Your dashboard: every stat explained

The dashboard (cruva.com/dashboard) is the first page you see when you log in. It's the quickest place to check how your shop is doing: GMV, sales, outreach sent, samples, content, and ads, all for the date range you pick.

For deeper analysis (demographics, creator efficiency, sample funnels over time), see the CRM Report. For day-to-day numbers, start here.

Quick answers

• How many target collabs (TC invites) did I send? Look at the Target Collabs Sent card on the Analytics tab. It's on the dashboard by default. Set the date range at the top to the period you want, and the card shows the total invites sent, a chart by day, and the % change against the previous period. If you've removed it, add it back with Customize (it's in the Outreach category). For a per-automation breakdown, open the Outreach tab: the Automations table has a TC Invites Sent column for each automation.
• How many DMs did I send? The DMs Sent card, on by default. Follow-up DMs and emails have their own cards (Followup DMs Sent, Emails Sent) that you can add.
• How many sample requests did I get? The Sample Requests card, on by default. Add TC Samples and Open Collab Samples to split them by source.
• How much did affiliates sell? The Affiliate GMV card, on by default. Total GMV is your whole shop, including ads and organic sales.
• What's my reply rate? The Reply Ratio card (Replies ÷ DMs Sent), on by default in the numeric stats.
• Which products or creators drive sales? The Products tab (Top Products, Top SKUs) and the Creators tab (My Top Affiliates).

The top of the page

• Shop name and Performance Score. If your shop has a Shop Performance Score, it shows next to the name (green at 4.0 and above).
• Generate Report builds a shareable Affiliate Report for the current date range. You choose which sections to include: Executive Overview, Revenue Breakdown, Outreach Analysis, Sample & Affiliate Funnel, Top Videos, Top Affiliates, and Top Hooks. Generation can take up to 30 seconds, and the report is saved automatically.
• Share creates a password-protected link to your dashboard, with your company logo, for clients or teammates. You choose which sections appear and in what order. Sharing requires a plan above Basic.

Date range, comparison, and filters

These controls sit in the bar above the tabs.

Date range. The default is the last 30 days, ending two days ago, so the default view only covers days whose TikTok data has fully come in. Presets: Yesterday, 3 days, 7 days, 30 days. You can also pick any custom range up to 36 months back, or drag across any chart to zoom the whole page to that range.

Timezone. Defaults to your browser's local timezone. You can switch to UTC or another common business timezone, and every number on the page uses it.

Comparison period. Every stat shows a % change badge: green for up, red for down. By default (Auto), Cruva compares against the same-length period just before your range. For example, if you're viewing the last 7 days, it compares against the 7 days before that. You can instead pick Previous 3 / 7 / 30 days or a custom range. If the earlier period was 0 and this period isn't, the badge shows +inf%. Ranges longer than 400 days show no comparison.

Grain. Day, Week, or Month. This only changes how chart points are grouped; totals stay the same.

Product filter (Analytics tab). Narrows the stats to one or more products, which you can find by name or ID.

Campaign filter (Analytics tab). Narrows the stats to specific Bots (automations) or Email campaigns. Inside the dropdown, Show data from all Cruva campaigns limits the data to activity that came from any Cruva campaign.

The product and campaign filters are set on the Analytics tab, but they keep applying when you switch tabs. They affect My Top Affiliates (Creators tab), the Affiliate Funnel (Outreach tab), and Samples by SKU (Products tab). If those numbers look low, check whether a filter is still on.

Export CSV (download icon, Analytics tab) downloads every chart stat as a spreadsheet: one column per stat, one row per day, and a Total row.

Full screen expands the dashboard to fill your screen.

Analytics tab: the stats grid

The Analytics tab is a grid of stat cards in two areas:

• Stats with Charts shows a total, a % change, and a chart over time.
• Numeric Stats shows just the total and the % change.

Default stats

A new shop starts with these cards. You can change any of them.

Stats with Charts: Total GMV, Total Units Sold, Affiliate GMV, Video GMV, Live GMV, DMs Sent, Target Collabs Sent, Videos Posted, Video Views, Sample Requests, Samples Shipped, Customers, Add to Cart, Subscription Revenue, Avg Order Value, GMV Max Spend.

Numeric Stats: Affiliate Units Sold, Creators With Posts, Creators With Sales, First-time Posters, GMV Per Mille, Avg Order Value, Sample Ratio, Reply Ratio.

