Tiktok Shop Academy

Off-site Performance Analysis

09/02/2026

Applies to:United States

AI Summary

Off-site Performance Analysis shows how TikTok Shop, ads, content, and LIVE may drive incremental sales to your Shopify/DTC site, but it currently supports only standalone DTC/Shopify sites. To use it, link the correct Ads Account and TikTok Pixel, ideally via the Shopify TikTok app with Data Sharing = Maximum, then view reports in Seller Center under Analytics > Marketing analytics > Promotion > Off-site Performance. Attribution logic and content-level reporting have been updated; historical changes are not retroactive.

Off-site Performance Analysis Report Overview

Important Note: At this stage, the automated offsite performance measurement capability only supports measuring offsite performance to your DTC/Shopify standalone sites. It does not include other e-commerce platforms such as Amazon, Walmart, etc. nor does it include offline channels. As a result, the calculated spillover performance will likely reflect lower than the actual performance.
This feature helps you understand whether your TikTok Shop and TikTok Ads activities are driving incremental sales beyond TikTok, including impact on channels such as your independent website.By analyzing your overall TikTok e-commerce activities—rather than ads alone—it provides visibility into the combined impact of organic operations and advertising, helping you evaluate TikTok's contribution to your total business performance.

🔥HOT🔥 TikTok Pixel Setup Guide

What is the TikTok Pixel?

The TikTok Pixel is a small piece of code you add to your website so TikTok can understand what actions shoppers take on your site — such as viewing products, adding items to cart, or completing a purchase. It helps you measure ad performance, optimize campaigns, and find more potential customers.

How Pixel Data Measures DTC Halo Effect

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Who should use this guide

Use this guide if you use Shopify as your DTC website and want to connect TikTok Pixel for off-site performance measurement, ads optimization, or TikTok Shop off-site performance analysis.
The recommended path is to start from Shopify Admin, install the TikTok app, connect your TikTok Business account, choose the correct Ads Account, enable Data Sharing, and then verify the Pixel in TikTok Events Manager.

Before you start

Requirement
What to prepare
Why it matters
Shopify access
Shopify store owner access or admin access with app installation permission
You need permission to install and authorize the TikTok app.
TikTok Business access
Access to the correct TikTok Business Center
The Pixel and Ads Account may belong to a Business Center.
TikTok Ads Account
The Ads Account used for TikTok Shop or DTC measurement
Off-site performance data depends on the Ads Account and Pixel connection.
Pixel permission
Permission to create, manage, or share the Pixel
If the Pixel belongs to another Business Center, you may not be able to select or manage it.
Important: Make sure you are logging in with the correct Shopify account and the correct TikTok Business account. Many setup issues happen because the Shopify store, TikTok Ads Account, and Pixel are owned by different users or Business Centers.

Step 1: Install the TikTok app in Shopify

The TikTok app on Shopify supports TikTok Ads, TikTok Shop, Pixel management, conversion tracking, and one-click TikTok Pixel integration [[TikTok - Launch TikTok Ads and sell directly via TikTok Shop]].
  1. Log in to Shopify Admin.
  2. Go to Apps.
  3. Search for TikTok in the Shopify App Store.
  4. Open the TikTok app page.
  5. Click Install.
  6. Follow Shopify’s authorization steps to add the app to your store.
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Step 2: Connect your TikTok Business account

  1. After installation, open the TikTok app in Shopify Admin.
  2. Click Connect TikTok account or the equivalent connection button.
  3. Log in to your TikTok for Business account.
  4. Select the correct Business Center.
  5. Select the correct Ads Account.
Tip: Choose the Ads Account that will be used for TikTok Shop, DTC measurement, or off-site performance analysis. If you select the wrong Ads Account, data may not appear in the expected report.
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Step 3: Connect or create a TikTok Pixel

