Creator Analysis on TikTok Shop: How to See Which Affiliates Actually Sell

After a month of working with affiliates, you'll have a feeling about who is good. Creator Analysis is where you check whether the feeling is right.

It is one of the more useful screens in Seller Center and one of the least visited, mostly because it is tucked inside Data Compass and not in the Affiliate Center where you'd expect it.

Where to find it#

In Seller Center, go to Data Compass > Affiliate > Creators Analysis.

You can sort the list of affiliates or search for one by their handle.

What the numbers mean#

The Core Data section sums up your whole affiliate pool with four metrics.

You can compare two time periods side by side, which is the quickest way to see whether last month's push did anything.

Below that, the Product List ranks your affiliate products on the same four numbers. Click a product's thumbnail to see the content that featured it.

Going one level deeper#

The Content Analysis section splits affiliate sales by where they happened: LIVE, video or product card.

It also lists your Top Videos and LIVEs, which you can sort by Affiliate GMV, Items Sold, Direct GMV or Likes. Sorting by sales and then by likes is a useful exercise. The two lists are rarely the same, and the difference shows you which videos entertain and which ones sell.

One note from TikTok: it has changed how seller-side GMV is attributed between product card, LIVE and video. Metrics affected by that change are tagged "[New Logic]". Affiliate commissions are calculated the way they always were.

How we'd use it#

Three questions, once a month.

Who sold? Sort affiliates by Affiliate GMV. The top of that list is your shortlist for a Target Collaboration at a better rate.

Who sold badly? Check refunds and returns against sales. An affiliate whose orders keep coming back is promising something your product doesn't do, and that is a problem for your shop rating as well as your margin.

What kind of content worked? If most of your affiliate sales come from LIVE, briefing everyone to make short videos is fighting the data.

A word on judging affiliates fairly. When we set up prize pools for campaigns, we decided early to award them on views and number of videos posted, not on "best story" or "funniest". Subjective judging takes hours and always leaves someone feeling cheated. Numbers that both sides can see are easier to defend. The same goes for deciding who gets your next sample.

Using it alongside ShopSlayer#

Creator Analysis answers "who sold". It can't tell you who was supposed to post and didn't, because it only knows about content that exists.

That is the half ShopSlayer covers: for each campaign, which affiliates joined, how many videos each has submitted against what you asked for, and how every video is doing on views and engagement. ShopSlayer also pulls sales data from your connected Seller Center, so posting and selling sit on the same screen.