Dashboard

What is this page?

The Dashboard is your home base in Dashboardly. It gives you a quick, at-a-glance view of how your TikTok Shop is performing right now and over any date range you choose. You can see your most important numbers, track trends over time, and identify your best-selling products and top customers -- all without leaving a single page.

Key Metrics on This Page

The Dashboard displays metrics through Preset Cards at the top and Charts below them. You can customize which metrics appear in your preset cards.

Gross Sales

• What it shows: The total dollar value of all products sold at their original listed price, before any discounts are subtracted. This is your "top-line" number — sometimes called Gross Revenue.
• Formula: Sum of (Original Price x Quantity) for each item sold
• Where you see it: Dashboard preset cards, charts
• Important: This number is BEFORE discounts. If you offered a 20% discount on a $50 item, Gross Sales still shows $50 for that item. To see revenue after discounts, look at Net Sales. In TikTok Seller Center, this corresponds to the "subtotal before discount amount."

Net Sales

• What it shows: Your actual sales revenue after seller discounts have been subtracted.
• Formula: Product Sales - Discounts
• Where you see it: Dashboard preset cards, charts
• Example: If you sold $1,000 worth of products and gave $100 in discounts, your Net Sales would be $1,000 - $100 = $900. Shipping revenue is tracked separately.
• Important: Only seller-created discounts are subtracted here. TikTok platform discounts (co-funded promotions) are tracked separately as Platform Subsidy. See Revenue Metrics for details.

Gross Profit

• What it shows: How much money you keep after subtracting the cost of the products you sold (COGS), but before any fees or other expenses.
• Formula: Net Sales - Cost of Goods Sold
• Where you see it: Dashboard preset cards, charts
• Example: If your Net Sales are $950 and the products you sold cost you $400 to purchase, your Gross Profit is $550.
• Important: You must set your Cost of Goods (COGS) in the Inventory page for this number to be accurate. If COGS is not set, Gross Profit will equal Net Sales, which overstates your actual profit. See Setting Up Cost of Goods (COGS) for step-by-step instructions.

Operating Profit

• What it shows: Your actual profit from day-to-day operations after ALL operational costs are deducted -- TikTok fees, shipping costs, affiliate commissions, refunds, sample costs, and any manual adjustments.
• Formula: Gross Profit + Manual Income - Shipping Costs - FBT Fees - Platform Fees & Taxes - Co-funded Promotion Fee - Affiliate Sales Commission - Affiliate Ads Commission - Sample/Marketing Costs - Refunds & Returns - Manual Expenses - FBS Manual Shipping
• Where you see it: Dashboard preset cards, charts
• Important: This is the most complete picture of your operational profitability. It includes every cost that TikTok charges and every operational expense. If Operating Profit is negative, your costs exceed your gross margin. See the Profit & Loss page for a detailed breakdown of each expense category.

Net Profit

• What it shows: Your final bottom-line profit after accounting for TikTok's co-funding (Platform Subsidy) and your advertising costs.
• Formula: Operating Profit + Platform Subsidy - Ad Spend
• Where you see it: Dashboard preset cards, charts
• Example: If your Operating Profit is $200, TikTok contributed a $50 Platform Subsidy, and you spent $30 on ads, your Net Profit is $200 + $50 - $30 = $220.
• Important: Net Profit can sometimes be higher than Operating Profit -- this is not an error. It happens when TikTok co-funds part of your promotions through Platform Subsidy. If you have connected TikTok Ads, your ad spend is also subtracted here. If TikTok Ads is not connected, Ad Spend will be zero and will not affect this calculation.

Margin

• What it shows: What percentage of your net sales revenue you keep as gross profit.
• Formula: (Gross Profit / Net Sales) x 100
• Where you see it: Dashboard preset cards
• Example: If your Gross Profit is $550 and your Net Sales are $950, your Margin is 57.9%. That means you keep about $0.58 of every dollar of net sales after product costs.
• Important: Shows as a percentage (e.g., 45%). If your Net Sales are zero or negative, Margin will not display. This metric requires COGS to be set -- without it, Margin will show as 100% which is misleading.

ROI (Return on Investment)

• What it shows: How much operating profit you earn for every dollar of product cost in your sold goods (COGS).
• Formula: (Operating Profit / Cost of Goods Sold) x 100
• Where you see it: Dashboard preset cards
• Example: If your Operating Profit is $300 and your COGS is $400, your ROI is 75%. That means you earn $0.75 in operating profit for every $1.00 of inventory cost.
• Important: ROI uses Operating Profit (not Net Profit) because it measures the return on your inventory investment before subsidies and ad spend. If COGS is not set, ROI will not display. An ROI of 200% means you earn $2 in operating profit for every $1 of inventory cost.

Units Sold

• What it shows: The total number of individual items sold.
• Where you see it: Dashboard preset cards
• Important: This counts items, not orders. If one customer buys 3 units in a single order, this counts as 3 units. Sample orders (free products sent to influencers) are not included in this count.

Unique Orders

• What it shows: The total number of separate orders placed.
• Where you see it: Dashboard preset cards
• Important: This counts orders, not items. One order with 3 items counts as 1 unique order.

GMV (w/ subs.)

