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GMV Max ROAS Protection Education Article

What is GMV Max ROAS Protection?

ROAS Protection is designed to encourage sellers to deliver more stable performance with GMV Max Custom ROAS campaigns. Sellers will automatically receive free ads credit rebate: (a) when actual ROAS falls below a certain threshold; and (b) if ROAS Protection criteria is fulfilled.


How to be Eligible for ROAS Protection

To enjoy ROAS Protection, products must be promoted using GMV Max Custom ROAS.

On a daily basis, campaigns must meet following criteria to get the free ads credit rebate:

  1. Daily Ads order count ≥ 5
  2. ROAS Fulfillment Rate (Actual ROAS / Target ROAS) < 90%


Under what conditions will sellers be ineligible for ROAS Protection and how will sellers be able to re-qualify for ROAS Protection?

A campaign will not be eligible for Free Ads Credit rebates if any of the following exit conditions occur. A campaign will subsequently be eligible for Free Ads Credit rebates in accordance with the re-entry rules.


Exit Condition
Specific Rules
Re-entry Rules


Fraudulent Activity
System detected potential fraudulent behavior
Products that exit due to fraudulent activity are eligible to re-enter 14 days after the exit date, regardless of whether a new campaign is created.

ROAS Target Adjustments
Manually adjusted target ROAS
Products that exist due to ROAS adjustments are eligible to re-enter the day after adjustments.

Change of Ad Status
Manually pausing or stopping GMV Max campaigns
Products that exist due to change of ad status are eligible to re-enter the day after restarting the campaign or create a new campaign for that product.


How does ROAS Protection work?

Eligible Free Ads Credit Amount

The system calculates the eligible rebate amount on a daily basis for each campaign.

  1. Eligible Amount: Ads Expense - Ads GMV / (target ROAS * 90%)

If "Rapid Boost" is enabled while being under ROAS Protection, the eligible rebate amount is calculated as follows:

  1. Eligible Amount: Ads Expense - Ads GMV / (target ROAS * 70%)


Free Ads Credit Distribution

  1. Sellers will automatically receive the eligible rebate amount in the form of Free Ads credits.
  2. Generally, the Free Ads credits rebate will be distributed the following day. However, slight delays may occur during certain periods or cases (for example, promotion periods or in case of system bugs).


How to check the ROAS Protection feature?

On Ads Homepage

The total rebate amount credited to date, rebate amount from the last 7 days, and campaign count in ROAS Protection are all displayed in ROAS Protection module.


On Ads List

  1. Sellers can check the box in the top-right corner to filter only ROAS Protection campaigns.
  2. Campaigns under ROAS Protection will be marked with a "ROAS Protection" tag.
  3. Campaigns marked with a green ROAS Protection tag indicate a valid status, while campaigns marked with a gray tag indicate an invalid status (for example, if any exit conditions occur).


On Ad Detail Page

The eligible free ads credit amount is displayed, and the daily rebate status or amount can be expanded by clicking on Rebate Details.


On My Account Page

ROAS Protection transaction type will be introduced to record ROAS Protection rebate payment records on the Ads Wallet page and the Free Ads Credit page.



Frequently Asked Questions


How is the ROAS Protection feature different from the Pay per Sale model?

The Pay Per Sale feature will be replaced by the ROAS Protection feature to provide more reliable delivery and better experience.

  1. Payment Method Change
  2. Pay per Sale: Pay when an order is placed.
  3. ROAS Protection: Pay per click but receive Free Ads Credit rebates when actual ROAS falls below a certain threshold and when the ROAS Protection criteria is fulfilled, making it more seamless and efficient.
  4. Budget & Eligibility Improvements
  5. Pay per Sale:
  6. Sellers needed to consistently meet item eligibility requirements and activate the feature to enjoy the benefit.
  7. Higher budgets were required to use the feature.
  8. ROAS Protection:
  9. Automatically applied to all GMV Max Custom ROAS campaigns.
  10. No special budget requirement to use the feature.

Note: The Pay Per Sale feature is available only to selected sellers.


What do sellers need to do for existing Pay per Sale campaigns?

No action required. All Pay per Sale campaigns will be automatically migrated to ROAS Protection, with new rules taking effect after migration. The migration will happen gradually.



First Published: July 16, 2025

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    GMV Max ROAS Protection Education Article

    What is GMV Max ROAS Protection?

