[Feature Guide] Seller Analytics | Product Traffic Analysis

05/09/2026

Product Analytics

Background

During previous research and interviews, we frequently received requests from merchants for more detailed, drill-down analysis of their products. To provide data capabilities that are more aligned with a merchant's perspective and their operational analysis workflow on TikTok, we have comprehensively upgraded the Product Traffic Analysis module. This upgrade is designed to help merchants clearly understand where their product traffic comes from, the conversion efficiency of each funnel stage, and which traffic channels contribute the most.

Feature Details

📍Feature Access: Seller Center >> Data Compass >> Product Analytics >> Details / Product Traffic

Scope of Feature Pages

In this upgrade, we have fully optimized the metrics and interactive displays on three pages: Product List, Details, and Product Traffic.


Product List	Product Details	Product Traffic

Core Feature Guide: What to See & How to Use It

Module 1: Product List

At a Glance: Understand product data from a single-product perspective and compare product performance across various content formats.

	Demo	Key Information
Product List		On the Product List page, we've added the ability to view product rankings by content format. By selecting different formats, merchants can: Compare product sales performance across different formats. Compare product conversion efficiency across various channels. This helps merchants identify the most suitable and highest-converting content format for each product.
Single Product Data		In the list below, we have added the following for each product: GMV 30k-100k: The GMV range for the product. Opportunity matched: Whether the product matches a product opportunity in the Opportunity Center. Scan QR code to view product: Click the QR code icon next to the product name and scan it with the TikTok app to view the product detail page. The original product statuses remain unchanged (Live, Reviewing, Deactivated, Needs attention, Draft, Deleted).

Module 2: Product Details

At a Glance: Understand a product's traffic conversion efficiency from a single-product perspective and drill down into the performance of top products.

	Demo	Key Information
Product Information		In the Product Information module, merchants can find the following details about the product: Product image Product ID Product name Product category QR code for direct access to the product page Price Product rating Product status GMV range and status Product opportunity status
Key Metrics		In the Key Metrics module, merchants can customize the metrics displayed in the trend chart below (supports comparing up to 2 metrics). Click the editor icon in the top-right corner to select from all available metrics. Click the export button to export the data for the current content type (based on the format selected above).
Traffic Source Analysis		The Product Traffic Source module displays the product's traffic conversion funnel. Click the top-right corner to switch between PV vs. UV views. Merchants can view the following metrics for the product: Product Impressions Product Clicks SKU Orders Product CTR (Click-Through Rate) Product CTOR (Click-to-Order Rate)
Traffic Source Analysis by Content Type		When you select a content type using the filter at the top of the page, the Product Traffic Source section below will update to show the corresponding content list. When you select the Self LIVE content type, a list of livestreams and their metrics will be displayed. Click View to navigate to the LIVE Diagnosis page. When you select the Self Video content type, a list of videos and their metrics will be displayed. Click View to navigate to the Video - Details page. When you select Affiliate Content, creator information will be displayed, with support for searching by creator name/ID and filtering by creator type. Click View to navigate to the Affiliate Compass - Creator Details page.

Module 3: Product Traffic

At a Glance: Compare traffic conversion efficiency across all channels from an all-products perspective to find your most valuable "traffic goldmines."

	Demo	Key Information
Product Information		Supports viewing data performance and traffic performance for all of the merchant's products, filtered by content type.

Deleted/Updated/ metrics checklist

As we are updating and refining the whole userflow in product traffic tab, some metrics will be updated to the latest definition, some metrics will be move to new tab.

Deleted metrics

Metrics

Why did we delete it?

Alternative Metrics

Gross Sales

As part of our broader data consistency upgrade, this metric has been removed. If you'd like to track sales performance, we recommend using GMV instead — it offers greater accuracy and makes cross-platform comparisons more consistent

GMV

Total amount paid for orders during the selected period, including canceled and refunded orders.

Cart conversion rate

We provided the new Add-to-cart count and add-to-cart rate to better reflect product clicks rather than unique viewers, which we believe would be more meaningful and useful when analysing the product's conversion funnel.

Add-to-cart count

The number of times this product's Add to Cart button was clicked.

Add-to-cart rate

Calculated as Add to Cart actions divided by total product clicks.

Updated metrics

Previous metrics	Updated metrics	Rationale
Daily customers	Est. customers	Previously, the metric was calculated as a multi-day average, making it impossible to view the multi-day total. The new logic applies single-day deduplication and sums across multiple days.
Impressions	Product impressions	Previously, the metric tracked impressions by content type; the new logic unifies it to product impressions.
Page views	Product clicks	Product Clicks better reflects genuine shopping intent by capturing every active click on your product across all creator and seller channels — giving you a clearer view of true traffic-driving performance, rather than just raw page view counts.
Conversion rate	CTOR Click-to-order rate (SKU orders)	The metric's calculation logic remains unchanged — only the name has been updated. Since CVR is calculated differently across platforms, we renamed it to CTOR (SKU Order) — short for Click-to-SKU-Order Rate — to more transparently reflect how it's actually measured: the percentage of product link clicks that result in a SKU order. Supporting metrics such as product impressions, product clicks, orders, and SKU orders are all available alongside it.
Add-to-cart rate	Add-to-cart rate Only definition was changed	The new Add to Cart Rate ties cart actions directly to product clicks rather than unique viewers — giving merchants a sharper, action-based signal of shopping intent that stays consistent with our other click-based conversion metrics.

