Upgraded Smart+
TikTok's Upgraded Smart+ experience (GA'd across Feb 2026) fuses manual and Smart+ campaign creation into a single flow, letting advertisers dial automation up or down per setting instead of choosing one or the other at the campaign-type level 1.
"Manual and Smart+ experiences have been unified into a single flow, offering a more flexible ad buying experience where you can fine-tune your campaigns with new levels of control." — TikTok Business Help Center 1
Availability
Upgraded Smart+ is available for three objectives 1:
- Sales
- Lead Generation
- App Promotion
TikTok notes the feature may not be available to every advertiser yet — partners contact their TikTok account manager for access.
What changed — the five upgrade axes
| Axis | What's new |
|---|---|
| Campaign creation | Single unified flow — no more Smart+ vs manual fork 1 |
| Targeting & placement | More options + ability to enforce settings (Audience Controls) |
| Creative | Creative combination control & reporting, multi-URL, up to 50 asset groups per ad |
| Campaign structure | Multiple ad groups per campaign with independent settings |
| Budget | Flexible distribution — Automatic campaign budget OR custom per-ad-group |
Campaign level
Budget strategies at the campaign level:
- Automatic campaign budget — one budget, TikTok allocates across ad groups. All ad groups must share the same budget and bid strategies 1.
- Custom ad-group budgets — independent budget / optimisation settings per ad group.
Automated rules are now available at this level.
Ad-group level
- Optimisation & bidding: location, goal, target CPA.
- Budget & schedule: shape depends on campaign budget strategy.
- Audience targeting: Audience Controls (delivery guaranteed) vs Audience Suggestions (hints, not guaranteed) vs Manual.
- Placements: Automatic (default) or Select placement. Brand-safety toggles available 1.
Ad level — the structural shift
Each ad now functions like an asset group, with its own destination URL, its own product set, and up to 50 creative assets 1. This enables:
- Multiple URLs in the same ad group or campaign.
- Multiple product sets in the same campaign.
- Mixing catalog and non-catalog ads in one Smart+ campaign. See flexible-catalog-ads-at-ad-level.
Additional ad-level automation:
- Enhanced ad formats: e.g. CTA creation auto-generated with pre-filled product info.
- Simplified Spark Ads setup.
- Smart+ Symphony: Recommended Creatives (Gen-AI asset creation) + Automatic Enhancements (resize, quality boost, translation/dubbing) 1.
- Flexible Catalog Ads: catalog creative is now configured at the ad, not the campaign — a campaign can mix catalog and non-catalog ads 1.
Catalog specifics
The catalog-specific objective within Upgraded Smart+ is Smart+ Catalog Ads for Website + App. It has its own prerequisites (≥4 active products, MMP configuration) and product-selection modes (All / Product set / Specific ≤20) 2. See smart-plus-catalog-ads-web-and-app.
Sprinklr status
Sprinklr supports Upgraded Smart+ for Web Conversions (non-catalog), App Promotion, and Lead Generation — but not catalog flows 3. See sprinklr-upgraded-smart-plus-current for the detailed flow Sprinklr ships today, and gap-analysis for the delta.