How to Deep Dive with Sales Analytics

09/10/2025

Summary

What key features does the TikTok Shop Sales Analytics tool offer to help sellers understand their sales performance?

  • It provides deep dive metrics like gross sales, shipping fees, tax, first-time buyers, and SKU orders, enabling sellers to analyze overall sales trends and contributions by content type and affiliate status.
  • Sellers can identify top-performing content/channels and optimal times for LIVEs, videos, or product listings by analyzing orders by day and hour.

How can sellers use the Sales Analytics dashboard to monitor and improve their store's performance?

  • Sellers can select custom time periods to compare key metrics (GMV, orders, AOV, refunds, etc.) against previous periods and track trends via metric cards.
  • The dashboard offers distribution analysis of SKU orders and sales by content type or affiliate status, helping identify channels causing sales fluctuations.

What insights can sellers gain from the LIVE/Video/Product Card tabs within the Sales Analytics tool?

  • These tabs provide sales metrics and trends by traffic source and shop account, allowing sellers to pinpoint sales issues by genre or content type.
  • Sellers can view detailed performance data for each video, product, or creator and identify the best times of week for buyer engagement.

How does the Sales Analytics tool support real-time monitoring of sales activities?

  • The dashboard displays real-time GMV from LIVE, Video, and Product Card sales, alongside up to five ongoing LIVEs, enabling sellers to track live sales performance instantly.
  • Tooltips with definitions help sellers understand metrics clearly for better decision-making.
Dive deeper and grow your store with our Sales Analytics tool to help you understand better latest trends, contributions and sales performance LIVE, video and product cards.
The Sales performance tab is under Data Analytics -> Growth & insights module. Under this tab you can:

  1. Check your overall sales performance with deep dive metrics and analyze the trends and contributions

This feature gives you a clear view of your overall sales performance and trends, using deep dive metrics like gross sales, shipping fees, tax, and first time buyers. It also provides analysis of gross sales and SKU orders through contributions by content types and Affiliate/Non-Affiliate. Sellers can learn which content or channel performs best and take any action if needed. And with a simple analysis of orders created by day of week and the hour, sellers can see the best possible times that buyers purchase from the shop, thereby helping them determine when to hold LIVEs, post videos, or add product listings.

  1. View the sales performance of LIVE/Video/Product Cards and conduct analysis by multiple dimensions

Sales-related key metrics and individual trends are provided under the Sales -> LIVE/Video/Product Card tabs. To help Sellers easily locate sales issues by genre, you can find the distribution analysis of SKU orders and sales by different traffic sources and shop accounts under each tab. You can also view the best possible times of the week that buyers purchase from your content. And sellers can view a list or detail page to see how well each video, product or creator is performing.
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How to use the Sales Analytics dashboard

  1. Aggregate sales performance and trends:
    1. Select the time period that you want to check, and then you will see the Key metrics of sales vs. the previous period, including Gross sales, GMV, Orders, SKU orders, Sold quantities, Buyers, First time buyers, AOV, Refunds, Shipping fee, and Tax.
    2. Check the metric cards to see the trends.
  2. Distributions of SKU orders and sales:
You can analyze distributions of SKU orders and sales separately, by content type or Affiliate/Non-Affiliate in the pie chart. The order/sales trends of LIVE/Video/Product Card by hours and day of week are also available here to help you determine which channel contributes most to abnormal fluctuations, if any.
  1. Today's performance
On the right hand side, you can monitor the real-time GMV from LIVE/Video/Product Card, and the ongoing LIVEs (up to five) will also be displayed here.
Hover on the "?" icon to see the definitions.
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