Add, remove, and rearrange stats

1. Click Customize (the sliders icon) in the bar above the stats.
2. To add a stat, click it in the stat bank (or drag it onto an empty "Drop stat here" slot). Stats are grouped into category tabs, and you can search with Search stats.... Stats already on your dashboard are greyed out.
3. To remove a stat, hover over the card and click the X.
4. To rearrange, drag one card onto another to swap them. You can also drag a card between the chart area and the numeric area.
5. Use the columns control to show 3, 4, or 5 cards per row in each area.
6. Click Save.

Your layout is saved per shop. Account owners and admins can use the ⋮ menu and choose Set as default to make the current layout the starting layout for their shops, and can optionally apply it to every existing shop. Reset clears this shop's layout and goes back to your default.

Every stat below can go in either area, except Sample Ratio and Reply Ratio (numeric only) and Avg Videos Per Creator (chart only).

Revenue & Sales

• Total GMV: your TikTok Shop's entire GMV, including affiliate, ads, and organic sales. On by default.
• Affiliate GMV: GMV driven by affiliate creators. On by default.
• Video GMV: GMV from short-form videos. On by default.
• Live GMV: GMV from TikTok LIVE sessions, by the session's start time. It matches the LIVEs page. On by default.
• Total Units Sold: all units sold by your shop, including affiliate, ads, and organic. On by default.
• Affiliate Units Sold: units sold through affiliates. On by default (numeric).
• Commission: affiliate commission earned.
• Orders: shop-wide order count.
• Refunds: shop-wide refund amount.
• GMV with Cofunding: paid orders plus TikTok Shop's co-funding amount. Shop-wide.
• Creators With Sales: distinct creators who generated GMV in the range. On by default (numeric).
• New Content GMV: only GMV from content posted during the range, which shows how much your new content earns.
• GMV Per Mille (GPM): Affiliate GMV per 1,000 video views. On by default (numeric).
• EMV (earned media value): what your video views would cost as ads, calculated as (Video Views ÷ 1,000) × CPM. Click the gear on the card to set your CPM (default $5, saved per shop).

Content & Engagement

• Videos Posted: videos posted featuring your products. On by default.
• Affiliate Videos Posted: the same, excluding your shop's own accounts.
• Video Views: total views on videos featuring your products. On by default.
• Likes and Comments: engagement on those videos.
• Lives Posted: number of LIVE sessions.
• Carousel GMV and Carousel Posts: GMV and post count from photo carousels.
• Creators With Posts: distinct creators who posted in the range. On by default (numeric).
• First-time Posters: creators who posted for your shop for the very first time. On by default (numeric).
• Avg GMV / Video: Affiliate GMV ÷ Videos Posted.
• Avg Videos Per Creator: Videos Posted ÷ Creators With Posts.

Samples

• Sample Requests: sample requests received, by request date. On by default.
• TC Samples: sample requests that came from Target Collabs.
• Open Collab Samples: sample requests that came from Open Collabs.
• Samples Approved, Samples Shipped, and Samples Delivered: counted by the approval, ship, and delivery dates. Samples Shipped is on by default.
• Sample Ratio: Sample Requests ÷ Target Collabs Sent, which shows how many invites turn into requests. On by default (numeric only).
• Sample Post Rate: share of delivered samples that led to a post. Recent deliveries may not have posted yet.
• Sample Spend: cost of samples shipped in the range, by ship date. Cost uses your SKU cost, then product cost, then SKU price, then product price (set costs under Sample COGS).
• Wasted Sample Spend: sample spend on samples that never led to a post.
• GMV Per Sample $: Affiliate GMV per unit of sample spend, shown as a multiplier (e.g. 8.2x).
• GMV Per Sample Delivered: Affiliate GMV ÷ Samples Delivered.
• Refundable Samples, Refundable Samples Shipped, Refundable Samples Delivered, Samples Refunded, and Sample Refund Amount: activity for refundable samples.

Outreach

All outreach stats count only messages that were sent successfully.

• Target Collabs Sent: Target Collab (TC) invites sent in the range. On by default. The product filter applies, so you can see invites sent for a specific product.
• DMs Sent: direct messages sent, including open plan cards. On by default.
• Followup DMs Sent: follow-up messages sent by automations.
• Open Plan Cards Sent: open plan cards sent.
• Emails Sent: outreach emails sent.
• Replies: creator replies received.
• Reply Ratio: Replies ÷ DMs Sent. On by default (numeric only).

