stable本次发布有变化全部展示
来自 TikTok Shop 官方资料快照 ·
- 当前资料结构化阅读页
- 固定快照已留存，可追溯
- 官方原文可核对
资料正文
§1 TAP Data Overview
#§2 High level overview
High level overview
TikTok Affiliate Partners need the ability to monitor and analyze the performance of their campaigns to improve their collaboration with creators, so they can continue to improve operations and drive GMV goals. This phase of the TAP Data overview feature is intended to provide TAP agencies with their core business performance, creator diagnosis with respect to high-potential and attention-needing Creators, and top rankings across important business metrics for their agencies. The functionality aims to give Affiliate Partners the right set of summary and drilldown data easily and in a customizable manner.
§3 Feature value proposition
Feature value proposition
- Overview of core business metrics as well as trend comparisons between the same that allows for drill-down looks into the core data related to revenue, creator and content performance
- Creator performance diagnostics that denotes key collaborated creators who need attention or have high-potential.
- Access top performing campaigns, creators, sellers and content that allows for prioritization of resources as well as drilldown views and export capabilities of the same
§4 Salient use cases
Salient use cases
The following use cases will be the most relevant only for TAP agencies in performing continuing Affiliate Creator management and operations
§5 Use Case 1: I want to get an overview and understand trends across my Affiliate Partner (TAP) business performance
Use Case 1: I want to get an overview and understand trends across my Affiliate Partner (TAP) business performance
- View core performance metrics for your affiliate partner (TAP) performance over the selected time frame
- The list of metrics include
- Revenue
- Estimated commissions
- Estimated commissions base
- Orders (SKUs)
- View and compare trends across these core data metrics for the selected time period (more details in "Feature walkthrough" section below)
- View available tooltips next to each metric for a definition and significance of the metric itself
§6 Use Case 2: Among all creators who have generated sales in my campaigns, who should we follow up on issues and who have some potential?
Use Case 2: Among all creators who have generated sales in my campaigns, who should we follow up on issues and who have some potential?
- This diagnosis scope includes creators who have made sales in the current and previous period. "Attention" creators have been selected from the top 50% of revenue generators but whose contributions have dropped recently. "Potential" creators are medium-sized and longtail creators who have seen an increase in contribution to your agency’s revenue.
- The diagnosis is considered over the selected date rage. For each of the "Attention" and "Potential" creators, users can click to view and export the creator handle name and the attention/potential category like low/high content created, number of products added, Video Views.
§7 Use Case 3: I want an overview on metrics related to Creators and contents along with trends for the same
Use Case 3: I want an overview on metrics related to Creators and contents along with trends for the same
- In addition to core data metrics, users will have the option to view aggregate metrics related to Creators data and content data over the selected time frame
- Users can toggle between the available "Creators" and "Content" tabs to view each of these metric sets
- Similar to core data section, users can choose to view trends across pairs of these metrics in each tab, allowing for comparison across trends to view underlying drivers of metric movement (more details in "Feature walkthrough" section below)
§8 Use Case 4: I want to easily access and identify top performing campaigns, content, creators and collaborated sellers along with associated information
Use Case 4: I want to easily access and identify top performing campaigns, content, creators and collaborated sellers along with associated information
- In order to enable TAP users, to understand the leading contributors to their business goals, this section will allow them to easily navigate aspects related to campaign, content, creator and other data attributes
- At this time, the top ranking list will include top 20 of the leading campaigns, creators, products, collaborated sellers and videos.
- For each of these top ranking lists, users will not only be able to rank and identify by GMV but also toggle the rankings based on estimated commissions, orders completed by orders (SKU orders) and top views (more details in "Feature walkthrough" section below)
- For each of the ranking outputs, users can export the comprehensive data for rankings lists for offline analysis and viewing.
- Further, users can also click 'View all' to view the entire list in Custom Report for TAP.
§9 Access and data scope
Access and data scope
The feature will be available to all TAP users registered in their particular country. Data for all active Affiliate Creators within that particular country Note #1: If a TAP agency is registered across multiple countries, they will have to toggle and select a particular country of operation to be able to view data for that country at a time. At the present moment, agencies cannot view data for multiple countries aggregated at the same time Note #2: If an agency is registered as a CAP and TAP, they will have to toggle and select a particular partner type to view the data for a specific country at a time. **Data timeline note: **It is to be noted that due to Data Infrastructure restrictions, data in this module will be limited to ++Calendar Year 2024 and beyond++.
