TikTok SMART+ Campaigns vs. ROAS Campaigns: A Performance Breakdown

TikTok continues to offer new solutions for app marketers. One of their latest features, SMART+, uses automated optimization to enhance campaign performance.
Recently, we tested TikTok’s SMART+ campaign against a traditional ROAS-optimized campaign for a dating app with in-app purchases (non-subscription model). The results highlighted the strengths and weaknesses of both approaches.
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What are TikTok SMART+ Campaigns?
TikTok SMART+ is an automated campaign solution designed to simplify the ad management process and improve overall campaign performance through machine learning.
Unlike traditional campaigns that require manual bidding, targeting, and creative adjustments, SMART+ campaigns handle these aspects automatically.
SMART+ optimizes ad delivery, bidding strategies, and audience targeting in real-time by using TikTok’s vast data pool and advanced algorithms.
Key Features of TikTok SMART+
- Automated Optimization: TikTok’s algorithm continuously adjusts campaign settings to improve performance without manual intervention.
- Simplified Setup: Advertisers only need to upload creatives and set a general goal, leaving the rest to TikTok’s machine learning system.
- Scalability: SMART+ is designed to scale quickly, making it easier for marketers to expand campaigns without micromanaging every detail.
- Performance-Driven: The feature aims to drive higher returns by maximizing cost efficiency and targeting high-performing audiences.
SMART+ (somewhat) mirrors a trend seen across major ad platforms, such as Facebook’s Advantage+ (formerly AAA) campaigns, where marketers “let go” of control for the benefit of greater efficiency and performance.
How Does SMART+ Work?
SMART+ automates the performance advertising process across targeting, bidding, and creative, ensuring the right ad is delivered to the right audience at the right time.
Setup in a Few Steps:
- Input your KPIs, creative assets, budget, and target geography and language.
- TikTok’s AI selects the best creative combinations and optimizes ad delivery.
- The system continually refines targeting and bidding strategies to improve campaign outcomes.
SMART+ incorporates TikTok Symphony, an advanced AI-powered tool that generates, recommends, and optimizes creative assets. Optional features allow advertisers to experiment with music, scripts, and video variations or opt out of AI-generated creatives at any time.
Related: TikTok App Profile Page: Our Test and Things You Should Avoid
Understanding the Campaign Types
While SMART+ offers great automation, it’s important to understand how it stacks up against the manual control and precision of traditional ROAS campaigns. Let’s dive into the differences between these two campaign types.
ROAS Campaign (Manual Control):
- Full control over targeting, bidding, and creative optimization.
- Allows for granular adjustments based on specific KPIs (e.g., target ROAS goals).
- Best for niche audiences or specific creative testing.
- Requires significant time and effort for ongoing optimization.
Note: We were comparing ROAS vs SMART+ campaigns. We can optimize for CPI, CPA, and ROAS for standard campaign setup.
SMART+ Campaign (Automated Optimization)
- TikTok handles bidding, targeting, and creative delivery using machine learning algorithms.
- Minimal manual effort required; simple setup.
- Higher potential for faster scaling and cost efficiency.
- Limited targeting control and customization.
- You can’t mix Spark and normal videos in these SMART+ campaigns.
- Upload up to 30 videos, and the SMART+ TikTok campaign automatically optimizes spend distribution.
Why We Ran the Test
TikTok platform strongly recommended SMART+ as a way to enhance overall performance. The dating app’s revenue model involves in-app purchases (users buy coins to interact within the app), making purchase value the key optimization goal.
The goal was to evaluate whether SMART+ could outperform manual ROAS campaigns in terms of cost efficiency and return on ad spend (ROAS).
Campaign Setup and Data Overview
- Duration: December 1st to December 15th (data collected on December 17th).
- Location: Germany.
- Budget:
- ROAS Campaign: €15.8k
- SMART+ Campaign: €5.8k
TikTok SMART+ Campaign: Key Results
1. Upper-Funnel Metrics (Awareness & Acquisition)
KPI | ROAS Campaign | SMART+ Campaign | % Increase/Decrease |
Cost | €15,836 | €5,874 | |
Impressions | 3,118,260 | 1,287,554 | |
CPM | €5.1 | €4.6 | 11% |
Clicks | 11,907 | 12,812 | |
CPC | €1.3 | €0.5 | -66% |
CTR | 0.38% | 1.00% | 161% |
Installs | 1,265 | 770 | |
Install Rate | 10.62% | 6.01% | 77% |
IPM | 0.41 | 0.60 | 47% |
CPI | €13 | €8 | -39% |
2. Lower-Funnel Metrics (Conversion & Revenue)
KPI | ROAS Campaign | SMART+ Campaign | % Increase/Decrease |
Revenue | €10,309 | €4,788 | |
ROAS | 65.10% | 81.51% | 25% |
ARPU | €8.15 | €6.22 | 31% |
Number of Purchasers (Unique) | 138 | 71 | |
CPA PUR (Unique) | 115 | 83 | -28% |
Number of Purchases (Event) | 518 | 218 | |
CPA PUR (event) | €31 | €27 | -12% |
Registrations | 1,003 | 640 | |
CPA Registration | €16 | €9 | -42% |
Why Smart+ Campaigns Are Worth Trying
1. Optimize for Performance
Smart+ leverages predictive AI and machine learning to build high-performing campaigns tailored to your business goals.
