LIVE Diagnosis
Summary
What is the purpose and main functionality of the Analytics-LIVE Diagnosis page for TikTok Shop sellers?
- It helps sellers quickly diagnose and optimize traffic and GMV performance of individual LIVE sessions by analyzing user entry, engagement, interaction, and conversion within the LIVE room.
- The tool benchmarks performance against top LIVE rooms and provides actionable insights on streaming location, content, hosts, products, engagement, and marketing strategies.
How can sellers access and use the Analytics-LIVE Diagnosis page to evaluate their LIVE sessions?
- Sellers open Seller Center > Analytics > LIVE & video analytics > LIVE > LIVE Diagnosis, view the most recent or search specific LIVE rooms, and select product categories for benchmarking.
- They can review diagnosis results, download data, watch LIVE replays (valid for 30 days), and explore detailed performance metrics and violation info if applicable.
What key insights and data does the LIVE Diagnosis page provide to help sellers improve their LIVE streams?
- It summarizes critical performance issues, compares impression/hour and GMV/hour against benchmarks, and highlights areas for improvement in user entry, stay, interaction, and conversion.
- The page offers curated example clips from successful LIVE rooms to guide sellers on best practices and optimization strategies.
What are the limitations or data scope considerations sellers should be aware of when using the LIVE Diagnosis feature?
- Data covers LIVE sessions from the past three months, updated with a two-day delay (T-2), and LIVE replays are accessible for 30 days post-stream.
- Benchmarking and improvement suggestions are category-specific, based on the product category with the highest GMV in the LIVE room.
Feature Overview
The Analytics-LIVE Diagnosis page aims to help sellers quickly diagnose and optimize the traffic and GMV performance of a single LIVE session. It provides visibility to how users enter, stay, interact, and convert in your LIVE room. Then, it drills down key factors of your LIVE, such as where to stream, how to stream, who will stream, what to sell, how to sell, how to drive engagement, and how to market. Finally, it evaluates the optimization potential of your LIVE by looking at benchmarks and best practices from other successful LIVE rooms, helping you learn and improve.Key Benefits
Identify key LIVE issues: A summary view to surface the most important performance problems and levers you should focus on.
Clear display of violation information (if any): Any LIVE-related violations will be explicitly shown; if none, nothing is displayed.
Concise and clear data insights: Track the viewer journey across entry, engagement, and conversion, benchmarked against top LIVE rooms to surface clear optimization opportunities.
Clear learning objectives for improvement: Based on the key levers that can be improved, provide curated LIVE clips as examples, enabling sellers to learn from other successful LIVE rooms.
Feature Introduction
❗️The following images are all simulated demo images and may have slight differences from the actual online display.User Journey and Entrance
- Step 1: Open the Seller Center platform and find the "Analytics" -> "LIVE & video analytics" -> "LIVE" -> "LIVE Diagnosis" page from the navigation bar.
- Step 2: By default, display the most recently started LIVE room (T-2 timeliness). You can also customize the search for a LIVE room by entering the LIVE room ID and pressing Enter. During the search, the 10 most recently started LIVE rooms will also be displayed to facilitate quick selection by sellers. You can customize the selection of the category corresponding to the products sold in the current LIVE room as the Category benchmark, with the category of the product with the highest GMV in the current LIVE room selected by default.
- Step 3: View the diagnosis results and support data download.
Page Description
Product Data Scope- Supports viewing LIVE data from the past three months.
- Data timeliness: Updated T-2, UTC-8.
