**All following data and figures are mock values and are NOT associated with any real-world user data

Overview

Conducting a successful Shoppable LIVE performance can be daunting and requires juggling various activities, in terms of your performance, at the same time. In addition to individual LIVEs, it can be even more challenging to consistently optimize your performance over multiple LIVE sessions.
One of the critical aspects of effective Shoppable LIVE performance is understanding audience traffic during your LIVEs. This ranges from looking at how many audiences are viewing your LIVEs, entering your LIVEs, exploring and buying your products and quite a few things in between.
This Traffic Playbook is intended to be a guiding resource for you to understand

• what constitutes traffic analytics
• the data insights that you should be looking at
• the tools that allow you to do so
• Best practice guidance in terms of analyzing traffic
• And the measures you can take to positively influence traffic

Let's dive right in!

Value proposition of traffic analytics and key principles

Value proposition

Similar to how an effective LIVE setup, preparation, product scripts and product selection process are key elements of a successful LIVE-stream, being able to understand, analyze and optimize your traffic to generate visibility, create interest, foster engagement and finally being able to convert your LIVE viewers into purchasers, are just as key elements in your LIVE methodology. This latter aspect of nurturing your audiences towards conversion and understanding the underlying tactics and means to do so constitutes effective traffic analytics for TikTok Shop Shoppable LIVEs.
Effective traffic analytics enables you to

• Understand the channels driving organic traffic into your LIVEs: Understanding the various sources from audiences are discovering and entering your Shoppable LIVE room, provides you with the data insights required to ensure that the most relevant people are always finding out about your ongoing LIVEs and that they are engaging with/purchasing from the LIVE
• Understand the trends and variations for essential metrics to unearth insights: Once people are in your LIVE room, understanding the different engagement and purchase patterns helps you
  • Understand when your LIVE is performing well or poorly
  • Take the necessary steps to optimize your strategy in real-time or in post-mortem
• Discover a simple yet effective mechanism for consistent traffic analytics: Apart from understanding the essential traffic indicators, this playbook will help you explore and internalize optimal strategies for consistent traffic analytics

...and much more

Key principles

Please refer to this diagram below denoting the key steps, data insights and trajectory of effective traffic analytics

Critical traffic impacting metrics

Before analyzing broadly the ways to track traffic analytics, it's important to identify and understand the key data points that constitute the overall performance of your LIVE traffic. We will use this section to dive into these critical metrics and share what those mean
It's helpful to look at "LIVE Data metrics", especially the ones that are critical indicators of LIVE traffic, along three dimensions
Lets have a deeper look into what the various metrics in each category mean and how they contribute to effective traffic.

Dimension	Metric	Metrics definitions (and examples)	Additional remarks
Reach	Impressions	The number of times the LIVE is displayed to audiences in their FYP	While it's important to track both views and impressions of your LIVE room, robust impressions is a better indicator of more optimized traffic performance as it signifies your ability to position and promote the LIVE in the right channels.
	Views	The number of views of the LIVE, by audiences actually entering the Shoppable LIVE room, by clicking in from different traffic channels
	Viewers	The number of distinct viewers, during the course of the LIVE
	Average viewing duration	The mean viewing duration for "viewers" in the LIVE. A higher average watch duration signifies better retention for your audiences, which increases the potential for better engagement and conversion
	Enter Room rate (ERR)	The proportion of views as compared to the number of impressions of the LIVE room=(# views/# impressions) * 100%Note: The ERR is basically #views/#impressions and signifies the fraction of impressions who see your LIVE from various traffic sources, that come into and join your LIVE room, to make a potential purchase.	A 100% ERR (which is extremely rare) means you are effectively driving everyone that views your LIVE, into your LIVE room.
	Impressions per hour	The average number of LIVE impressions per hour duration of the LIVE room
Engage	Comment rate	Number of comments (including comments from same viewers) per total views of the stream= # comments/# of views
	Follow rate	Number of new follows per total views of the stream= # new follows/# of views
	Share rate	Number of times the LIVE is shared during the LIVE stream per views of the stream= # shares/# of views
	Like rate	Number of likes for the LIVE per views of the stream= # likes/# of views
Convert	Clickthrough rate (CTR)	LIVE Clickthrough rate (CTR) denotes the efficiency of converting product views into product clicks=(# of product clicks/LIVE Views) * 100%
	Click-to-order rate (CTOR)	LIVE Click-to-order rate (CTOR) denotes the efficiency of converting product clicks into product orders=(# of SKU Orders/Product clicks) * 100%
	Show GPM	The Show GPM (GMV per millie) is the amount of GMV generated from the LIVE room per 1000 impressions of the LIVE. The metric scales the ability to generate GMV across impressions of the LIVE room=(LIVE Room GMV/ # of impressions in 1000s)	While it's important to track both Show GPM and Watch GPM of your LIVE room, A high value of Show GPM is a better indicator of more optimized traffic conversion, similar to how impressions are a better indicator of LIVE traffic performance as compared to views.
	Watch GPM	The Watch GPM (GMV per millie) is the amount of GMV generated from the LIVE room per 1000 views of the LIVE. The metric scales the ability to generate GMV across views of the LIVE room=(LIVE Room GMV/ # of views in 1000s)

