A strategy that works for one product may fall flat for another. Product Performance shows where each product's sales come from and the affiliate, ad and content activity behind them, so you can decide what to scale, what to adjust and where to spend next.
Product Performance is available for every account with a connected TikTok Shop. You'll find it in TikTok BI, between the Shop Performance and Affiliate Performance tabs.
What you can do with TikTok BI
See which products are driving your TikTok sales, and which aren't.
Compare how much of each product's sales come from affiliates, your own videos, LIVE streams and product cards.
Check whether ad spend is paying off for each product.
See the content activity behind a product's results.
Line up your TikTok results with your Amazon sales over the same dates.
Narrow the view to a brand, a category or any set of products, and export what you see.
Available Metrics
Product Performance brings together the signals a brand manager needs to understand what is driving a product's sales. We organized the metrics around five questions.
Is it selling?
GMV: Total sales value for this product across all TikTok Shop channels.
Orders: Number of orders that included this product.
SKU Orders: Number of times this product's SKUs appeared as a line item across all orders. This can be higher than Orders when one order includes several SKUs.
Items Sold: Total units of this product sold.
AOV: Average value of an order that included this product.
Refund Rate: Percentage of units sold that were later refunded.
Is it getting seen, and turning views into sales?
Impressions: Number of times this product was shown to shoppers.
CTR: Percentage of shoppers who saw the product and clicked on it.
CTOR: Percentage of shoppers who clicked on the product and went on to buy it.
CVR: Percentage of shoppers who saw the product and went on to buy it.
Where do the sales come from?
Affiliate GMV: Sales driven by creator and affiliate content.
Seller GMV: Sales from your own videos, LIVE streams and product cards. It equals the sum of the three metrics below.
Seller Video GMV: Sales from your own videos featuring this product.
Seller LIVE GMV: Sales from your own LIVE streams featuring this product.
Seller Product Card GMV: Sales from the product's shop page, outside of video or LIVE content.
Is ad spend paying off?
GMV Max GMV: The sales value TikTok credits to this product's GMV Max campaign. It includes both ad-driven and organic sales that TikTok attributes to the campaign, not only ad clicks.
GMV Max Ad Spend: What you spent on GMV Max ads for this product.
GMV Max ROI: GMV Max GMV divided by ad spend, as calculated by TikTok.
What content is behind it?
Videos Posted: New videos featuring this product posted in the selected period.
Video Views: Total views of videos featuring this product.
Video GPM: Sales per 1,000 video views.
Video Efficiency: Sales per video posted.
Together, these let you see not just how a product is selling, but which strategy is selling it.
How to use Product Performance
1. Choose your dates and a comparison
Pick a date range: Last 7 Days, Last 30 Days, This Week, Last Week, This Month, Last Month or Custom. Turn on a comparison to see how results changed against the previous period or the same period last year. The comparison dates show next to the selector.
2. Read the summary cards
The cards at the top show GMV, Orders, Items Sold, AOV, Affiliate GMV, GMV Max GMV, GMV Max Ad Spend and ROI for the products currently in view, with the change against your comparison period.
3. Check the trend
The chart shows how your results change over time. Choose daily, weekly or monthly, and select up to three metrics at once. At least one metric always stays selected.
4. Find the products you want
Search by product name or product ID.
Filter by Brand to see one brand at a time. This is useful if your shop sells several brands.
Filter by Category. Choosing a parent category includes all of its sub-categories, or you can pick individual ones.
Add metric filters with the funnel icon, such as GMV greater than a value. You can combine several conditions and clear them all at once.
Sort by any column by selecting its header.
The summary cards, chart and table all update together as you filter and search.
5. Look closer at one product
Select More details on a row to open that product's own view, with the same summary cards and chart scoped to just that product.
6. Compare with Amazon (optional)
Turn on Show Amazon Performance, then select a connected Amazon merchant. Two cards appear, Total Sales and Units Sold, and you can add them to the chart. This lets you see whether changes in a product's TikTok results, such as a jump in impressions or clicks, line up with your Amazon sales in the same time window.
A few things to know:
Amazon figures are for the whole Amazon merchant, not for individual products.
Amazon Performance isn't available while a Brand is selected, because Amazon data isn't linked to TikTok brands. Clear the Brand filter to use it.
The Category filter doesn't change the Amazon figures.
7. Export
Select the download icon to export a CSV or PDF. The export matches what you're looking at, including your filters, search, sort and date range.
FAQ
Why is GMV Max GMV higher than the sales I'd expect from my ads alone?
TikTok attributes both ad-driven and organic sales to a GMV Max campaign, and Product Performance reports TikTok's figures as they are.
Why can't I turn on Amazon Performance?
You need a connected Amazon merchant, and no Brand filter can be selected.
Does the export include everything in the table?
It includes the products that match your current filters and search, and the columns shown.