Product Overview

LIVE Performance Analysis is a live streaming data analytics tool designed to provide you with a comprehensive view of overall live streaming performance, changes in core metrics, and operational details of individual live sessions—all in one page. With flexible time period selection, account dimension switching, and metric customization capabilities, you can efficiently access key data and quickly identify the root causes of changes in live streaming performance.

Core Values

• Unified Live Streaming Data View to Reduce Analysis Complexity

LIVE Performance Analysis integrates data scattered across different accounts, creators, and live rooms into a single page. This helps you quickly grasp the overall live streaming performance without switching back and forth between multiple pages and data dimensions.

• Rapidly Identify Trend Changes and Evaluate Operational Effectiveness

Through the trend comparison function, you can intuitively view changes in core metrics across different time periods and account dimensions. This allows you to promptly detect growth or decline signals and more efficiently assess whether your current live streaming strategy is effective.

• Drill Down to Individual Live Sessions for Precise Issue Localization

From core metrics to the live session list, and further to the diagnosis and traffic analysis of individual live sessions, the tool supports layered drilling. This enables you to quickly locate live rooms or accounts with abnormal performance, enhancing the efficiency of problem troubleshooting and review.

• Understand Traffic Structure to Optimize Investment and Content Strategies

Traffic source analysis provides clear insights into which channels drive your live streaming exposure. This empowers you to optimize content planning, creator collaborations, or traffic investment strategies with greater targeting.

How to Use the Product

Entrance

• Open the Seller Center platform.
• Navigate to Analytics > LIVE & Video Analytics > LIVE Performance from the menu bar.

Core Features

Account data analysis

The Account data analysis section at the top of the page offers a quick overview of overall live streaming performance within the selected time range.

• Metric Explanations: Each metric is accompanied by a question mark icon. Hover over the icon to view the metric's detailed definition and calculation method.
• Real-Time Updates: All metrics automatically update based on the selected time range.

Time Period Selection

Located in the upper right corner of the page, the time picker allows you to switch analysis periods. The default time range is the Last 7 Days, with all data based on Pacific Time (PT). Click the calendar icon to customize the time range.

• Supported Time Dimensions:
  • Today: Displays real-time data for the current day; comparison with historical baselines is not supported.
  • Last 7 Days (Default): Shows aggregated data for the past 7 days; automatically compares with the previous 7-day period.
  • Last 30 Days: Displays aggregated data for the past 30 days; automatically compares with the previous 30-day period.
  • Custom: Supports manual selection of any time period; automatically compares with the previous period of equal length.
• Comparison Logic: For Last 7 Days/Last 30 Days/Custom time ranges, the system defaults to comparing data with the previous period of equal length. Results are shown with green/red arrows and percentage changes.

Metric Customization

Tailor the metrics displayed in the Account data analysis section to your business focus:

• Click the edit icon in the upper right corner of the Account data analysis section to open the Customize metrics popup.

In the Customize metrics popup：

• Select Metrics: In the left "Select metrics" area, check/uncheck checkboxes to include/exclude metrics (gray metrics are unavailable).
• Remove Metrics: Remove metrics by unchecking them on the left or clicking the "×" on the right.
• Save Settings: Click Save in the lower right corner to apply your customizations.

📌 Notes:

• For real-time data (Today), and non-real-time data (e.g., Last 7 Days), you must select 6 metrics to save.
• Please note that the supported metrics may differ between real-time and non-real-time data, as well as between official and non-official accounts.

Linked and Affiliate Account Switching

In the upper right corner of the Account data analysis section, switch between account dimensions to view live streaming data:

• Total (Default): Aggregates data from all relevant accounts under the current merchant.
• Linked Accounts: View performance of linked accounts; further filter by account type (Official Account/Marketing Account) or specific accounts.
• Affiliate Accounts: Displays live streaming-related data generated by affiliate accounts.

Metric Trend Chart

Use the Trend function to view changes in metrics across time or account dimensions:

• In the Account data analysis section, select a specific metric (e.g., GMV, CTR) and toggle on the Trend switch in the upper right corner.
• The trend chart defaults to comparing the current period with the previous period of equal length (e.g., current 7 days vs. previous 7 days).
• Switch between account dimensions (Total/Linked Accounts/Affiliate Accounts) as needed.