  1. In the TikTok app, find the Data Sharing, Pixel, or Data Connection section.
  2. Choose an existing Pixel if your Shopify store already has one.
  3. Create a new Pixel if this is your first time setting up TikTok Pixel for this Shopify store.
  4. Use a clear Pixel name, such as BrandName Shopify Pixel or example.com Pixel.
TikTok Pixel is a piece of code that helps share website events with TikTok and can be used to measure traffic, campaign performance, and customer actions on the website [[Data Sharing on TikTok App on Shopify]].
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Step 4: Enable Data Sharing and select Maximum

Recommended setting: Select Maximum. This helps improve measurement completeness and ads optimization.
  1. In the TikTok app, go to Data Sharing.
  2. Turn on Data Sharing.
  3. Select Maximum as the data-sharing level.
  4. Save your settings.
The TikTok app on Shopify offers three data-sharing levels: Standard, Enhanced, and Maximum. Maximum uses TikTok Pixel, Events API, Advanced Matching, Shopify APIs, and other supported data-sharing options to help TikTok receive more complete customer and event signals [[Data Sharing on TikTok App on Shopify]].
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Step 5: Verify that your Pixel is working

  1. Log in to TikTok Ads Manager.
  2. Go to Tools.
  3. Open Events Manager.
  4. Find the Pixel connected to your Shopify store.
  5. Check whether the Pixel is active and receiving events.
  6. Visit your Shopify store and complete a test action, such as viewing a product or adding an item to cart.
  7. Return to Events Manager to confirm whether the test event has been received.
Seller Center explains that Off-site Performance Analysis data comes from the Pixel in the connected ads account, so merchants should confirm both the Ads Account connection and Pixel installation if no data appears
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Alternative setup path: Start from TikTok Ads Manager

If you are already familiar with TikTok Ads Manager, you can also start from Events Manager and connect Shopify through Partner Integration.
  1. Log in to TikTok Ads Manager.
  2. Go to Tools and open Events Manager.
  3. Click Connect Data Source.
  4. Select Web.
  5. Enter your Shopify website URL.
  6. Choose Partner Integration.
  7. Select Shopify.
  8. Follow the on-screen steps to open Shopify, install or open the TikTok app, and complete authorization.
The current Seller Center guide describes the path through TikTok Ads Manager, Events Manager, Connect Data Source, Web, and Partner Integration, but merchants may still need Shopify-side screenshots to complete the flow confidently
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Alternative setup path: manual setup

Install Pixel Base Code

  • Select Manual Setup.
  • Copy the Pixel base code.
  • Implement the pixel basecode in a way it fires across the website and it's recommended to implement it within the header section. Event code will not work by itself without the base code.
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Implement Events Based on User Actions

Event codes should be implemented based on the specific actions you want to track, for example:
Developer doc https://business-api.tiktok.com/portal/docs?rid=5ipocbxyw8v&id=1739585702922241
  • ViewContent – on the landing page or product page.
  • AddToCart – when the user clicks the Add to Cart button.
  • Purchase – on the order confirmation or thank-you page.
You can call the ttq.track('') function anywhere between your web page's opening and closing <body> tags, either when the page loads, or when a visitor completes an action such as clicking a button.
  • ViewContent ( Code snippet)
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  • AddToCart ( Code snippet)
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Pixel Installation Status Self-Check Tool

Step1: Search for and install TikTok Pixel Helper

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Step2: Open your website and click the extension

We recommend completing a full end-to-end test order and checking the events displayed in the TikTok Pixel Helper at each step.
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Troubleshooting and FAQs

Q1: I see an error or cannot continue after logging in from Shopify. What should I check?

  • Confirm that you are using the Shopify store owner account or an admin account with app installation permission.
  • Confirm that you are logging in with the correct TikTok Business account.
  • Confirm that your TikTok Business account has access to the correct Business Center and Ads Account.
  • Check whether browser pop-ups, third-party cookies, or login redirects are blocked.
  • If the error continues, take screenshots of the error page, the Shopify account permission page, and the TikTok Business account selection page.
Internal merchant feedback showed that some merchants encountered “wrong” prompts or “no permission” messages when trying to continue setup from Shopify or while logging into the Ads Account

Q2: I already have a Pixel. Can I use the existing one?

