Pipeline & community

Every creator, every stage, every outcome — in one place.

Cruva is built around the affiliate funnel, not generic deals. Track creators from first contact through sample, post, repeat, and inner circle — with the context, performance, and history that an affiliate-tuned CRM actually needs.

Built-for
Affiliates
Live
Stage tracking
Every
Touchpoint logged
app.cruva.com/pipeline
Pipeline
791 creators · last 30 days
Contacted
412
Replied
184
Sample sent
96
Posted
71
Repeat
28
Creator
Stage
Activity
30d trend
Lift
TB
@tiffany.brookeL4
Unhinged wife, mom, photographer
Posted
4 posts · 60d
+34%
I
@ianaleyL3
Beauty + skincare
Sample sent
1 post · 14d
+18%
X1
@xojenny_14L3
SAHM of 3
Repeat
7 posts · 90d
+72%
MG
@maeve.glowL2
Wellness + clean beauty
Overdue
0 posts · 21d
+5%
Why teams use it

Built for the way your team actually runs CRM.

Pipeline stages that match your funnel.

Contacted, replied, sample-sent, posted, repeat, inner-circle. The default stages match how affiliate programs actually grow — and you can rename or extend them.

Every interaction, on every record.

Every email, DM, sample, post, contract, and follow-up shows up on the creator's timeline. No more digging through five tools to remember what happened.

Tied to GMV, not just activity.

Each creator record carries their actual revenue contribution, lifetime posts, and conversion patterns — so your CRM tells you who matters, not just who's busy.

How it works

From input to outcome in 3 steps.

STEP 01

Auto-populate from outreach and discovery.

Every creator added to a list, contacted in a sequence, or discovered through search becomes a record automatically. No manual data entry.

STEP 02

Move through stages by behavior.

Stages advance based on real events — reply received, sample shipped, post detected — so the pipeline reflects reality, not anyone's note-taking discipline.

STEP 03

Report on what compounds.

Built-in reports show repeat-poster cohorts, GMV-per-creator, and where creators stall in the funnel — so you know what to fix.

Deep dive

Everything you'd expect, plus a few you wouldn't.

Repeat behavior

The metric most CRMs miss.

Affiliate programs grow on repeat posters. Cruva treats repeats as a first-class metric — not a side report — and surfaces creators on the verge of dropping off so your team can re-engage before they go silent.

  • Repeat poster cohort tracking
  • Days-since-last-post per creator
  • Re-engagement triggers for at-risk creators
  • Lifetime GMV and post count per record
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Questions

About CRM.

Does this replace my existing CRM?
For TikTok Shop affiliate creators, yes. Most teams stop using their generic CRM (or a spreadsheet) for affiliate work entirely once Cruva is in place. For other GTM motions, Cruva runs alongside your existing tools.
Can I import an existing creator list?
Yes. Bring CSVs, exports from other tools, or partial lists; Cruva enriches each record with the platform's context and slots them into your pipeline.
Who can see what?
Permissions are configurable per team and per record. Most accounts run a simple model where the affiliate team sees everything and leadership sees aggregate reports.

Stop chasing creators one at a time. Build an affiliate engine that scales.

Cruva helps your team discover better creators, automate the busywork, track every sample and post, and grow TikTok Shop affiliate GMV from one platform.

Official TikTok Shop Partner