Recommended traffic analytics guidelines and strategies

The cadence of analyzing traffic for your LIVEs and taking measures to understand patterns and take action will vary based on your level of experience in Shoppable LIVEs, the tools and the platforms you're using and the team/agency that may be assisting you. In general, this section provides certain guidelines that will be beneficial for Creators and Sellers to understand their traffic performance and systematically improve it.
GET TO KNOW THE TOOLS AT A GLIMPSEBefore we dive into specific strategies for traffic analytics, let's get a bird's eye level look at the tools available to optimize traffic.
We will look at specific use cases for each of these tools in detail, in a later section

1. LIVE Dashboard: The LIVE dashboard is your central tools for all analytics and data insights. Use the dashboard to track all key aspects of analytics to make informed decisions. We will discuss the Dashboard in-depth in this document.
2. LIVE Giveaways: Giveaways are a great tool to generate engagement and increase watch duration for your LIVEs. Use the giveaway tasks strategically to meet specific engagement goals
3. LIVE Flash sales: Flash sales provide price incentives for your products to your audiences. Use these to boost sales volume through price incentivization.
4. LIVE Manager: The LIVE Manager enables end-to-end management of all LIVE activities and tracking audience activity, all rom one convenient location.
5. LIVE Pin: Pinning products enables quick and easy visibility of your flagship products, driving traffic into your LIVE and aiding conversion for audiences in your LIVE
6. LIVE Events: Events are a great way to organize and promote your LIVEs in advance, to ensure advance awareness for your audiences

Understand deviations in your key LIVE Metrics

Analyze key LIVE metrics	Recommended analysis timeframe	Where to look	Recommended Analysis Guidelines
	For all Creators and Sellers - During and after the LIVE	[PC] LIVE Dashboard -> Overview -> Core data[APP] Shopping Bag Analytics	Start by customizing the metrics that need to be monitored especially metrics in the "Traffic Express" section Recommendation: Include atleast all of the metrics mentioned in the "Critical traffic impacting metrics" section but especially look at Impressions, Impressions per hour, GMV/hr , Follow Rate, Comment Rate and Show GPM During the LIVE, track the information for the worst performing metric that is outlined in the LIVE Dashboard Recommendation: Ask yourself, is this metric consistently the worst performing metric during the LIVE or is it this particular LIVE room? Why could that be? After the LIVE, track the 3 worst performing metrics and understand variations of these metrics across your past LIVEs Recommendations: Similarly check if the worst 3 performing metrics are always consistently poor (past 5 LIVEs) or are these worst metrics new to this LIVE. If these are repeat offenders, prioritize addressing these. Are all three metrics within the same metrics bucket (i.e Reach, Engage, Convert). That will allow you to understand where there may be a problem in your overall funnel conversion? For these worst 3 metrics, check the comparison against your previous LIVEs. Which was the last LIVE where this metric performed the best? Can you identify what Products and product pins Scripts Promotional incentives you used such that the metric performed so well?