Yes, but you need to confirm that the Pixel is owned by, or shared with, the Business Center or Ads Account you want to use.
  • If the Pixel is visible in your Business Center, select it during setup.
  • If the Pixel belongs to another Business Center, ask the Pixel owner or Business Center admin to share it with your target Ads Account.
  • Avoid creating multiple Pixels for the same Shopify store unless you have a clear reason.
Internal discussion suggested that Pixel sharing may need to be completed from TikTok Business Center by going to Assets, Pixels, selecting the Pixel, and adding the target Advertiser ID under the sharing or authorization area

Q3: Why can’t I see the Pixel in my Business Center?

  • The Pixel may belong to another Business Center.
  • Your current TikTok Business account may not have Pixel management permission.
  • The Pixel may have been created under another Ads Account or agency Business Center.
  • You may be checking Seller Center instead of TikTok Business Center or TikTok Ads Manager.
Internal merchant cases showed that even when Shopify was connected to an Ads Account, the corresponding Pixel might not be visible under the expected Business Center assets page

Q4: Why is there no data in Off-site Performance Analysis?

  1. Confirm that the correct Ads Account is linked in Seller Center.
  2. Confirm that the TikTok app is installed in Shopify.
  3. Confirm that the Pixel is connected or installed.
  4. Confirm that Data Sharing is enabled.
  5. Confirm that the data-sharing level is set to Maximum.
  6. Confirm that Events Manager is receiving commerce events such as View Content, Add to Cart, Initiate Checkout, and Complete Payment.
  7. Allow enough time for data processing after setup.
Seller Center notes that if no data appears, merchants should first confirm that the Ads Account is authorized and then confirm that Pixel has been linked or installed through TikTok Ads Manager and Events Manager

Q5: My Pixel belongs to a different advertiser than the advertiser used for GMV Max. How can I share the Pixel across ad accounts or Business Centers?

Recommended approach: Do not create a duplicate Pixel only because the advertiser is different. Ask a Business Center Admin to share the existing Pixel to the ad account or Business Center used by GMV Max, so GMV Max can use the same event data source.
Use this FAQ when the Pixel currently belongs to one advertiser / ad account, but the GMV Max setup is under another advertiser / ad account.
Scenario
What to do
Who needs to act
The Pixel and the GMV Max ad account are in the same Business Center / TTBC.
Share the Pixel to the GMV Max ad account through Assets → Pixels → Linked assets → Link Assets.
Business Center Admin
The Pixel and the GMV Max ad account are in different Business Centers / TTBCs.
Share the Pixel to the target / partner Business Center first, then ask the target Business Center Admin to assign it to the GMV Max ad account.
Source Business Center Admin and target Business Center Admin
The Pixel is still owned by the original ad account and is not visible under Business Center assets.
Add / transfer the Pixel to Business Center first by entering the Pixel ID under Assets → Pixels → Add Pixel.
Business Center Admin with admin access to the Pixel's original ad account

Path A — Share the Pixel to another ad account in the same Business Center / TTBC

  1. Confirm the Pixel ID and the advertiser / ad account that currently owns the Pixel.
  2. Confirm the advertiser / ad account used by GMV Max.
  3. Log in to Business Center as an Admin.
  4. Go to Assets → Pixels.
  5. If the Pixel is not yet under Business Center assets, click Add Pixel, enter the Pixel ID, and add / transfer it to the Business Center.
  6. Select the Pixel that should be used by GMV Max.
  7. Open Linked assets, then click Link Assets.
  8. Select the GMV Max advertiser / ad account and click Assign.
  9. Ask the GMV Max ad account user to check Events Manager or the campaign setup flow. The shared Pixel should be available for selection.

