Tiktok Shop Academy

Data Metric Definitions FAQ

03/20/2024

Summary

What is the difference between GMV and Direct GMV on TikTok Shop?

  • GMV includes all orders from both content and non-content channels within 14 days of a click, while Direct GMV is only from orders placed directly via creator content like LIVE/Video/Product Card.

When should creators refer to GMV versus Direct GMV?

  • GMV reflects overall performance and commission attribution, considering affiliate influence.
  • Direct GMV is used for content diagnosis, evaluating content's ability to drive transactions.

Will there be any changes to commission calculations due to GMV metrics?

  • No, the commission-based GMV attribution model remains unchanged, so there will be no change to the commission.

What metrics are affected by the new logic in Data Compass?

  • LIVE and Video data pages now follow the new logic for transaction-related metrics like GMV, C_O, and GPM, including Direct GMV for direct content transaction performance. Other instances retain the old logic.

GMV metrics

The following FAQs pertain to how GMV and additional metrics are calculated in Data Compass

  1. Will there be a change to my commission?

Affiliate GMV will retain the existing logic calculation method of the commission-based GMV attribution model, so there will be no change to the commission.

  1. What’s the difference between GMV & Direct GMV?

Direct GMV refers to GMV generated by placing orders directly from creator's content (LIVE/Video/Product Card), including refunded orders based on content type last click. Whereas GMV is the sum of all orders, including those placed on non-content channels such as Shop Tab within 14 days of clicking the product in the creator's content. In normal cases GMV > Direct GMV in the creator space.

  1. When should I refer to GMV and Direct GMV respectively?

From a creator standpoint, GMV would be reflective of overall performance and the basis of how commission would be attributed by taking into account the Affiliates' influence on product sales.
On the other hand, Direct GMV only accounts for GMV generated based on content type last click. It will be used as the basis for content diagnosis and would be a more useful reference when it comes to evaluating content capability to drive transactions.

  1. What metrics will be affected by the new logic?

Generally, we have updated all the LIVE and Video data pages to follow the new logic for all transaction-related metrics such as GMV, C_O & GPM, and we have also included the Direct GMV in these instances to help you understand the performance from a direct content transaction perspective. All other instances largely retain the old logic with no impact on Affiliate GMV.