Marketing Analytics

What is this page?

The Marketing Analytics page brings together all your advertising and promotional performance data in one place. It tracks ad spend, live stream performance, promotional campaigns, and key efficiency metrics like ROAS, TACoS, and ACoS. This page helps you understand how your marketing investment translates into revenue and profit.

Note: This feature is currently available to select accounts. If you do not see the Marketing page in your navigation, it has not been enabled for your account yet.

Key Metrics on This Page

KPI Summary Cards

Ad Spend

• What it shows: Total amount spent on TikTok advertising before ad credits or coupons during the selected period.
• Important: The card is labelled Ad Spend on this page and uses TikTok's gross campaign cost so it can reconcile with Ads Manager. Dashboardly profitability deducts Net Ad Spend after credits instead. On Profit & Loss, expand Net Ad Spend to compare its Gross Ad Spend and Ad Credits children.

Ad Revenue

• What it shows: Revenue attributed by TikTok to your advertising campaign reporting.
• Important: For GMV Max, TikTok reports revenue and orders on a paid + organic blended attribution basis. It is not an exact paid-only revenue total and cannot be subtracted from shop sales to prove organic revenue. GMV Max impressions and clicks remain paid-traffic metrics.

ROAS (Return on Ad Spend)

• What it shows: How much revenue you earn for every dollar spent on ads.
• Formula: TikTok-attributed Revenue / Gross Ad Spend
• Important: This is the Ads Manager-style gross-spend ratio on the Marketing page. For GMV Max, the numerator uses TikTok's blended attributed revenue.

TACoS (Total Advertising Cost of Sales)

• What it shows: What percentage of your gross product sales goes to advertising.
• Formula: (Gross Ad Spend / Gross Product Sales) x 100
• Important: Lower is better. This Marketing-page ratio uses gross ad spend. Profitability pages use Net TACoS after ad credits.

ACoS (Advertising Cost of Sales)

• What it shows: What percentage of TikTok-attributed campaign revenue goes to advertising costs.
• Formula: (Gross Ad Spend / TikTok-attributed Revenue) x 100
• Important: Lower is better. This Marketing-page ratio uses gross ad spend. Profitability pages use Net ACoS after ad credits.

Why Advertising Ratios Differ by Page

Dashboardly keeps two intentional views so you can reconcile both TikTok Ads Manager and your actual profitability:

The revenue denominators do not change between the two views. Ad credits change only the spend basis. This is why a Net ROAS, Net ACoS, or Net TACoS can differ from the corresponding Marketing or Ads Manager ratio for the same period.

Features

Overview Tab

The main tab showing:

• KPI Cards -- summary metrics for ad spend, revenue, ROAS, and efficiency
• Live Streams Summary -- performance data from TikTok Live sessions including viewer counts, engagement, and revenue
• Ads Summary -- performance breakdown of your TikTok ad campaigns
• Promotions Summary -- results from promotional campaigns and deals

Live Streams Performance

If you sell through TikTok Live, this section shows:

• Number of live sessions
• Total viewers and engagement
• Revenue generated during live streams
• Average revenue per session

Ads Performance

Breakdown of your TikTok advertising campaigns:

• Campaign-level spend and revenue
• Click-through rates and conversion data
• Return on ad spend per campaign

Let a Client Authorize TikTok Ads

An agency team member may have access to Dashboardly without having permission to the client's TikTok Business Center. In Settings → Shops, find the client's shop and choose Copy client link under TikTok Ads. Send that secure link to the brand owner or another person who can approve the TikTok Ads connection. The page identifies the agency and shop before the owner continues, so they can confirm that they are authorizing the intended account and Business Center.

The link expires after seven days and is tied to one shop. Creating a replacement link makes the older link unusable, and a completed authorization cannot be replayed. Dashboardly locks the shop while an authorization is being completed, so two people cannot connect it or replace its link at the same time. The link is consumed only after the marketing connection has been saved; if TikTok or Dashboardly has a temporary error before then, the original link remains available for a fresh retry. If the agency user's Marketing edit permission is removed before the client finishes, the authorization is rejected. The client does not need your Dashboardly password or access to the rest of the agency account. If the link has expired or is already in use, return to Settings → Shops and copy a new one after the active attempt finishes. Treat the link like an invitation: send it only to the person responsible for that brand's Business Center and avoid posting it in a public channel.

Promotions Performance

Results from your TikTok promotional campaigns:

• Promotion types (flash sales, coupons, bundle deals)
• Revenue impact of each promotion
• Cost of promotional discounts

Date Range

Select the time period to analyze. Marketing data follows the same date range patterns as other Dashboardly pages.

Common Questions

Why do I not see the Marketing page?

Marketing Analytics is enabled on a per-account basis. If it does not appear in your navigation, it has not been activated for your account. Contact support to enable it.

How does ad spend affect my Net Profit?

Ad spend is subtracted from Operating Profit to calculate Net Profit: Net Profit = Operating Profit - Net Ad Spend. You can see this on the Profit & Loss page and the Dashboard.

What is the difference between TACoS and ACoS?

TACoS measures ad spend as a percentage of all gross product sales. ACoS measures ad spend as a percentage of TikTok-attributed campaign revenue. For GMV Max, that attributed revenue is paid + organic blended, so ACoS is an attribution-platform efficiency view rather than proof of paid-only sales.

Why does my ad spend show $0 even though I am running ads?

Ad spend data requires your TikTok Ads account to be connected to Dashboardly. Check your Settings to ensure the TikTok Ads integration is set up. If recently connected, it may take some time for historical data to sync.

Why might my ROAS differ from TikTok Ads Manager?

Differences can occur when the selected dates, gross-versus-net spend basis, import timing, or TikTok attribution state differ. GMV Max uses a 24-hour attribution window, and net cost can update up to 11 hours later. Compare Dashboardly's gross-spend Marketing view with the same TikTok dates and allow the latest data to settle.

Do creative metrics keep updating after the historical import?

Yes. Dashboardly continues refreshing your GMV Max creative metrics after the initial history is imported. Campaign and product summaries, creative metrics, and video details refresh independently, so they may become current at different times. Recent days are checked again as TikTok updates its reporting. If a temporary interruption delays creative metrics, Dashboardly resumes from the last fully checked day and works through the missing period automatically; you do not need to restart the historical import. Missing TikTok permissions or a disconnected account must still be resolved before synchronization can continue.

Can I use Ad Revenue to calculate exact organic sales?

No. In GMV Max reporting, attributed revenue and orders include TikTok's paid + organic blended attribution. Dashboardly does not subtract that number from shop sales and call the remainder organic. Paid impressions/clicks, blended attributed revenue, and total shop sales remain separately labelled source views.