TikTok Shop Analytics: How eCommerce Brands Can Unlock Growth with Conjura

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TikTok Shop Analytics: The Rise of TikTok Shop

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If you think TikTok is just for viral dances, memes, and Gen Z humor, think again. Over the past two years, TikTok has quietly transformed into one of the most popular eCommerce engines on the planet. Through its built-in shopping platform, TikTok Shop, brands are turning social engagement directly into sales, without users ever leaving the app.

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According to industry reports, TikTok Shop generated over $20 billion in gross merchandise value (GMV) in 2023, and that figure is expected to double YoY. For eCommerce brands, the opportunity is enormous. TikTok’s algorithm doesn’t just push content, it creates trends that move products overnight. From “must-have” skincare to trending gadgets, the platform’s cultural influence converts attention into transactions at record speed.

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But with rapid growth comes additional complexities. As brands begin to adopt TikTok Shop, they’re realizing that while setting up shop might be easy, understanding performance isn’t. TikTok Shop analytics provide basic insights, but they don’t offer the depth needed to make smart, data-driven decisions - something you definitely want from one of your major selling channels.

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This blog explores:

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• How to get started with TikTok Shop setup
  
  
• What TikTok Shop analytics can (and can’t) tell you
  
  
• And how Conjura’s unified analytics platform helps eCommerce brands grow faster by connecting TikTok with Shopify, Amazon, and beyond
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If you want to transform TikTok from a creative outlet into a profitable sales engine, keep reading!

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TikTok Shop Setup: A Quick Primer for eCommerce Brands

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Getting started with TikTok Shop setup is simpler than you might think, especially if your brand already sells on Shopify or Amazon. TikTok has designed its seller platform to sync directly with existing eCommerce ecosystems, making multichannel expansion seamless.

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Here’s how to set up your TikTok Shop in a few key steps:

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Step 1: Register Your TikTok Shop Seller Account

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Head to the TikTok Shop Seller Center. Choose your region, submit your business verification documents, and connect your brand’s TikTok account.

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Step 2: Integrate Your Existing Store

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Already running on Shopify or Amazon? You can easily sync your inventory with TikTok Shop. This ensures your product listings, prices, and stock levels stay up-to-date automatically, no more manual updates or mismatched SKUs.

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Step 3: Optimize Your Product Listings

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TikTok thrives on creativity. Use engaging product titles, short descriptions, and high-quality visuals that match the platform’s energy. 

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Bonus tip: pair your listings with short-form videos to drive higher click-through rates.

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Step 4: Launch and Manage Ads

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The TikTok Ads Manager lets you run performance campaigns that direct users to your TikTok Shop listings or your external site. Start small, test creatives, and use metrics like CTR and conversion rate to refine your campaigns.

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Helpful Tip: Once you’re live, connecting your TikTok Shop data to an analytics tool like Conjura ensures your performance insights don’t stay siloed. While TikTok’s setup process is user-friendly, the real challenge begins after launch, understanding what’s working and what isn’t.

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TikTok Shop Analytics: What It Offers (and What It Doesn’t)

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So, you’re live on TikTok Shop. Your content is performing well, sales are rolling in, and your ads are getting clicks. But how do you know which products or campaigns are actually driving profit?

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Let’s start with what TikTok Shop’s native analytics currently offers. Through its Seller Center, brands can view:

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• Sales volume and GMV (Gross Merchandise Value)
  
  
• Traffic metrics like product views and engagement
  
  
• Conversion data such as orders placed
  
  
• Ad performance metrics like impressions, CTR, and ROAS (Return on Ad Spend)
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That’s the good news. The bad news? These metrics barely scratch the surface.

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TikTok Shop analytics are designed for surface-level reporting, not strategic decision-making. Here’s what’s missing:

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• ❌ No SKU-level profitability: You can’t tell which individual products are generating profit or burning budget.
  
  
• ❌ No omnichannel visibility: There’s no connection between TikTok data and other sales platforms like Shopify or Amazon.
  
  
• ❌ Limited attribution clarity: TikTok’s analytics often rely on its own attribution models, meaning you can’t easily see which campaigns are truly driving sales.
  
  

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This creates blind spots for eCommerce operators. You might see that a TikTok ad “performed well,” but did it lead to first-time buyers? Did those customers come back via your Shopify store? Did the sales actually generate profit after ad costs and refunds?

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Without these insights, it’s easy to overinvest in campaigns that look successful but don’t actually move the needle. This is where TikTok Shop data analytics alone falls short and where Conjura’s unified analytics picks up the slack.

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Why You Need More Than TikTok’s Built-In Analytics

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Here’s the truth: TikTok Shop’s native reporting tells you what happened. But not why and definitely not what to do next.

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When you’re growing an eCommerce business, that distinction matters. Without granular, connected data, you’re making decisions based on incomplete information.

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Let’s look at why TikTok’s analytics aren’t enough on their own:

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1. You’re Missing SKU-Level Ad Attribution

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TikTok’s analytics can tell you how much you spent, but not which individual products actually drove results. This means you can’t pinpoint which SKUs are over performing or underperforming.

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Conjura, however, goes a step further. It’s the only analytics platform that calculates ad spend at the SKU level - across TikTok, Meta, and Google. That means every product click, view, and conversion is tracked accurately to reveal true contribution profit.

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2. You Can’t See Long-Term Customer Value

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TikTok is great for discovery, but are your TikTok customers valuable in the long run? Without access to Customer Lifetime Value (LTV) or Customer Acquisition Cost (CAC) data, you’re blind to the profitability of your acquisition efforts. Conjura connects LTV and CAC across every channel, giving you the context you need to invest smarter.

