**All following data and figures are mock values and are NOT associated with any real-world user data

Overview

Understanding and optimizing LIVE session performance goes beyond metrics—it involves utilizing specialized tools, tackling common challenges, and implementing effective preparation strategies. This guide provides key resources and actionable insights to diagnose and enhance performance across critical areas, offering a comprehensive approach to achieving success in every LIVE session.
LIVE performance is inherently dynamic. Conducting successful sessions requires an iterative process of analyzing results, identifying opportunities, and taking actionable steps for continuous improvement.
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1. Understanding LIVE Performance Metrics

To truly understand a LIVE session's performance, data-driven insights are essential. This means not only tracking key metrics at both the account and individual LIVE room levels but also evaluating success across the dimensions that define a high-performing LIVE session.

LIVE performance metrics

Below are the critical metrics to track for evaluating your LIVE performance. These metrics are grouped into categories that reflect the progression of a LIVE session journey, from viewership and engagement to sales:
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ReachReach metrics measure the visibility of your overall LIVE performance and individual LIVE rooms, reflecting how effectively your sessions reach audiences. Key metrics to track in the "Discover" category include LIVE Impressions, Views, Average Viewing Duration, Enter Room Rate (ERR) and more.
EngagementEngagement metrics measure audience participation and activity during your LIVE sessions. These metrics reflect how much your content resonates with viewers and serve as strong indicators of conversion potential. Examples of engagement metrics include New Followers, Likes, Shares, and Comments, among others.
ConversionConversion metrics offer insights into how effectively your LIVE sessions drive product purchases and contribute to overall financial performance. Key metrics in this category include GMV, SKU Orders, Average Price, Click-Through Rate (CTR), and Click-to-Order Rate (C_O), among others.

Additional Considerations When Analyzing Your LIVE Performance

1. Compare to Your Historical Performance
2. Compare to Similar Creators

LIVE performance tracking tools
APP tool	PC tool (LIVE dashboard)

Note: While a detailed walkthrough of the PC version of LIVE performance tracking is beyond the scope of this article, for a more in-depth functional understanding of the capabilities of the LIVE dashboard, refer to this article here.

Key actions for LIVE improvement

LIVE Improvements diagnostic methodology

By analyzing the key metrics outlined above, you can pinpoint areas where your LIVE performance requires enhancement. But how can you identify the specific aspects of your LIVE performance that need improvement to achieve an uplift in your metrics?
The hallmark of a successful LIVE depends on your performance on 5 critical dimensions. These dimensions comprehensively encompass all the traits and activities involved with a successful LIVE performance. This module offers an overview of your performance in relation to these dimensions. The five dimensions are:

• Diligence

This dimension evaluates the frequency of your LIVE sessions, emphasizing consistent scheduling and optimal timing to maintain audience engagement and achieve steady, improved traffic outcomes.

• Traffic

The traffic dimension focuses on attracting a larger audience and maintaining high viewer and more consistent viewer numbers, maximizing your reach and engagement.

• Product

The product dimension focuses on your ability to select the right products for your LIVE sessions and strategically manage product pinning and prioritization.

• Content

The content dimension focuses on crafting engaging visual & verbal content to retain viewer attention and promote interaction, and drive higher engagement levels.

• Promotion

The promotion dimension looks at the effectiveness of your promotional strategies, like giveaways and flash sales, that help build anticipation and increase sales momentum.

How to Acquire LIVE Improvements Suggestions on Products

Suggested LIVE Improvements is your core tool for diagnosing the current status of your LIVE performance and identifying areas that require enhancement. This tool allows you to evaluate your performance both at the account level (holistically) and for individual LIVE rooms. For a more detailed walkthrough of the Improvement Suggestions module, refer to the link here.

What to take away when looking at account level improvement suggestions

While account level performance is critical to a long-term successful LIVE performance, it is equally important to diagnose individual LIVE sessions and explore concrete actions you can take to improve these dimensions.

What to take away when looking at room level suggestions

At the room level of Suggested LIVE Improvements, you have access to the same categories of metrics—reach, engagement, and conversion—to monitor and evaluate each room's performance.
Additionally, you receive an analysis across four of the five dimensions (excluding diligence, which applies only at the account level). For each problematic dimension in the LIVE room, you can delve deeper into specific issues and explore targeted improvement suggestions along with educational materials designed to address these challenges.
When reviewing room-level improvement suggestions, it is recommended to follow a set of best practices for effective implementation.

1. Post-LIVE Review

After your LIVE session, review the improvement suggestions for the problematic dimensions in your LIVE rooms. Determine whether the issue is also present at the account level or if it’s unique to the room.

2. Prioritize Overlapping Issues

If the affected dimension is present at both the room and account levels, prioritize addressing it. Review immediate actions you can take as well as those requiring longer-term planning. Utilize educational materials to guide your improvements.

3. Pre-LIVE Preparation

Before your next LIVE session, revisit the recommended actions and refresh your knowledge with any relevant educational materials.

4. LIVE Session Implementation

During your LIVE session, remain attentive to the issues identified in your previous performance. Apply the actions and insights you’ve learned to actively address these challenges.

5. Set Goals for Future LIVEs

Establish clear goals to resolve the dimension over your next few sessions. Follow best practices to ensure consistent improvement and avoid recurring issues in the future.

Apply insights & suggestions in your next LIVE!

