There’s a strange phenomenon of incremental sales that brands operating on TikTok have been aware of, but has been tricky to quantify. When you’re active on TikTok, your sales on other DTC channels go up and this includes both Amazon and your own website.
Off-site Performance Analysis Report in TikTok Shop measures TikTok-driven sales beyond TikTok Shop, specifically on your own DTC/Shopify sites, showing the combined impact of organic and paid TikTok activities on total business performance.
Currently Off-site Performance Analysis is available for DTC/Shopify standalone sites but doesn’t cover sites like Amazon & Walmart, but it’s still interesting to dig into.
By analysing your overall TikTok e-commerce activities- rather than ads alone- it provides visibility into the combined impact of organic operations and advertising, helping you evaluate TikTok’s contribution to your total business performance. The calculated spillover performance will likely reflect lower than the actual performance due to the DTC/Shopify limitation – but there’s likely to be positive impact on your marketplace sales as well.
Three questions that TikTok Off-site Performance Analysis will answer are:
- Is TikTok contributing to incremental revenue outside TikTok?
- Are my store operations, content, and LIVE efforts creating value beyond paid ads?
- Should I continue or increase investment in TikTok e-commerce activities beyond advertising?
All analytics data used in the Off-site performance analysis module comes from the Pixel in your ads account so it’s critical that you get this set up.
