The Dashboard
Last updated: October 8, 2026
The Dashboard shows how your TikTok Shop and your creator program are doing over the dates you pick: sales (GMV), creators, products, affiliate orders, content, outreach, and ads. You can share a live, read-only view by link, or export the data as a file.
Why use it
TikTok keeps your Shop's sales, your affiliates' videos and samples, and your ads in separate reports. Affiliates are the creators who promote your products for a commission. The Dashboard puts all of it on one page, for the dates you pick, so you can see how your creator program is doing.
Where to find it
Click Dashboard in the sidebar. It opens on the Performance tab.
If you can access two or more connected TikTok Shops, Organization Dashboard in the avatar menu, at the top right of the app, shows them all at once. It opens Settings > Organization > Dashboard, and it's described at the end of this article.
Who can use it
Every plan includes the Dashboard and the Organization Dashboard, and so does a trial. The Organization Dashboard shows when you can access two or more connected TikTok Shops. Without an active plan or a trial, the Dashboard shows the plans to choose from. During a trial, until your TikTok Shop is connected, it shows Connect your TikTok Shop to view your store's metrics instead.
The Ads tab needs a TikTok Ads connection, not a particular plan. Connecting Amazon from the Halo Effect section needs the Growth, Business, or Autopilot plan.
What each tab shows
| Tab | What it shows |
|---|---|
| Performance | Shop Health (US Shops only), the Performance metrics section, the Affiliate funnel, the Halo Effect section, and Top Performers: your top 5 videos, creators (Top Affiliates), and products. |
| Creators | Creator metrics (active, new, and churned creators, retention, revenue, videos, and views), Creator overview by level, Sample funnel by level, Active creators over time, and Cohort retention. |
| Products | One row per product, from TikTok's Product Analytics: GMV and its sales channels, refund rate, items sold, stock, orders, impressions, click-through rate (CTR), and click-to-order rate (CTOR), plus your invites, samples, and creator videos. Click a product for its daily GMV, sales channels, cancellations, and refunds. |
| Affiliate orders | It works for US Shops only. It lists each affiliate order line, live from TikTok: its product and creator, Settlement, the commission rates (Standard rate, Shop Ads rate, and Partner rate), Est. commission, and Actual commission. |
| Content | Your creators' TikTok videos: Total Content, Total Views, Total Likes, Total Comments, Content count, and Engagement over time. Instagram isn't included. |
| Outreach | The Creator Funnel (Contacted creators, Requested samples, Received samples, Posted content, and Drove sales), and Agent & segment performance, which shows the reply rate and status of each outreach agent. |
| Ads | It needs a TikTok Ads connection. It shows Ad Spend, ROAS (return on ad spend), Cost per Order, Orders from Ads, ROAS over time, Low-ROAS creatives, and Top performing creatives. |
The Halo Effect section compares your Amazon and Shopify sales with your TikTok views. See Halo Effect: Amazon and Shopify. The Glossary explains what each metric means, with its formula.
Dates and filters
- Dates. The range starts as the last 30 days up to yesterday, and you can't pick today. The Products and Affiliate orders tabs use the same range, while Top Performers has its own date picker.
- Products and agents. On Performance, Creators, Content, Outreach, and Ads, you can narrow the numbers to some products with Select products, or to some outreach agents with Select agents.
- Creators. On Creators, Content, Outreach, and Ads, the creator menu lets you pick All Creators, L3+ Creators only, Discord members, a List, or Segments. The Ads tab doesn't use this filter.
- Reset filters (the round arrow) goes back to the last 30 days with no filters.
Reading the sections
- Hover a section's underlined name to see what it means and where the number comes from. The tooltip also shows the matching page in Seller Center (where you manage your Shop on TikTok), when we last refreshed the number, and how far TikTok's data goes (TikTok data through).
