[MCN SEA+UK]TTSPC Data Compass Playbook

More guidance for MCN in TTSPC: Guide for MCN/CAP On TikTok Shop Partner Center If you have a TSP Role, Data Authorization process can refer to this Doc: 【TSP SEA+UK】TTSPC Data Compass Playbook

Product Feature

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Application Scenarios

Scenario 1: Live Operation - Analyze real-time live & recap performance, Monitor multiple livestreams at the same time.

<div style="text-align: center"><strong>Real-time monitoring of live transactions</strong></div>

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1. Monitor user's entry/live trends, capture traffic peaks and seize high conversion opportunities.
2. Analyze the conversion of different products to find potential products with low impression and high conversion.

<div style="text-align: center"><strong>Monitor multiple livestream</strong></div>

1. Monitor all creators' performances who are doing livestreams at the same time, find highlights and lowlights in the live room more quickly.

<div style="text-align: center"><strong>Recap creator historical live performance</strong></div>

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1. Check each creator's past live performance to monitor their diligence and sales performance in a period.

Scenario 2: Video Operation - Find good performance videos and Replicate Success Cases.

<div style="text-align: center"><strong>Monitor video performance</strong></div>

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1. Monitor the number of videos posted by each creator and overall video sales performance.
2. Analyze each video's product sales and find the best performance video recently to give more promotion budgets.

<div style="text-align: center"><strong>Learn from excellent video</strong></div>

1. Analyze the sales performance of different products within one video and find suitable product for this video content.
2. Learn from excellent examples of selling the same product, optimize your own video content to make the content more attractive.
3. Analyze each video's finish rate and traffic trends, summarize high finish rate/traffic videos' production experience.

Scenario 3: Product Strategy - Monitor different creators' product sales Performance

<div style="text-align: center"><strong>Monitor product sales performacne</strong></div>

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1. View each creator's sale performance, understand the best performance products, and match the creator with suitable products.
2. Filter by shop to check how much GMV has been achieved by each creator, which makes it easier to calculate the goal achievement of each shop.

<div style="text-align: center"><strong>Analyze each product's perfomance</strong></div>

1. Analyze each creator's contribution to product revenue and find which content created most revenue, learn from the good examples and adjust creator's product strategy.
2. Analyze product's buyer profile and match it with creator's followers profile, find the potential creators for the product.

How to get creator's data authorization to check their performance?

Step 1 Agencies can go to [ data authorization ] page and click [request] to send data authorization request. *If you are a cross-border partner, you can switch markets and check creators under different markets.

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Step 2 fill in the request authorization period. Note: the data authorization request will expire in 7 days . After expiration, you need to resend request

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Step 3 - After the agency sends an authorization application, the creators will receive an invitation on the TikTok app：

After clicking on the message, creator can go to the data authorization page and choose to authorize or decline. Image If creator chooses authorize, you can go to authorized tab and click [view data] to check the data *If you are a cross-border partner, you can switch markets and check creators under different markets.

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History Data in old Partner Platform:

1. For creators who already authorized the service and data to an agency, the available time period of data will be same as the old partner platform.
2. For creators accounts which have been bound with the agency, these creator accounts data will be moved to the new TTSPC.
3. After moving to the TTSPC, the original bound creator official and marketing accounts data can't be viewed as a MCN.

Change Between different Partner roles and Markets //

• If an agency has both TSP and MCN dual identities, the agency can click on the name logo in the upper right corner and click on it to switch to TSP/MCN identity, while the devolved data, too, will change according to the account data bound to different identities.
• For agencies who operate in different markets, they can click on the name logo in the upper right corner and switch to different markets to check market performance.
• Notice: an agency can only check one role performance in one market at one time.

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(Note: The screenshot is for reference only and uses a test account with mock data. The actual interface and features may differ.)

