Analyzing your Video Performance in the TikTok App

09/28/2023

Video Analytics

Summary

One-line takeaway: Video Analysis helps optimize video strategy and product selection with traffic and sales insights.
Core Value/Change: ① Track views, GMV, orders, interactions for current and past videos ② Identify high-converting and high-GMV products ③ Remove low-performing products
Actionable Steps: ① Open Creator Center or Data Compass Video List ② Select time range and review key metrics ③ Open Video Details to analyze trends and product performance
Index & Logic: ① Video List covers last 90 days ② Rankings support GMV, Views, Items sold ③ Custom time range max is 30 days
Immediate next action: Open Video List and review top videos

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Video Analysis in Data Compass on the TikTok app lets you view traffic and product performance for current and historical videos, helping you learn more about your video performance and adjust your product selection and video creation strategy.

Benefits of using Video Analysis in Data Compass

🌟Monitor Video Performance

Learn about the traffic gained, interactions, transaction amount and transaction conversion efficiency of each video that you publish. Get a better understanding of the kinds of videos that are popular with your viewers, which helps you adjust your video creation strategy.

🌟Optimize Video Product Selection

See the product performance of your videos, analyze the product transaction and conversion performance, identify the products that contribute to high GMV or the products with high conversion rates and eliminate the products with low GMV and low conversion.

How to use Video Analytics

From Video Overview in Creator Center

Detailed introduction	Product Demo (test account, virtual data, subject to product)
Entrance:Enter through: TikTok Shop Creator Center->Today's Data->Overview->Video ListHere you can see the most recent video you’ve published and its performance data, including revenue, views, likes and comments.Click View More to enter the Video List page for more detailed data about your videos.You can also click the Video tab to check out all the key aggregated video data and complete video list.
Time selection:You can choose Today, Last 7 Days, Last 28 Days, Week, Month or Custom Time. Key metrics: Revenue: The amount of GMV generated through videos during the selected time period, including refunded orders. Videos: The number of videos published during the selected period. Views: The total VV gained during the selected period. Orders: This includes paid orders + unpaid COD orders within the selected period, excluding refund orders. Items sold: This includes the number of paid transactions + the number of unpaid COD orders made through videos within the selected period, including the number of refunds. View trends of key metrics Click See Trend for information on the trends of revenue, videos, views, orders and items sold.

Detailed introduction

Product Demo (test account, virtual data, subject to product)

In the Video List module, you can review the performance of videos published within the last 90 days.Videos are listed in descending order based on their post time by default. You can also choose to rank by metric (GMV, Views or Items sold) to determine the top videos based on your selection.You can also search by video name or video ID in the search bar to find your target video.

Check out the key performance data of videos:The metrics displayed with each video are calculated based on the chosen time period.Core indicators include:

Likes and Comments (displayed on the video cover).
Release time, Duration, GMV, Views and Items sold (displayed under the video name).

Note: Click [i] at the right of each indicator to view its meaning.

The products featured in the video are listed under the core indicators.

Click on the video cover to play the video.

From the Video detailed page

Detailed introduction

Product Demo (test account, virtual data, subject to product)

On the Video Details page, click on the video name to see more information, including topic tags and music.
Click the video cover to play the video.
Time selection: Today, Last 7 Days, Last 28 Days, Week, Month or Custom Time.

(If you choose Custom Time, the maximum date range is 30 days.)

Key metrics:
- Transaction-related metrics: GMV, Items sold, Watch GPM, CTR, C_O, Est.Commissions and AOV.
- Traffic-related metrics: Views and Completion rate.
- Interaction-related metrics: New followers, Likes, Comments and Shares.
View key metric trends: Click See Trend for revenue, video, view, items sold and order trends.

Product list sorted by Revenue:

Lists the key information and metrics of each product featured in a video, including product image, product name, revenue, Est.Commissions and Items sold.