Metrics with new dimensions

Metrics	Previous dimensions	New dimensions
GMV	All	All, Seller LIVE, Seller video, Seller product card, Affiliate, Affiliate-LIVE, Affiliate-video
Items sold	All	All, Seller LIVE, Seller video, Seller product card, Affiliate
Orders	All	All, Seller LIVE, Seller video, Seller product card, Affiliate
SKU orders	All	All, Seller LIVE, Seller video, Seller product card, Affiliate
Est. customers	Shop tab	All, Seller LIVE, Seller video, Seller product card, Affiliate, Shop tab
Product impressions	LIVE, Video, Product card	All, Seller LIVE, Seller video, Seller product card, Affiliate, Affiliate-LIVE, Affiliate-video
Product clicks	Shop tab, LIVE, Video, Product card	All, Seller LIVE, Seller video, Seller product card, Affiliate, Affiliate-LIVE, Affiliate-video, Shop tab
CTR (Click-Through Rate)	Shop tab, LIVE, Video, Product card	All, Seller LIVE, Seller video, Seller product card, Affiliate, Affiliate-LIVE, Affiliate-video, Shop tab
CTOR	Shop tab, LIVE, Video, Product card	All, Seller LIVE, Seller video, Seller product card, Affiliate, Affiliate-LIVE, Affiliate-video, Shop tab
Unique clicks	Shop tab	All, Seller LIVE, Seller video, Seller product card, Affiliate, Affiliate-LIVE, Affiliate-video, Shop tab

New metrics

Metrics	Definition
AOV(SKU)	The average amount each customer spends per SKU order during the selected time period, which shows the average amount each customer spends in a single SKU order.
GMV with tax	Total amount paid for orders during the selected period, including tax, canceled, and refunded orders.
Tax	Total amount of tax paid for orders during the selected period, including canceled and refunded orders.
GMV with TTS co funding	The total amount paid for orders plus the co-funding amount from TikTok Shop, including canceled and refunded orders. It's calculated based on the time of payment.
Shipping fees	Total amount of shipping fees paid by customers for all orders during the selected period, including fees from canceled and refunded orders.
Refunds	If a customer makes a purchase on Oct 1, this will be counted toward the GMV for October. When the customer requests a refund on Oct 15 and it's processed Oct 20, this will be counted as refunds for October. If you select a time period between Oct 1–7, you’ll see the GMV but not the refund amount, since it happens later.
Items refunded	The total number of items refunded from returned or canceled orders. Because refunds typically happen after the purchase time (when items sold are counted), the refunds and GMV are usually mismatched for each selected period.
Refund customers	The total number of unique customers who received a refund during the selected time range. If a customer had multiple orders refunded, they are counted once per day, and may appear multiple times if refunded on different days.
Add-to-cart count	The number of times this product’s Add to Cart button was clicked.
Unique Product impressions	The number of users who saw this product. Each user is counted once per day, even if they saw the product multiple times within one day.
Unique CTR	The percentage of unique visitors who clicked on this product.
Add-to-cart users (ATC users)	The number of unique visitors who added this product to their cart.
Unique add-to-cart rate(Unique ATC rate)	The percentage of unique visitors who added this product to their cart after clicking the products.
Unique CTOR (SKU order)Full name: Unique Click-to-order rate (SKU orders)	The percentage of unique visitors who added this product to their cart.
Avg. daily creators posted content	The average number of unique affiliate creators who published new contents (LIVE streams and/or videos) for a seller's shop products within the selected time period. This metric counts each creator once per day, averaged across multiple days.
New Live count	The number of new LIVEs featuring the product during the selected period.
New video count	The number of new videos published within the selected period.

FAQ

Q: Why can't I see the CTOR metric when products are aggregated, while it's visible at the individual product (SKU) level?A: This is a known data processing issue. The engineering team has fast-tracked development of this metric, with an expected rollout to merchants in Q2.

Q: Currently, if I need to export data, I have to download it one by one by format, which is really cumbersome. I'd like to be able to download everything in a single all-in-one file, just like before.A: We fully understand your requirement. This functionality is currently being updated. Upon completion, data exported from any format tab will contain all formats, and an additional "Tab Name" column will be included in the downloaded file to accommodate merchants who wish to view the data by format.

Q: Why does it seem like there are fewer metrics after the update?A: In this iteration, we removed two metrics — Gross Sales and Cart Conversion Rate — to improve data consistency and to better reflect users' actual add-to-cart intent. In their place, we've introduced GMV, Add-to-Cart Count, and Add-to-Cart Rate, which we believe provide merchants with more meaningful insights for traffic analysis.

At the same time, we've added new dimensions to many existing metrics for deeper analysis. For full details, please refer to the Deleted / Updated Metrics Checklist in the Feature Guide.

PreviousProduct Ranking