High level overview

Are you looking for the solution to tracking your LIVE performance comprehensively, during and after your LIVE. Look no further!
Introducing the unified LIVE dashboard on PC that aims to be the one-stop solution for monitoring your LIVE performance. From tracking the status and trends for important LIVE metrics, to understanding traffic and conversion and monitoring product product item level performance and violations, the LIVE dashboard will aim to consolidate all your essential LIVE analytics in one location. Read on to learn more on how the dashboard can help you level-up your LIVE performance.

Feature value proposition

At a high level, the market insights functionality gives Creators/Sellers the ability to

• Gain high-level overview of all your key LIVE metrics during and after your LIVE completion along with helpful data benchmarks to compare performance
• Understand trends and breakdowns related to your LIVE traffic, trends related to user viewing and conversion funnels for your products
• Continue to utilize the LIVE dashboard to understand salient metric trends throughout the LIVE and cross-check trends with key events (such as violations, pins and promotions) to understand key drivers for metric trend deviations.
• Have a deep dive into real-time performance of your various channels driving traffic into the LIVE.
• Get detailed breakdowns of your product level performance, real-time drilldowns of violations and information for giveaways during and after your LIVE

Salient use cases

The following use cases will be the most relevant for Creators/Sellers using the unified LIVE dashboard on PC.

Use Case 1: Track and monitor high level LIVE performance metrics

Objective: Understand performance and discern broad issue areas

• Users will be able to view and monitor the high-level financial, traffic and conversion metrics, at one glance, during and after the LIVEs
• Users can customize the metrics they see to provide more tailored visibility of important LIVE performance factors; groups available by "Traffic Impacting (Express)" metrics and other metrics
• Understand the market benchmarks for the worst performing metric during LIVE and worst 3 metrics after the LIVE

Use Case 2: Identify and understand trends for your LIVE

Objective: Understand the rhythm of the LIVE in real-time and take action to course correct.

• Track the patterns for how your audience is engaging with your LIVE by tracking the trends of engagement indicators throughout your LIVE
• Select specific LIVE metrics to look at variation patterns and understand which metrics need attention or improvement at specific points in the LIVE
• For all of the trend information, users can select specific pre-available time durations/segments to target their trend analysis for periods of interest in the LIVE.
• Cross-check trends with important events during the LIVE to understand how these events are affecting LIVE metric performance.

Use Case 3: Deep-dive into traffic, conversion and demographic patterns

Objective: Understand user profile and associated traffic patterns for your LIVE

• Users can explore which traffic channels (paid or organic) are driving audiences to their LIVEs, allowing for better prioritization of traffic targeting strategy
• Keep tracking your conversion funnel from impressions to checkout and understand where there are conversion bottlenecks that need to be addressed.
• Explore your audience profile to identify your audience's composition and tailor your strategy either to appeal to these audiences or target users with lesser engagement.

Use Case 4: Look at and analyze the performance of your traffic channels to optimize your LIVE channel strategy

Objective: Track impressions, views, GMV and more across your channels to visualize and optimize your channel strategy

• Understand viewership trends across the various channels from which audiences are entering your LIVE, in real-time.
• Pick and choose channels to compare against enabling a side-by-side comparison of channel efficacy

Use Case 5: Investigate product, violations and promotions information for LIVEs

Objective: Look at product performance to prioritize products effectively and initiate giveaways or address violations to boost LIVE performance.

• Users can track key metrics for individual products and take actions to pin products as well as view system-generated scripts for product talking points
• Users can achieve an overview of their violations throughout the LIVE, coupled with reasons for violations, system-generated remediations and action buttons for raising an appeal to contest individual violations, all from the same location
• Track the status of product performance during giveaways to investigate their effectiveness and which products are generating interest. Users can even start a new giveaway directly from this interface as well.

Use Case 6: Replay your LIVE with LIVE broadcast and track comments in real-time

Objective: Track user sentiments and address inquiries in real-time

• Watch your LIVE replayed in real-time or watch the entire broadcast after your LIVE and track user comments in real time to understand user sentiments and craft engagement strategy with your audience.
• Trend information is dynamically linked with the broadcast interface, allowing users to click areas on the trend timeline to be navigated to that exact point in the replay.

Access and authorization

All Creators/Sellers on TikTok Shop and creating Shoppable LIVE content will have access to the unified LIVE dashboard. Currently, the functionality will only be available in the PC version but real-time insights during the LIVE will be available through the APP real-time LIVE insights feature.