    ROAS Protection is designed to encourage sellers to deliver more stable performance with GMV Max Custom ROAS campaigns. Sellers will automatically receive free ads credit rebate: (a) when actual ROAS falls below a certain threshold; and (b) if ROAS Protection criteria is fulfilled.


    How to be Eligible for ROAS Protection

    To enjoy ROAS Protection, products must be promoted using GMV Max Custom ROAS.

    On a daily basis, campaigns must meet following criteria to get the free ads credit rebate:

    1. Daily Ads order count ≥ 5
    2. ROAS Fulfillment Rate (Actual ROAS / Target ROAS) < 90%


    Under what conditions will sellers be ineligible for ROAS Protection and how will sellers be able to re-qualify for ROAS Protection?

    A campaign will not be eligible for Free Ads Credit rebates if any of the following exit conditions occur. A campaign will subsequently be eligible for Free Ads Credit rebates in accordance with the re-entry rules.


    Exit Condition
    Specific Rules
    Re-entry Rules


    Fraudulent Activity
    System detected potential fraudulent behavior
    Products that exit due to fraudulent activity are eligible to re-enter 14 days after the exit date, regardless of whether a new campaign is created.

    ROAS Target Adjustments
    Manually adjusted target ROAS
    Products that exist due to ROAS adjustments are eligible to re-enter the day after adjustments.

    Change of Ad Status
    Manually pausing or stopping GMV Max campaigns
    Products that exist due to change of ad status are eligible to re-enter the day after restarting the campaign or create a new campaign for that product.


    How does ROAS Protection work?

    Eligible Free Ads Credit Amount

    The system calculates the eligible rebate amount on a daily basis for each campaign.

    1. Eligible Amount: Ads Expense - Ads GMV / (target ROAS * 90%)

    If "Rapid Boost" is enabled while being under ROAS Protection, the eligible rebate amount is calculated as follows:

    1. Eligible Amount: Ads Expense - Ads GMV / (target ROAS * 70%)


    Free Ads Credit Distribution

    1. Sellers will automatically receive the eligible rebate amount in the form of Free Ads credits.
    2. Generally, the Free Ads credits rebate will be distributed the following day. However, slight delays may occur during certain periods or cases (for example, promotion periods or in case of system bugs).


    How to check the ROAS Protection feature?

    On Ads Homepage

    The total rebate amount credited to date, rebate amount from the last 7 days, and campaign count in ROAS Protection are all displayed in ROAS Protection module.


    On Ads List

    1. Sellers can check the box in the top-right corner to filter only ROAS Protection campaigns.
    2. Campaigns under ROAS Protection will be marked with a "ROAS Protection" tag.
    3. Campaigns marked with a green ROAS Protection tag indicate a valid status, while campaigns marked with a gray tag indicate an invalid status (for example, if any exit conditions occur).


    On Ad Detail Page

    The eligible free ads credit amount is displayed, and the daily rebate status or amount can be expanded by clicking on Rebate Details.


    On My Account Page

    ROAS Protection transaction type will be introduced to record ROAS Protection rebate payment records on the Ads Wallet page and the Free Ads Credit page.

    

    Frequently Asked Questions


    How is the ROAS Protection feature different from the Pay per Sale model?

    The Pay Per Sale feature will be replaced by the ROAS Protection feature to provide more reliable delivery and better experience.

    1. Payment Method Change
    2. Pay per Sale: Pay when an order is placed.
    3. ROAS Protection: Pay per click but receive Free Ads Credit rebates when actual ROAS falls below a certain threshold and when the ROAS Protection criteria is fulfilled, making it more seamless and efficient.
    4. Budget & Eligibility Improvements
    5. Pay per Sale:
    6. Sellers needed to consistently meet item eligibility requirements and activate the feature to enjoy the benefit.
    7. Higher budgets were required to use the feature.
    8. ROAS Protection:
    9. Automatically applied to all GMV Max Custom ROAS campaigns.
    10. No special budget requirement to use the feature.

    Note: The Pay Per Sale feature is available only to selected sellers.


    What do sellers need to do for existing Pay per Sale campaigns?

    No action required. All Pay per Sale campaigns will be automatically migrated to ROAS Protection, with new rules taking effect after migration. The migration will happen gradually.



    First Published: July 16, 2025

    Was this page helpful?

    yes Yes
    no No