How to Analyze Product Performance in LIVE Manager

Product Analytics

Summary

What key product performance insights can sellers gain from TikTok Shop’s Product Analytics?

  • Sellers can track revenue, commission, traffic, refund rates, and buyer behavior across livestreams, videos, and showcases to optimize product strategy.
  • Detailed metrics include product ranking by revenue and refunds, conversion funnel analysis, and demographic breakdowns by age and gender.

How does Product Analytics help sellers understand and improve conversion rates and customer retention?

  • By analyzing conversion rates at each funnel stage (view → click → purchase), sellers can identify where customers drop off and adjust marketing or product offerings accordingly.
  • Insights into refund and bad evaluation rates help sellers address quality issues and reduce customer loss.

What specific features enable sellers to analyze product performance across different sales channels on TikTok Shop?

  • Sellers can compare revenue, orders, and buyer data across livestreams, videos, and showcases, with the ability to view top-performing content and jump directly to detailed video or live analysis.
  • User conversion and demographic data are available by channel, allowing targeted optimization based on audience behavior and preferences.

Are there any limitations or recommendations when using the Product Analytics tool for custom time ranges?

  • User profile and unique visitor (UV) data are not available for custom time ranges due to deduplication issues; sellers should use preset periods like last 7 or 28 days for accurate user insights.

How can sellers utilize the export and search functions within Product Analytics to enhance their data-driven decisions?

  • Sellers can export detailed product data across 22 performance metrics for offline analysis and use the search function to quickly locate specific products for focused evaluation.
How to access: LIVE Manager > Data Compass > Product Analytics

Highlights

  • See revenue, commission, traffic and refund performance of the products you've sold
  • See which Videos and Livestreams sell the most products
  • Get more insight into why you lost customers and who is interested in the products you are promoting

How to use Product Analytics

  1. See high level product metrics

See the products that are driving the most revenue, commission and refunds so that you can optimize your product strategy.
  1. In-depth Product analysis

Click into any product to drill down into key performance indicators.
  1. Understand product performance of different channels

See which channels are driving the most conversions, livestreams, video or showcase.
  1. Analyze Conversion funnel

By comparing the conversion rates of different products, gain more insight into which products are being abandoned so you can optimize performance.

Core features

  1. Product revenue channel analysis
  • Understand the revenue amount and ranking of livestream/video/showcase, as well as TOP video and livestream, and support jump to live analysis and video analysis directly.
  1. Product user analysis
  • Show all/livestream/video/showcase channels' conversion rate from view to click and from click to revenue, as well as gender and age distribution of users group at each stage. Support the comparative analysis of the distribution of people in different stages.

Detail introduction of functions

Product Ranking&Product List

Detail introduction
Product display (test account, virtual data, subject to product)
Note: the numbers in the screenshots are for demonstration purpose, they do not represent actual or predicted results.

Product Ranking

View your product performance based on different dimensions like Revenue, Commission, Product vides and refund rates.
  1. You can see the top 5 products for each dimension
  2. Click [View All] to view the ranking of all products according to the selected dimension
  3. Click [Detail] to enter the product details page to view the Revenue/Views/Refund performance of this product, as well as channel and user analysis.
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Product List

Under the Product list, you can see all your products listed and search for specific products You can also view the performance based on 22 different metrics listed below.
  • Export Data
Download data for further analysis
  • View Details
Click [Detail] to enter the product details page to view the Revenue/Views/Refund performance of this product, as well as channel and user analysis.
  • Search Products
Quickly search for specific products according to product nameProduct Metrics
  • Indicator content:
  • Revenue performance:
  • Revenue
  • Revenue(Live)
  • Revenue(Video)
  • Revenue(Showcase)
  • Refund
  • Commission
  • Buyers
  • Buyers(Live)
  • Buyers(Video)
  • Buyers(Showcase)
  • Orders
  • Unit Sales
  • Unit Sales(Live)
  • Unit Sale(Video)
  • Unit Sale(Showcase)
  • Refund unit sales
  • Traffic performance:
  • Views
  • Viewers
  • Product clicks
  • Quality performance:
  • Return rate
  • Bad evaluation rate
  • Compliant rate
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Product Details

Detail introduction
Product display (test account, virtual data, subject to product)
Note: the numbers in the screenshots are for demonstration purpose, they do not represent actual or predicted results.

Product Detail

Here you can see all the details about an individual product such as sales status, revenue/refund/traffic and quality indicators of different channels;
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Product performance

Here you can see the details about revenue, refund and traffic performance of products according to all/livestream/video/ window channel:
  • Revenue performance:
  • Revenue
  • Orders
  • Unit Sales
  • Buyers
  • Commission
  • Refund performance:
  • Refund revenue
  • Refund orders
  • Refund unit sales
  • Traffic performance:
  • Views
  • Viewers
  • Product Clicks
  • Quality performance:
  • Return rate
  • Bad evaluation rate
  • Complaints rate
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Revenue channel analysis

View channels according to the revenue amount generated for each product.
  • See the revenue, Percentage of transactions, Orders, Unit Sales, Buyers of different channels
Show TOP video/livestream, and data overview:
  • See the release time, revenue, orders, unit sales, buyers of each video/livestream
  • Click [View Details] to jump to video analysis/live analysis
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User Analysis

User conversion analysisHere you can see the numbr of users and conversion rate for each stage of the conversion funnel including product view - click - revenue. You can also see this data by different channels:User trendsYou can see user trends for each channel type all/live/video/showcase and their activity for view/click/revenue stage.User profileYou can see the demographic data for each channel at every ptage of the conversion funnel You can also see a comparison of user profiles in different stages of view/click/revenue.
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Q&A

Why is there no data for user profile module and UV indicators when choosing custom time range?
  • When selecting a custom time range, the UV indicators (number of users) are not displayed because they cannot be deduplicated. It is recommended to view the UV indicators using a time period of last 7 days, last 28 days, day, week, and month.
When selecting a custom time range, the user analysis module is not displayed. It is recommended to view the user analysis using a time period of last 7 days, last 28 days, day, week, and month.