Analyzing your Video Performance in the TikTok App

09/28/2023

Video Analytics

Summary

What are the benefits of using Video Analysis in Data Compass on TikTok Shop?

  • Monitor video performance by analyzing traffic, interactions, transaction amounts, and conversion efficiency to adjust video creation strategies.
  • Optimize product selection by identifying high GMV or conversion rate products and eliminating low-performing ones.

How can sellers access and use Video Analytics on TikTok Shop?

  • Access through TikTok Shop Creator Center via Today's Data, Overview, and Video List to view recent video performance data.
  • Use the Video List module in Data Compass to review video performance over the last 90 days, ranked by metrics like GMV, Views, or Items sold.

What key metrics are available in Video Analytics, and how can they help sellers?

  • Metrics include revenue, views, orders, items sold, likes, comments, and more, helping sellers understand video and product performance.
  • View trends of key metrics to analyze performance over time and make informed decisions on video and product strategies.

How can sellers analyze detailed video performance on TikTok Shop?

  • On the Video Details page, view additional information like topic tags, music, and detailed metrics such as GMV, CTR, and interaction rates.
  • Sort product lists by revenue to assess the performance of each product featured in a video.
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.imageimageimage
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.		image

From the Video List module in Data Compass

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.image
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.		image

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.
image
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.
image
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