• What it shows: The total amount customers effectively paid at checkout, including TikTok's Platform Subsidy contributions. The Dashboard labels this metric "GMV (w/ subs.)" to clarify that Platform Subsidy is included.
• Formula: GMV Base (Sub Total + Shipping Fee) + Platform Subsidy
• Where you see it: Dashboard preset cards, charts
• Important: This number is higher than Gross Sales because it uses the post-discount price (what the customer actually paid) and adds TikTok's subsidy. If you want to see a breakdown of base GMV versus subsidy, check the Profit & Loss page, which separates them.

Refunds & Returns

• What it shows: The total financial impact of refunds issued, returns processed, and cancelled orders.
• Formula: Gross Sales Refund + Other Refund Costs + Cancelled Orders Value
• Where you see it: Dashboard preset cards
• Important: This includes the refunded product value (based on the item sale price), any shipping costs refunded, and the value of cancelled orders. Refund amounts are attributed to the date the refund was processed (completion date), not the date the customer filed the request. This can cause day-level differences when comparing to TikTok Seller Center. See My Numbers Don't Match TikTok for details.

Features

Preset Cards

The row of metric cards at the top of the Dashboard. Each card shows:

• The current value for the selected date range
• A comparison with the previous period (percentage change, shown in green for improvement or red for decline)
• A mini sparkline chart showing the trend

You can customize which metrics appear by clicking the gear icon on any card. Available metrics include Gross Sales, Net Sales, Gross Profit, Operating Profit, Net Profit, Margin, ROI, Units, Orders, Refunds, and more. Your customizations are saved and will persist across sessions.

Live Chart

The main chart in the center of the Dashboard. You can:

• Select metrics to compare on the chart (up to 2 at a time)
• Choose date ranges using the date picker (Today, Yesterday, Last 7 Days, Last 30 Days, custom range)
• Group by period -- view data by day, week, month, quarter, or year
• Compare periods -- overlay a previous period to see how performance has changed

Top Products

A ranked list of your best-performing products by revenue, shown in a bar chart. Clicking a product takes you to its detail page in Sales & Profit.

Top Customers

Shows your highest-value customers ranked by total spending. Clicking a customer opens their detail view with order history. See also Customers.

Order Details Widget

A quick summary of recent orders with key details like status, amount, and fulfillment information.

Warehouse Analytics Widget

If Warehouse Management is enabled, this widget shows inventory levels and warehouse utilization. See Warehouse Management.

Main Charts (Bottom Section)

Additional charts below the primary dashboard area, allowing you to visualize more metrics over time. These support the same date range and grouping controls as the Live Chart.

How Data Accuracy Improves Over Time

Dashboardly uses a 3-tier data quality system to give you the most up-to-date information possible:

What this means for you: Revenue figures (Gross Sales, Net Sales) are accurate from the moment an order comes in. Fee-based metrics (Operating Profit, Net Profit, Fees & Taxes) may shift slightly over the first 1-2 weeks as estimates are replaced with exact amounts. Monthly and weekly totals are very reliable once the settlement period has passed.

Common Questions

Why does my Gross Sales number differ from what TikTok shows?

Gross Sales in Dashboardly uses the original price before any discounts (TikTok calls this "subtotal before discount amount"). TikTok's own dashboard may show different numbers depending on which view you are looking at -- some TikTok views show post-discount amounts. Dashboardly matches TikTok's official gross sales definition.

Why is my Net Profit higher than my Operating Profit?

This happens when you participate in TikTok co-funded promotions. TikTok contributes money (Platform Subsidy) toward discounts or shipping -- that money is added back to your Net Profit. For example, if your Operating Profit is $1,000 and TikTok contributed a $200 subsidy, your Net Profit would be $1,200 (minus any ad spend). This is correct and reflects real money TikTok is contributing to your promotions. See Profit Metrics for more details.

Why does my ROI or Margin show as blank?

Both metrics require Cost of Goods Sold (COGS) to be set. Go to the Inventory page and enter your COGS for each product, or use the bulk import feature. See Setting Up Cost of Goods (COGS). Margin also requires Net Sales to be greater than zero.

Why do the numbers change slightly after a few days?

This is the 3-tier data quality system at work (see the "How Data Accuracy Improves Over Time" section above). When an order first comes in, fees are estimated. As TikTok processes the order and settlement data arrives, the exact fees replace the estimates. Revenue figures (Gross Sales, Product Sales) are accurate from the start -- it is primarily fees, shipping costs, and platform charges that refine over the first 7-14 days.

Can I customize which metrics show on the Dashboard?

Yes. Each preset card has a settings icon that lets you choose from any available metric. Your customizations are saved and will persist across sessions.

Why do the Dashboard numbers differ slightly from the P&L page?

Both pages use the same data source and the same formulas. If you notice a small difference, check that you are comparing the exact same date range and the same shop. Both pages pull from the same underlying data and should produce identical results for identical date ranges.

What happens to cancelled orders in my metrics?

Cancelled orders are excluded from revenue (Gross Sales, Net Sales) and unit counts. However, if a product was shipped before the cancellation and was not returned, the Cost of Goods Sold for that order is still counted because the product left your inventory. The financial value of cancelled orders appears in the "Refunds & Returns" metric. See My Numbers Don't Match TikTok for more about how cancellations are handled.