Strategies to optimize traffic across channels

Knowing deviations across various key LIVE metrics is only half of the story in optimizing overall LIVE traffic. Understanding these deviations and the fluctuations that are driven across different traffic sources, along with measures/strategies to improve traffic across channels, is quite critical to long-term traffic optimization for LIVEs.
Before we look into deep dive guidelines and strategies, you can refer to the section below

Optimization scenario	Interface	Where and what to look for	Recommended Analysis Guidelines	Strategies
Assess traffic impact through violations		[PC] LIVE Dashboard -> Performance Trends -> Content Quality	Be sure to understand what is the violation type that has been encountered and check if It's a violation previously encountered in the past in your LIVEs A new violation type	TIKTOK SHOP CONTENT POLICIES For a quick look at the most relevant TikTok Shop Content Policies to keep in mind during Shoppable LIVEs, please refer the link below Use this resource to take the necessary steps to understand and address the violations you may have encountered.
Optimize trends for key traffic metrics		[PC] LIVE Dashboard -> Overview Tab -> Performance trends[PC] LIVE Dashboard -> Performance trends Tab	Just as its important to understand values of key metrics, it's also critically important to understand how these metrics vary throughout your LIVE, to adequately react to changes in trends. During the LIVE, you can refer to the "Performance Trends" widget in the Overview tab which will give a quick real-time glance of traffic trend variations Recommendations: As a good general rule, you can customize and look at the trends for Impressions and ERR, as variations of these two metrics give you key understandings of LIVE visibility to audiences and proclivity to enter your LIVE room respectively At key points in your LIVE (product pin changes, flash sales, giveaways and violations), look at how these metrics vary and if there is a increasing or decreasing trend for them following these events A healthy traffic variations trend will have uniform variations of these two metrics (changing in unison) and dips in either is an indication of an opportunity for improvement Prolonged dips are even more concerning and may need you to explore key tools, strategically, to counteract them Further, a healthy ERR and Impressions trend will, in general, remain stable or increase as the LIVE progresses. Any deviation from this norm is worthy of exploration. After the LIVE, you can refer to the more detailed Performance Trends Tab to understand traffic trend variations across pairs of metrics and correlate them with important events in your LIVE. Recommendations: Look at variations of GMV along with the following metric trends ERR CTR CTOR Watch GPM Look at sections of the LIVE when any of these metrics may have suddenly dipped OR may have had prolonged dips Correlate these sections of the LIVE with important events an ask yourselves questions such as Which product was pinned during this time? Was there promotions or ads running during this section of the LIVE? Was there a violation that happened during this time?	Optimize ERR: Let's have a look at some effective strategies to counteract dips in ERR Have Billboards set up for your LIVE sessions that draws audiences' attention to key product and product value propositions featured in the LIVE, promotional incentives (flash sales etc), and other draws such as shipping time, free shipping etc. Learn more. Have products of product sets pinned during your LIVE to ensure audiences/followers can immediately look at featured products that incentivize them to enter the LIVE room. Learn more. Enhance high quality interaction metrics: Consider the following strategies to enhance high quality interactions in the LIVE Average watch duration: Add thematically linked products in your Shopping Bag that provides greater variety for your audiences to explore and spend more time in your LIVE room. Utilize giveaways periodically, which are excellent mechanism to foster engagement and prolong LIVE retention in you LIVE room. Learn more. Inform your audience of upcoming promotional incentives to create anticipation and stay in your room longer. Follow rate: Periodically encourage your audiences to follow your profile, during the LIVE, with proactive prompts such as "If you like my LIVEs, be sure to follow me to get notified of upcoming LIVE sessions etc" LIVE Giveaways with follow task is a great organic way to incentivize non-followers to follow your profile. Leverage this mechanism in most of your LIVE sessions. Learn more. Comment rate: Similar to follows, encourage your audience to post comments and queries related to your LIVEs or your products. Use the comment task in LIVE Giveaways for more comment solicitation but always prioritize organic comments over Giveaway comments Use the LIVE Manager/Prompter interface on PC to seamlessly track and reply to comments to generate further comment engagement. Learn more. Optimize traffic conversion: Consider the following strategies to boost your traffic conversion efficiency Optimize CTR: Constantly incentivize and direct audiences to click on pinned products and navigate and explore your Shopping Bag. Periodically throughout the LIVE, visually redirect them to where they can find these CTAs on their device and explore these facets. Absolutely ensure that you have atleast ONE, ideally more, pinned product during your LIVE, to immediately showcase your flagship products offering. Reorder your Shopping Bag constantly, to have more high interest products placed above so that audiences can more easily explore these products. Also prioritize products that may have been your flagship in the past or products in your core category or are otherwise generally trending (if these products are not pinned) Optimize CTOR: Create urgency amongst your audience by highlighting stock availability and promotional limitedness that directs them to the checkout process and complete the purchase. Include products that have thematic relevance (adhering to your own personal brand or theme) and include products that are in the range of your AOV (Average Order value) to subvert price barriers to purchase.
Optimize For you Page traffic		[PC] LIVE Dashboard	Examine ERR (Enter Room Rate): A few high level strategies for analyzing your LIVE room ERR are as follows Ensure that your room specific ERR stays consistent with historical ERR (Note: After the start of the LIVE, the ERR takes some time to stabilize for the first 15-30 mins) Be on the lookout for sharp dips in ERR, which signifies immediate drop in room entry Monitor high quality interactions in LIVE: The following metrics are essential to having an optimal high quality interactions and engagement in your LIVE rooms Average watch duration Follow rate Comment rate Track historical values of these metrics (from your past LIVEs) and compare significant dips, in your current LIVE session, to understand if there is room for improvement Track traffic conversion: A few key factors to look at for effective conversion in your LIVE Look at CTR: Look at your room level and product level (for pinned products) CTR and check if it dips below your historical average. At the end of the LIVE, check how you performed with respect to your average historical CTR and the average CTR in your market. Look at CTOR: Same principles apply as that for CTR
Optimize Follower and Inbox traffic		[PC] LIVE Dashboard	Track the % of your overall LIVE traffic that's coming from Following Inbox Channels Do a deep dive into looking at the Follower analytics widget that shows you, in real-time, viewership, GMV etc across follower and non-follower demographics. Any dip in the % of followers, from your historical average, would require further exploration Although these channels do not usually account for a very high fraction of traffic, there are measures you can take to optimize these channels for efficient LIVE traffic	Incentivize your audience to follow you more through Giveaway tasks and make it a point to increase your follower count in each LIVE, such that your followers are aware of when you are going LIVE Leverage LIVE events to make your followers aware of upcoming LIVE sessions so that can make plans to join. Learn more.