| Tab | Graph | Usage and Interaction | Demo |
| Basic Information |
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| Diagnosis summary and suggestions |
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| Performance data |
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| Benchmark LIVE streams |
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- How to understand a live stream room？
- How to utilize content factor capabilities？
Entry And Stay Factors Definition
| Primary Category | Secondary Category | Specific Tertiary Factors | Factor Definition |
| Basic configuration | Audio and visual quality | Smooth, clear voice | Host's voice remains clear all the time without being overwhelmed by background music or ambient sounds. No obvious audio stutter, interruption, noise or abrupt volume fluctuation. |
| Clear, in-focus image | High-resolution footage with sharp focus on subjects and products, no blurriness. The live view has natural brightness and color saturation, free from overexposure, underexposure and color deviation. | ||
| Stable, non-shaky image | Keep the camera fixed and steady, free from stuttering, obvious shaking and drastic frame shifting that ruin viewing experience. | ||
| Audio-visual sync | Speakers' lip movements match voices with no obvious desync. For off-camera narration, audio content shall conform to displayed visuals. | ||
| Sound | Background music | Play background music during live streaming. | |
| Visual presentation | Clear product feature | Sold products are fully and clearly presented without obstruction. | |
| Optimal layout elements | Stickers, subtitles and overlays are allowed to enrich content and deliver brand, product and promotion info, avoiding excessive usage that blocks hosts or products. | ||
| Clean, organized setting | Keep live backgrounds neat and tidy in line with product positioning and brand image. Avoid random pedestrian movement, flickering lights and irrelevant decorations. | ||
| Where to stream(Refer to other scene setups for live streaming inspiration) | Indoor LIVE location | Retail shop | Real store scenarios with visible brand logos, shelves and counters. |
| Product origin | Actual warehouse or production sites showing goods stacking, production lines and working procedures instead of static images. | ||
| Home setting | Real household settings including living room, kitchen, bedroom, bathroom, balcony and restroom instead of picture backgrounds. | ||
| Professional LIVE room | The livestream is conducted in professional livestream scenery, such as professional studio, LED background. Or there are multiple people, including host, guest, assistant staff, showing up on camera. | ||
| Simple indoor scene | Ordinary indoor spaces with simple decorations. | ||
| Inside a car | Live streaming inside vehicles. | ||
| Inside a garage | Live streaming inside garages. | ||
| Outdoor LIVE location | City space | Urban outdoor scenes such as streets, parks and landmarks. | |
| Natural scenery | Natural outdoor environments such as forests, seashores and lakes. | ||
| Others | Other general outdoor scenarios. | ||
| Other location | Virtual background | Virtual backgrounds, green screen matting and looped videos with distinct layering or resolution differences. | |
| Product close-up | Close-up shots focusing on walls, desktops, floors and other partial areas. | ||
| How to stream | Content format | Standard-paced sales | Moderate product introduction pace: introduce 2 or more cart items within 10 minutes. |
| Single product focus | Single-product focused introduction: only one cart item introduced within 10 minutes. | ||
| Fast-paced sales | Fast-paced product explanation: over 3 cart items introduced within 5 minutes. | ||
| Content style | Entertainment-driven LIVE streams | Include entertaining content like singing, dancing, talent shows and co-live interactions. | |
| Professional product review | Elaborate on product materials, ingredients, specifications, design, user experience and usage methods. | ||
| How to present | On-camera style | Single-person | Single host appearing front-facing on camera. |
| Multi-person | Two or more hosts co-appearing on screen. | ||
| Faceless | Only hand operations are shown with the host's face out of frame. |
Interaction And Conversion Factors Definition
| Primary Category | Secondary Category | Specific Tertiary Factors | Factor Definition |
| What to sell | Product type | Great value products | Sell cost-effective products with competitive prices. |
| New products | Sell newly launched store products. | ||
| Multiple categories | Sell products across multiple categories, covering over 2 categories within 5 minutes. | ||
| Collectibles/rare find | Sell collectible cards, second-hand luxury goods and limited-edition products. | ||
| How to sell | Product demonstration | Clear product value | Elaborate on product values and advantages, including benefits for users and product features.Mention product functions such as waterproofing, UV protection and automatic obstacle avoidance, as well as special ingredients like hyaluronic acid.Talk about actual usage effects, such as food taste, garment fit and product quality. |
| Detailed product displays | Show product appearance and details via close-up shots. | ||
| Combined product displays | Display matching combinations of multiple goods such as outfit collocations. | ||
| Product specifications | Clearly state specifications including ingredients, size, color, functions, shelf life and origin. | ||
| Target customer scenarios | Introduce target audiences and niche markets, and specify their connection with specific demographics, regions, lifestyles and practical needs.Explain applicable usage scenarios and conditions of products, such as outdoor, indoor, classroom, nighttime and other environments. | ||
| LIVE discount/promotions | Specify definite preferential policies such as special prices, discounts and full-reduction offers. | ||
| Product-related assurance | Elaborate on product quality control, certification standards, after-sales policies, return & exchange rules and delivery services with solid evidence. | ||
| How to drive engagement | Host performance | Positive mood | Hosts deliver live content with positive attitude, enthusiasm and confident expressions, tones and gestures. |
| Using local language (e.g. EN, ES) | Hosts speak local languages, mainly English and Spanish. | ||
| Good visual image | Hosts dress decently and neatly with proper grooming. | ||
| Active viewer engagement | Hosts interact actively with viewers by addressing audiences, replying to comments and thanking viewers. | ||
| Include product demonstrations | Hosts conduct on-site trials, function demonstrations and product evaluation, and show actual usage scenarios. | ||
| Strong call-to-action | Guide viewers to add products to cart, place orders, follow, collect, share and like live streams. | ||
| How to market | Marketing tools | Free shipping | Provide free shipping service. |
| Giveaway | Adopt platform giveaway tools. | ||
| Flash Sale | Launch limited-time flash sales. | ||
| Coupon | Distribute store and platform coupons. | ||
| Auction | Sell products via bidding mode. | ||
| Pre-LIVE teasers | Release promotional videos linked to live streams before broadcast. | ||
| Campaign | Collaborate with platform's campaign | Take part in official platform big promotions and new product launch campaigns. |