While the tools outlined above offer visibility and recommendations to address specific issues in your LIVE sessions, it’s equally important to follow best practices when using data-driven insights to enhance your performance.
Below are some recommended strategies for leveraging data insights to improve your performance across each dimension of a successful LIVE.

Traffic Dimension

• Diagnose Traffic Issues:
  • Examine LIVE sessions impacted by traffic, focusing on recent performance data.
• Track Top Channels:
  • Identify top-performing channels from the last 3 sessions and promote upcoming LIVE sessions there.
• Leverage LIVE Events & In-Platform Promotion:
  • Send LIVE event links to followers at least 3 days in advance and use the "Recommend LIVE Event on Videos" feature.
• Use Teaser Videos:
  • Add teaser videos to expand reach, highlighting high-potential products.
• Monitor Traffic Trends in the Dashboard:
  • Track viewership trends, audience entry/exit, and violations. Address potential violations based on recent data to avoid negative impact on traffic.

Product Dimension

Categorize & Prioritize Products

• High Engagement & High GMV Products:
  • Identify these "hero products" as they drive core GMV.
  • Begin the next LIVE with these products to maximize audience engagement.
• High Engagement but Low GMV Products:
  • Optimize talking points or add incentives (e.g., flash sales, giveaways) to improve conversions.
  • Assess factors (like price) potentially limiting conversions, and collaborate with sellers for promotions or dedicated flash sale inventory.
• Low Engagement & Low GMV Products:
  • Consider deprioritizing these products unless they can be enhanced with special incentives.
• High CTR & High CTOR Products:
  • Highlight these as primary/hero products and pin them during low-traffic periods.
• High CTR but Low CTOR Products:
  • Extend pin times and emphasize them with targeted scripts; experiment with giveaways to improve conversions.
• Low CTR & Low CTOR Products:
  • Deprioritize these products, except when they have dedicated flash sale inventory.

Promotion Dimension

Set Up & Optimize Promotion Strategies

• Leverage Suggested LIVE Improvements:
  • Use the outputs from Suggested LIVE Improvements to design an effective promotion strategy.
• Analyze Promotion Effectiveness:
  • Measure the success of promotions by tracking incremental product views and incremental product sales.
• Core Goals of a Promotion Strategy:
  • Increase Interest & Engagement: Re-engage viewers through promotions when traffic metrics (e.g., viewers) or conversion rates decline.
  • Incentivize Purchase Decisions: Encourage potential buyers to make purchases by offering compelling incentives.
• Timing Promotions During LIVE:
  • Pre-Schedule Giveaways: Plan promotions in advance but be ready to activate additional offers during the session if necessary:
    • When engagement drops (e.g., declining PV, low ERR, or high leave rates).
    • For products with high impressions but low conversions, use giveaways or discounts to reduce conversion barriers.

Content Dimension

• Assess Content Quality
  • Review past LIVE sessions using insights from Suggested LIVE Improvements to identify and address content-related issues.
• Develop a Script & Talking Points Framework
  • Create a cohesive theme for your LIVE session, incorporating product hooks and personal anecdotes to engage viewers.
  • Highlight products that align with your LIVE theme for a seamless showcase.
  • Address common audience questions, such as those about pricing, returns, and shipping policies.
  • Emphasize actionable steps (e.g., “Add to Cart,” apply coupons) especially when responding to related comments or inquiries.
  • Guide your audience through the checkout process step by step to minimize technical barriers.
  • Promote relevant products strategically, especially when traffic or conversion metrics start to decline, to sustain engagement.

Final Tips for Effective LIVE Data Analysis

• Start with Priority Dimensions:
  • Focus on 1-2 key dimensions of your LIVE initially, tracking improvements across sessions.
• Establish a Routine Analysis Cadence:
  • Regularly analyze each LIVE after completion and before the next session to create a structured workflow.
• Rely on Tools & Personalized Insights:
  • Use available tools but incorporate personal insights for more nuanced data interpretation.

A quick summary of key actions to take, throughout the LIVE journey, is provided below
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Conclusion

A successful LIVE session requires a strategic approach that incorporates key performance metrics, diagnostic tools, common issue analysis, and preparation tips. Here's a summary of essential components for optimizing LIVE sessions:

• Core Performance Metrics and LIVE Success Dimensions

Track key metrics across three categories—Discover, Engage, and Purchase and simultaneously assess your LIVE performance across the five key dimensions of LIVE success.

• Diagnostic Tools:
  • The Suggested LIVE improvements offer both account-level diagnostics across five dimensions—Diligence, Product, Traffic, Content, and Promotion—helping to enhance engagement and sales, and room-level diagnostics along with appropriate actions, which allows for in-depth session analysis and improvement suggestions.
  • The LIVE Dashboard, allows you to track in-depth, the different components of your LIVE, enabling you to understand data insights and patterns across a variety of Shoppable LIVE elements.
• Common Challenges

Issues often arise across Diligence, Product, Traffic, Content, and Promotion. Identifying and addressing specific problems within each dimension is key to sustaining performance improvements.

• Effective Session Analysis & Preparation Tips:
  • Pre-LIVE Planning: Prioritize Traffic, Diligence, and Content to optimize reach, engagement, and conversion potential.
  • Post-LIVE Analysis: Review metrics like unique viewers, average watch duration, and engagement rates to refine strategies.
  • Consistent Routine: Establish a regular analysis cadence and integrate both app and desktop tools for comprehensive post-session review.