Path B — Share the Pixel across different Business Centers / TTBCs

  1. Confirm the source Business Center that controls the Pixel and the target Business Center / TTBC used by GMV Max.
  2. Ask the source Business Center Admin to log in to Business Center.
  3. Go to Assets → Pixels and select the Pixel.
  4. Open Partners and click Share with partner.
  5. Enter the target Business Center ID, choose the access permission, and click Confirm.
  6. After the target Business Center receives the Pixel, ask the target Business Center Admin to share / assign that Pixel to the GMV Max advertiser / ad account.
  7. Ask the GMV Max ad account user to confirm that the Pixel appears in Events Manager or in the campaign setup flow.
Permission notes: Pixel sharing requires Business Center Admin access. The Business Center must have admin access to the ad account that created the Pixel before the Pixel can be added / transferred. To create campaigns with a shared Pixel, the ad account user should have Admin or Operator permission. To edit the Pixel or access Test Events, Diagnostics, change log, or settings, the user may also need Pixel editing permission.
Internal publishing note: This FAQ is based on the internal Pixel Sharing in Business Center guidance. Before using this in an external merchant-facing article, remove internal-only references and validate the latest UI wording with a test Business Center.

Video Tutorial

Why This Matters for sellers

With Shopify and TikTok connected, you don't just track traffic — you can see which ads are actually driving valuable actions on your site. That means better conversion measurement, smarter optimization, and a stronger foundation for improving campaign efficiency and ROAS.

Why Halo Matters

You may see sales lift on other channels after investing in TikTok, but it is often unclear whether TikTok is actually driving that growth.
This feature helps you answer practical questions such as:
  • Is TikTok contributing to incremental revenue outside TikTok?
  • Are my store operations, content, and LIVE efforts creating value beyond paid ads?
  • Should I continue or increase investment in TikTok e-commerce activities beyond advertising?
By making these effects visible, this feature supports clearer decision-making around budget allocation, operational focus, and long-term investment on TikTok.

How to use Off-site Performance Analysis Report

Entrance

Entrance: Seller Center > Analytics > Marketing analytics > Promotion > Off-site Performance
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Features Introductions

[New Feature] Attribution Logic Adjustment for Short Video, LIVE and Product Cards

Based on the data consistency initiative, we have iterated on the GMV attribution logic for short videos, live streams, and product cards in Offsite Performance Measurement. This is to ensure that the GMV breakdown shown here remains consistent with the current GMV breakdown logic on the Seller Center - Shop Analytics. As a result, you may notice significant changes in the share of Off-site GMV across different content genres after the switch. We have adjusted the logic from last exposure to the following:
The new logic first determines the content format corresponding to the user’s last exposure or click within TT before the off-site transaction. If the touchpoint is a LIVE room or short video, the off-site transaction will be attributed to the LIVE room / short video. If the last touchpoint is not a LIVE room / short video, the system will further determine whether the user entered the product detail page or added the product to cart through a LIVE room or short video on the transaction day. If such behavior exists, the transaction will still be attributed to the LIVE room / short video. If not, it will be attributed to non-LIVE-room / non-short-video channels.

[New Feature] Support Attribution Granularity Down to the Content Level

Operation Details
Demo
  • Within the selected date range, merchants can view the TTS GMV, Off-site GMV, Total GMV, and Offsite Performance Rate driven by short videos, live rooms, or products, and identify which content or products not only contributed to TT on-platform transactions but also drove DTC off-site transactions.
  • Merchants can search for specific short videos, live rooms, or products by name or ID to quickly view their on-platform and off-site transaction performance, and evaluate the overall conversion contribution of individual content pieces or products.
  • Merchants can combine Total GMV ranking with Offsite Performance Rate to identify content or products that perform strongly in on-platform transactions while also having high off-site spillover value. These can be used as references for future content re-investment, live scheduling, or product operation optimization.
  • On-platform GMV is calculated based on the on-platform order attribution logic, while Off-site GMV is calculated based on the new off-site attribution logic. This attribution logic adjustment will not be applied retroactively to historical data.
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Weekly report

The Weekly Report tab in the Off-site Performance section lets you track TikTok-driven traffic/transaction performance (both in-platform and off-platform) on a weekly basis.

