Revenue Metrics

Overview

Revenue metrics show how much money your TikTok Shop is bringing in. These are the top-line numbers that represent your sales activity before any costs or expenses are deducted. Understanding the difference between Gross Sales, Net Sales, and GMV is key to interpreting your Dashboardly reports accurately.

Metrics

Product Sales (Gross Sales)

• What it shows: The total value of all products sold at their original listed price, before any discounts are applied.
• Formula: Sum of (Original Price x Quantity) for each item sold
• Where you see it: Dashboard, Profit & Loss, Sales & Profit
• Example: You sell 10 units of a product listed at 25 each, with a 5-per-unit discount. Product Sales shows 250 (10 x 25), not 200. The 50 in discounts is tracked separately.
• Important notes: This is the merchandise-only "sticker price" total. It does not include customer-paid shipping. Discounts, shipping, fees, and costs are shown as separate components. This matches TikTok's subtotal_before_discount_amount transaction field. In some places, this metric may be labeled "Product Sales," "Revenue," or "Gross Sales" -- they refer to the same product-only value.

Discount Applied

• What it shows: The total value of seller-created discounts applied to orders.
• Formula: Sum of (Seller Discount x Quantity) for each item
• Where you see it: Profit & Loss, Sales & Profit
• Example: If you run a "Buy One Get One 50% Off" promotion on a 20 item and sell 4 units (2 at full price, 2 at 10), Discount Applied shows $20.
• Important notes: This only includes discounts you (the seller) created. TikTok-funded product discounts are separate from seller discounts. The P&L shows TikTok-funded Product Discount separately to explain how buyer product revenue connects to settlement-based profit. Co-funded Promotion Fee is a separate expense for participating in a co-funded campaign.

Net Sales

• What it shows: Product revenue after seller-funded and TikTok-funded product discounts. Customer-paid shipping is separate.
• Formula for Order date: Gross Sales - seller discounts - TikTok-funded product discounts.
• Where you see it: Dashboard, Profit & Loss, Sales & Profit.
• Example: 5,000 Gross Sales - 500 seller discounts - 200 TikTok-funded product discounts = 4,300 Net Sales. A separate $300 in customer-paid shipping does not change this product-only amount.
• Important notes: In P&L, TikTok-funded Product Discount explains the support already reflected in settlement-based profit; do not add it to Net Profit again. A difference between GMV and Net Sales can also include customer-paid shipping and paid orders that were later cancelled. Do not subtract the entire cancelled-order reference amount or the same discounts twice.
• Statement date: When complete refreshed TikTok statement headers are available, the report uses TikTok's official statement Net Sales and shows any Statement Detail Reconciliation separately. Otherwise, it uses finalized transaction detail. Compare reports using the same shop, dates, timezone and report basis.

Shipping Revenue

• What it shows: The amount customers paid for shipping on their orders.
• Where you see it: Profit & Loss, Sales & Profit
• Important notes: This is what the customer was charged for shipping -- not what it cost to fulfill the shipment. Gross Sales does not include it. Product and P&L breakdowns show Customer-paid shipping and Shipping costs separately, while Net Shipping combines their impact.

GMV (Gross Merchandise Value)

• What it shows: The total checkout value of all orders, including those that were later cancelled.
• Formula: By default, GMV Base uses the pre-tax item subtotal plus buyer-paid shipping. Dashboardly Support can assign a different Seller Center reconciliation profile only after validating that shop's TikTok report; that profile may use TikTok's buyer-paid order total. The full GMV row adds TikTok Co-funding (Checkout).
• Where you see it: Dashboard, Profit & Loss
• Example: If a shop's reconciliation profile uses TikTok's buyer-paid total and TikTok records €24.99, GMV Base is €24.99. Product Sales can still be higher because it uses the original product price before discounts.
• Important notes:
  • GMV includes cancelled orders. This matches how TikTok Seller Center calculates GMV -- even if a customer cancels, the order still counts as gross merchandise activity. Because of this, GMV will typically be higher than your actual revenue.
  • Buyer-paid reconciliation is not a general setting and cannot be enabled from the page. Unless Dashboardly Support has explicitly confirmed it for your shop, the standard pre-tax checkout basis applies.
  • On a support-verified buyer-paid profile, GMV Base follows TikTok's full buyer-paid checkout total, including buyer-paid shipping and applicable checkout taxes or fees. US GMV Base remains pre-tax.
  • Use the same reporting timezone in Dashboardly and TikTok. A fixed TikTok reporting offset and a daylight-saving local timezone can place a late-night order in different months.
  • Changing the shop reporting timezone re-groups the complete reporting history into the new day and month boundaries. Historical order values are not changed.
  • Expand GMV (with TikTok Co-funding) to see GMV and TikTok Co-funding (Checkout). The two children use the same checkout population, so they add up to the parent. Checkout co-funding includes TikTok-funded product and shipping discounts on paid orders that were later cancelled.
  • Checkout co-funding is a reference amount. It does not show the subsidy retained after refunds or add income to Net Profit. Settlement subsidy and clawbacks are separate figures and can differ because they follow settlement activity.

