CRM Report

The CRM Report (Affiliate CRM → Reports, /dashboard/crm-report) is Cruva's analytics hub for your affiliate program. It answers questions like: who are my affiliates demographically, how well is my sampling funnel converting, do creators keep posting after their first video, and which creator tiers and individual creators actually drive revenue.

A single date range picker at the top right (default: the last 90 days) drives the data in most sections — Demographics over time, Sample Funnel, Creators by Level, Creator Efficiency, and Sample Report. The Retention Analysis section is the exception: it always shows your 12 most recent cohorts regardless of the page date range.

A sticky section navigation bar lets you jump between the six sections: Demographics, Sample Funnel, Retention, Creators by Level, Creator Efficiency, Sample Report.

Plan availability: The Demographics section is available on all plans. Everything else on the page (Sample Funnel, Retention, Creators by Level, Creator Efficiency, Sample Report) requires the Growth plan or higher — lower plans see an "Upgrade Now" card instead.

1. Demographics

Two views of who your affiliate base is and how their contribution shifts over time.

Affiliate Base

A grid of pie-chart cards breaking your affiliate CRM down by demographic dimension (gender, age, race, body type, tone, face visibility, language, follower gender, follower age, category — whichever have data). Three cards show initially; click Show more to expand to nine.

A stat selector at the top-right changes what each pie measures:

• GMV (default), Video GMV, Live GMV
• Units Sold
• Video Count, Live Count
• # Affiliates

Categories below 5% of the total are combined into an "Other" slice. Hovering a slice (or reading the badges next to the chart) shows the exact value and percentage.

GMV Mix Over Time

A stacked area chart showing how the GMV mix across all creator activity shifts over the selected date range. Controls:

• Dimension — Gender, Age, Race, Body Type, Tone, Face Visibility, Language, Follower Gender, Follower Age, or Category (default: Age).
• Grain — Day, Week (default), or Month.
• View — % of GMV (stacked shares that always total 100%) or GMV (absolute currency values).
• Product and Campaign filters to scope the data.

If there is no first-post activity in the range, the chart shows an empty state.

2. Sample Funnel Over Time

Tracks samples delivered and content posted by time bucket, with the fulfillment-rate trend. Requires Growth plan.

Controls: time grain (Day / Week / Month — default Week), Product filter, Campaign filter.

Summary tiles (totals for the selected range):

• Delivered — samples delivered to creators.
• Posted — samples that resulted in a post.
• Fulfillment Rate — Posted ÷ Delivered, as a percentage.

Chart: blue bars for Delivered, green bars for Posted, and an orange line for the per-bucket Fulfillment % (on a 0–100% right axis). This makes it easy to spot weeks where you shipped a lot of product but got few posts back.

3. Retention Analysis

Cohort-based retention tracking across your creator base — do creators keep posting after they join your program? Requires Growth plan.

Cohort settings (filters)

• Acquisition Event — what counts as a creator "entering" your program and defines their cohort: Sample Approved, Sample Delivered, or First Video Posted (default).
• Time Grain — group cohorts and measure retention Monthly (default) or Weekly.
• Mode — Per Period (activity within each individual period) or Cumulative (running totals, e.g. how many creators have ever posted by month 6). Cumulative mode adds a "Cumulative" badge to the heatmap.
• Metric — the value shown in each heatmap cell:
  • Active Creators (Videos) — shown as a % of cohort size (default)
  • Avg Posts / Creator
  • Total GMV
  • Avg GMV / Video, Avg GMV / Video (GMV > 0)
  • Total Posts, Posts (GMV > 0)
  • Active Creators (Lives) — shown as % of cohort size
  • Avg Lives / Creator
  • Avg GMV / Live, Avg GMV / Live (GMV > 0)
  • Total Lives, Lives (GMV > 0)
• First Sampled Product — only include creators whose very first sample request was for this product. Useful for measuring retention of a specific product launch.
• Has Posted Product — only include creators who have posted about this product at any point (independent of what they first sampled).
• Creator Level — filter to a GMV tier: L1 through L7, or L3+ (all creators at L3 and above). L1 is the lowest GMV bracket, L7 the highest. See the tier table in the "Creators by Level" section below.

Cohort heatmap

Rows are the 12 most recent cohorts (the period when creators were acquired, per the acquisition event). Columns are offset periods after acquisition — M0–M11 for monthly or W0–W11 for weekly, where M0/W0 is the acquisition period itself. The Size column is how many creators were acquired in that cohort. Cell color intensity scales from low to high relative to the metric's maximum. Future periods render as blank cells.

Interactive elements:

• Click a cohort label or its size → a dialog listing every creator in the cohort (avatar, @handle, videos posted, GMV), paginated 20 per page, with an Export CSV button (handle, videos, gmv). Very large cohorts are truncated to a top-creators limit, noted in the dialog.
• Products button on a cohort row → a "Product Mix" dialog showing which products that cohort sampled, with percentages and estimated creator counts per product.
• Click any cell → a detail dialog for that cohort × period with the full stat block — Posts, Posts (GMV > 0), Posting Creators, Avg Posts / Creator, Avg GMV / Video, Avg GMV / Video (GMV > 0), and the equivalent Lives stats — plus the creator list for that cell and its own CSV export.
• Save PDF button (top right of the card) downloads the heatmap as a file.