Entrance

During an ongoing LIVE

The unified LIVE dashboard can be accessed during your ongoing LIVE from the LIVE Manager on Streamer Desktop by clicking on the highlighted action button for the dashboard

After LIVE completion

After your LIVE is completed, navigate to Livestream Analytics on Streamer desktop and select the individual LIVE room you wish to diagnose. Follow the trail below to be navigated to the unified LIVE dashboard

Feature walkthrough

Room level actions

At the top right of the console are a few action buttons. The details of these functionality are detailed below

1. User Manual: Click on this to navigate to the user manual for the dashboard
2. Language: Select the language for the dashboard interface
3. Full screen: Enlarge the dashboard to full-screen on your device

Key data tab

Functionality/Component	UI interface	Key functionalities/capabilities
All figures depicted are dummy values and do not represent any real-world data
Overview module		The metric overview module will allow you to easily track the key metrics of interest during and after your LIVE All metrics shown will be available at the LIVE room level and will update in real-time during the LIVE and aggregated metrics for the LIVE session will be available to view after the LIVE is completed as well. Further, users can customize the overview module to be able to select and deselect key metrics of interest to them (maximum 16 metrics at a time), allowing them to track the relevant metrics to meet their LIVE goals. Metrics are grouped into two thematic segments, for easier visibility by the user Traffic express metrics: Metrics that have the most impact on traffic. It is recommended to include atleast a few "Traffic Express" metrics during your LIVE and explore and analyze all these metrics after the LIVE All metrics: A compendium of all metrics available to be viewed on the dasboard
Overview module benchmark data	During LIVE After LIVE	The benchmark data functionality will vary on whether data is being viewed during the LIVE or after LIVE completionDuring LIVEDuring the LIVE, the worst performing out of all metrics, will be clearly and visually highlighted (with red text) signifying the deviation of the metric from the average market value**After LIVEAfter the LIVE, the 3 worst performing out of all metrics, will again be clearly and visually highlighted (with red text) signifying the deviation of the metric from the average market valueFurther, users can hover on any of these 3 metrics to get a trend chart for the same metric across all past LIVEs in the last 14 days and a trend line for the historical market average for the metric. This allows users to track how the metric performed with respect to their own historical performance.**Average market value considers all LIVE Creators in the same geographical market.
View performance trend analysis		The viewer trend analysis provides users with the trend information of how audience engagement is varying across their LIVE session. Users can toggle between last 5 mins for a more concentrated view or view trends across the whole LIVE. Users will also be able to customize the engagement metric trends to discern any correlations across salient LIVE metrics. By default, current views and Direct GMV will be displayed. Click on the right most button element to navigate to the detailed Performance trend data (more on that below)
Traffic source synopsis		The traffic synopsis module will allow users to understand the most impactful sources of traffic driving viewers to the LIVE. This will allow prioritization of how users promote subsequent LIVE session across various channels. For each channel that's driving traffic, there will be a breakdown of % of overall GMV contribution from that channel % of Impressions contribution from that channel % of Views contribution from that channel Cumulatively, for all 3 metrics, all channel contribution summation will be 100%
Follower analytics		The Follower analytics widget will provide a deep-dive into critical LIVE metric breakdowns on a Follower/Non-Follower basis This will allow visibility of GMV SKU Orders Avg order value (avg $ amount only) Viewers Customers across followers vs non-followers
Product detail module		The product list module in the key data tab gives users visibility into how individual products are performing and take appropriate product-related actions. Each product will have important metrics related to audience visibility, product conversion and items sold (products will be sorted by views by default but custom sort is available) For each product, the actions column will allow you to pin/unpin or view script recommendations for the product (when pinned). Users can also customize the metrics they see for each product or search for product SKUs to narrow down their performance or track only specific products for certain portions of the LIVE. Rearrange the order of metrics in the right hand pane of the metric selector popup, to customize the order in which you view them
LIVE broadcast		The LIVE broadcast section gives users a real-time playback of the LIVE session and is coupled with real-time user comments to track user sentiments, engagement and address user inquiries.
User profile breakdown		The user profile widget gives users a real-time overview of the constitution of their LIVE audience to understand audience composition better and craft their LIVE strategy accordingly. Use the carousel functionality to move across and explore different user profile information. You can toggle between the demographic profiles of Viewers and Customers A variety of demographic breakdowns such as follower gender breakdown, audience gender breakdown and age profiles of your active audience will be visible here.