• Analysis Perspectives for Linked Accounts:
  • By Period: Compare trends across time periods to observe overall performance changes of the account set.
  • By Account: Display trends by account to compare performance differences between accounts.

📌 Note:

• If there are more than 5 linked accounts, the system defaults to showing trends for the top 5 accounts to ensure chart readability.

📌 Note:

• If a linked account was not bound to the store during the selected time range, no trend data will be displayed for that period. For example: If Creator A was not bound to the store from Jan 1–Jan 4, the trend line will only appear starting from the binding date (Jan 5).

Live Session List (LIVE List)

The LIVE List section at the bottom of the page shows details of live sessions matching the current filters, enabling further drilling into individual session performance.

• Account Type Switching: In the upper left corner of the LIVE List, switch between:
  • Affiliate Accounts: Display live sessions under affiliate accounts.
  • Linked Accounts: Display live sessions under linked accounts (e.g., Official Accounts, Marketing Accounts). Click a creator/account card to filter sessions for that creator/account.

📌 Notes:

• Only Official Accounts support viewing additional metrics, traffic source data, and jumping to the Live Dashboard for ongoing streams.
• The list only includes live sessions that went live during the selected time range.

Metric Customization

Click the edit icon on the right side of the LIVE List to open the Customize metrics popup.
In the Customize metrics popup：

• Select Metrics: In the left "Select metrics" area, check/uncheck checkboxes to include/exclude metrics (gray metrics are unavailable).
• Remove Metrics: Remove metrics by unchecking them on the left or clicking the "×" on the right.
• Save Settings: Click Save in the lower right corner to apply your customizations.

📌 Note:

• You can select 1-10 metrics for display in the LIVE List.
• Please note that the supported metrics may differ between real-time and non-real-time data, as well as between official and non-official accounts.

Live Session Sorting

• Sort live sessions by supported metrics in ascending or descending order by clicking the sort icon next to the metric column header.
• Click the icon again to toggle the sort order or cancel sorting.
• The Rank column updates dynamically to reflect the current sorting results.

📌 Notes:

• Not all metrics support sorting (e.g., GMV per hour, Impressions per hour—no sort icon is displayed).
• Sorting only affects the display order of the list, not the selected time range, account dimension, or data calculation method.

Jump to Live Dashboard

For ongoing live sessions under Official Accounts (marked with a LIVE badge):

1. Click the creator's avatar with the LIVE badge, or
2. Click the live session name in the list to jump to the Live Dashboard.

📌 Note: This feature is not supported for live sessions under Marketing Accounts.

Jump to Diagnosis

Click the "Diagnosis" button on the right side of each live session in the LIVE List to access the LIVE Diagnosis page for in-depth performance analysis.

📌 Notes:

• Diagnosis data is typically available within 1-2 days after the live session. The Diagnosis button is disabled until data is generated or if there are fewer than 3 benchmark live sessions in the same category.
• Only live sessions under Official Accounts support this feature (Non-official Accounts do not display the Diagnosis button).

Traffic Analysis

Analyze traffic sources and trends at the creator or live session level to understand traffic distribution.

Method 1: Creator-Level Traffic Source Analysis

For Official Account creators, the Traffic button is displayed below their profile card in the LIVE List:

• Click the Traffic button to open the Traffic popup.

📌 Note: Only Official Accounts support this feature.

In the Traffic popup,

• Select a time range using the date picker in the upper right corner.
• Check the checkboxes next to traffic names to select specific traffic sources.
• Switch between metrics (Impressions/GMV/Views) using the dropdown menu in the upper left corner.
• Hover over the chart to view detailed data for each traffic source on specific dates.

Method 2: Individual Live Session-Level Traffic Source Analysis

Click the Traffic button on the right side of a live session in the LIVE List to open the Traffic popup for that session.

📌 Note: Only live sessions under Official Accounts support this feature.

In the Traffic popup,

• Time Range Inheritance:
  • If the parent page is set to Today (real-time data), the popup defaults to displaying traffic data for the past 7 days of the session.
  • For non-real-time parent page settings (e.g., Last 7 Days), the popup uses a preset historical time range and does not support customization.
• Metric Switching and Data Viewing: Follow the same steps as Method 1 to select traffic sources, switch metrics, and view detailed data.