Off-site Performance Analysis Report Overview

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 or other marketplaces.
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.

Why This 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

Features Introductions

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.

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).
  
• 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.
      
      

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).

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.

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.

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

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
  
• 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
  
  

Why can't I see any data in this module?

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 accountStep 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 >> Click Connect Data Source >> Select Web >> Input your URL >> Select Partner Integration or Manual Setup as your connection method.