This article will teach you how to navigate the Analytics tab located in the Affiliate Center on Desktop. The Analytics tab is a feature in the Affiliate Center that is designed to help you track the progress and data from your Affiliate Collaborations (Open and Target).
Read more below to understand how each analytics page can support you in understanding your affiliate performances!

Performance Analytics

Analyze your affiliate performance and scale your success with a clear, reliable, and centralized Performance overview in Affiliate Center.
Benefits:

• See the big picture, at a glance: Analyze your affiliate performance holistically with a high-level summary that brings together creators, products, videos, and livestreams — all in one place.
• Spot trends and take action: Track shifts in performance, review sales composition, and quickly identify which creators and content are driving the strongest results.
• Drill down with ease: Navigate seamlessly into product, creator, video, or live analytics, with your chosen date range applied across tabs for consistency.
• Decide with Confidence, faster: Leverage a restructured data foundation and an expanded set of reliable metrics aligned with Seller Center, giving you trustworthy insights to grow faster.

How it works

We've added a page to Affiliate Center analytics to make it easier to find and understand your performance data.

1. Access your dashboard. Go to the Affiliate Center and click on the new Performance tab. You'll land on a redesigned dashboard with a streamlined view of your core strategic data.
2. Explore your performance. This page consolidates your core performance data, including GMV, orders, items sold, and traffic metrics, for all your collaborations, products, creators, and content.
3. Use flexible time filters. We've added more pre-set time filters like last seven days, last 28 days, and last week. You can also use a custom time filter that allows you to trace data back up to six months.
4. Break down your data. You can break down your metrics by collaboration type, content type, and product category to see where your affiliate investments are having the most impact.
5. Bullet point about the detailed data list, as we included more granularity (added LIVE list on top of the existing Creator/Product/Video list) and more customized filters for users to flexibly navigate the raw data

Tips

• Understand your metrics! To understand the definitions for your key metrics, use the tool tip (grey question mark in circle) to learn more about each metric and how we define it.
• Explore trends! By toggling "Show trends" in the key collaboration metrics section, you'll have the ability to compare two metrics over the same time range. This can be helpful in understanding the relationship between different dimensions.
• Export your data for further analysis. In the key collaboration metrics and details section, you'll have the opportunity to export your data if there is additional analysis you want to do off the TikTok Shop platform.

FAQs

1. Does this data match what's in Seller Center?

Yes! The Performance tab and metrics in Seller Center are standardized in the way we calculate and metrics. This ensures you're looking at consistent and reliable data across both sources.

2. Will the old analytics dashboards still be available?

Yes! At the moment, the new Performance page is a new addition to your suite of Analytics pages on Affiliate Center. Keep in mind that we are constantly improving Affiliate Center, so some of the older Analytics pages may not be available starting in October At the moment, the Performance page is the most reliable place to collect your Affiliate-related GMV data.

3. How do I look up the definitions of my key collaboration metrics?

More information on each metric will appear if you click on the question mark next to the metric name.

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Sample Analytics

Your sample analytics in one place! This dashboard is designed to help you see exactly how your samples are performing, so you can unlock new product ideas and optimize your growth strategy.
You can find the dashboard in the Affiliate Center > Analytics > Sample Analytics

How It Works

1. Main metrics at a glance: At the top of the page you'll see key metrics in a card format to give you a snapshot of your performance. This will include metrics like total shipped samples, total sample GMV, estimated sample COGS, and estimated shipping costs.
2. Making COGS your own: We've got a default calculation for your estimated sample COGS, but we know your business is unique. You can update the margin or dollar amount to get a more accurate view of your costs. Just pop in your value, hit Save, and watch your metrics - including your ROI - update instantly.

3. Get granular with free and refundable samples: Our funnel view helps you see the entire journey, from a creator requesting a sample to them making a sale. You can check out different funnels for free sample campaigns and "Refundable sample campaigns" to understand conversion rates at every step. You can also adjust the date range to give you the time-specific date you're looking for.

4. Filter by Products and Creators. Need to see who's who and what's what? The list view lets you sort and filter your data by individual Products and Creators. This is a good spot to find your next star product or creator collaborator!

Tips

• Customize your COGS: For the most accurate ROI, take a moment to set your own COGS percentage. It only takes a second and makes a world of difference in your data.
• Trend up: Use the trend line view to see how your key metrics are changing over time.
• Filter to focus: The filter options are there to help you. Use them to focus on a specific product, collaboration type, or creator to get the insights you need fast.

FAQ

1. What's the difference between a Free sample and a "Refundable sample"?
   • A Free sample is given to a creator at no cost, approved either manually by you or automatically.
     • Learn more about "Free Sample" here
   • A "Refundable sample" is purchased by the creator, and they get a refund after they hit your pre-set refund criteria (like generating a certain number of sales!).
     • Learn more about "Refundable Sample" here
2. How is the Sample ROI calculated?
   • For Free samples, we use the GMV generated by samples / Estimated sample COGS.
   • For "Refundable samples", we use GMV generated by samples / amount refunded to the creator. If a creator doesn't meet the refund criteria, your ROI is basically undefined since there was no cost to you, but we'll still show you the GMV they generated!
3. Why does the date range on my funnel look different from the one I selected?
   • It automatically adjusts the date range to align with the full lifecycle of a sample campaign, from the moment a sample is created to when it generates sales. This gives you the clearest picture of your campaign's performance.
4. Can I export my data?