§10 Overall feature interface
Overall feature interface
Presented below is the interface for this functionality in TTSPC for TAP. Image
§11 Entrance
Entrance
TAPs can navigate to the functionality within TTSPC by navigating to Analytics > Overview They can then select the particular country (if they are registered as TAP in multiple countries) to view that country's particular affiliate creator data. No further action is needed if the agency is only registered as TAP in only one country as that will be selected by default Image
§12 Feature walkthrough
Feature walkthrough
§13 Date filter
Date filter
| Functionality/Component | UI interface | Key functionalities/capabilities |
|---|---|---|
| Date range selection | Image | Users, upon logging into the interface, will have the option to select a date range against which to view TAP campaign data. Note: By default, the last 7 days will be selected by default. All data in 2024 will be available. All following data elements will have data against the selected date range and any exceptions to that will be pointed out explicitly in the respective section of the "Feature walkthrough" |
§14 Core data
Core data
| Functionality/Component | UI interface | Key functionalities/capabilities |
|---|---|---|
| Core data metrics | Image | 1. The core data metrics will display the most critical GMV/product metrics related to the TAP's affiliate performance 2. Each metric will have the aggregate value within the selected date period 3. Additionally, users will also be able to see the % deviation of the metric (color coded to easily understand the deviation trend) over the selected date range. |
| Core data metrics comparison | Image | 1. Additionally, users can toggle the "Compare trends" radio button at the top right of the core data card to visualize trends in the data for selected range. 2. Users can select two metrics, at a time, and the trends of these two selected metrics will be displayed simultaneously over the selected date range. 3. The goal of the trend comparison is to allow finding correlations between pairs of metrics as well individually analyze these salient trends |
§15 GMV performance diagnostics
GMV performance diagnostics
| Functionality/Component | UI interface | Key functionalities/capabilities |
|---|---|---|
| GMV performance diagnostics overview | Image | The goal of the diagnostic section is to provide TAPs with more action-oriented prescriptive insights so that they may be able to easily identify Broadly, diagnostics will be classified as either a 1. Potential creator diagnostics are intended to provide a summary of key GMV performance fluctuations within the TAP's collaborated Creator set and pinpoint the main drivers of said fluctuation. 2. Attention creator diagnostics are intended to alert TAP partners of followup attention needed when their top 50% creators have some GMV decrease. |
| Creator performance diagnostics deep-dive | Image | 1. For each of the "attention" and "potential" diagnostic categories, TAPs can click into to understand the Creators diagnosis category, as well their GMV and GMV contribution % 2. Accompanying data at the Creator level, will be tags for the particular diagnostic category classification for each individual Creator. These category tags are intended to help TAPs easily identify why a particular Creator is linked with attention or potential. A few representative diagnosis categories include: * Product Added to Showcase, Content created * Video Views/ Video Anchor Show Rate / Video Product CTR/ Video C_O, Video AOV * Live Views/ Live Product CTR/ Live C_O/ Live AOV |
§16 Creator/content data metrics
Creator/content data metrics
| Functionality/Component | UI interface | Key functionalities/capabilities |
|---|---|---|
| Creator data metrics | Image | 1. Users can view the most salient data metrics related to their collaborated Affiliate Creators within this section 2. Each metric will have the aggregate value within the selected date period 3. Additionally, users will also be able to see the % deviation of the metric (color coded to easily understand the deviation trend) over the last 7 days |
| Creator data metrics trends | Image | 1. Additionally, users can toggle the "Compare trends" radio button at the top right of the creator card to visualize trends in the data for the selected date filter range. 2. Users can select two metrics, at a time, and the trends of these two selected metrics will be displayed simultaneously over the last 7 days 3. The goal of the trend comparison is to allow finding correlations between pairs of metrics as well individually analyze these salient trends |
| Content data metrics | Image | 1. Users can view the most salient data metrics related to the content posted by their collaborated Affiliate Creators within this section 2. Each metric will have the aggregate value within the selected date period 3. Additionally, users will also be able to see the % deviation of the metric (color coded to easily understand the deviation trend) over the last 7 days |