[New Feature] Support Switching Attribution Logic

Operation Details
Demo
In Offsite Performance Measurement - Weekly Report, merchants can click the Attribution Settings dropdown to switch the attribution logic. The following options are supported:
  • Users with viewing behavior within 14 days
  • Users with click behavior within 14 days or viewing behavior within 1 day
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Key Actions

  • Select a Week: Click the calendar icon in the week filter (e.g., "Jun 07, 2025 – Jun 13, 2025") to choose your desired week. Note: Weeks follow a Sunday-to-Saturday cycle. Historical data is available for up to 120 days prior to the selected week.
  • Choose a Data Source: Use the data source dropdown menu to pick your preferred data source. By default, the source with the highest Off-site GMV is displayed (e.g., "Shopify" in this example).
*Only one data source can be selected at a time in the Weekly Report. If you need to view data across multiple sources, please use the Custom Report where multi-source selection is supported.

Weekly Report Details

  • Key Metrics:
    • Off-site GMV: GMV from transactions on the designated off-site website generated by users who:
      1. completed a purchase on the designated off-site website during the selected period; and
      2. clicked or viewed TikTok e-commerce content prior to their transaction.
    • TTS GMV: Total GMV of the TikTok shop within the selected period
    • Off-site Effect: Off-site GMV / TTS GMV
  • Trend Chart: Check the box next to metrics in Key Metrics to track their performance across the 8-week window (including the target week, to identify performance trends leading up to it).
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  • Audience Insight: Located below the Trend Chart, the Audience Insight module displays demographic data (for both Off-site customers and TTS customers) to help you understand your audience profile.
    • Gender Breakdown
      • View the gender distribution (Male/Female/Unknown) of Off-site customers (teal bars) vs. TTS customers (blue bars).
    • Age Breakdown
      • See audience age groups (18-24, 25-34, etc.) for both customer types, to identify core age segments.
    • Region Breakdown
      • Check geographic distribution (by city) of customers.
    • Consumption Tier
      • View the spending tier distribution (High/Medium/Low) of two customer groups to identify high-value segments.
    • Followed Shop or Not
      • Check the split between customers who follow your shop vs. those who don't, to gauge brand loyalty differences.
    • Top Favorite Content
      • See which content categories resonate most with each customer group (via proportional bars), to optimize content strategy.
    • Top Purchase Category Preferences
      • Identify the most popular product categories for Off-site vs. TTS customers, to align inventory and promotions.
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Customized Report

The Customized Report tab (next to Weekly Report in the Off-site section) lets you build tailored reports to track TikTok-driven transaction performance (in-platform + off-platform).
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[New Feature] Add Joint Attribution Logic

Operation Details
Demo
In Offsite Performance Measurement - Customized Report, when creating a report, merchants can select different attribution modes:
  • Separated Attribution: attribute transactions separately based on either exposure or click behavior
    • Available attribution windows: 1/7/14/30 days
    • Available attribution types: exposure attribution / click attribution
    • The default setting on the report creation page is Split Attribution: 14-day exposure attribution
  • Joint Attribution: supports combined exposure + click attribution
💡 What is Joint Attribution: Taking 14-day click + 1-day exposure as an example, this means that before the off-site transaction, the user either clicked a product anchor (yellow shopping cart) in on-platform e-commerce content within the past 14 days, or had browsing behavior on on-platform e-commerce content on the transaction day.
  • 7-day click + 1-day exposure
  • 14-day click + 1-day exposure
  • 30-day click + 1-day exposure
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    Key Actions