Conclusion and next steps

Analyzing and optimizing your LIVE traffic can be daunting and usually requires some practice and a formal routine to develop and fine-tune. A few closing thoughts on how to best develop this routine effectively

• Look at the essential aspects of your LIVE traffic performance, during your LIVE, which includes looking at
  • Core traffic driving metrics
  • Impressions and ERR trends for your LIVE
  • Distribution of traffic inflow into your LIVE across multiple traffic sources
  • Product specific traffic and conversion data

from the LIVE Dashboard to understand salient traffic patterns and react to the same, in real-time.

• After your LIVE, look at your overall account level data and perform a more thorough deep-dive into traffic patterns and drivers. This includes a deeper dive into
  • How your account level performance was affected after the conclusion of the latest LIVE session
  • Deeper dive into more metric insights for the particular LIVE session, including looking at metric benchmarks and variations from historical performance from the worst performing metrics
• Make it a point to review your account level data atleast, once every 7 days, so that you're broadly aware of the metric dips and deviations and look to analyze any LIVE session over 1-2 hrs to understand overall traffic fluctuations and seek opportunities for improvement

With time and practice, you will better grasp the underlying drivers of LIVE traffic and principles of overall traffic optimization and truly be able to refine the process in a way that works for you and drives LIVE conversion results.
And as always, enjoy your LIVE sessions!!