Today’s MarketingTikTok pitches Q5 as a cheaper window from December 1 to January 31
TikTok published a blog post on November 2 2026 arguing that CPMs ease from their November peak during Q5, plus two playbooks that define the window as December 1 2026 to January 31 2027. PPC Land found the CPM charts in both playbooks show no values, and the main user survey dates from September 2023. The apps playbook sets Smart+ daily budgets at 10 to 50 times the target bid and asks for seven days without edits to pass learning.
Our take
Plan a December and January test on TikTok, but treat the cheaper CPM claim as a hypothesis you check in your own account. Log your November CPMs this month so you have a baseline, then hold a slice of budget for the first two weeks of December. Read the measurement page closely before you switch off any privacy setting in AppsFlyer, since that changes what user data reaches ad networks.
