GMV Max Creative Status and Why Videos Have No Spend
Check why a TikTok Shop GMV Max video is in queue or has orders with no ad spend. Read the creative report and calculate exploration rate.
If a Product GMV Max video shows orders and zero ad spend, start with its creative status and authorization type. Orders (SKU) includes attributed paid and organic orders. Check the paid product clicks and ad cost for that video, product, and reporting window to see whether ads drove traffic. TikTok Product GMV Max reporting
Where can you check a video's creative status?
In Seller Center, open Shop Ads. U.S. sellers first open Marketing. Select the Product GMV Max campaign, click View details, and find Product and creatives reporting. Click View creatives beside the product. Set your date range, then check Status, Authorization Type, Cost, Orders (SKU), and Gross revenue. Column availability can vary by account. TikTok reporting steps and metrics
What should you check at each status?
| Status | What it means | What to check |
|---|---|---|
| In Queue | Eligible for testing and awaiting exploration | Check when the video was added. If older videos are also waiting, check whether campaign spend leaves room for testing. |
| Learning | TikTok is testing the video | Review paid product impressions, clicks, and spend over complete days to see how much evidence has accumulated. |
| Delivering | The system is promoting the video regularly | Compare ad cost, attributed gross revenue, and paid clicks for the same product and dates. |
| Not Delivering | TikTok explored the video and spend did not continue | Review spend and paid signals from the test before deciding whether to revise the opening or product demonstration, or retest the video. |
Three other labels help with specific checks. Authorization Recommended identifies videos that currently lack ad authorization and generated orders in the selected period. If you want to use one in ads, check the creator's authorization and product link. Boosting indicates active use of a Creative Boost budget. Boosted indicates that the boost budget was spent and the video has yet to reach Delivering. TikTok reporting labels · Creative automation troubleshooting · Creative eligibility and exploration
What is the exploration rate if only 2 of 12 videos are delivering?
Suppose one product has 3 videos In Queue, 4 Learning, 2 Delivering, and 3 Not Delivering. TikTok defines creative exploration rate as (Learning + Delivering + Not Delivering) ÷ (Learning + Delivering + Not Delivering + In Queue). Here, 9 of the 12 eligible or explored videos count as explored, so the rate is 9 ÷ 12 = 75%. If all four counts are zero, the rate is undefined. Check product and creative eligibility. Use only the four statuses in the formula. TikTok's creative exploration formula
What do orders with zero ad spend tell you?
Consider a video with 3 attributed SKU orders and $0 in ad cost. The reported orders may include organic sales. With zero ad cost, gross revenue divided by ad cost is undefined. To check paid activity, use Product ad clicks and Ad conversion rate for the same product and dates. TikTok defines these video metrics using paid clicks and excludes paid LIVE clicks. TikTok video reporting definitions
Record the product, creative status, date range, spend, and next review time. If the whole campaign is underspending, check product eligibility, target ROI, and budget with the GMV Max low-spend guide. Use the daily review checklist to compare shop orders and costs after changing a creative.