TikTok Shop - Executive Dashboard
Affiliate Performance & Order Activity
Headline KPIs - MTD (Month-to-Date) as of April 30, 2026
Top-of-funnel reach through content output. Tracks all B2B activity with TikTok creators.
Creators Reached
6,588
Total unique creators contacted (+559% vs. April 10)
Approved Samples (MTD)
49
From ~88 requests, ~56% approval rate
Showcase Adds
43
Creators who added 417 to their TikTok store
Videos Posted (MTD)
10
39 still pending posting
Outreach Growth Over Time
How fast we are scaling top-of-funnel creator contact
Creators Reached - Cumulative Trajectory
Total creators contacted from April 10 through April 30
Sample Approvals - Daily & Cumulative
Bars = approvals each day. Line = running MTD total
Funnel & Sample Mix
Where creators drop off in the pipeline, and which products they want
Creator Funnel (April MTD)
Reach -> Sample requests -> Approvals -> Showcase adds -> Videos posted
Approved Samples by Product
SKU breakdown of the 49 samples approved this month
Sample Shipments to Creators (Operational View)
39 free samples shipped via TikTok Shop to approved creators. Tracks fulfillment status.
Sample Shipments by Status
Where each of the 39 sample shipments sits today
Sample Shipments by State
Geographic distribution of approved creators receiving samples
Heads up - this is early days. Direct sales (B2C) just started ramping. As of April 30 we have 2 paid customer orders totaling $140.31, both from one buyer in Fremont, California. The metrics below set up the tracking framework for when paid GMV starts to scale (expected as the 39 pending creator videos go live in May).
Direct Sales KPIs - April 7 to April 30, 2026
Real revenue from end consumers buying via TikTok Shop. Excludes free creator samples.
Paid Customer Orders
2
End-consumer purchases via TikTok Shop
Total Revenue
$140.31
All-in: subtotal + shipping + tax
Affiliate GMV
$127.26
Gross Merchandise Value: total product sales attributed to affiliate creators (before refunds, after platform discounts, excludes shipping & tax)
Avg Order Value (AOV)
$70.16
Healthy for skincare, well above platform avg ($25-35)
Revenue Activity
When orders happen, what gets bought, and where the buyers are
Daily Paid Order Volume
Real end-consumer orders per day
Paid Revenue by Product
Revenue split across the 2 orders ($)
Paid Orders by State
Where actual paying customers live today
Paid Customer Orders - Detail
Every revenue-generating order in the period, line by line
| Order Date | Product | Buyer Location | Subtotal | Shipping | Tax | Total | Status |
|---|---|---|---|---|---|---|---|
| Apr 7, 2026 | 60 Second Miracle Lifting Mask | Fremont, California | $74.26 | $5.99 | $7.62 | $81.88 | Delivered |
| Apr 16, 2026 | Mineral Aqua Perfection Moisturizer (Oily) | Fremont, California | $53.00 | $5.99 | $5.43 | $58.43 | Delivered |
What We Are Tracking as Direct Sales Scales
Once content goes live, these are the metrics that will fill out
Unique Buyers
1
Both orders from same buyer (tikkytokkymi)
Repeat Rate
100%
1 of 1 buyer repurchased - small sample but positive
SKUs With Sales
2 of 4
Lifting Mask + Aqua Moisturizer (50%)
Refund Rate
0%
No returns or refunds to date
Content KPIs - Videos Published & Engagement
How 417 creator content is performing on TikTok Shop
Total Videos Posted
10
Published videos featuring 417 products. 39 more samples are with creators awaiting posts.
Total Video Views
1,088
Combined views across the 10 published videos
Total Likes + Comments
67
53 likes + 14 comments combined - audience engagement signal
Avg Affiliate CTR
1.10%
Click-through-rate: % of viewers who tapped the product link from the video
Video Performance Charts
Which videos are reaching the most viewers and which have the best click-through
Views by Video (each creator)
Top 2 videos drive 55% of all impressions (a_danielle92 + just.mels.journey)
Engagement: Likes & Comments
Stacked engagement signals per video. just.mels.journey leads with 27 interactions
All Posted Videos
Videos play directly in this dashboard. Click any video to watch.
Executive Takeaways
Highlights, risks, and recommended actions for the week ahead
What's working
- Outreach is scaling fast: Creator reach grew 6.6x in 20 days (1,000 to 6,588). The April 20-21 push (1,935 contacts in 48 hours) was the inflection point.
- Creator pipeline is healthy: 49 approved samples, 43 showcase adds. The B2B funnel is humming.
- Detoxifying Mud Mask outperforms on engagement: a_danielle92's video has 318 views and 21 interactions (likes + comments), 4x the average.
- Repeat rate is 100% (small sample): Our one buyer came back for a second product. Encouraging signal even if the volume is tiny.
What's lagging
- Sample-to-video gap is widening: 49 samples approved, only 10 videos posted. 39 creators have product but no content. This is the #1 blocker on GMV.
- Affiliate GMV is frozen at $53.00: Same number reported every day from April 20 onwards. Either the data is stale or the funnel stopped converting after one early sale.
- CTR is uneven: 4 of 10 videos have 0.00% CTR despite getting views. Either the product link isn't visible enough or creators aren't using shoppable tags.
Risks & data hygiene
- Out-of-stock issues just appeared (April 30): 4 SKUs flagged including Mineral Aqua Moisturizer, the only non-mask paid SKU. Risk of disappointing newly engaged creators.
- Reporting inconsistency: April 22 daily report shows MTD Approved Requests = 5, surrounded by 20 (Apr 21) and 29 (Apr 24). Looks like a typo. Tighten the daily template.
- Concentration risk: Both paid orders came from the same buyer in Fremont CA. Not yet a real customer base.
Recommended next steps
- Push the 39 pending videos: Send a reminder + small incentive. Goal: 25+ videos live by May 10.
- Resolve the OOS situation immediately: Mineral Aqua Moisturizer + Extreme Glow Serum out of stock. Restock or substitute by May 7.
- Double down on Detoxifying Mud Mask: Best engagement per view. Pitch it to the next 10 sample requests.
- Set a 30-day GMV target: With 43 showcase adds and 39 pending videos, aim for $2,500 affiliate GMV by May 30 and review weekly.