Profit, Affiliate ROI, and Sample ROI
Last updated: November 3, 2026
TikTok Shop tells you what you sold, but not what you kept after product costs, TikTok's fees, creator commission, ads, and samples. The Profit tab on the Dashboard puts those costs against your sales. You can see profit by day and by product, what your affiliate program returns, and which samples pay off.
The tab has three views: P&L, Affiliate ROI, and Samples. All three use the Dashboard's dates, up to 12 months at a time.
Set your costs first
Profit only knows the costs you give it. Click Costs to set them.
| Setting | What it does |
|---|---|
| Unit cost by SKU | What one unit costs you: the product plus inbound freight. It prices that SKU's units sold and its samples. |
| Product cost (% of retail) | Prices every SKU that has no unit cost. Leave it empty to count only the SKUs you've priced. |
| TikTok fees (% of net sales) | Starts at 6%, TikTok's standard US referral fee (as of October 2026). Raise it if your settlement statements show you pay more. |
| Shipping per order | What you pay to ship an order. Enter 0 if TikTok or the customer pays for shipping. Leave it empty to leave shipping out. |
| Shipping per sample | Added to the cost of every sample you ship. |
Unit cost by SKU lists the SKUs you sold in the last 90 days, best sellers first, with each one's average selling price and margin. To fill in many at once, click Export CSV, enter costs in the unit_cost column, then Import CSV and Save. Keep the sku_id column as it was exported. A blank unit_cost clears that SKU's cost, and SKUs left out of the file keep theirs.
If your Shopify store is connected to Euka, click Import from Shopify to fill in unit costs from the Cost per item you keep in Shopify. Euka matches each TikTok SKU to the Shopify variant with the same SKU code (the Seller SKU in TikTok Shop and the SKU in Shopify) and saves its cost right away, marked From Shopify. A cost you enter yourself always wins: importing again never replaces it, and only updates costs that came from Shopify. SKUs without a matching SKU code, without a cost in Shopify, or with a cost in another currency are left for you to fill in.
Costs apply to every date range, past ones included. If you change a cost today, last month's profit changes too.
Read the P&L
The P&L adds up your sales and costs for the selected dates:
| Line | Where it comes from |
|---|---|
| Gross sales | TikTok: what customers paid for orders placed in these dates, after your discounts, before cancellations and refunds. |
| Refunds | TikTok: refunds issued in these dates. |
| Net sales | Gross sales minus refunds. |
| Product cost | Units sold of each SKU times its unit cost. SKUs without one use your product cost percentage. |
| Gross profit | Net sales minus product cost. |
| TikTok fees | Your fee percentage times net sales. This is an estimate, not your settlement. |
| Shipping | Orders times your shipping per order. |
| Affiliate commission | TikTok's estimate for affiliate orders. Outside the US, it's affiliate sales times the average commission rate on your shipped samples. |
| Contribution | Gross profit minus TikTok fees, shipping, and affiliate commission. It's what your sales leave before any marketing. |
| GMV Max ads | Your GMV Max spend, once TikTok Ads is connected. |
| Samples | Samples shipped in these dates at their cost, plus shipping per sample. |
| Creator payments | Contests, usage rights, paid campaigns, and programs paid through Euka, plus payouts you marked as paid outside Euka. |
| Net profit | Contribution minus GMV Max ads, samples, and creator payments. |
Each line is labeled with where its number comes from: TikTok, Your costs, Estimate, Euka, Not set, or Unavailable. A line that's Not set or Unavailable is left out of the totals, so net profit reads higher than it really is until you fill it in. GMV Max spend billed in another currency is converted into your Shop's currency at the European Central Bank's daily rates and counted, with TikTok's own amount beside it; it's left out only when a day in your dates has no rate yet. Creator payments, which Euka settles in USD, are left out for a Shop that sells in another currency.
The four figures at the top are Net profit, Net margin (net profit as a share of net sales), Contribution, and Break-even ROAS. Break-even ROAS is net sales divided by contribution: the GMV Max ROAS an ad-driven sale needs before it stops losing money. Set your GMV Max ROAS targets above it.
When TikTok hasn't finalized the last days of your range yet, a note above the figures says which day its sales run through. TikTok shares Shop sales for the last 180 days and SKU sales for the last 178, so the sales lines of an older range show as unavailable.
Profit by product
Profit by product shows the same lines for each product that sold in the dates, best sellers first, for up to 1,000 products. Affiliate commission is split by each product's share of affiliate sales, and creator payments stay at Shop level. Until every SKU of a product that sold has a unit cost, or you set a default percentage, the product shows Set a cost, which opens Costs.
Compare with your settlement
Profit is an estimate. TikTok's actual fees depend on category, promotions, and refunds, and they're settled later. Compare the P&L with your Seller Center settlement statements, and adjust TikTok fees if they differ.
Affiliate ROI
Affiliate ROI compares affiliate sales (GMV from creators' videos and LIVEs) with what your affiliate program cost in the same dates: samples, affiliate commission, and creator payments. It's a ratio for the period, not attribution, and it isn't the same as GMV Max ROAS. You can narrow it to one contest, and it also shows the media value of your affiliate videos at your own rates.
Samples
Samples follows each sample shipped in the selected dates. A video counts toward a sample when the same creator posts it for the same product within 60 days of shipping, and that video's sales count up to today.
- The figures at the top show samples shipped, how many led to a video, videos and sales (GMV) per sample, cost per sample, and Sample ROI: sales divided by what the samples cost. Each one has a trend by ship date: a point a day for up to 60 days, and a point a week for longer dates. Hover a figure's name to see how it's worked out.
- Sample to revenue follows your samples from Samples sent to Creators posted, Videos produced, TikTok Shop GMV, Used on Meta, and Meta revenue. Under Samples sent is what those products cost you before shipping. Biggest drop marks where you lose the most samples, with a suggestion for what to try.
- Used on Meta counts the videos from these samples that run in your Meta ads with the creator's permission (usage rights). Meta revenue is the purchase value Meta reports for those ads, in your ad account's currency, from the first day of your dates to today. Both need Meta Ads connected, which is on Growth, Business, and Autopilot. Until then they say Not connected, and Connect Meta takes you to Ads > Meta Ads.
- Breakdown splits the results by how the sample started (Creator applied or You invited), by Creator tier (L1 to L7), and by Product.
- By ship week shows each week's samples, or each month's as By ship month when your dates run longer than 3 months. A week or month with samples still inside their 60 days says Still coming in.
- Creators lists your Top sellers, your Super posters (3 or more videos per sample), and creators with No video within 60 days of any sample. Export downloads the whole list for your dates as a CSV, with each creator's handle, ID, samples, videos, and GMV.
Samples shipped in the last 60 days are still inside their window, so their results are still coming in. Judge them once the window has closed. The trends draw that stretch lighter.
Ask Copilot or your AI tool
Copilot, and AI tools connected over MCP (Growth, Business, and Autopilot), can read your P&L, profit by product, Affiliate ROI, and Sample ROI, and export a Sample ROI creator list. They can also save the unit costs you give them, or import them from Shopify. See Use Euka in Claude, ChatGPT, and other AI tools.
Sharing
A shared dashboard can include Affiliate ROI. The P&L, Samples, and your costs are never shared.