| Content data metrics trends | Image | 1. Additionally, users can toggle the "Compare trends" radio button at the top right of the content card to visualize trends in the data for the selected date filter range. 2. Users can select two metrics, at a time, and the trends of these two selected metrics will be displayed simultaneously over the selected rage. 3. The goal of the trend comparison is to allow finding correlations between pairs of metrics as well individually analyze these salient trends |
§17 Top Ranking lists
Top Ranking lists
| Functionality/Component | UI interface | Key functionalities/capabilities |
|---|---|---|
| Top 20 campaigns (default view) | Image | 1. This card view will display the Top 20 best performing campaign (in descending order of GMV), being led by the TAP, within the specified time period. 2. In addition to the campaign, further information will be available regarding 1. The campaign's GMV contribution in the selected timeframe 2. The GMV generated by the campaign in the selected timeframe 3. % deviation in GMV generated across the selected date range period over period 3. Users can also export the data of all campaigns for offline analysis and sharing 4. They can also select on "View All" to be navigated to Custom Report |
| Top 20 Creators (default view) | Image | 1. This card view will display the Top 20 best performing Creators (in descending order of GMV) affiliated with the TAP, within the specified time period. 2. Available tags will denote whether the Creator being displayed is bound to their CAP or not 3. In addition to the Creator, further information will be available regarding 1. The Creator's GMV contribution in the selected timeframe 2. The GMV generated by the Creator in the selected timeframe 3. % deviation in GMV generated across the selected date range period over period 4. Users can also export the data of all Creators for offline analysis and sharing 5. They can also select on "View All" to be navigated to Custom Report |
| Top 20 products (default view) | Image | 1. This card view will display the Top 20 best performing products (in descending order of GMV), being promoted by Creators affiliated with the TAP, within the specified time period. 2. In addition to the product, further information will be available regarding 1. The product's GMV contribution in the selected timeframe 2. The GMV generated by the product sells in the selected timeframe 3. % deviation in GMV generated across the selected date range period over period 3. Users can also export the data of all products for offline analysis and sharing 4. They can also select on "View All" to be navigated to Custom Report |
| Top 20 collaborated sellers (default view) | Image | 1. This card view will display the Top 20 best performing collaborated sellers for the TAP (in descending order of GMV), within the specified time period. 2. In addition to the product, further information will be available regarding 1. The seller's GMV contribution in the selected timeframe 2. The GMV generated by the seller in the selected timeframe 3. % deviation in GMV generated across the selected date range period over period 3. Users can also export the data of all collaborated sellers for offline analysis and sharing 4. They can also select on "View All" to be navigated to Custom Report |
| Top 20 videos (default view) | Image | 1. This card view will display the Top 20 best performing videos generated by Creators associated with the TAP (in descending order of GMV), within the specified time period. 2. In addition to the video, further information will be available regarding 1. The video's GMV contribution in the selected timeframe 2. The GMV generated by the video in the selected timeframe 3. % deviation in GMV generated across the selected date range period over period 3. Users can also export the data of all videos for offline analysis and sharing 4. They can also select on "View All" to be navigated to Custom Report |
| Top ranking by other criteria | Image | 1. Apart from the default sorting option (by GMV), users can also view top ranking details for these 5 data attributes but will be able to see rankings on the basis of 1. Estimated commissions 2. Orders (SKU) 3. Top views 2. In using these other ranking criteria, users will similarly see an absolute value of the criteria, % contribution to the criteria and % deviations 3. Users will be able to similarly export and view all values in the list Note: For the "Top views" ranking parameter, cards for ONLY Top 20 videos will be displayed as other cards will not make logical sense |
§18 Frequently Asked Questions (FAQs)
Frequently Asked Questions (FAQs)
Do I need any special access or permissions to access this TAP Data overview interface? TAPs do not need any specialized access to access this functionality and should be able to access this functionality. Can I customize the metrics I see for the core data and creator/content metrics sections? In this phase of the launch we have included the most critical metrics for TAP consideration based on conducted user research. In a subsequent phase of the launch, we can incorporate the ability to include/exclude specific metrics upon user research and usability validation.