Basic KPI Scorecard for TikTok Shop Management

Use the scorecard to track the following metrics to tell you where performance is improving and where customers are dropping out:

GMV, Orders, Sold, Average Order Value, Product Clicks, Conversion Rate, Refund Rate, Cancellation Rate, Creator-Driven GMV, Content-Driven GMV, LIVE GMV, Advertising Spend, Paid ROI or ROAS, Contribution Margin.

LIVE Performance Metrics

ERR, AVD, Product CTR, Click-to-Order Rate, Conversion Rate, GMV per LIVE Hour, New Followers

How to Read the Funnel

High views, low ERR

Your packaging, timing, cover image or opening proposition may not be strong enough to bring people into the room.

Strong ERR, low AVD

People are entering, but the opening, presenter, pace or product relevance may not be holding attention.

Strong AVD, low CTR

Viewers are staying, but the product story, demonstration, offer or CTA may not be creating enough buying interest.

Strong CTR, low conversion

People are clicking, but the product page, price, trust, delivery proposition or buying objections may be stopping the order.

Strong GMV, weak margin

The shop may be growing sales through discounts, commissions or advertising that are not commercially sustainable.

Management thought for the day:

The metrics tell you where to look. They do not replace commercial judgement.