Tiktok Shop Academy

Analyzing your Livestream data

04/18/2023

Highlights

See a minute by minute performance breakdown of your your Livestreams to understand what droSee the impact pinning products has on your bottom line revenue, and look for fluctuations. Gain insight into the key drivers that led a user to purchase to improve for future livestreaDownload all your product data to analyze New livestream analytics and livestream details pages have been released as part

To see this data, head to Streamer

1. How to use livestream analytics

*🌟 Replay livestreams and look for trends

Play the livestream back to analyze when transactions happen, th

*🌟 Analyze the conversion funnel and traffic of your Livestream

Understand how well viewers are conve

*🌟 Download and analyse product data

You can download impressi

*🌟 Analyse your Audience

Check the compos

2. Key features

Detailed introduction
Interface (test account with virtual data, may differ from actual feature)
The LIVE summary provides an overview of the transaction, traffic, product, and engagement data for all livestreams hosted by the creator over a period of time. It also displays the livestreams held today and a list of historical livestreams. Livestreams that are currently ongoing can be viewed on the LIVE screen/dashboard and livestream details pages are available for livestreams that have ended. image.png

Key data

Once you click "details" to see more in-depth analysis of your Livestream, you'll see key data. Here you can quickly get an overview of key metrics that specific Livestream you are analyzing. 		image.pngimage.png
Detailed introduction
Interface (test account with virtual data, may differ from actual feature)
The content tab shows the relationship between the content of the livestream and audience behavior. This page shows trends when certain products are pinned and discounts or flash sales were provided. It allows you to understand the relationship between the livestream content and transaction, traffic, and audience engagement trends. image.png

Livestream content and data trends

  • Click on the timeline to drill down on any time point in livestream, and the screen on the right automatically brings up the content of the livestream at the selected time
  • The horizontal axis displays the time a product was pinned
  • When your mouse hovers over the timeline, the specific metrics you selected will be displayed, along with the products, number of items sold and the promotion activities used during that time period (e.g.: discounts, flash deals and so on)
Note:
  • You can select between 1 and 2 metrics at a time.
  • The horizontal axis indicates the livestream time.
image.png
Detailed introduction
Interface (test account with virtual data, may differ from actual feature)
Understand how well viewers are converted to buyers at each stage of the user journey, from initial livestream impressions, to entering the livestream, having an initial product impression, clicking the product and purchasing. By checking at which stage in the funnel you lose your potential buyers, you can see where you need to improve. You can also see how trends differ for ad traffic (i.e. paid traffic) and organic traffic (free traffic). image.png

Conversion Funnel

The viewers tab shows the user conversion funnel for each stage of the user journey: LIVE impression > entering the livestream > product impression > clicking a product > paying for an order, allowing you to see how well users were converted at each stage.

Livestream traffic funnel and traffic sources

  • Displays a conversion funnel with 5 stages:
  • Livestream impressions: the number of times your livestream was shown to people
  • Livestream entrances: the number of people that entered your livestream
  • Product impressions: the number of times people say a product pinned in your livestream
  • Product clicks: the number of time people have clicked on products
  • Orders paid for: the number of orders paid for
image.png

Organic traffic and paid traffic trends

  • If you're using ads to help promote your Livestream and increase viewers, you can see the breakdown of Free traffic vs paid traffic. Hover your mouse over the graph to see the specific figures.
image.png
Detailed introduction
Interface (test account with virtual data, may differ from actual feature)
The products tab displays the products, the number of items sold and ranking of products sold in 1/5/15-minute intervals. Impression, click, transaction and conversion data for all products in the livestream can be viewed and downloaded. image.png

Product trends

  • Displays the products and quantity sold every 1 minute/5 minutes/15 minutes as well as a sales ranking during the period.
Note: The duration of the period shown varies according to the duration of the livestream.		image.png

Product list

  • Display the performance of all products in the livestream, and the data can be downloaded:
  • Transaction metrics:
  • Revenue
  • Items sold
  • Buyers
  • Orders
  • Orders created
  • GPM
  • Traffic metrics:
  • CTR
  • C-O
  • Product impressions
  • Product clicks
  • Click "View Details" to open the product details page.
image.pngimage.png
Detailed introduction
Interface (test account with virtual data, may differ from actual feature)
The user profile tab provides information on the demographics of viewers and buyers by age, gender, region and purchasing power.
  • Displays the demographic profile of buyers and viewers:
  • Age
  • Gender
  • Followers and non-followers
  • Countries and regions
  • Cities
  • The devices used by users
  • The amount paid for orders by users in various categories in the past 30 days (you can choose which categories to view)
  • User's category preference: The category with the highest order amount paid by users in the past 30 days is the preferred category
  • User's product preference: The product with the highest order amount paid by users in the past 30 days is the preferred product
  • User's video preferences: Top video categories that users are interested in
Note:
  • For buyers, the country and region distribution is not displayed.
  • The user order amount distribution is only displayed for Indonesian creators.
  • The category and product preferences are only displayed for Indonesian and UK creators.
image.png
*Analyze transaction trends *Analyze traffic performance*Analyze engagement rates*Analyze Product Metrics
  1. Analyze Audience Insight
Review the data under "user profiles" and look for "User's category preference". This data tells you your viewers and buyers prefered categories from the past 30 days. This can help you decide which
Berikutnya Analyzing Livestream Data for Creators