When you first see GMV Max data in Fospha, the numbers may not match TikTok Ads Manager. That’s expected — TikTok and Fospha measure things in different ways. This guide explains why, and how to get the most from GMV Max inside Fospha.
Why GMV Max in Fospha looks different
TikTok and Fospha approach GMV Max measurement differently. Fospha’s role is to align GMV Max results to your Shopify source of truth, so they can be compared consistently with the rest of your marketing mix.
Orders
TikTok: Reports each SKU in an order individually.
Fospha: Reports 1 order = 1 order, consistent with Shopify and other channels.
Revenue
TikTok: Reports Gross Revenue (before adjustments like discounts, taxes, or shipping).
Fospha: Reports Net Revenue (after discounts, taxes, and shipping) → the same view finance uses.
Ad Signals
TikTok Ads Manager: Surfaces some GMV Max performance data.
Fospha: Ingests cost, clicks, and impressions via TikTok’s MMM API at campaign level for a more complete view.
Attribution
TikTok: Attributes sales of promoted SKUs to GMV Max.
Fospha: Uses daily modeling (clicks + impressions) to estimate the incremental share of TikTok Shop sales influenced by GMV Max. Remaining sales are grouped under TikTok Organic Shop.
Fospha helps you view GMV Max performance in a way that’s consistent with all your other channels. For more detail on how Fospha’s measurement complements TikTok’s reporting, check out this article.
Where GMV Max data appears in Fospha
KPI Health Check → Shows DTC + TikTok Shop (including GMV Max) together for a full picture of total performance.
Channel Health Check → GMV Max sits under Paid Social → TikTok.
Incremental Forecasting → GMV Max has its own channel segment now for measuring scalability.
Reporting (Performance Table) → Filter Campaign Type = GMV Max for campaign-level detail.
1. KPI Health Check
Where to find it
GMV Max Performance is now included in your blended performance view, alongside other channels.
Why it matters
This helps you see how your GMV Max Ads performance contributes to your topline results.
⚠️ Note: GMV Max’s halo effect on DTC or Amazon is not measured yet — today it only reflects the impact of GMV Max on TikTok Shop sales.
2. Channel Health Check
Where to find it
Paid Social → TikTok → includes all TikTok activity (DTC ads, TikTok Shop manual ads, GMV Max).
Campaign Strategy = GMV Max → filters specifically for GMV Max campaigns, grouped together similar to PMAX in Google.
How to read it
TikTok Ads (DTC only): These are TikTok campaigns driving traffic and sales on your website.
GMV Max Ads (TikTok Shop only): These are GMV Max campaigns driving sales directly in TikTok Shop.
Because these two sales channels (DTC vs. TikTok Shop) are modeled separately, mixing them in one view can make CPP/CPA misleading.
Recommended approach
Save two views in Channel Health Check so you can switch easily:
TikTok Ads — DTC only → exclude GMV Max.
GMV Max Ads — TikTok Shop only → include only GMV Max.
This way, you always know whether you’re looking at TikTok’s contribution to your website sales or GMV Max’s contribution to TikTok Shop sales.
3. Attribution Comparison
Important note on GMV Max
You won’t see a comparable Last Click or Ad Platform view for GMV Max in Fospha's Attribution Comparisob. That’s because:
TikTok’s GMV Max reporting is based on different definitions (SKU vs. order, gross vs. net revenue).
GMV Max performance data is exposed through a separate API with different attribution logic, so it isn’t apples-to-apples with other channels.
To avoid confusion, Fospha only shows its modeled view of GMV Max in attribution comparisons.
Use Fospha’s modeled results as your single lens for comparing GMV Max to other channels. TikTok Ads Manager will still provide its own GMV Max reporting view if you want to reference platform numbers separately.
4. Optimization & Reporting
Where to find it
GMV Max performance: Available at campaign level (TikTok does not expose ad-level detail for GMV Max).
Manual TikTok Shop ads: Reported at ad level in Fospha.
Conversions: Split into new vs. repeat customers, modeled using Shopify’s customer data.
How to use it
For GMV Max campaigns, Fospha redistributes modeled conversions down to campaign level.
You can review CPP/CPA, ROAS, or New Conversions by campaign to see which strategies are most efficient.
The new vs. repeat breakdown helps you see whether campaigns are bringing in incremental new customers or mainly driving repeat purchases.
Why it matters
Even without ad-level granularity, you can still:
Optimize within GMV Max by reallocating spend toward campaigns that deliver the strongest efficiency and highest share of new customers.
Differentiate growth vs. retention by using the new vs. repeat split to evaluate if GMV Max is driving incremental customer acquisition, not just repeat orders.
Compare apples-to-apples with other channels since Fospha applies the same Shopify-aligned order and revenue definitions across all your reporting.
👉 Use this view regularly to make sure your GMV Max budget is flowing to the campaigns that truly drive incremental sales and new customers, rather than just inflating short-term results.
5. Incremental Forecasting
Where to find it
GMV Max is available as its own channel segment in the Incremental Forecasting dashboard.
How to use it
See how revenue, ROAS, and cost-per-purchase change at different spend levels.
Identify whether GMV Max campaigns have headroom (room to profitably scale) or are approaching saturation.
Compare potential returns from increasing GMV Max spend against other channels in the same tool.
Why it matters
Incremental Forecasting helps you:
Plan with confidence by basing investment decisions on the independent view of performance, not just platform-reported results.
Spot scaling opportunities where GMV Max can profitably drive more TikTok Shop sales.
Avoid overspending by recognizing when additional budget won’t generate meaningful incremental returns.
Use this view when planning budget allocation across your mix. If the GMV Max curve shows strong incremental revenue at higher spend, you can confidently increase investment. If the curve is flat, it signals diminishing returns and a need to optimize within existing campaigns instead.
Important Notes & Limitations
To get the most value from GMV Max measurement in Fospha, keep these points in mind:
Campaign-level only
GMV Max data is only available at campaign level (TikTok does not expose ad-level granularity).
Manual TikTok Shop ads can be viewed at ad level.
Paid vs. Organic split
Fospha models the share of TikTok Shop sales influenced by GMV Max ads.
Any sales not explained by GMV Max are grouped under TikTok Organic Shop.
Today, Organic cannot be broken down further (e.g. affiliates, creators, boosted posts).
Orders & revenue definitions
Fospha counts 1 order = 1 order (Shopify-aligned), while TikTok counts each SKU separately.
Fospha uses Net Revenue (after discounts, taxes, shipping) for finance-ready comparability.
Attribution comparison
You will not see comparable Last Click or Ad Platform views for GMV Max.
TikTok’s GMV Max reporting uses different definitions (SKU vs. orders; gross vs. net; separate API).
Fospha only shows its modeled view to keep results consistent with the rest of your marketing mix.
Halo effect
GMV Max measurement today reflects only TikTok Shop sales.
It does not yet measure halo effects onto your DTC site or Amazon store.
New vs. Repeat customers
Fospha applies Shopify’s new vs. repeat split to TikTok Shop orders.
This provides a directional view of how GMV Max contributes to growth vs. retention.
Forecasting scope
Incremental Forecasting for GMV Max applies only to TikTok Shop outcomes.
It does not yet include potential downstream impact on other channels.
Takeaway: Fospha’s GMV Max numbers may look different than TikTok’s, but they are finance-ready, modeled independently, and directly comparable with all your other channels. This gives you a trusted foundation for making confident budget decisions on GMV Max.