TikTok Scaled Without Breaking — Here's the Data

Across 64 brands and $4.2B in GMV, TikTok absorbed significant incremental budget in 2025 without sacrificing efficiency — and GMV Max delivered the lowest CAC in the dataset.

• $4.2B in GMV across 64 brands analyzed
• GMV Max delivered the lowest CAC in the dataset
• MMM ROAS consistently higher than platform-reported ROAS
• Efficiency held even as TikTok budgets scaled sharply in Q4