- Finalized reporting data through, followed by a date, appears above the sections when no product or agent filter is on. That date is the last day TikTok has finalized. Total GMV, Orders, AOV (average order value), Avg. Daily Orders, Seller GMV, Shop LIVE GMV, and Affiliate GMV stop at that date, and the other sections cover your whole range.
- — means we have no trustworthy value for that section: TikTok didn't return it, or the section can't work with your filters. It never means zero.
- The percentage in a section compares your range with the same number of days just before it. It's left out when there's nothing to compare with.
- With product or agent filters, Total GMV, Affiliate GMV, Orders, and AOV come from TikTok's Product Analytics and count at most 5 products. If your filter covers more, only 5 are counted, and you get no warning. Affiliate GMV then means those products' video and LIVE GMV.
- Seller GMV, Shop LIVE GMV, Affiliate LIVE GMV, Est. affiliate commission, and Top Affiliates need the product and agent filters cleared.
- EMV (Earned Media Value) prices your impressions at a CPM (price per 1,000 impressions) of $3.00 until you change it. To change it, click the pencil in the section (Edit Benchmark CPM).
- Arrange the sections. Toggle metrics picks which sections show, and Reset to default brings back the default set. Drag a section to move it. The sections you pick, and their order, are saved in this browser.
- Change the view. Daily, Weekly, and Monthly change the trend lines, and Card view and Table view switch the layout. Comparison plots up to 6 trend metrics on one chart.
- Open a product from Top Products. Click a product in the Top Products section for its daily GMV, sales channels, cancellations, and refunds, the same details the Products tab shows. The arrow in the section's header opens the Products tab itself. Neither works in a shared dashboard link.
Creator levels
The Creators tab groups creators into levels by their TikTok Shop GMV over the past 30 days, across every Shop they sell for, not only yours. It uses each creator's current level, not their level during your date range.
| Level | 30-day GMV |
|---|---|
| L1 | $0–$5K |
| L2 | $5K–$25K |
| L3 | $25K–$60K |
| L4 | $60K–$150K |
| L5 | $150K–$400K |
| L6 | $400K–$1.5M |
| L7 | $1.5M and up |
L3+ means $25K and up. Click a level to open Affiliate CRM > Creators filtered to it. AI Creator Search and Sample Requests use GMV tiers that start at L0 (under $1K), so their L1 starts at $1K.
How to share the Dashboard
- Click Share, to the right of the tabs.
- Change the Dashboard title if you want.
- Pick an Expiry time: No expiry, 1 day, 7 days, or 30 days.
- Tick Allow viewers to download data if they should be able to export. It's off to start with.
- Under Components to share, tick the parts to include. The Performance parts are ticked to start with.
- Click Generate link.
- Copy the link.
Anyone with the link can open it without signing in. They see current data for the parts you picked and can change the dates, but they can't change anything in your account. The Affiliate orders tab is never part of a shared link.
When downloads are allowed, the link shows Export and Export history, with every export type you have, whichever parts you picked. Its Export history lists only the exports started from that link, and those don't appear in yours.
How to stop a shared link
- Open the menu next to Share and choose Manage Links. It lists the links you created for this brand.
- Turn Published off for the link, or delete it.
You can also copy a link again from Manage Links, or turn Download on or off for a link you already sent. Viewers see the change the next time they open or refresh the link. Links created before downloads existed start with Download off.
How to export data
- Click Export. The Export type is preset for the tab you're on.
- Change the Export type if you want a different one.
- Pick the dates, and any filters that type offers.
- Pick CSV or JSON.
- Click Export.
Performance Data, Product Performance, Content Count, and Content Performance download straight away. Active Creators, Single Creator Video, Target Collaboration Invites, Sample Requests, Creator Videos, and Spark Code Video Downloads run in the background. For those, open Export history (the clock button next to Export) and click Download when the file is ready.
- A background export covers up to 180 days. Spark Code Video Downloads covers the last 60 days only, and up to 150 videos.