We have introduced a new Content Type Based GMV Attribution where GMV will be attributed to the last content type that a buyer clicked on when checking out a product. As such, across the Analytics pages, transaction related metrics (e.g. Direct GMV, Orders, C_O, GPM, Buyers) for LIVE/ Video will now be updated to reflect the logic change. ++LIVE++++ ++++Direct GMV & Video Direct GMV++

• You'll now see LIVE Direct GMV and Video Direct GMV metrics which previously were not available and are calculated using the Content Type Based GMV Attribution
• LIVE Direct GMV and Video Direct GMV refer to the total amount paid for orders that are placed directly from creator's LIVE or Video, including returns and refunds. This means that GMV is only tabulated based on the last clicked LIVE/VIDEO.
• Therefore, LIVE Direct GMV and Video Direct GMV are indicators of how effective a livestream or video is in directly driving conversions and sales

No change: 100% of Affiliate GMV = LIVE + Video + Showcase

• The way commission is calculated for creators will ++not++ change
• The Affiliate GMV allows you to track the overall GMV performance, and takes into account attributed GMV as well. Traditionally, this is what is used to calculate your commission and, as there are no changes to this, this means there will be no changes to how your commission is calculated**.**

How to use data overview?

• You can use this to understand the overall transaction performance and sales rate of your bound creators
• You can also find the percentage of creators with sales to determine the activity of your creators
• Analyze the live/ video content channels and the number of content releases and and the CTR conversion rate

Core Data

• Livestreaming Partners: The number of partners that have livestreamed during the selected period
• Active Rate: (Active Live Partners/ Partners) * 100%
• Partners with Sales: The number of partners that generated in revenue during the selected period
• Sales Rate: (Partners with Sales/ Partners) * 100%

Affiliate Performance

• Affiliate GMV: The cumulative amount paid for orders generated from all partner channels during the selected period, including in-house and Affiliate channels, and including returns and refunds
• Est. Commission: The estimated commission a creator can receive, but it may differ from the actual commission payment due to factors such as orders refunds.
• Commission base: This is the base number which we use to calculate the estimated commission, and excludes taxes.
• Items Sold: The number of items sold in the selected time period

Creator Performance

• LIVE Direct GMV: LIVE direct GMV is the total amount paid for orders that are placed directly from LIVEs, including returns and refunds. This means that GMV is calculated based on the last clicked livestream and excludes any form of attributed GMV
• LIVE Avg. Direct GMV: The average GMV achieved from LIVE stream by creators during the selected period
• LIVE Orders: The number of SKU orders created and paid by users from LIVE stream
• LIVE Product Sales: The cumulative number of products sold from creators LIVE stream during the selected period
• LIVE Avg. CTR: (Number of product clicks / number of livestream views) / livestreams
• Direct Refund GMV: The cumulative amount refunded to buyers during the selected period based on Direct GMV achieved. This means that the Refund GMV only calculates GMV from refunded orders based on buyer's last clicked content type and excludes any form of refunded orders from attributed GMV.
• Video Direct GMV: Video direct GMV is the total amount paid for orders placed directly from videos, including returns and refunds. This means that GMV is only calculated based on the last clicked video and excludes any form of attributed GMV
• Video Orders: The number of SKU orders created and paid by users from creators videos
• Video Product Sales: The cumulative number of products sold from creator videos during the selected period
• Video Avg. CTR: (Number of product clicks / number of video views) / number of videos

<div style="text-align: center"><img src="https://p16-arcosite-sg.ibyteimg.com/tos-alisg-i-k9wyc2ijk0-sg/bc01da57983e4dbc8bf8b27c4ec64221~tplv-k9wyc2ijk0-image.image" width="2878px" /></div>

Use cases:

• Partner portal live screen: support to view live & real-time data of multiple creators at the same time
• Review live data: support viewing the historical live data of creators
• Authorization of creator data: Agencies only get access to this after they have obtained permission from creator.

Ongoing livestreams

There are creators on LIVE.

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Here, you can see the profile pictures, names and handles of people who are currently on LIVE (for ease, you can filter specific creator by name or handle in the search bar).

