Glossary
Last updated: October 3, 2026
This glossary explains the terms and metrics you see in Euka. The Dashboard metrics use the same definitions as the Dashboard itself, and terms that belong to TikTok Shop are marked as TikTok's.
Where to see what a number means
On the Dashboard, hover any underlined metric name. The tooltip says what the metric means, where it comes from, the matching page in Seller Center (where you manage your Shop on TikTok), and how far TikTok's data goes. If a number doesn't match Seller Center, see Why Euka's numbers differ from Seller Center.
TikTok Shop terms
These are TikTok's own terms, as TikTok Shop uses them (as of September 2026).
| Term | What it means |
|---|---|
| Affiliate | A creator who promotes your products on TikTok Shop and earns commission on the sales. |
| Affiliate Center | The part of Seller Center where you manage creators, collaborations, samples, and affiliate orders. |
| Open Collaboration (Open Collab) | A public offer on your products: any affiliate can promote them at the commission you set, and request a sample. |
| Target Collaboration (Target Collab) | An invitation your Shop sends to creators you choose, with its own commission rate. |
| Sample request | A creator's request for a free sample of your product. Your Shop approves or rejects it. |
| GMV | Gross merchandise value, or sales: the value of the orders placed, as TikTok reports it. |
| GPM | GMV per 1,000 video views. We show a creator's GPM (30d) as TikTok reports it. |
| PPS | Promotion Performance Score: TikTok's score for the quality of a creator's shoppable content and product choices over the past 90 days. |
| Showcase | The shop on a creator's TikTok profile, where they list the products they promote. A creator who has added yours is Showcasing it. |
| SKU | One variant of a product, such as a size or color. |
| Spark Code and Spark Ads | A Spark Code is a code from the creator that lets you run their post as an ad, called a Spark Ad, from their account. See Spark Codes. |
| GMV Max | TikTok's automated ad campaigns for TikTok Shop. See GMV Max. |
| Standard rate and Shop Ads rate | The commission rate on an affiliate order, and the rate you can set for orders that came from your ads. Without a Shop Ads rate, ad-driven orders are paid at the Standard rate. |
| Partner rate | The commission rate for an affiliate partner, such as an agency, when there is one on the order. |
| Settlement | Whether TikTok has settled the commission on an affiliate order. INELIGIBLE means the order was returned, refunded, or canceled. |
| Shop Performance Score | TikTok's score from 0 to 5 for product satisfaction, fulfillment and logistics, and customer service. We show it as Shop Health, for US Shops. |
| Post Fulfillment Rate | A creator metric you can filter by in AI Creator Search, outreach agents, and Videos: TikTok's estimate of how often a creator posts a video after they get a free sample. |
| Weekly outreach limit | TikTok's weekly cap on how many unconnected creators your Shop can reach with Target Collaboration invites and messages. See Outreach limits. |
Euka terms
| Term | What it means |
|---|---|
| Outreach agent | Automated outreach that messages or invites creators for you. Older guides call it a bot. See Outreach agents. |
| Follow-up | A message an agent sends a set number of days after its previous one. An agent can send up to 2. |
| Affiliate CRM | The part of Euka that holds your creators: Creators, Lists, Segments, Sample Requests, and Creative Briefs. |
| List | A group of creators you pick yourself. |
| Segment | A group of creators defined by criteria, such as sample status, GMV, or posting, that outreach agents can target. See Segments and CRM agents. |
| Creative brief | A page of guidance for creators, such as talking points and hooks. See Creative briefs. |
| Sample statuses | They follow TikTok's: To Review, Ready to Ship, Shipped, Content Pending (delivered, with no video yet), Completed (video posted), and Canceled. TikTok marks a sample Content Unfulfilled when no video follows in time. |
| GMV (30d) of a creator | The creator's total TikTok Shop GMV over the past 30 days, across every Shop they sell for, not only yours. |
| Creator level | The Dashboard's L1 to L7, by a creator's 30-day GMV: L1 $0–$5K, L2 $5K–$25K, L3 $25K–$60K, L4 $60K–$150K, L5 $150K–$400K, L6 $400K–$1.5M, and L7 $1.5M and up. L3+ is $25K and up. |
| GMV tier | The same brackets in AI Creator Search and Sample Requests, with an extra L0 for under $1K, so L1 there is $1K–$5K. |
| Finalized reporting date | The last day TikTok has finalized, shown above the Dashboard sections. TikTok's sales numbers stop there. |
| Social Intelligence | Research on the top brands, products, categories, and videos in TikTok Shop. See Social Intelligence. |
| Halo Effect | How your TikTok views relate to your Amazon and Shopify sales. See Halo Effect: Amazon and Shopify. |
Outreach agent types
When you create an agent, the first three types are listed under Agents for Outreach and the other four under Agents for Re-engagement.
