Sales Metrics Breakdown Logic Upgrade

04/28/2026

Data Overview

What did we launch?

We updated and unified the sales-metric attribution logic. This change ensures a consistent methodology for GMV, order count, items sold, and SKU-level order count across product modules.

The GMV breakdown logic has also been updated:

Previously: GMV was first broken down by content type (LIVE, short video, product card), and then by account type (Linked account vs. Affiliate account).
Now: Added a new sales breakdown by order source (Affiliate vs Seller), replacing the previous account type breakdown (Affiliate account vs Linked account) while retaining the existing content type breakdown (LIVE, short video, product card).

Under the updated attribution logic, merchants can gain a clearer understanding of how different content formats contribute to sales. To reflect content's full impact, sales are categorized as Direct and Indirect—Direct captures immediate content-driven conversions; Indirect captures delayed purchases influenced by content.

Direct GMV

Indirect GMV

Refers to sales generated when a user completes a purchase directly while interacting with the content.

Example:

A user watches a short video with a product link, clicks the link, adds the product to the cart, and completes the purchase. This order will be attributed to the Direct portion of Video GMV.

Refers to sales generated when a user interacts with content and views the related product, but completes the purchase later within a certain period of time. These orders reflect the delayed influence of content.

Example:

A user watches a video with a product link and clicks on the product but does not purchase immediately. Within 1 day, the user searches for the product on TikTok Shop and completes the purchase.

This order will be attributed to Video Indirect GMV.

The same attribution logic also applies to other content formats.

Why did we launch this?

Previously, across different analytics products, there were multiple ways to breakdown the sales, including affiliate vs seller and live vs video vs product card. However, these different ways cannot cross reference. E.g., previously the affiliate LIVE attributed GMV may not match the same metric in seller center.

Although each attribution logic had its rationale, it did not support a holistic view of business performance. With the new launch, you can clearly see the contribution from each component.

And for the sales related metrics, we upgraded the tooltip to further explain the direct and indirect impact on top of the explanation of the metric itself.

Which products were impacted by this launch?

The sales related metrics like GMV, orders, SKU orders, items sold and related metrics like GPM, CTOR (click to order rate) across Seller Center, Affiliate Center, Creator Center, LIVE manager, LIVE dashboard, Seller APP, Partner Center, open API.You may notice that comparing to the previous LIVE GMV, video GMV, the introduced LIVE attributed GMV and video attributed GMV changed. This is expected since previously the LIVE and video GMV didn't consider the indirect impact.

How can you use these metrics to analyze the performance of your business?

You can analyze your business performance by order source or by content type.

The orders source will tell you whether the GMV is generated by the contribution of affiliate creators. You can further learn how much was contributed by each content type. E.g., how much was generated by the affiliate creators' videos. Within each content type, you can learn how much is from customers who directly placed an order from the shoppable video or LIVE streams.

The content type will tell you how much of the GMV is generated by each content type. E.g., how much is generated by shoppable videos or LIVE streams. You can further know how much is contributed by affiliate creators. Then you can learn how much is from customers who directly placed an order from the shoppable videos or LIVE streams. You can choose the approach that best suits your use case.

FAQ

Will this launch impact how much I pay the affiliate commission?

No, it will not impact the commission rate.

Will this launch impact how much GMV I generated?

No. It does not affect your total GMV; it only changes how GMV is allocated across segments.

Will this launch impact how much money I earn?

No, it will not impact how much money you earn. It only changed the way to distribute the GMV into different segments.

Will historical data be impacted by this launch?

Yes, we will provide the data using this new attribution logic for accessible historical data. If you want to compare the number with the data provided before using the original attribution logic, you can refer to the direct part of the metric. There could be slight difference which are expected.

Why can I still have video attributed GMV even though I didn't publish any video on that day?

This is expected. The GMV is how much money the customers paid on that day. The order could be contributed by a video which was watched by the customer later. So it is possible that even though on that day, there was no video being published or watched, you will have GMV which is attributed by videos.

If a user watched an Affiliate video on Apr 1, a seller LIVE later, and then an Affiliate LIVE on Apr 2, (*For a content interaction to be considered in attribution, the user must watch the video or LIVE and click the product link. If the user only watches the content but does not click the product link, that interaction will be ignored in attribution) and finally placed an order on Apr 2 via the Shop tab, under the newly upgraded breakdown logic, the order will be attributed to Affiliate – indirect GMV. This is because:
1. The Affiliate LIVE was the last piece of content from this seller that the user viewed.
2. Therefore, under the last‑touch attribution logic, the order is attributed to Affiliate – indirect GMV.