Insights

Below the heatmap, auto-generated insight cards summarize the cohort data (they respect the same filters):

• Early dropoff — the average share of creators who stop posting after their first period. Framed as a warning above 50%, moderate at 30–50%, and a "strong early retention" success below 30%.
• Best cohort — the cohort (min 5 creators) with the highest period-1 retention, with a suggestion to investigate what made it work.
• Weakest cohort — the lowest period-1 retention cohort, with prompts to review product quality, targeting, or outreach.
• Long-term retention — average retention at period 5; a tip fires when it's below 5% ("consider loyalty programs, recurring sample drops, or commission increases") and a success card when above 15%.
• Trend — compares the 3 most recent cohorts to the 3 oldest; flags retention trending up or down by more than 15%.
• Average dropoff point — estimates how many days after acquisition creators typically stop posting (retention falls under 10%), and includes a Create Re-engagement Campaign button. This opens the automation builder pre-configured with a DM outreach targeting affiliates who received a sample that many days ago (or more) but haven't posted in over 7 days.

4. Creators by Level (Creator Overview)

Content performance and sampling activity broken down by creator level — this is where you can see, for example, the total number of videos posted by each creator tier. Requires Growth plan.

Creator levels (L-tiers) are based on each creator's total GMV over the last 30 days across all shops (not just yours):

Level

30-day GMV range

L1

$0 – $5K

L2

$5K – $25K

L3

$25K – $60K

L4

$60K – $150K

L5

$150K – $400K

L6

$400K – $1.5M

L7

$1.5M+

L3+

$25K+ (aggregate of L3–L7, highlighted row)

(Currency symbol follows your shop region.)

Filters: Product, Campaign, and List cohort (restrict the table to creators in one of your uploaded lists).

Columns (all scoped to the selected date range and filters):

• Creator Level — tier plus its GMV bracket.
• TC Samples — Targeted Collaboration sample requests in the period.
• Open Collab Samples — Open Collaboration sample requests in the period.
• Videos — total videos posted in the period by creators of this level.
• GMV — GMV earned during the range, counted on the day each sale happened (not when the video was posted). Honors the Product and Campaign filters.
• Avg GMV / Video — GMV ÷ Videos for the range.
• Commission — commission earned during the range, counted on the sale day.

A Total row sums all levels. Export CSV downloads the full table (including each level's GMV range).

5. Creator Efficiency

Top creators ranked by sample ROI, plus how post volume relates to GMV per video. Requires Growth plan.

Filters/actions: Product, Campaign, Export CSV, and Set Sample Costs (see below).

Summary tiles

• Samples Delivered — total samples delivered to creators in the date range.
• Sample $ Spent — the sum of sample cost for every delivered sample. Cost precedence per sample: SKU custom COGS → product custom COGS → SKU price → product price.
• Wasted Samples — samples that were delivered but the creator never posted (everything not marked "Posted"), with the waste rate %.
• Wasted $ — total product cost of samples that didn't generate a post.

Top 10 Creators by GMV (sampled in range)

A table of the ten highest-GMV creators who were sampled in the window:

• Creator — @handle and nickname.
• Samples — samples delivered to them in range.
• Posts — posts in range.
• Sell-Through % — percent of the creator's posts in the range that generated any GMV.
• GMV — total GMV in range.
• Sample Cost — total cost of samples delivered to them (same cost precedence as above).
• ROI — GMV per dollar spent on samples (shown as a multiplier, e.g. 12.4×). Higher is better.
• GMV / Sample — GMV divided by samples delivered.

Posts per Creator chart

"Posts per Creator: Videos Posted vs Avg GMV / Video" — a combo chart where bars show how many creators fall into each post-count bucket and an orange line shows the average GMV per video for each bucket. Useful for seeing whether creators who post more also earn more per video.

Set Sample Costs dialog

Because TikTok doesn't tell Cruva your product cost, sample spend defaults to product/SKU price. The Set Sample Costs dialog lets you enter true COGS:

• Searchable, paginated list of your active products showing Price and a Sample cost input per product.
• Expand a product (chevron) to override cost per SKU. Blank fields fall back to the default shown in grey (product cost → SKU price → product price).
• Checkboxes support bulk editing: select products and/or SKUs, type one value, and Apply (or Clear to remove overrides).
• Changes save on blur/Enter with a saved checkmark; the X button clears an individual override.

These costs feed the Sample $ Spent, Wasted $, Sample Cost, and ROI figures.

6. Sample Report

The sample request funnel broken down by creator level. Requires Growth plan.

Filters: Product, Campaign, List cohort. Export CSV downloads the table.

This table is cohort-based on applications: it follows the sample requests submitted during the selected period through their lifecycle, so "Approved" here can differ from the total number of approvals that happened during the period.

Columns (rows are L1–L7, L3+ highlighted, plus a Total row):

• Creator Level — tier based on 30-day total GMV across all shops.
• Applications — sample requests submitted during the period.
• Approved — of those applications, how many were approved.
• Approval % — Approved ÷ Applications.
• Delivered — of those applications, how many were delivered.
• Delivery % — Delivered ÷ Applications.
• Fulfilled — of those applications, how many resulted in a post after the creator received the sample.
• Fulfillment % — Fulfilled ÷ Applications.
• Videos Posted — videos posted after the sample request that feature the sampled product (the product appears in the video's product list), deduplicated per creator.
• Sales — total GMV from those videos.
• Videos / Sample — Videos Posted ÷ Delivered. Shown green when each delivered sample yields at least one video, red otherwise.
• Sales / Sample — Sales ÷ Delivered. Green when each delivered sample yields at least 10 (in shop currency) of GMV.

Percentage cells are color-coded: green ≥ 70%, amber 40–69%, red < 40%.

Use this table to decide which creator tiers deserve sample approvals: a tier with high applications but poor fulfillment and low Sales / Sample is burning inventory, while a tier with strong Videos / Sample and Sales / Sample is where approvals pay off.