Marketing Analytics

What is this page?

The Marketing page brings your TikTok advertising performance data together in the Ad Analytics tab. It tracks campaign spend, TikTok-attributed revenue, orders, and efficiency metrics such as ROAS, TACoS, and ACoS. It helps you compare campaign performance with the separate profitability views. LIVE analytics appears only when its additional feature gate is enabled for the selected shop; promotional campaigns are not a separate tab in the current Marketing page.

Note: Marketing access is enabled for selected shops and requires your user to have Marketing access for that shop. If you do not see Marketing in navigation, check the selected shop and contact support about availability. LIVE analytics has a separate availability gate; access to Ad Analytics does not automatically enable LIVE.

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 summary card is labelled Total Ad Spend, while campaign rows use Ad Spend. Both use TikTok's gross campaign cost so they 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. The summary card is Total Ad Revenue; campaign rows use Ad Revenue.
• 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

Ad Analytics Tab

The current default tab shows:

• Summary cards -- Total Ad Spend, Total Ad Revenue, Overall ROAS, Total Ad Orders, ACoS, TACoS, and CPA
• Ad Spend vs Ad Revenue -- the daily campaign spend and attributed revenue chart
• Campaign table -- search, status filtering, campaign metrics, column selection, and CSV export
• Campaign details -- Performance trend, Product Performance, and Daily Breakdown tabs

LIVE Analytics Availability

LIVE analytics is a separate gated part of Marketing. It appears only when both Marketing and LIVE access are enabled for the selected shop. TikTok permissions and the available LIVE data also determine what can be shown:

• LIVE session information is separate from the Ad Analytics campaign list
• Viewer and engagement metrics depend on TikTok's LIVE reporting
• LIVE revenue is not a paid-only campaign revenue total
• If LIVE is absent, contact support about shop availability rather than assuming its data is zero

Ads Performance

Breakdown of your TikTok advertising campaigns:

• Campaign-level spend and revenue
• Paid product impressions, clicks, and click-through rates where creative traffic data is available
• Return on ad spend per campaign

Ad Orders and CPA use TikTok's GMV Max attribution. Product GMV Max can include paid and organic orders, so CPA is spend per attributed order rather than a paid-only acquisition cost. Paid product impressions and clicks exclude organic shop visits and LIVE traffic. CTR is total paid product clicks divided by total paid product impressions, multiplied by 100; unavailable traffic denominators show N/A.

Dashboardly does not currently show TikTok's native GMV Max ad conversion rate. Do not calculate it by dividing blended GMV Max orders by paid clicks. You can inspect the native metric in TikTok Seller Center under Shop Ads → your campaign → View details → Product and creatives → View creatives. TikTok's reporting definitions explain the distinction between paid traffic and attributed orders.

TikTok's newer Shop Analytics API offers a separate product traffic and conversion funnel across channels. Dashboardly has not integrated those fields into this view yet. Paid advertising traffic should not be treated as total product traffic.

For a single product, Product Overview → Cockpit → Product Ad Traffic also shows paid product impressions, clicks, and CTR. These figures are product-level advertising metrics and are not allocated to individual SKUs.

View a Campaign Performance Trend

On the Marketing page, open a campaign from Ads Performance to see its details. The Performance trend tab compares gross Ad Spend with TikTok-attributed Ad Revenue across the date range selected on the Marketing page. Choose Day, Week, or Month to change how the same campaign facts are grouped; changing the grouping does not start another data sync. Weeks run from Monday through Sunday, while the first or last week can be shorter when your selected dates begin or end midweek.

The chart keeps dates with no reported campaign facts visible as gaps instead of treating them as zero. A notice below the chart explains when a week or month has partial daily coverage. Select View chart data to review the exact spend, revenue, and coverage for every period. For example, a seven-day week with campaign data on five days shows the sum of those five reported days and identifies the coverage as five of seven days. Use the existing Product Performance and Daily Breakdown tabs when you need product-level results or the original daily records.

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. If Copy client link is available under TikTok Ads, use it to create a secure authorization link and send it 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. This action requires Marketing edit access; if it is unavailable, contact support instead of sharing Dashboardly passwords.

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.

Promotion Data Boundaries

The current Marketing page does not provide a separate Promotions tab. Do not interpret campaign metrics as a complete promotion report:

• Flash sales, coupons, and bundle deals are not a separate current Marketing tab
• TikTok-attributed Ad Revenue does not measure the incremental revenue caused by a particular promotion
• Campaign Ad Spend is not the cost of customer 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 for selected shops and your user must have access to that shop's Marketing module. Check which shop is selected and contact support if Marketing is missing. LIVE availability is separate and does not follow automatically from Ad Analytics access.

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.