GMV is the most important metric to focus on for Livestreams and videos because it indicates traffic and revenue generated by each unit of traffic. To help Sellers better learn about content performance and identify traffic issues, we’ve launched a new Traffic tab in Data Compass -> Analytics next to the Sales tab.
Under this new tab you can:

🔥Check out the traffic source, contributions, conversion rate, and trends of each shop account

Live traffic key metrics and traffic source data are provided under the Traffic -> Live tab. The distribution and conversion rate of all traffic sources of each shop account are available here to help you easily locate traffic issues by channels.

🔥View the contributions of promoted and organic traffic sources in videos, and check out the shop video traffic conversion rate and trends

The video block under the Traffic tab gives Sellers a clear view of the overall short video performance of the shop, including promoted and organic traffic. It also provides trends of each traffic source to help you locate gaps and turning points.

How to use the Traffic Analytics dashboard

Live Traffic Performance Tab

1. Aggregate Live traffic performance of all or each account:
   • Customize the time period that you want to view.
   • On the right hand side, choose all accounts or a specific shop account to display the data below.
   • Three metrics will appear in "key data" for the selected time period: Live videos, exposure-click conversion rate (Product CTR), and click-order conversion rate (Product C_O).
2. Distributions of each traffic channel:

You are able to check out the PV, PV contribution, Product show rate, Product CTR and Product C_O of each traffic source channel of the account you are checking.
Here you can analyze:

• Which traffic channels contribute most to the overall organic traffic?
• Which traffic channels have a bad conversion rate and need to be improved? What are the trends?
• How does promoted traffic perform over a period of time?

3. Check out detailed metric trends and conversion efficiency of each channel:

After clicking View Details, Sellers can see the performance of the channel's views, transactions, conversion efficiency, etc., and you can compare the traffic trends of this time period with the previous one.

• Organic traffic Core Metrics: PV, PV share, Revenue, Orders, Product Show Rate, Click-through Rate, Click to Order Rate
• Promoted traffic Core Metrics: PV, PV share, Ad Revenue, SKU Orders, Product Show Rate, Click-through Rate, Click to Order Rate

NOTE:

1. Please refer to the detailed explanations of live traffic sources below.

Hover on the "?" icon to see the metric and channel definitions.

Video Traffic Performance Tab

1. Distributions of each traffic channel:
   • Customize the time period that you want to view.
   • Check out the Video View (VV), VV contribution, Product CTR and Product C_O of each traffic source channel of the shop.

Here you can analyze:

• Which traffic channels contribute most to overall organic traffic?
• Which traffic channels have a bad conversion rate and need to be improved? What are the trends?
• How does promoted traffic perform over a period of time?

2. Check out detailed metric trends and conversion efficiency of each channel:

After clicking View Details, Sellers can see the performance of the channel's views, transactions, conversion efficiency, etc., and you can compare the traffic trends of this time period with the previous one.

• Organic traffic Core Metrics: VV, VV share, Revenue, SKU Orders, Conversion Rate, Click-through Rate, Click to Order Rate
• Promoted traffic Core Metrics: VV, VV share, Ad Revenue, Ad SKU Orders, Ad Conversion Rate, Click-through Rate, Click to Order Rate

NOTE: Please refer to the detailed explanations of video traffic sources below.

Hover on the "?" icon to see the definitions.

Live Traffic Sources

Live traffic can be divided into two categories: organic and promoted. Organic traffic refers to traffic entering Livestreams spontaneously. Promoted traffic refers to traffic brought into Livestreams via a Seller’s advertising efforts.
This traffic enters Livestreams through the For You and following pages on the TikTok app.

Feed-video head: Traffic brought in through video

Source: Users see your video in For You, are attracted by your content or product; then click your profile picture and enter your LIVE. This is traffic brought in through video.
Features: These viewers are already interested in your product and want to learn more or buy it in your LIVE. This traffic source has high conversion potential.
Users see your LIVE in For You, are attracted by your product or introduction, then click and enter your LIVE. This is traffic brought in through LIVE preview.
Features: Users who enter your LIVE because they are attracted to how it looks or by the Creator's introduction are interested in buying the product and want to learn more about it. The Creator should talk about their offer, encourage users to buy the product, and convert traffic into sales.
Users who enter the LIVE through Following are already your followers. They know your LIVE content and product, and have bought or are considering buying the product. The host should offer a lower price or use gifts to encourage them to place orders. This traffic has high conversion potential.
Similar to those who enter the LIVE from LIVE previews, users are attracted by the LIVE image or the Creator's introduction and are interested in buying the product. The Creator should talk about the offer, encourage users to buy the product, and convert the traffic into sales.
These users are interested in the Creator and possibly also follow them. The Creator can encourage them to follow the account and convert this organic traffic into followers in order to improve stable traffic.
Users who enter LIVE through Following are already followers of the account, or they enter because they like the Creator's video. The Creator can keep releasing videos to attract users and increase their conversion rate.
Users find and enter LIVE if they are interested in a certain product or topic, or because of the brand or reputation of the store or Creator. Sellers can associate the name of their LIVE with a brand name, popular Creator name, or hot keywords in the market to help their LIVE achieve a higher ranking in search results and attract more traffic.
Users find and enter your LIVE when shopping. Creators can demonstrate and explain their product's benefits, and encourage users to buy it.

Video Traffic Sources

Video traffic can also be divided into two categories: organic and promoted. Organic traffic refers to traffic entering videos spontaneously. Promoted traffic refers to traffic brought into videos via a Seller’s advertising efforts.

Organic traffic:

Feed:

Videos have two sources of Feed traffic; the For You Tab and Following Tab. When a user opens TikTok, they will see the Following page by default. If they follow your account, then switch to the Following tab, your video will also appear.

Creator homepage:

Traffic that comes from users tapping the video cards on a Creator’s homepage, or swipping right to view videos.

Promoted traffic: Video views from ads