Why Euka's numbers differ from Seller Center
Last updated: October 3, 2026
We take most of the numbers about your Shop, like sales (GMV), from TikTok. But we don't always read the same report that Seller Center (where you manage your Shop on TikTok) shows you, at the same moment, or for days that start at the same hour.
This article shows where each Dashboard number comes from and how fresh it is, and gives you a checklist for when a number doesn't match.
Where each number comes from
Hover a section's underlined name on the Dashboard to see these details for that section: its source, the matching page in Seller Center, when we last refreshed it, and TikTok data through.
In the table, affiliates are the creators who promote your products for a commission, and Affiliate Center is the part of Seller Center where you manage them. GMV Max is TikTok's automated ad campaigns for TikTok Shop.
| Euka number | Comes from | How fresh | Compare in Seller Center (TikTok's menus, as of September 2026) |
|---|---|---|---|
| Total GMV, Orders, and Shop LIVE GMV (no product or agent filter) | TikTok's Shop Analytics | Read from TikTok, then kept up to 12 hours | Analytics > Shop analytics: Key metrics, and GMV breakdown for LIVE GMV |
| Affiliate GMV (no filter) and Affiliate LIVE GMV | TikTok affiliate data we sync from your Affiliate Center | About once a day | Analytics > Shop analytics > GMV breakdown > By order source > Creator |
| Seller GMV | Worked out by us: Total GMV minus Affiliate GMV | Follows those two | Analytics > Shop analytics > GMV breakdown > By order source > Seller |
| The Products tab, and Total GMV, Orders, and Affiliate GMV with a product or agent filter | TikTok's Product Analytics | Read from TikTok, then kept up to 12 hours | Analytics > Product analytics > By product |
| Video Views (All Accounts), and views, likes, and comments on the Content tab | TikTok's video analytics | Loaded daily | Analytics > Channel analytics > Video & photo > Video list |
| Videos Posted, Active Creators, video revenue, and sample counts | Your Affiliate Center, stored by us | About once a day | No single matching page: these are our own counts |
| Est. affiliate commission and the Affiliate orders tab (US Shops) | TikTok's affiliate orders | Live from TikTok | Affiliate Center > Transactions > Affiliate orders |
| Ad Spend, ROAS, Cost per Order, and Orders from Ads | Your GMV Max reports in TikTok Ads | Live from TikTok | Your GMV Max campaign reports |
| Per-video ad numbers on Content > Videos, and the Ads tab's creative tables | GMV Max creative reports | Every 8 hours | No single matching page |
| Messages, follow-ups, emails, Target Invites, and Creators Reached | Our own outreach activity | Within minutes | None: these are our own records |
How to check a number that doesn't match
- Compare the same days. The latest day you can pick in Euka is yesterday. Without filters, the date after Finalized reporting data through, above the sections, is the last day TikTok has finalized, and TikTok's sales numbers stop there. Set Seller Center to the same start and end dates.
- Check the time zone. Our outreach, video, and sample counts use US Pacific calendar days. TikTok's numbers use your Shop's reporting days, and Affiliate orders and Est. affiliate commission use GMT-8. For a Shop outside US Pacific time, days start at a different hour, so single days can differ even when longer totals agree.
- Clear product and agent filters, or compare with the right report. Without filters, the sales sections match Shop analytics. With filters, they come from Product analytics and count at most 5 products, and Affiliate GMV becomes an approximation: all of those products' video and LIVE GMV.
- Compare like with like.
- Orders are checkout orders, not SKU orders, which count each variant in an order separately.
- Without filters, Affiliate GMV matches the By order source breakdown, not By content type.
- Total views on the Creators tab counts shoppable-video impressions, not views.
- Allow for refresh timing. Seller Center can show numbers up to 12 hours newer than our Shop and product numbers, and up to a day newer than affiliate numbers. Hover the section and check Last refreshed in Euka and TikTok data through.
- Stay within 180 days. We read 180 days of TikTok's Shop data and 178 days of its product data. Older days are cut from those sections, and the section's tooltip says from which date data is available.
- Don't add ad sales on top. Affiliate GMV already counts orders that came from GMV Max ads, so if you add ad revenue from the Ads tab, you count some orders twice.
- If it still doesn't match, contact us at support@euka.ai. Send the section name, your dates and filters, and the Seller Center page and figure you compared it with. A screenshot of each helps.
Rules and limits
- Sample counts come from the sample records we store: Sample Requests counts by the day a request was made, and Samples Shipped by the day it shipped. They may not match TikTok's own sample analytics.
- Video Views (All Accounts) can be lower than Seller Center, because videos with little or no Shop activity may be left out.
- Est. affiliate commission covers your full date range, by the time each order was created, and leaves out bonuses. It isn't cut at the finalized date like GMV, so don't divide one by the other to get a commission rate.
- Target Invites counts only the Target Collaboration invites (invitations from your Shop to creators you choose) that we sent. Invites you sent yourself in Seller Center aren't included.
Organic and ad-driven sales
No GMV figure in Euka is organic-only. Affiliate GMV, creator GMV, and the Total GMV on Community > Discord count an order as a creator's sale whether or not an ad paid for it.
TikTok publishes no organic-only figure, so we can only estimate the split. We do it in two places:
- Content > Videos: Ad Sales estimates the part of a video's revenue that came from its GMV Max ads. Ad Sales % is that estimate's share of the video's sales, and Revenue is paid and organic combined.
- Community > Discord: Organic GMV (est.) estimates what your server's members sold without GMV Max ads, over the dates you pick, from video sales only. See Discord.
For Ad Sales, we estimate the units the ads sold (ad product clicks times the ad conversion rate TikTok reports, capped at the units the video sold), then take that share of the video's revenue. The estimate uses the video's highest-ROI GMV Max campaign, not all its campaigns added up, and it isn't limited to your selected dates.
The two use different methods and don't agree with each other. Treat both as estimates, not settlement figures.
What we don't control
- TikTok decides when to finalize a day, and whether to revise recent days afterward.
- TikTok decides how to attribute an order to a creator, the seller, or an ad, and sets its reporting windows (about 180 days).
- TikTok names the reports in Seller Center. The menu paths above are TikTok's, as of September 2026.
FAQs
Why is my Total GMV in Euka lower than in Seller Center?
Usually the dates differ: we stop TikTok's sales numbers at the finalized date shown above the sections. Also check that no product or agent filter is on, and that Seller Center isn't showing more recent data than our last refresh.
Why is Affiliate GMV different from what I see in Affiliate Center?
We add up the creator performance data we sync from your Affiliate Center about once a day, over your dates, and stop at TikTok's finalized date. Line up the dates and time zone first, and give the most recent days a day to catch up.
Can I see organic GMV only?
Not as a TikTok-reported figure. We show estimates: Ad Sales per video, and Organic GMV (est.) for Discord members.
Why don't my numbers add up across tabs?
Some sections stop at TikTok's finalized date, and others cover your whole range. Some count by order date, while others count by the day a video was posted or a sample shipped.
How far back can I compare?
You can go back about 180 days for numbers that come from TikTok's Shop and product reports. Our own records, like messages and samples, aren't limited to 180 days.