Key Metrics to Observe

Understanding key metrics is essential for optimizing your TikTok livestreams. By focusing on content metrics, you can gauge how well your audience engages with your content. Conversion metrics help assess the effectiveness of your sales efforts, while compliance metrics ensure your livestream adheres to TikTok's guidelines, protecting your account and reputation. Regularly monitoring these areas allows you to identify strengths and areas for improvement, helping you refine your strategy and drive better results with each session.

Content Metrics

Content metrics reveal how well your audience engages with your livestream. Key indicators include:

• Likes, Comments, and Shares: High interaction levels show that your content resonates with viewers. If engagement is low, consider adding interactive elements like Q&A sessions, polls, or challenges.
• Total Views and Average Watch Duration: These metrics help gauge your content's appeal. If viewers drop off early, it might be time to experiment with different formats or pacing to maintain their interest.
• Unique Viewers: refer to the total number of individual people who watched your stream, counted only once regardless of how many times they joined or how long they stayed.
• Peak Concurrent Viewers: This shows the highest number of viewers at one time. Understanding when and why your viewership peaks can help you plan key moments, such as product demonstrations or major announcements.
• Average Concurrent Viewers: refers to the average number of people watching your TikTok livestream at the same time throughout the entire session. It gives you an idea of how many viewers, on average, were tuned in at any given moment during the livestream.
• Negative Responses or Feedback: Metrics like dislikes or complaints indicate potential issues. Addressing these promptly can improve the overall viewer experience.

Conversion Metrics

Conversion metrics assess the effectiveness of your sales efforts during the livestream:

• Click-Through Rate (CTR): A high CTR suggests strong interest in the showcased products. To improve a low CTR, enhance your product presentations and highlight unique selling points.
• Click to Order Rate (CTOR): This metric tracks the percentage of viewers who proceed to purchase after clicking. A high CTOR indicates an effective sales funnel. If low, simplify the checkout process or provide more detailed product information.
• Gross Merchandise Value (GMV): The total sales during your stream. If GMV is lower than expected, refine your sales pitches or offer more attractive deals.
• Watch GPM(GMV per Mille): refers to the total sales (GMV) generated for every thousand views of your TikTok livestream. It measures how much revenue you’re earning per 1,000 views, giving you insight into how effectively your livestream is driving sales based on viewership.
• Items Sold: The total number of orders placed during your livestream. If orders are lower than expected, consider re-evaluating your sales tactics or offering limited-time discounts.

Compliance Metrics

Compliance metrics ensure your livestream adheres to TikTok's guidelines, which is crucial for maintaining viewer trust:

• Content Violations: Violations can negatively impact your traffic and reputation. Regularly check for flagged content and adjust your approach to stay compliant. Maintaining compliance protects your account and fosters a positive environment for viewers.

Monitoring these key metrics provides valuable insights into what's working and what needs improvement, allowing you to optimize each livestream for better results.

How to Access Data

To help you better understand your overall livestream performance, compare different sessions, and quickly analyze key metrics right after your livestream ends, you can explore TikTok Studio. This will help you fine-tune your strategy and enhance future sessions more effectively.

TikTok Studio Data

Immediate Post-Livestream Data

After your livestream ends, you'll be able to view some details about the session.
Here, you can view key content metrics like unique viewers, average watch duration, peak concurrent viewers and average concurrent viewers.
After clicking the number beside the "TikTok Shop | Revenue", you can view conversion metrics including GMV, Direct GMV, Items sold, CTR, CTOR and Watch GPM.

Historical Livestream Data

View Conversion Metrics

Navigate to TikTok Studio->TikTok Shop for Creator to check out your Conversion MetricsYou'll be able to view GMV, estimated commission, and product views, with data available for both today and previous 7 days.
Click on "Performance data" for details.
You can view key metrics such as GMV, items sold, and estimated commission, commission base, product views, and product clicks. See how the conversion performs in your Shoppable content, from views to clicks, and from clicks to actual sold amount.
Data is available for today, yesterday, the past 7 days, or within a custom date range.
If you click the customs filter, you can also see the trend of recent GMV, Items sold, Commission etc by date.
Scroll down the page and click on "LIVE", you'll be able to see details about the ongoing and finished Livestream and how your LIVE sessions performed.
To understand the performance data of each product you've featured, click on "Product" to check out the product list and trends.
Click on "Audience" to find details and trends. You can also customize the range.
Return to the previous screen, continue scrolling down, and click on Content Performance -> View all to see detailed data about content. Here you can view the GMV, views, video count, items sold and SKU orders.

View Content Metrics

Navigate to TikTok Studio -> LIVE -> View all -> Overview to check out your Content MetricsBack to the page of "TikTok Studio", click on "LIVE", you"ll be able to find an overview of your livestream data for the last 28 days, covering key content metrics. These include total views, new followers, diamonds, live duration, viewers who commented, likes, shares, unique viewers, average watch duration, peak concurrent viewers, average concurrent viewers and gifters.

View Compliance Metrics

Navigate to TikTok Studio->TikTok Shop for Creator -> Account health to check out your Compliance MetricsCheck out violations to keep your account healthy, analyze flagged content and relevant policies to stay compliant. Read thoroughly Policy library, and complete quiz to learn about Do & Don'ts to your shoppable content more quickly.

Summary

TikTok Shop Creator Center has more than just a collection of numbers; it's a roadmap to livestream success. By mastering this tool, you can transform your TikTok livestream from good to great, driving higher engagement, longer watch times, and more conversions.
Ready to take your livestreams to the next level? Start exploring TikTok Shop Creator Center today, and unlock the full potential of your live content. The insights you gain will empower you to create more compelling, data-driven streams that keep your audience coming back for more. Don't wait—dive into your data now and see the difference they can make!