2. Save Time and Resources
By automating ad management, Smart+ eliminates the need for constant manual adjustments, freeing marketers to focus on strategy.
3. Minimize Creative Fatigue
Automated creative tools optimize asset combinations and pause underperforming creatives, ensuring cost efficiency and prolonged ad group lifespan.
4. Simplified Scaling
With minimal setup, SMART+ campaigns scale effortlessly, making it ideal for businesses targeting rapid growth across diverse geographies.
Scale your app fast with TikTok campaigns that deliver real ROI. Contact REPLUG today.
Key Takeaways
- Cost Efficiency Wins with SMART+:
- SMART+ consistently delivered cheaper traffic across CPM, CPC, and CPI metrics. This means more visibility and clicks at a lower price.
- SMART+ consistently delivered cheaper traffic across CPM, CPC, and CPI metrics. This means more visibility and clicks at a lower price.
- Volume vs. Quality:
- While SMART+ brought in more users at lower costs, the quality of traffic (install rate and ARPU) was slightly lower. However, the sheer volume of installs compensated for the drop in quality, leading to higher overall ROAS.
- While SMART+ brought in more users at lower costs, the quality of traffic (install rate and ARPU) was slightly lower. However, the sheer volume of installs compensated for the drop in quality, leading to higher overall ROAS.
- Lower Funnel Matters:
- The CPA for registrations and purchases was significantly lower with SMART+, suggesting it scales more efficiently regarding conversions.
- The CPA for registrations and purchases was significantly lower with SMART+, suggesting it scales more efficiently regarding conversions.
- Manual ROAS Campaigns Offer Control:
- If tighter audience control, specific KPI targeting, and higher-quality traffic are priorities, manual ROAS campaigns still hold value.
Recommendation for App Marketers
SMART+ campaigns are ideal for app marketers looking to scale quickly with less manual effort. However, if your app requires more precise targeting or operates within a niche market, manual ROAS campaigns may be the better fit. Testing both strategies can help determine the best approach based on your app’s goals and budget.
Ultimately, SMART+ mirrors past innovations like Facebook’s AAA campaigns – sacrificing some control for greater efficiency and performance. SMART+ presents an exciting opportunity to scale profitably and efficiently for apps with strong monetization.
Pros of SMART+ Campaigns
- Automated Optimization
- It uses machine learning to dynamically adjust targeting, bidding, and creative delivery, improving performance without manual effort.
- Simplified Setup
- Minimal input is required; advertisers must only provide creative assets, KPIs, and target geography/language.
- Scalability
- Easily scale campaigns to reach broader audiences without needing constant manual adjustments.
- Cost Efficiency
- Reduces CPM, CPC, and CPI, making it an affordable option for generating visibility and traffic at scale.
- Time-Saving
- Automates ad management, freeing marketers to focus on higher-level strategies.
- Creative Fatigue Reduction
- Automated creative refresh and performance monitoring optimize ad longevity and effectiveness.
- Ideal for General Use Cases
- Well-suited for apps with strong monetization models and broad target audiences.
Cons of SMART+ Campaigns
- Limited Targeting Control
- Advertisers relinquish granular control over audience targeting and optimization strategies.
- Reduced Customization
- May not be the best fit for niche apps or campaigns requiring highly specific targeting and messaging.
- Dependent on TikTok’s Algorithm
- Performance heavily relies on TikTok’s machine learning accuracy and data pool.
- Potentially Lower Traffic Quality
- While SMART+ drives higher volume, metrics like Average Revenue per User (ARPU) may be lower than manual ROAS campaigns.
- Sacrifices Precision for Efficiency
- Designed to prioritize scalability and efficiency, which might not align with all app marketing strategies.
- Not Ideal for All App Types
- Apps requiring precise audience segmentation or operating in niche markets may find manual ROAS campaigns more effective.
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