| Agent type | What it sends |
|---|---|
| Target Collaboration + Message | A Target Collaboration invite, then the invite's product card and your message. We suggest it for new Shops. |
| Target Collaboration Only | Target Collaboration invites only. |
| Message + Open Collab Product Card | An Open Collaboration product card, then your message. |
| Message Only | Your message only. |
| Message + Photo | Your message with a photo (.png or .jpg). |
| Message + Creative Brief | Your message, then a creative brief. |
| Message + Spark Code Form | Your message, then a form where creators submit Spark Codes. |
Dashboard metrics
"Your range" is the date range you pick on the Dashboard. A product or agent filter changes some sales metrics, as noted.
Sales
| Metric | Definition |
|---|---|
| Total GMV | Your Shop's GMV from TikTok's Shop Analytics, up to the finalized date. With a filter, it's those products' GMV from Product Analytics, for at most 5 products. |
| Affiliate GMV | GMV TikTok attributes to affiliate creators, from your Affiliate Center data. It includes orders that came from GMV Max ads. With a filter, it's those products' video and LIVE GMV. |
| Seller GMV | Total GMV − Affiliate GMV. It shows a dash (—) with a filter, or when Affiliate GMV is higher than Total GMV. |
| Orders | Checkout orders. SKU orders count each variant in an order separately. |
| AOV | Average order value: Total GMV ÷ Orders. |
| Avg. Daily Orders | Orders ÷ the number of days with order data. |
| Shop LIVE GMV | GMV from every LIVE on your Shop, both yours and creators'. |
| Affiliate LIVE GMV | GMV TikTok attributes to affiliate creators' LIVEs. |
| Est. affiliate commission | Estimated creator, Shop Ads, and partner commission on orders created in your range (GMT-8), without bonuses. It's for US Shops only. |
| Revenue / Creator | Creators' video revenue ÷ the number of creators who posted. |
Content
| Metric | Definition |
|---|---|
| Videos Posted | Affiliate creator videos posted in your range. |
| Active Creators | Creators who posted at least one video in your range. |
| Products Featured | Products with at least one creator video in your range. It isn't the number of products in your Shop. |
| Video Conv. Rate | Videos that earned at least $1 ÷ Videos Posted. |
| Video Views (All Accounts) | Views on videos from your own and affiliate accounts, counted on the day each view happened. |
| Avg. Impressions / Video | Shoppable-video impressions ÷ Videos Posted. |
| EMV (Earned Media Value) | Impressions × your CPM ÷ 1,000. The CPM (price per 1,000 impressions) is $3.00 until you change it in the section. |
| Total Value Driven | Affiliate GMV + EMV, shown only when both cover the same dates. |
| Total Content, Total Views, Total Likes, and Total Comments | On the Content tab: TikTok videos by the day they were posted, and engagement by the day it happened. |
Sampling
| Metric | Definition |
|---|---|
| Sample Requests | Sample requests created in your range. |
| Samples Approved | Requests created in your range that are now past review, meaning not To Review or Canceled. |
| Sample Approval Rate | Samples Approved ÷ Sample Requests. |
| Samples Shipped | Samples shipped in your range. |
| Fulfillment Rate | Samples Shipped ÷ Sample Requests. Each is counted by its own date, so they aren't the same requests. |
| Post Rate | Of the samples shipped in your range, Completed ÷ (Completed + Content Unfulfilled). Samples still waiting for a video are left out, so a recent range reads high at first. |
Outreach
| Metric | Definition |
|---|---|
| Initial Messages Sent | First messages your outreach agents sent. Follow-ups are counted separately. |
| Initial Message Reply Rate | Initial messages that got a reply ÷ initial messages sent. |
| Follow-up Messages Sent | Follow-ups your outreach agents sent. |
| Emails Sent and Email Open Rate | Campaign emails sent, and opened ÷ sent, counted on the day each email was sent. |
| Target Invites | Target Collaboration invites we sent successfully. |
| Creators Reached | Unique creators your outreach contacted. |
| Creator Funnel | Unique creators at each stage: Contacted creators, Requested samples, Received samples, Posted content, and Drove sales (a posted video with sales). |
