seller
- What changed
- Seller Center Data Compass, Product Analytics and Content Hub metrics
- When
- Updated October 2026
- Who it affects
- US TikTok Shop sellers and brand teams
- What to do
- Review GMV by channel, CTOR and GPM every week
Key takeaways
- GMV includes cancelled and refunded orders, so read it next to refunds and settlements.
- Since April 2026 attribution is last touch, with direct and indirect GMV by seller or affiliate.
- Use CTOR for the product page and GPM per 1,000 views to compare videos, LIVE and creators.
TikTok Shop metrics that matter
| What it measures | Read it for | |
|---|---|---|
| GMV | Paid orders incl. refunds | Demand by channel |
| CTOR | Clicks that become orders | Product page strength |
| GPM | GMV per 1,000 views | Content selling power |
| Direct GMV | Sales right after content | Clean content credit |
Where to find TikTok Shop analytics
Most reporting sits in Seller Center under Data Compass. Product Analytics has three modules: Product List for single-product data ranked by content format, Product Details with a trend chart and a traffic source funnel, and Product Traffic for comparing channels across products. Content Hub, under Ways to Sell and Shoppable Content, reports how your own videos and carousels perform over 7 days. Search data for titles sits under Analytics, Product Card, Search.
Your Shop Performance Score and violations live on the Account Health page, which belongs in the same weekly review because it controls access to campaigns and affiliate traffic.
- Data Compass: Product Analytics
- Content Hub: video and carousel performance
- Product Card Search: keyword and title data
- Account Health: score and violations
What does GMV mean in TikTok Shop?
GMV is the total amount paid for orders in the selected period, including orders later cancelled or refunded. It replaced the older Gross Sales metric. Because cancellations and refunds are included, GMV is a demand number, not revenue. Refunds are counted when they are processed, which may be in a later period than the sale, so compare GMV with your settlement reports before judging profit.
A rising GMV with rising refunds is a product or fulfillment problem, not growth. Track both.
Direct vs indirect GMV and the 2026 attribution change
TikTok's Sales Metrics Breakdown Logic Upgrade, dated April 2026, unified attribution across analytics tools. GMV is now split by order source, seller or affiliate, and by content type: LIVE, short video and product card. It also introduced direct GMV, for purchases made right after interacting with content, and indirect GMV, for purchases made later after viewing the product.
Attribution is last touch: a content interaction only counts if the viewer watched and clicked the product link, and a later order from the Shop tab is credited to the last content viewed. Total GMV and affiliate commission did not change, but LIVE and video figures did, and historical data was restated. TikTok suggests using the direct portion when comparing with old reports.
- Order source: seller or affiliate
- Content type: LIVE, video or product card
- Direct GMV: bought right after the content
- Indirect GMV: bought later after viewing
- Last-touch attribution across tools
2026 analytics changes
Unified last-touch attribution, direct and indirect GMV
Product Analytics: CTOR replaces conversion rate
Content Hub reports Content GPM over 7 days
Conversion metrics: CTR, CTOR and add-to-cart rate
TikTok renamed its main conversion metric. CTOR, click-to-order rate, is the share of product link clicks that result in an order; it used to be called conversion rate and the calculation did not change. Unique CTR shows the share of unique visitors who clicked a product, and add-to-cart rate divides add-to-cart actions by product clicks.
Read them as a funnel. Low CTR means the video, thumbnail or price is not earning the click. Good CTR with weak CTOR points at the product page: images, reviews, price or shipping time. High add-to-cart with low orders often means a checkout cost surprise.
Content metrics: views, GPM and content CTOR
Content Hub reports Content GMV, Content VV (shoppable content views), Content CTOR and Content GPM. GPM is GMV per 1,000 views, and it is the most useful single number for comparing videos and LIVE sessions, because it combines how well content sells with how many people it reaches.
Use GPM to decide where to spend. A video with modest views and high GPM is a candidate for paid boosting. A video with huge views and low GPM is entertaining but not selling, so check the product link, the offer and how early the product appears.
Creator and affiliate performance
Product Traffic lets you filter by Affiliate, Affiliate-LIVE and Affiliate-video next to your own channels. Rank creators by GMV and GPM, not followers, and compare their CTOR with your own content to see who reaches buyers rather than browsers. Review commission against margin for each top creator. Our TikTok Shop affiliate marketing guide covers commission setting and creator briefs.
- GMV and orders per creator
- GPM per creator video or LIVE
- CTOR against your own content
- Refund rate on creator-driven orders
- Commission as a share of margin
LIVE analytics: what to watch
For LIVE, watch GMV, views, GPM and product clicks per session, then compare sessions by host, time slot and product line-up. Because the 2026 attribution change moved some sales between LIVE and video, compare LIVE sessions with each other under the new logic rather than with last year's numbers.
A weekly TikTok Shop analytics routine
A fixed 30-minute review each week catches most problems before they cost money. Export the Details view for each content type you use, because TikTok's export only covers the selected content type at a time.
- GMV by channel against last week
- Refunds and cancellations by product
- CTR, CTOR and add-to-cart rate for top 10 products
- GPM for every new video and LIVE
- Top and bottom creators by GMV and GPM
- Search impressions from the Optimized title tab
- Shop Performance Score and new violations
- Stock cover for products gaining traffic
- 1GMV
By channel, against last week
- 2Refunds
By product
- 3Funnel
CTR, CTOR, add-to-cart
- 4Content
GPM per video and LIVE
- 5Health
Score, violations, stock
How TikTok Shop analytics differs from Amazon reporting
Amazon reports revolve around the listing, ads and search terms. TikTok reporting revolves around content and creators, with the listing as the last step. If you sell on both, measure each with its own funnel, then compare contribution margin per channel. Our Amazon advertising metrics guide covers the Amazon side, and TikTok Shop SEO explains the search data in Seller Center.
Where PPC Spider helps
PPC Spider's TikTok Shop management team runs this weekly review for you, ties GMV to margin after fees and commissions, and flags creators and videos worth boosting. Our TikTok Shop agency also handles creator programs and LIVE. If Amazon is your bigger channel, start with a free Amazon audit.
Sources
- TikTok Shop Academy: Feature Guide, Seller Analytics (seller-us.tiktok.com/university/essay?knowledge_id=8090478953219854)
- TikTok Shop Academy: Sales Metrics Breakdown Logic Upgrade (seller-us.tiktok.com/university/essay?knowledge_id=6494954580231950)
- TikTok Shop Academy: Content Hub in Seller Center (seller-us.tiktok.com/university/essay?knowledge_id=8505668537829133)
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