Everything You Need to Know About TikTok Shop Reports

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TikTok Shop allows brands to display and sell their products for the platform’s massive user base to discover and buy. Business accounts on TikTok can gauge how well their content is performing by looking at key metrics and insights measuring the efficacy of their content. 

In this post, we’re going to look at how you can view, create, and manage reports on your TikTok shop. 

How to View Shop Ads Reporting

man sitting with his phone in front of him

To view Shop Ads reporting via TikTok Ads Manager, navigate to your Campaign page. Here, you can view and edit details for ad groups, campaigns, and ads. 

Here are some key things you should consider when viewing and filtering your Shop Ads reports:

Filtering

With the filtering feature, you can easily view reports for specific campaigns. One of the ways to do this is by using the product source filter, which allows you to view all Shop Ads campaigns driving to TikTok Shop. 

Just click the +Filter button, then select Campaign settings. Choose Product source, and go to TikTok Shop.

Default Shop Ads Metrics

To quickly view key TikTok Shop Ads metrics, simply select TikTok Shop in the Ads Manager column dropdown. 

The default metrics include:

  • Impressions: This is the number of times your ads appeared on a user’s feed.
  • Clicks: This refers to the number of ad clicks that led to a specific destination, such as a landing page on your website or a product checkout link.
  • Click-Through Rate (CTR): The CTR is the percentage of times people clicked through your ad toward a specific destination versus overall clicks.
  • Total Cost: This is the total amount you have already spent on your campaign, ad, or ad group during its scheduled run.
  • Checkouts Initiated (Onsite): The number of checkout events attributed to your ads, like clicks on the “Buy Now” and “Buy with Coupon” buttons on your product pages.
  • Purchases (Shop): This adds up the total number of orders on your TikTok Shop attributed to your ads.
  • Purchase Rate (Shop): This is the percentage of all TikTok Shop purchases out of all click events.
  • Return on Ad Spend/ROAS (Shop): This refers to your TikTok Shop returns as attributed to your ads.
  • Gross Revenue (Shop): This is the total TikTok Shop gross revenue as attributed to your ads.

How to Create and Manage TikTok Shop Reports

illustration of a shopping cart on a report

TikTok Shop reports help you organize and analyze all of your marketing and sales data so you can pull valuable insights from them. Learning how to maximize these detailed reports will make managing and organizing large amounts of data easy.

You can organize information into tables and charts so that you and your team can better understand the results of your campaign efforts.

You can find all of these reports under the Analytics menu at the top of the TikTok Ads Manager window under Custom Reports. You can also search for specific terms and custom reports by navigating to Dimension, Targeting, and Ad Type.

Creating a Report

To create a report, click Custom Reports under the Analytics menu on the TikTok Ads Manager dashboard. Then, click Create to display a drop-down menu, where you can select between Custom report or From template.

You can also download a report that documents your Ad or Ad Group Performance data. Here’s how:

  • ​Run & Export: You can immediately run your report for export and downloading.
  • ​Scheduled Running: You set a schedule to receive automatically generated reports via email.

Creating a Custom Report

If you want to create a TikTok Shop Report based on your own specifications and most important metrics, then a Custom Report is your best bet. Simply click on Custom Reports under the Analytics menu on the TikTok Ads Manager dashboard.

Then, click Create on the Reporting page and select Custom Report. The Custom Reports page will open to reveal a list of Dimensions and Metrics on the left portion of the screen. 

The dimensions refer to how your data will be grouped and appear as rows in your report. Examples of dimensions are ads, ad groups, campaigns, placements, and the like. The metrics refer to your ad performance data and appear as columns in your report. These include data like CTR, ROAS, clicks, impressions, and the like. 

To continue with creating your custom report, simply select the dimensions and metrics that you want to include. These should automatically appear onscreen. Then, select your desired time range. You can choose between data from the other day, the last 7 days, 30 days, or set a custom span of time.

If you want to view your report through a Trend Line format in addition to the default pivot table, just open the Pivot table drop-down menu and pick Trend Line.

When you have all the data points you need, simply click Save and add a filename to your custom report.

Creating Reports from Templates

You can also choose from TikTok Shop’s selection of pre-defined report templates. To get started, just click Custom reports under Analytics on the TikTok Ads Manager dashboard.

On the Reporting page, click Create. Select From Template, and choose between Ad Group Performance or Ad Performance. 

The relevant Dimensions and Metrics (as discussed earlier) will appear in your report depending on the template you selected. You can add, modify, and delete these elements as needed.

Finally, select your preferred time range for your reports, then click Save and enter a file name. 

Creating Reports Across Ad Accounts

an image of a phone besides a bunch of shopping bags

If you have different ad accounts in TikTok Ads Manager (admin, operator, or analyst roles), you can create multiple reports across these accounts. You can see whether this option is available at the top left corner of the Reporting page.

To create a report across multiple ad accounts, once again, click Custom Reports under the Analytics menu on the Ads Manager dashboard. Then, select Create and choose between Custom report or From template.

Beside Selected accounts, choose the ad accounts you wish to include in your report—you can go for a maximum of 50. 

A standardized timezone will be displayed in your report. You can choose whether or not to display standardized currency as well. Without a standardized currency, the sorting function and total value will be disabled and not calculated.

Creating Scheduled Reports

If you want to receive recurring, automatically generated reports via email, you can also set up your account to do so. These scheduled reports can be sent to up to 5 email addresses.

Click Custom Reports from the Analytics menu. Then, select Create and choose between Custom report or From template. 

Click Scheduled Running, then select your desired frequency, recipients, and format. Save these details and wait for the reports to arrive in your inbox

You can set the following frequencies and scheduled deliveries:

  • Daily reports: Every day
  • Weekly reports: Every Monday
  • Monthly reports: The first or last day of the month

Managing and Editing Reports

The Shop Ads Reporting page allows you to access, edit, delete, and export your saved reports. 

To edit a report, click the name of the one you wish to modify. A slider will display your settings. Edit accordingly, then save. 

To export your TikTok Shop reports, you can download them in .csv and .xlsx formats. 

Conclusion

TikTok Shop generates detailed reports to help businesses manage, evaluate, and modify their ad campaigns with data analytics. Create customized reports for your team or opt for robust templates readily available on the platform.

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