| Reply rate | On Agent & segment performance: replies ÷ conversations, for each agent. |
Creators tab
| Metric | Definition |
|---|---|
| Active creators | Creators who posted a video for your Shop in your range. |
| New creators | Active creators with no earlier video for your Shop. |
| Churned | Creators active in the period of the same length just before yours, but not in yours. |
| Retention rate | (Previous-period active creators − Churned) ÷ previous-period active creators. |
| Total revenue | Affiliate GMV. With a product or agent filter, it's those creators' video revenue. |
| Avg revenue / creator | Total revenue ÷ Active creators. |
| Total views | Shoppable-video impressions of those creators' videos, not views. |
| Request rate, Approval %, and Posted % | In Sample funnel by level: Requests ÷ Invites sent, Approved ÷ Requests, and Posted ÷ Shipped. |
| Cohort retention | Creators grouped by the month they first posted, and the share of each group who posted again later. Groups under 3 creators are hidden. |
Products tab
| Metric | Definition |
|---|---|
| GMV | The product's GMV across all channels, from TikTok's Product Analytics. |
| Affiliate GMV, Seller Video GMV, Seller LIVE GMV, and Seller Product Card GMV | The product's GMV by channel, as TikTok attributes it. |
| Refund Rate | Refunds ÷ GMV. |
| Available Stock | Units available to order right now, across every SKU and warehouse. It ignores your dates. |
| Product Impressions | Times the product was shown, on any channel. These aren't video views. |
| CTR and CTOR | Click-through rate (product clicks ÷ product impressions) and click-to-order rate (SKU orders ÷ product clicks), as TikTok reports them. |
| Request Rate | Samples Requested ÷ Invites Sent. |
| Samples Shipped | Requests created in your range that also shipped in it. The Samples Shipped section on Performance counts every sample shipped in your range. |
| Video ROI | Affiliate GMV ÷ Videos Posted. |
| Video CVR | Items Sold ÷ Product Impressions. |
Ads
| Metric | Definition |
|---|---|
| Ad Spend | GMV Max spend in your range. |
| ROAS | Return on ad spend: revenue TikTok attributes to your GMV Max ads ÷ Ad Spend. |
| Cost per Order | Ad Spend ÷ Orders from Ads. |
| Orders from Ads | Orders TikTok attributes to your GMV Max campaigns. |
| Low-ROAS creatives and Top performing creatives | Of the 50 videos posted in your range with the most GMV Max spend: up to 10 with spend over $1 and ROI under 3, and up to 10 with spend over $5 and ROI of 3 or more. Their spend and ROI aren't limited to your range. |
| Ad Sales and Ad Sales % | On Content > Videos: our estimate of a video's sales that came from GMV Max ads, and that estimate's share of the video's sales. |
| Reported ROI and Ad ROI | TikTok's ROI (paid and organic sales ÷ ad spend), and Ad Sales (our estimate) ÷ Ad Spend. |
| ACoS | Ad spend ÷ units sold from ads: a cost per item, not the ad spend ÷ ad sales that ACoS usually means. |
FAQs
What's the difference between Post Rate, Fulfillment Rate, and Post Fulfillment Rate?
Post Rate and Fulfillment Rate are Dashboard metrics about your own samples: how many shipped samples led to a video, and how many requests shipped. Post Fulfillment Rate is TikTok's estimate for one creator, which you can use to filter creators before you contact them.
Why is a creator L1 on the Dashboard but L0 somewhere else?
The Dashboard's L1 covers $0–$5K of 30-day GMV. AI Creator Search and Sample Requests split that into L0 (under $1K) and L1 ($1K–$5K).
Why doesn't Total views on the Creators tab match Video Views?
They measure different things. The Creators tab's figure comes from impressions in your affiliate data, while Video Views (All Accounts) comes from TikTok's video analytics and also covers your own accounts.
Is Affiliate GMV the same as organic sales?
No. Affiliate GMV also counts creator sales that came from GMV Max ads. For estimates of the split, see Why Euka's numbers differ from Seller Center.
What happened to "bots"?
They're now called outreach agents, under Outreach > Outreach Agents. The old "Message + Target Collab" is now Target Collaboration + Message.