Yes, you can! Just like in your other analytics dashboards, you can export all your metrics to a spreadsheet for offline analysis.

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Outreach Analysis

Navigate to: Affiliate Center > Analytics > Outreach AnalysisThis page provides insights into how effective your invitations and messages are when reaching out to creators for collaboration. It gives you a complete overview of all creators you've contacted through Target Collaboration and Instant Message, along with their conversion performance.
*All images shown are for example purposes only and the actual interface may vary

Product Analytics

Navigate to: Seller Center > Affiliate Center > ProductProduct Analytics enables you to have an overview of all the products you have registered in both your Open and Target Collaborations. You can choose to analyse the performance by toggling between:

• Overview: This represents the total product performance for all products you have registered in both your Open and Target collaborations
• Open products: This represents the product performance from products within Open collaboration only
• Target products: This represents the product performance from products within Target collaboration only

1.1 Core Data

Upon selecting your preferred data source, the data will be reflected in the Core Data section below. Check out the metric definitions here:

• GMV - Total Revenue without Refunded Orders
• Est. Commission - Seller's estimated commission that will be paid to Affiliate Creators. This entails estimated commission for all orders, including Paid, Unpaid and Refunded Orders
• Sales Creator - Total number of Creators that generated GMV. Refunded orders are excluded from the GMV formula
• Items Sold - Total number of items sold, not including refunded orders
• Sales Products - Total number of products that generated GMV, including refunded orders
• Refund Item sold - Total number of items that were refunded in the time period
• Refund Revenue - Total refunded revenue within the selected time period

1.2 Product List

The Product List houses all the Products you have added in all of your Affiliate Collaborations. Here, you can search by product name or filter by product category to filter down to a particular product.
Analyse each product's performances via these added metrics available:

• Product Info - The Product's name and Product ID
• Sample number - The number of samples sent for an item in the selected time period
• Sales Creator - The total number of Creators that generated GMV. Clicking on this number will redirect you to the Product details page. Read more about Product details below.
• Video number - The number of videos created for the specific product. Clicking on this number will prompt a side pop-up that shows all the videos created by creators for the product:

• Live number - number of LIVE Sessions created that promoted the specific product

1.3 Product Detail

At the Product List, click on "View details" to open the Product Details page.

Collaboration Analytics

Navigate to: Seller Center > Affiliate Center > CollaborationThe Collaboration Analytics page provides you insights into how your Open and Targeted Collaborations are performing.
At the top, you will find an overview of the Revenue, Items Sold, and Creators for your Targeted and Open collaboration based on the selected time period. Hover over the (?) logo for definitions of the metrics.
Look for a specific collaboration by putting the collaboration name or ID in the search bar. Then, you can view each collaboration's performance metrics:

• Time created
• Affiliate GMV
• Products
• Creators
• Affiliate items sold
• Orders

Creator Analytics

Navigate to: Seller Center > Affiliate Center > CreatorCreators Analytics helps you in tracking the performance of creators you are partnering with, analyzing their performance, traffic, content, and more. With it, you will get a holistic overview of your creators and how you can cater their content to your shop's needs.

3.1 Core data

Here, you can get a birds' eye view of the overall performance of all Creators you have partnered up with in both Open and Target collaborations and check the top video rankings for the present day. At Today's video ranking, click on View all to open the Video Analytics page where you can view the full list of video performances.

3.2 Creator List

Zoom into each creator's performance where you can sort the metrics on the table to show top creators by highest Revenue, Item Sold, Affiliate Link GMV, or more.
Click on the "Metrics" button to customise the metrics you'd like to view in the Creator List.

3.3 Creator Details

Click on View Details at the Creator List to land on the Creator Details page.

• Toggle between Shoppable video, LIVE, Product or Product Card view the list of video performances based on the channel type.
• In Product Card, you can also get further insights on the shared affiliate link products performance such as Revenue, Item Sold, Buyers and Est. Commission.

3.4 Affiliate Link Performance

• This will show you Revenue, Item sold, Orders, Buyers, and Estimated commission from the Affiliate Link source.
• You can further explore and see the percentage of traffic coming from each platform where your cooperated creators shared the affiliate link.
  1. By default, the top 5 traffic sources will be displayed. If creators had shared links on more than 5 channels, all other channels would be aggregated under "Others".

Video Analytics

Navigate to: Seller Center > Affiliate Center > VideoHere, you can get a quick glance at each video's performance metrics such as GMV, Estimate Commission and Item Sold and more. Click on the metrics button to customise the metrics you'd like to view or export the data for offline analysis.
To easily access the Video Link of each video, simply click Export to download an offline file. This makes it easier for you to review, watch, or share the video link without the need to search for it.