Performance trends tab

Functionality/Component	UI interface	Key functionalities/capabilities
All figures depicted are dummy values and do not represent any real-world data
Trend master view		The trend analysis tab will be the master view for users when trying to understand deviation patterns of important LIVE trends during and after the LIVE session. Use this trend analysis to understand where, during the LIVE, there are spikes and dips in your core metrics and take appropriate actions for remediation In the current version of this interface, users will be able to select multiple metrics (two max) at a time for which they will be able to see and compare trends during the LIVE Users can customize the metrics that they see and clicking on any metric, in particular, will bring up trend information for said metric Rearrange the order of metrics in the right hand pane of the metric selector popup, to customize the order in which you view them Users will also be able to filter the duration, within the LIVE, for which they want to view trend information and this will allow more targeted tracking of metrics during a period of interest. Currently available out-of-the-box time durations include The whole LIVE duration Last 30 mins Last 5 mins Custom timeline (below) Further, users can use the timeline selector interface to choose a custom timeline of their own. The trend chart will be adequately updated based on the selected timespan. Additionally, there will be color-coded markers for different key events during the LIVE. These events will include, but are not limited to, product pins, violations and promotional activities. Users can cross-reference how their metric of interest performs against these key events to understand the impact of these events or how effective the events were in driving LIVE performance. Users can also download this information offline and information will be presented in a tabular form across the course of the LIVE. Export/download functionality will only be available after completion of the LIVE
Product information		The product list module in the key data tab gives users visibility into how individual products are performing and take appropriate product-related actions. Each product will have important metrics related to audience visibility, product conversion and items sold (products will be sorted by views by default but custom sort is available) For each product, the actions column will allow you to pin/unpin or view script recommendations for the product (when pinned).
Content quality information		Within the content quality tab, users will have a list view of widgets for each violation incurred in the LIVE. The widget will outline the violation reason and system-generated recommendations for addresing the same. Users can also click on the "Appeal" CTA to directly appeal the violation from here.
Promotions		On the "Promotion" tab, users will have information at the product level, of the impact of giveaways on individual products. Incremental metrics uplifts during the giveaway will also be highlighted. User can also click on the "Create a New Giveaway" CTA to start a new giveaway and be redirected to the LIVE PC Console where they can configure the new giveaway.
LIVE broadcast		The LIVE broadcast section gives users a real-time playback of the LIVE session and is coupled with real-time user comments to track user sentiments, engagement and address user inquiries. User can also click on the corresponding point in the timeline of the trend chart to have the broadcast video play from that point. This is supported only after LIVE completion.

Traffic source tab

Functionality/Component	UI interface	Key functionalities/capabilities
All figures depicted are dummy values and do not represent any real-world data
Channel performance grid		The channel performance grid provides a tabular overview of the key audience metrics across various sources of traffic to the LIVE. For each traffic source, users can view % contribution and absolute values of impressions, views, CTR, CTOR, ERR and much more. The goal from these is to understand how the different channels are performing in comparison to one another and also find strategic insights where there might be underutilized channels Users can sort by each of the metrics listed above to create a custom view of the data Further, users can select upto 5 channels to compare channel performance trends, in real-time (next section)
Channel performance trend comparison		The channel performance trend comparison is to be used in conjunction with the channel performance grid above. For each channel selected in the channel performance grid, a corresponding trend chart will be produced in the trend comparison space that outlines the variation of a particular metric for that channel Users can choose to look at trends for Impressions GMV Views for all of the selected channels (max 5)
Video to LIVE traffic synopsis		The Video to LIVE, widget dives into a specific channel which is LIVE viewership driven from videos posted by Creators and Sellers. Creators can rank and view the videos that are driving the most traffic into their LIVEs, based on impressions, views and GMV
LIVE Broadcast		The LIVE broadcast section gives users a real-time playback of the LIVE session and is coupled with real-time user comments to track user sentiments, engagement and address user inquiries. User can also click on the corresponding point in the timeline of the trend chart to have the broadcast video play from that point. This is supported only after LIVE completion.

Frequently Asked Questions (FAQs)

Do I need any special access or permissions to access this unified LIVE dashboard? Any TikTok Shop Creator/Seller performing Shoppable LIVEs will be able to access this functionality without the need for any special access permissions.
What interface (PC/APP) will this functionality be available on? In this phase of the launch, the unified LIVE dashboard will only be available on the PC version but users will be able to leverage real-time analytics, during the LIVE, from the in-APP data insights.
What will happen to the old LIVE dashboard interface on PC? After the launch of the unified LIVE dashboard, the existing interface will be replaced for all users with the new functionality.