• For agencies that have obtained data authorization, you will be able to see the following metric for the chosen creator:
• GMV: The cumulative amount paid for orders generated from all partner channels during the selected period, including in-house and Affiliate channels, and including returns and refunds
• Direct GMV: This is the total amount paid for orders that are placed directly from LIVEs, including returns and refunds. This means that GMV is calculated based on the last clicked livestream and excludes any form of attributed GMV
• Viewers: The number of viewers watching the LIVE stream
• Sales: The cumulative number of products sold from creators LIVE stream during the selected period
• Orders created: The number of SKU orders created by users from LIVE stream
• Product Clicks: The number of clicks to the promoted Product
• Order paid: The number of SKU orders paid by users from LIVE stream
• Product Impressions: The number of views to the promoted Product
• For those who have not obtained data permission, the button to apply for permission is displayed. At the same time, regardless of the data permission, agencies can view the creator’s live page, comments and commodity since this information is displayed publically during the LIVE.

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When you click on any live card, more detailed information will be displayed as shown below.

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If you click on the LIVE screen button (as displayed on the green background), you are able to to get more information about the creator via the Live Dashboard.

Live Dashboard

We have 2 versions of Live Dashboard available - Basic and Advanced. Here you can monitor real-time live performance of live as it's happening or monitor performance of historic lives you have hosted.

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• Core transactions and traffic metrics are outlined in the below image

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• You can also view the breakdown information for every product's sales & conversion rate

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• Traffic source

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After live ends, you can also replay livestream to recap live comments and host performances.

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All livestreams

Under the All livestreams option, you can select a creator to view their historical livestreams. You can apply for permission in batches or alternatively apply for data permission for a single historic livestream.

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After obtaining the data permission, you can view the Start Time, Duration, GMV, Direct GMV, Viewers and Items sold. If you click on LIVE Screen (highlighted in green text), you can jump to the live screen of the creator to get further data.

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Q&A

1. Why are the common data indicators in the live room floating?
2. Each data indicator will be compared with the last five minutes and updated every minute
3. How many creators can get onto the live screen at the same time?
4. Max 5
5. What is the query range of the historical live room data?
6. The live room which is after signing the contract can be found, and the live room data during the contract time will be provided.
7. Example: Creator A signs a contract with the agency on May 1, 2020, then creator A terminates the contract on October 1, and finally re-signs on July 1, 2021. This way, the agency can apply for 01/04/2020 - 01/10/2020 time period and 01/07/2021 - current time period for data permissions.
8. What if it shows creator's data as not being available？
9. Agencies cannot send data authorization requests to account holders who are based in the United States.

Use cases

1. Master the content production ability of creators

By intuitively showing CTR, CO, RPM indicators, creator analysis can help agencies analyze the content output quality of the creators.

1. Analyze the performance of creators

Showing the exposure, conversion and transaction efficiency of all creators in both live/video can help agencies quickly grasp the content attractiveness and the ability to monetize the goods of the creators, so that determines the long-term cooperation strategy of the creators and agency.

1. Tracking commission income

Creator analysis can help agencies understand the commission income of different creators to get out the total income.

Creator data

When you click on Creator Analytics, you'll be able to see the data of authorized creators in this section. You can send an authorization application to creator clicking request authorization in pending authorization if s creator has not approved the authorization as of yet. If you select Metrics, you can select what you would like to view for all sellers who have authorized data. Under the 'Affiliate Performance' metric sub-heading, you can find the following:

• Affiliate GMV
• Items Sold
• Est. commission
• Commission base

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Q&A

1. How long does the request expire after the agency initiates the authorization?
2. Expires if there is no response in 7 days
3. What if it shows creator's data as not being available？
4. Agencies cannot send data authorization requests to account holders who are based in the United States.

The new video analytics on the partner platform helps agencies get a comprehensive view of the video performance of managed creators, measure their diligence, content creativity, content popularity and ability to deliver products. This feature is built to enhance creator management efficiency. Image Image Use cases

1. Mastering the overall performance of Creator Videos

Agencies can view the amount of transactions, commission income and video releases brought by videos in any period of the last 3 months, and also support viewing the trend of transactions and video releases in the period to help agencies grasp the diligence and ability of the creator to sell products.

1. Understand the number of videos posted and the video carrying capacity of each creator

Agencies can filter by account to view the video posting of different creators and their performance in bringing products, and at the same time, they can view the performance of the daily videos of the creators, so that they can promptly explore the explosive videos for marketing promotion.