    • Create a Custom Report: Click the Create report (top-right) to customize:
      • Name: Enter a custom name for the report for easy identification later.
      • Period: Select a specific date range (Start date – End date) via the calendar picker, to focus on the time frame you want to analyze.
      • Attribution window: Choose a window (1 day, 7 days, 14 days, 30 days) to measure how long after a TikTok interaction a transaction is credited to the platform.
      • Attribution type: Pick a type (Exposure or Click) to define how TikTok interactions are credited to transactions.
      • Data source: Select one or more platforms (e.g., Shopify) whose transaction data you want to include in the report — multiple data sources are supported; use the "×" to remove a selected source if needed.
      • Submit: Click Submit to submit your report creation request.imageimage

    Report Status

    After you submit the report creation request, the report status will turn to Processing. Once it’s ready for viewing, the status updates to Completed. If report creation fails due to processing issues, the status will show Failed — please click Reload to try again later.
    Note: Report generation may take some time, depending on your selected period, attribution window and the number of data sources involved.
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    View Report Details

    Once the report is ready ( Status -> "Completed"), locate the report in the Report list and click View under the Action column to open the Report Details page
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    Custom Report Details

    • Core report metadata: name, report ID, creation date, selected period, attribution settings, data sources
    • Key Metrics:
      • Off-site GMV: GMV from transactions on the designated off-site website generated by users who:
        1. completed a purchase on the designated off-site website during the selected period; and
        2. clicked or viewed TikTok e-commerce content prior to their transaction.
      • TTS GMV: Total GMV of the TikTok shop within the selected period
      • Off-site Effect: Off-site GMV / TTS GMV
      • LIVE off-site effect: The total GMV from customers who watched a shoppable LIVE and purchased off-site, divided by the total GMV from customers who watched a shoppable LIVE and purchased on TikTok Shop.
      • Video off-site effect: The total GMV from customers who watched a shoppable video and purchased off-site, divided by the total GMV from customers who watched a shoppable video and purchased on TikTok Shop.
      • Product card off-site effect: The total GMV from customers who viewed a product card and purchased off-site, divided by the total GMV from customers who viewed a product card and purchased on TikTok Shop.
    • Trend Chart: Check the box next to metrics in Key Metrics to track their performance for the selected period on daily basis.
    • Export Key Metrics Report: Click Export to download the key metrics report for offline analysis
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    • Audience Insight: Located below the Trend Chart, the Audience Insight module displays demographic data (for both Off-site customers and TTS customers) to help you understand your audience profile.
      • Gender Breakdown
        • View the gender distribution (Male/Female/Unknown) of Off-site customers (teal bars) vs. TTS customers (blue bars).
      • Age Breakdown
        • See audience age groups (18-24, 25-34, etc.) for both customer types, to identify core age segments.
      • Region Breakdown
        • Check geographic distribution (by city) of customers.
      • Consumption Tier
        • View the spending tier distribution (High/Medium/Low) of two customer groups to identify high-value segments.
      • Followed Shop or Not
        • Check the split between customers who follow your shop vs. those who don’t, to gauge brand loyalty differences.
      • Top Favorite Content
        • See which content categories resonate most with each customer group (via proportional bars), to optimize content strategy.
      • Top Purchase Category Preferences
        • Identify the most popular product categories for Off-site vs. TTS customers, to align inventory and promotions.
    • Export Audience Insight Report: Click Export to download the audience insight report for offline analysis
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    Why can't I see any data in this module?

    All analytics data used in the Off-site performance analysis module comes from the Pixel in your ads account. If your page is currently showing no data, please make sure you have completed the following authorization steps:
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    Step 1: Confirm your ads account is linked. If you haven't authorized it yet, go to the Shop Ads page and link your ads account.
    To find it：Marketing >> Shop ads >> Accounts >> Add GMV Max account
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    Step 2: Confirm the Pixel is linked/installed (if the account is linked but data is still missing)If you haven’t linked/installed the Pixel in TTAM, follow the steps via the path below and click to view Installation Guide.
    To find it: Log in to TikTok Ads Manager and go to Tools >> Click Events Manager to enter TikTok Events Manager >> Click Connect Data Source >> Select Web >> Input your URL >> Select Partner Integration or Manual Setup as your connection method.
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