- Product Performance covers the last 178 days and the top 2,000 products by GMV. Active Creators includes up to 1,000 creators.
- A download link works for 24 hours. Click Download again for a new one. Export history lists your brand's last 50 exports.
Organization Dashboard
Settings > Organization > Dashboard covers every store with a connected TikTok Shop across all the brands you can access, including other organizations' brands you've been added to. Anyone who can access two or more of those Shops can open it from Organization Dashboard in the avatar menu.
- Total Affiliate GMV, Total Video Views, and Total Videos show totals across your stores. Each is compared with the same number of days before.
- Store Performance Comparison has one row per store, with Affiliate GMV, samples, videos, invites, messages, emails, and their rates. Export to CSV downloads it, and the eye button opens that store's Dashboard.
- Top Creators Across All Stores lists the top 100 creators by the column you sort on, with their GMV per store. Region starts on US.
- Promoting limits that list to the stores you pick, and Not Promoting leaves the stores you pick out. Export downloads the list, and Add to list adds the creators to a creator list.
- The dates start as the last 30 days and can cover up to 365 days. Use the store menu or Search stores... to narrow the stores.
Keep two things in mind when you compare it with a brand's Dashboard:
- The totals add stores together without converting currencies, so compare money only across stores in one market.
- Total Video Views here counts impressions from your creators' affiliate data, not the Dashboard's Video Views (All Accounts). It also adds up your whole range, while a brand's Dashboard stops TikTok's sales numbers at the finalized date.
What we don't control
- TikTok decides when a day's numbers are final, and how far back it serves them. We read up to 180 days of TikTok's Shop data and 178 days of its product data. Older dates are cut, and the section's tooltip says from which date data is available.
- Shop Health is TikTok's Shop Performance Score, from 0 to 5, over TikTok's own window of about 90 days, so it ignores your dates and filters. As of September 2026, TikTok scores US Shops only, once they have enough recent orders. The section stays hidden until there's a score.
- TikTok decides which orders count as affiliate, seller, or ad-driven. See Why Euka's numbers differ from Seller Center.
When something goes wrong
- TikTok Ads is not connected (on the Ads tab). Click Connect TikTok Ads, then approve every permission TikTok asks for. See GMV Max.
- Affiliate orders are available for US shops only. The Affiliate orders tab and the Est. affiliate commission section work for US Shops only.
- Select a date range of at most three months. The Affiliate orders tab shows up to three months at a time, in GMT-8.
- TikTok Shop Affiliate GMV is currently unavailable for the selected range. We have no affiliate data for those dates. If recent dates are missing, check your Shop's connection in TikTok Shop connection problems.
- Too many affiliate orders in this date range. Select a shorter range to view commission. (when you hover the Est. affiliate commission section). Pick a shorter range.
- No performance data loaded yet. (when you export Performance Data). Open the Performance tab and wait for the sections to load, then export again.
- Couldn't load the dashboard (on a shared link). The link has expired, was unpublished, or was deleted. Ask whoever shared it for a new link.
FAQs
Why doesn't the Dashboard match Seller Center?
The two often read different TikTok reports, at different times, for days that start at different hours. Why Euka's numbers differ from Seller Center has a checklist.
Why can't I see today's sales?
The latest day you can pick is yesterday. TikTok's sales numbers also wait for TikTok to finalize a day, which can take a day or more.
Does a dash (—) mean I had no sales?
No. A dash means the number isn't available for that section, those dates, or that filter. A real zero shows as 0.
Is Affiliate GMV organic?
No. It includes orders that came from GMV Max ads, TikTok's automated ad campaigns for TikTok Shop. No Dashboard figure is organic-only.
Can someone without a Euka account see my Dashboard?
Yes. Send them a share link. They see only the parts you picked, for as long as the link is published and not expired. Allow downloads on the link if they need the data as a file.
Why does the Affiliate orders tab show an error?
It only works for US Shops. Outside the US, the tab shows the error, and the other tabs work as usual.