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3. You’ve Limited Visibility Across Sales Channels

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Let’s say your TikTok ads drive a customer who later converts via your Shopify store. TikTok will take the credit, but your Shopify dashboard won’t know the customer first engaged on TikTok. That’s how silos form, and why omnichannel visibility is crucial.

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Conjura eliminates these silos by combining TikTok Shop analytics tools with data from Shopify, Amazon, Walmart, eBay, Google Analytics and more, giving you one unified view of your entire eCommerce operation.

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4. You Can’t Calculate True Profit

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Revenue looks nice in a TikTok dashboard, but profitability tells the real story. Without accounting for costs like ad spend, refunds, and fulfillment, you’re not measuring success accurately.

Conjura’s metric - Contribution Profit - factors in every cost down to the SKU, showing you which products truly drive bottom-line growth.

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In short, TikTok’s analytics are built for reporting. Conjura’s analytics are built for growth.

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If you want to scale your TikTok Shop efficiently, understanding your marketing and product performance at a granular level is non-negotiable. And Conjura provides that clarity, across every channel that matters.

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TikTok Shop Analytics Tools: Conjura + TikTok Shop = The Growth Engine for Modern Brands

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By now, it’s clear that TikTok Shop offers brands an incredible opportunity to reach new audiences and drive sales. But if you want to scale profitably, you need more than just flashy engagement stats. You need a TikTok Shop analytics tool that connects the dots between your marketing, your product data, and your customer behavior.

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Conjura is built to help modern eCommerce brands grow smarter, not just faster, by delivering unified performance insights across TikTok Shop, Shopify, Amazon, Meta, Google Ads, and more. It goes way beyond surface-level dashboards to help you understand what’s driving profit, and more importantly, what actions to take next.

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Here’s how it works:

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All Your Sales and Marketing Data, Connected

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Conjura integrates directly with TikTok Shop and TikTok Ads, but also with:

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• Shopify & BigCommerce
  
  
• Amazon Seller Central & Amazon Ads
  
  
• Google Analytics & Google Ads
  
  
• Meta (Facebook & Instagram)
  
  
• Bing, Microsoft Ads, and more
  
  

With just a few clicks, you can pull all of this data into one clean, intuitive dashboard, no dev team or manual spreadsheets needed.

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True Performance Metrics That Matter

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Forget vanity metrics. Conjura focuses on:

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• Contribution Profit: Know how much profit each product delivers, after all direct costs
  
  
• ROAS (by product, channel, and campaign): See which campaigns are actually working
  
  
• Customer Acquisition Cost (CAC): Understand how much you’re paying to acquire a customer and whether it’s worth it
  
  
• Lifetime Value (LTV): Measure the long-term value of your TikTok-acquired customers compared to other channels
  
  

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Conjura brings all of these into one place, making it easy to compare TikTok Shop performance against other channels, something TikTok’s native analytics can’t do.

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Granular Attribution with SKU-Level Ad Spend

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This is where Conjura stands apart: it tracks ad spend at the SKU level, meaning you can see exactly how much was spent to sell each product, and what profit was made in return.

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So instead of asking, “How did my TikTok ads perform?”, you’re asking, “Which SKUs are profitable on TikTok, and how can I scale them?”

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Actionable Recommendations - Not Just Data

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Too much data can be overwhelming. That’s where Owly AI comes into play, your eCommerce AI agent that turns raw numbers into instant, prioritized actions, without you digging through dashboards. Ask Owly a plain-English question (e.g., “Which TikTok campaigns are losing money?” or “Which SKUs should I promote this week?”) and it will scan thousands of metrics, generate clear recommendations, and even build the reports you need to act.

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Owly doesn’t just surface insights, it gives you strategic moves. Here are some examples of the kinds of, high-impact suggestions Owly will make for your TikTok Shop performance:

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• Stop wasting ad spend: Owly flags SKUs or campaigns where ad cost is outpacing contribution profit, recommending immediate pause or reallocation.
  
  
• Double down on high-margin winners: If a product has strong margin and conversion but low exposure, Owly will suggest boosting spend or testing new creatives that send traffic to that landing page.
  
  
• Identify hidden TikTok stars: Owly detects landing pages or video-led SKUs that drive cross-product revenue (even when the promoted SKU itself doesn’t sell heavily) and recommends merchandising or bundling strategies to capture that value.
  
  

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Beyond recommendations, Owly AI can generate on-demand business reports (investor decks, board summaries, promo plans) and run SKU-level forecasts for 30/60/90 days.

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In short: Owly AI turns Conjura from an analytics platform into an active growth copilot, giving you not just what happened, but exactly what to do next to make your TikTok Shop (and your other channels) more profitable than ever.

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Turn Your TikTok Sales into Smarter Growth

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TikTok Shop is changing the way eCommerce works, and it’s already proving to be one of the most powerful discovery and sales platforms out there. But growth without visibility is risky. And scaling without profitability is unsustainable.

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TikTok Shop analytics gives you a basic starting point. But to unlock real growth, you need a tool that connects all your sales and marketing data across every channel, every product, and every customer touchpoint.

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That’s what Conjura delivers.

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By combining TikTok Shop setup simplicity with deep, actionable analytics, Conjura empowers brands to:

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• Identify winning SKUs faster
  
  
• Optimize ad spend with precision
  
  
• Understand customer value across platforms
  
  
• Make better decisions with unified data
  
  
  

Connect TikTok Shop to Conjura and unlock insights that drive real profit. Book a demo here.

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