How to view Shop Ads metrics in TikTok Ads Manager

Last updated: January 2025

When you create ads for your TikTok Shop, you can see how they perform in the Campaign page in TikTok Ads Manager. You can also see Shop Ads metrics in Seller Center.


To see your Shop Ads metrics in TikTok Ads Manager:

  1. Go to TikTok Ads Manager.

  2. Go to Campaign.

  3. Click +Filters.


To see all Shop Ads campaigns:

  1. Click Campaign Settings.

  2. Click Product Source

  3. Choose TikTok Shop.


To see specific Shop Ads formats:

  1. Click Ad group settings.

  2. Click Ad type.

  3. Choose Video Shopping Ads, LIVE Shopping Ads, Product Shopping Ads, or Store Promotion Ads.

To use the Shop Ads reporting template, click the Custom Columns dropdown and choose Shop Ads.


Included in the Shop Ads reporting template:

  • Total Cost: The estimated total amount of money you've spent on your campaign, ad group, or ad during its schedule.

  • Impressions: The number of times your ads were on screen.

  • Clicks: The number of clicks from your ads that lead to a specified destination.

  • CTR: The percentage of times people click to a specified destination after being shown your ad.

  • Product page views (Shop): The number of TikTok Shop product detail page views attributed to your ads.

  • Checkouts Initiated (Shop): The number of TikTok Shop initiates checkout events that are attributed to your ads, such as clicks on Buy now and Buy with coupon buttons on your product pages.

  • Purchases (Shop): The number of TikTok Shop order submission actions attributed to your ads.

  • Purchase Rate (Shop): The percentage of TikTok Shop purchases out of all click events.

  • Items purchased (Shop): The number of SKU units sold attributed to your ads.

    • For example, the user submitted a purchase of 1 unit of SKU A and 2 units of SKU B. Purchases (Shop) will be 1, while Items purchased (Shop) will be 3.

  • Gross Revenue (Shop): The TikTok Shop gross revenue attributed to your ads. It's the amount people pay, less sales taxes, and any product discounts provided to them by TikTok Shop platform.

  • ROAS (Shop): The total return on ad spend (ROAS) from TikTok Shop gross revenue attributed to your ads.

Other metrics to consider:

Shop events

  • Adds to cart (Shop): The number of TikTok Shop add to cart actions attributed to your ads.

  • Real-time purchases (Shop): The number of purchases attributed to your ads, based on when the conversion actually happened. For example, a user clicked your ad on Monday, then submitted an order on Tuesday:

    • Purchases will be recorded under Monday, which is when the user saw the ad

    • Real-time purchases will be recorded under Tuesday, which is when the user submitted the order

    • There is no double counting of purchases, since each purchase can only appear once under each metric

  • Real-time gross revenue (Shop): The gross revenue attributed, based on when the conversion actually happened.

  • Est. affiliate commission (Shop). This estimate may differ from the eventual affiliate payout. For the final payout amount, please refer to Affiliate Center. This metric is only available to invited sellers, and is only available when the following ad settings are used:

    • Video Shopping Ads with a specified shop

    • LIVE Shopping Ads with video-to-live format and a specified shop

    • Store Promotion Ads

This metric is unavailable when other ad settings are used, but affiliate commissions may still be incurred.


Video events

  • Video views, 6-second video views, 2-second video views

  • Video views at 100%, 75%, 50%, 25%

  • Average watch time

LIVE events

  • LIVE views, effective LIVE views

  • LIVE product clicks

Learn how to manage and save reports in ads manager.