
What one unit costs you, landed.
Next: every video, every day
We’re building Profit OS: this check, run on every campaign and every video.
Send me your result on LinkedIn. I’ll tell you the first thing I’d change.
Message Dilshad on LinkedIn- Update
Raise the ROI target from to
- Remove
videos that lose money
- Boost
videos that earn well
How it’s worked out
Four steps, the same for every shop and market.
- Credit
- Gross revenue divided by GMV. TikTok counts every order for a campaign’s products as an ad order, seen or not (help centre).
- Kept before ads
- Your payout for those dates, minus VAT and product cost.
- Real ROI
- What the credited sales kept, divided by ad cost.
- Break-even ROI
- The ROI TikTok has to show before your ads pay for themselves.
Fee defaults in the estimate, checked 15 Nov 2026
| Market | TikTok fees | Per order | Tax default |
|---|---|---|---|
| United States | 6% referral, 3.5% Smart Promotion if enrolled | none | 0%, TikTok collects sales tax |
| United Kingdom | 9% commission | none | 20% VAT |
| Europe | 9% commission | none | by country, 19% to 23% |
| Malaysia | about 10% commission plus 3.78% transaction | RM0.54 | 0% |
| Indonesia | platform plus dynamic commission, about 16% | Rp1,250 | 0% |