Migration of Previous Custom ROAS Ads to GMV Max Live

1) What is Migration?

Note*: to simplify the statement, the Old Live Ads Custom ROAS feature will be named as Custom ROAS 1.0, the new GMV Max Live (Custom ROAS) will be stated as GMV Max Live

●Background: During the migration process of GMV Max Live, the Custom ROAS 1.0 bidding product will be deprecated and will no longer be available. To fully tap on GMV Max Live feature benefit and avoid inner cannibalism between the Custom ROAS 1.0 and the upgraded GMV Max Live, migration from Custom ROAS 1.0to GMV Max Live is necessary.

●Who & When to Migrate?On the date of migration, only users with "scheduled”, “ongoing" Custom ROAS 1.0 ads will be migrated; Migration progress will happen parallel to the feature Roll-out. E.g., one advertiser will be whitelisted to GMV Max Live feature and Migration on the same day(D0)

●Migration Flow

○Feature creation & Migration whitelisted day (D0): advertiser will see updated GMV Max Live creation flow and trigger Migration tool to see the popup, if advertisers click on “Upgrade Now”, all ongoing / scheduled Custom ROAS 1.0 ads will be immediately migrated to GMV Max Live

○On Migration Day (7 days after the migration prompt):

■If on D0, advertisers did not click “Upgrade Now”, on migration day their scheduled & ongoing Custom ROAS 1.0 live ads will directly be migrated into GMV Max Live campaigns

■ALL Custom ROAS 1.0 ads that are still running or scheduled will automatically be stopped even if advertisers don’t upgrade. Advertisers may still access and view the campaign performances within Shopee Ads but will not be able to edit or restart the Ads.

2) Ads Setting Inheritance during Migration