In TikTok Ads Manager, Shop Ads are automatically available to all advertisers in Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam. If you do not have an ad account, you can create one by going to the sign up page.
Shop Ads are only available under the Product Sales campaign objective. When creating a new campaign, always select the Product Sales objective with TikTok Shop as the product source. There are 3 types of Shop Ads:
About Product Level Report
Product Level Report provides the breakdown of products of purchases attributed to Shop Ads. This report helps advertisers to:
Produce more videos for top ads products.
Create more campaigns for top ads products.
Increase budgets for existing well-performing campaigns.
Improve the sequence of products featured in the ads.
Reduce the minimum ROAS target if the products sold are of high margin.
Note: In this context, products refer to shoes, lipsticks, powerbanks, etc.
Understanding Product Level Report
Product Level Report provides the following:
Dimensions:
Ad Account ID
SPU ID
SPU Name
Campaign ID
Campaign Name
Metrics:
Purchases (Shop)
Gross revenue (Shop)
Average order value (Shop)
Important
This report does not change the attribution logic of Shop Ads and does not change the definition of metrics. For details of Shop Ads attribution, please refer to About TikTok Shop Ads Attribution. For details of Shop Ads metrics, please refer to View Shop Ads Reporting.
What this report does is break down the purchase metrics into the constituent products whose purchases are being attributed to the campaign.
For example:
On Monday, a user clicked on an ad belonging to Campaign X which featured Products A, B, and C.
On Tuesday, the user then purchased Products B $10, C $15, D $50 that are sold by the shop.
On Wednesday, the user purchased Product C for $17 again.
The product level report will show 1 purchase of Product B $10, 2 purchases of Product C $32, and 1 purchase of Product D $50.
The campaign report will show Campaign X had 2 purchases of $92.
The 2 purchases are because the user submitted orders on separate occasions (Tuesday, and Wednesday).
The $92 is a summation of the gross revenue of these products ($10+$32+$50).
Do not forget
In the above example, if you sum up the individual product level purchases count, you get 4 purchases. But the campaign report will show 2 purchases.
Product level report's purchase count is based on each product's purchase occurrence.
Campaign report's purchase count is based on each purchase occurrence.
How to find Product Level Report
In TikTok Ads Manager, go to Analytics, then go to Custom Reports, then select Create, then select From Template, then select TikTok Shop Product performance:
FAQ
Why does the interface say "The data of selected dimensions can't be displayed directly. To check the data, click Run & Export to download a file"?
Due to the heavy volume of data, the data can only be populated into the file which you can download by clicking Run & Export.
When I compared yesterday's campaign report with yesterday's product level report, why is the campaign report's total gross revenue sometimes more than the product level report's total gross revenue?
The system refreshes the data of the campaign report almost instantly. On the other hand, the system refreshes the product level report with some minor delay due to the very large data volume.
Both the campaign report and the product level report will continue to accumulate attributed purchases submitted today, by users who clicked the ad yesterday. This means that with a minor delay, the product level report may not be instantly refreshed by the system each time you extract the data.
However, seven days after the campaign, the campaign report and the product level report should show the exact same gross revenue, since there is no longer additional accumulation of attributed purchases.
Why does the product level report not provide Return On Ad Spend (ROAS) metric?
Return On Ad Spend (ROAS) is defined as attributed Gross Revenue divided by ad Cost. Ad Costs could be billed based on impressions or clicks. The impressions are the number of times your ads were on screen. The products featured on the ads could be different from what the user eventually purchased. The product level report is based on what the user eventually purchased. As such, the product level report can't provide the Return On Ad Spend (ROAS) metric because it would be incorrect to assume that the products purchased must be the same as the products featured in the ads.
For example:
A user clicked on your ad which featured Products A, B, and C. It is natural for the user to browse for other options in your shop.
The user then purchased Products B, C, D that are sold by your shop.
The products featured in the ad are not entirely the same as the products purchased by the user.
The product level report does not change the attribution logic of Shop Ads and does not change the definition of metrics. For details of Shop Ads attribution, please refer to About TikTok Shop Ads Attribution. For details of Shop Ads metrics, please refer to View Shop Ads Reporting.
What currency will the product level report be in?
The product level report will be in the same currency as the ad account currency. If the shop's currency is different, do expect differences in converted figures if you are using a different currency exchange rate.
For Video Shopping Ads, if the ad group selected Showcase as the product source, how will this impact the product level report?
The product level report itself will not be impacted. The product level report does not change the attribution logic of Shop Ads and does not change the definition of metrics.
For LIVE Shopping Ads, if the ad group did not select a specific Shop as optimization scope, how will this impact the product level report?
The product level report itself will not be impacted. The product level report does not change the attribution logic of Shop Ads and does not change the definition of metrics.
If a campaign has multiple ad groups that have more than one ad format (Video Shopping Ads, LIVE Shopping Ads, Product Shopping Ads), how will this impact the product level report?
The product level report itself will not be impacted. It will simply provide the breakdown of products sold attributed to the campaign's ads.
If a product is deleted or made unavailable in Seller Center, will this remove the product from the product level report?
No. This will not remove the product from the list of products sold attributed to the campaign's ads.
If shop authorization is revoked, will this remove the data from the product level report?
No. This will not remove the data from the product level report.
From which date onwards will the product level report's data be populated?
From 8th November 2023 onwards.
If the attributed gross revenue includes platform product subsidy, will this subsidy amount be included in the product level report's gross revenue figure?
Yes, platform product subsidy amounts will be included in the gross revenue figure.
If the user purchased Products A and B sold by the shop, via a single purchase submission occurrence, how will any shipping fee and platform price subsidy be allocated between Products A and B in the product level report?
Any shipping fee and platform price subsidy will be allocated between Products A and B according to how TikTok Shop allocates these between orders, consistent with the allocation logic between orders in the Seller Center.
Are the "Orders" or "Product Sales" metrics on Seller Center the same as the "Purchases" metric on TikTok Ads Manager (TTAM)?
No. Seller Center's orders or product sales metrics are not the same as TikTok Ads Manager's (TTAM's) purchases metric.
In Seller Center, orders are counted at SKU level.
In Seller Center, product sales are counted based on number of units sold.
In TikTok Ads Manager's (TTAM's) campaign report, purchases are counted based on each purchase occurrence.
In TikTok Ads Manager's (TTAM's) product level report, purchases are counted based on each product's purchase occurrence.
For example:
On Tuesday, the user purchased SPUs B, C, D which are sold by the shop.
For SPU B, the user purchased 1 of SKU K
For SPU C, the user purchased 1 of SKU L and 1 of SKU M
For SPU D, the user purchased 1 of SKU N
On Wednesday, the user then purchased SPU C again.
For SPU C, the user purchased 2 of SKU M
Seller Center will show 5 orders (4 on Tuesday and 1 on Wednesday) and 6 product sales (4 on Tuesday and 2 on Wednesday).
TikTok Ads Manager's (TTAM's) campaign report will show 2 purchases (1 on Tuesday and 1 on Wednesday).
TikTok Ads Manager's (TTAM's) product level report will show a total of 4 purchases (1 purchase of SPU B, 2 purchases of SPU C, and 1 purchase of SPU D).
Note: SPU refers to a product listing entry. A product listing entry could have multiple variants. Each variant is an SKU. For example, a shoe SPU has multiple variants (green color SKU, yellow color SKU).