1. Understand the content of each video / Deal performance and closing / Watching user profile

Understand the transaction/attraction revenue and promotion effect of the short video channels of the creators within the statistical time, conveniently learn the similar short video production experience of the excellent creators, understand the video's viewer and transaction user profile, and the difference between different people.

Core data

Video list

Video Detail

Transaction Analysis

Content Analysis

Audience Analysis

Q&A

1. Why is it impossible to see video details for some video?
2. Videos, whose status are set to private or deleted, do not support playback and cannot display video pictures;
3. Videos, whose status are set to private and have never been made public, have no transaction or content data;
4. Why are the recommended videos with high revenue not shown in the transaction analysis in the video detail page?
5. For videos with multiple product links, you need to select one product in the video detail page-transaction analysis, and the video of the TOP3 revenue amount in all videos (including the Creator/Merchants' own short video and other Creator/Merchants' short videos) with the same product will be displayed below the transaction analysis.

Use cases 🔥Scenario 1: Monitor every creator's product sales performance Agencies can view the overall sales, commission income, and sales trends of specific accounts for the selected time period by selecting different accounts. By viewing the sales trends of products, you can understand the changes in a specific account's output and ability to sell products. You can also spot accounts which are displaying a significant decrease in their ability to sell products. 🔥Scenario 2: View the percentage of deals brought by different creators to the item and the high revenue excellent content Agencies can see the amount and percentage of sales for each creator and the number of live streams/videos that sold the product. Agencies can also see the percentage of sales from different channels of live/video/merchandise cards. It helps agencies find the videos and livestreams that bring the highest sales to the product. Agencies can learn from the best content and imitate the content production methods to create more explosive content. Please note that GMV is different than Direct GMV because GMV takes into account attributed GMV from affiliates in order to make sure that the commission paid to Creators via Affiliate Plans does not change. However, Direct GMV only considers the total amount paid for orders that are placed directly from Videos, including returns and refunds.

Select time period

You can choose to view data from the the last 28 days, the last 7 days, specific days, weeks or months, and custom time periods. Notes:

1. When a custom time period is selected, UV indicators (Buyers and Viewers) are not displayed
2. If the account has not been authorized to view the data for the selected time period, the data cannot be viewed when the time period is selected

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Core data

You can select an account and view the performance over a set period of time. The metrics you can see are:

• Affiliate GMV
• Est. Commission
• Items sold
• Direct GMV
• Orders Select up to 2 indicators at a time to view the trends

5.4 Affiliate Performance

Within Affiliate Performance, the metrics you can select are:

• GMV
• Items sold
• Est. Commission

5.5 Creator Performance

If you click on Metrics, you can select different metrics to see the performance of different products. You can select from various filters as highlighted in the screenshot below Image Image

5.6 Product Details

If you click on View details (highlighted in green), you will be redirected to the Product Details page which provides the breakdown of individual products and provides information on Product Performance, Channel Analytics and User Analytics. Please note all transaction related metrics under the [Product Details] section are calculated using the old Commission Based Attribution logic. However, this logic will be updated at a later date to ensure consistency with the other metrics.

• Product Performance - this supports agencies in gathering more detailed data of the product:

<div style="text-align: center"><img src="https://p16-arcosite-sg.ibyteimg.com/tos-alisg-i-k9wyc2ijk0-sg/3c092ffe48634bf9826c434827939473~tplv-k9wyc2ijk0-image.image" width="2880px" /></div>

• Channel Analysis
• By splitting the merchandise transactions according to the Creator dimension, you can view the individual Creator's:
• Revenue, Percentage of transactions（The proportion of the transaction amount of the goods delivered by the person in the selected time period to the total transaction amount of the goods）, Orders, Item Sold, Buyers
• Split the product transaction by transaction channel, you can view the product in different channels:
• revenue, Percentage of transactions, Orders, Item Sold, Buyers,CTR，C_O
• Support to view the video with the most transactions for the product, click on the video details to jump to the video analysis page
• revenue, orders, item sold, buyers
• Support viewing the livestream with the most transactions for the product.：
• live-stream room name, start time, creator name&picture of this livestream, revenue, orders, item sold, buyers

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  * User Analysis - you can use the information in this section to identify the types of people that are likely to purchase the product and identify the demographics of the product.

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