Platform Subsidy

TikTok co-funding is support for product or shipping discounts. Checkout and settlement figures answer different questions:

• TikTok Co-funding (Checkout) is the reference detail under GMV (with TikTok Co-funding). It uses the same checkout population as its parent, including paid orders later cancelled. For a paid cancellation after dispatch, the checkout contribution retains shipping support rather than product support.
• TikTok-funded Product Discount and the Net Shipping details explain product support and shipping activity in the P&L. Shipping adjustments and fulfilment fees can make these amounts differ from checkout co-funding.
• Settlement subsidy and clawbacks follow settlement activity, so they can differ after refunds or adjustments. They are not additional income to add to the displayed Net Profit.

For example, 3 of TikTok product support on 100 eligible checkouts contributes 300 to checkout co-funding. That reference total alone does not establish how much subsidy is retained after later cancellations, refunds or settlement adjustments. Co-funded Promotion Fee is a separate expense.

How These Metrics Connect

Revenue metrics flow from top to bottom:

1. Product Sales / Gross Sales is merchandise before discounts and excludes shipping
2. Subtract seller discounts and TikTok-funded product discounts to get Order-date Net Sales
3. Show Customer-paid shipping separately from fulfillment and TikTok shipping adjustments
4. Net Sales feeds product gross-profit and margin calculations
5. GMV is a separate checkout-activity measure based on TikTok's market-specific buyer checkout total

Here is a visual summary:

Product Sales (pre-discount)
  - Seller discounts
  - TikTok-funded product discounts
  = Net Sales  -----> feeds into Gross Profit, Margin

Customer-paid shipping
  + TikTok shipping adjustments
  - Applicable fulfilment fees
  = Net Shipping

GMV (separate calculation)
  = Standard profile: pre-tax Sub Total + Shipping Fee
  = Support-verified reconciliation profile: TikTok buyer-paid total
  GMV includes cancelled orders
  GMV on P&L = GMV Base + TikTok Co-funding (Checkout)

Common Questions

Why is my GMV higher than my Revenue? GMV includes cancelled orders and uses the checkout base assigned to the shop. The standard profile uses the pre-tax item subtotal plus buyer-paid shipping; an account-specific reconciliation profile is used only when Dashboardly Support has explicitly verified it against that shop's TikTok report. Revenue (Product Sales) only counts completed orders at the pre-discount product price. These are intentionally different metrics with different purposes.

Why does Product Sales not match what I see in TikTok Seller Center? Product Sales in Dashboardly uses the original listed price before discounts. TikTok Seller Center may display different figures depending on which report you are viewing. Our Product Sales matches TikTok's "Gross Sales" definition (subtotal before discount amount).

What is the difference between Net Sales and Revenue (Sales)? For Order date, Net Sales = Gross Sales - seller discounts - TikTok-funded product discounts. In some places, "Revenue" or "Sales" refers to Gross Sales before discounts. Customer-paid shipping remains separate. Statement-date reports can use TikTok's official statement Net Sales as described above.

Why do my numbers for recent days look slightly different than last week's? Figures can change as TikTok publishes transactions, fees, refunds and settlement adjustments, or when you update costs and settings. An earlier export is a snapshot of the data available at that time. Compare the same shop, dates, timezone, filters and report basis, and inspect any changed components before treating the difference as reconciled. See Data Delays for more details.

Where does Platform Subsidy show up? On Profit & Loss, expand GMV (with TikTok Co-funding) for the checkout detail. TikTok-funded Product Discount and Net Shipping describe separate P&L components. These are not interchangeable amounts, and checkout co-funding is not added to Net Profit.

Can Platform Subsidy make my Net Profit higher than my Operating Profit? No. Checkout co-funding is a reference amount; it is not an extra profit item. TikTok support is already accounted for in the displayed profit calculation. Net Profit = Operating Profit - Net Ad Spend.