Tiktok Shop Academy

Product Traffic Analysis

27/05/2026

Applies to:United Kingdom

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

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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
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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
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  • 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
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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
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  • 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
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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
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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
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Supports viewing data performance and traffic performance for all of the merchant's products, filtered by content type.All available metrics
PreviousLIVE Diagnosis