Ads

These need the TikTok for Business integration. See GMV Max and TikTok Ads.

• GMV Max Spend: ad spend on GMV Max. On by default.
• Ad ROI: ad revenue ÷ ad spend, shown as a multiplier.

Shop & Product

• Avg Order Value: Total GMV ÷ orders. On by default (both areas).
• Customers: number of buyers. On by default.
• Add to Cart: times your products were added to a cart. On by default.
• Shop Tab GMV and Shop Tab Impressions: sales and views from the TikTok Shop tab.
• Product Impressions: times your products were shown.
• Shipping Fees: shipping fees on orders.

Subscriptions

• Subscription Revenue: revenue from subscription orders. On by default.
• New Subscriptions: subscriptions started in the range.
• Active Subscriptions and Active Subscribers: the count on the last day of the range, not a total over the range.
• One-time Purchase GMV, Recurring Order GMV, and First Subscription Order GMV: GMV split by order type.
• Non-Recurring GMV: one-time purchase GMV plus each new subscription's first order.
• Subscription AOV: average subscription order value.
• Subscription Retention Rate: average daily retention, weighted by active subscriptions.
• Subscription Take Rate: the share of revenue that comes from subscriptions, weighted by revenue.

How filters affect stats

• With a product or campaign filter on, GMV and units stats (including Total GMV and Total Units Sold) narrow to that product or campaign.
• Commission, Orders, Refunds, GMV with Cofunding, GMV Max Spend, and Ad ROI are shop-wide only. They show 0 when a product or campaign filter is on.
• Most subscription stats are shop-wide and ignore the filters. Subscription Revenue, New Subscriptions, and Active Subscriptions do follow the product filter.
• DMs Sent and Replies follow the campaign filter but not the product filter. Target Collabs Sent follows both.

Products tab

Top Products. Your best-selling products for the range, sorted by Total GMV. Each cell shows a sparkline and the % change. Click the arrow next to a product to see its top SKUs. Columns:

• Total GMV: all revenue for the product across every channel.
• Affiliate GMV, Video GMV, and Live GMV: revenue by channel.
• Units Sold, AOV, and Add to Cart.
• Shop Tab Impressions and Shop Tab GMV: views and sales from the shop tab.
• CTR: clicks ÷ impressions.
• Sell-through %: units ÷ shop tab impressions.
• Subscription GMV, Active Subscriptions, New Subscriptions, and Recurring Subscriptions.
• Videos Posted, Sample Requests, and Samples Shipped: for this product in the range.

Top SKUs. Each variant's GMV, Gross Sales (before refunds and cancellations), Units Sold, and Orders, plus current stock.

Samples by SKU. SKUs ranked by sample volume, with Total, To Review, Approved, Delivered, and Posted counts.

All three tables have Export CSV.

Creators tab

My Top Affiliates. Your highest-earning creators for the range, with GMV, Commission, Units Sold, Videos, Lives, Views, Likes, and Comments. Each one has a sparkline and the % change. Click a creator to open their profile, or See all affiliates to open My Affiliates.

Retention Analysis. A cohort heatmap that shows whether creators keep posting after they join your program. It works the same as the Retention section of the CRM Report.

Sample Report. The sample funnel by creator level (L0 to L7): Applications, Approved, Delivered, Fulfilled (resulted in a post), their percentages, Videos Posted, Sales, Videos / Sample, and Sales / Sample.

Creator Overview. Activity by creator level:

• TC Invites Sent: Target Collab invites sent to creators at that level.
• TC Samples and Open Collab Samples.
• Videos, GMV, Avg GMV / Video, and Commission.

A Total row at the bottom adds up all levels.

Videos tab

Video Posts, Video GMV, and Video Views for the range, each with a % change. Turn on Only videos posted within the time range to count only new videos, not older videos that are still earning.

Below is the full videos table. It has two date pickers:

• Posted Time: which videos to show, based on when they were posted.
• Performance Time Range: which period's stats to count. The default is all time.

Columns include Views, GMV, Units Sold, Ad Spend, ROI, CPA, Likes, Comments, CTR, Engagement, Tags, and Usage Rights.

Outreach tab

Your Affiliate Funnel. How creators move from outreach to sales in the range, with the % change at each stage:

1. Creators Reached: distinct creators you sent outreach to.
2. Creators with new sample requests.
3. Creators with approved samples.
4. Creators awaiting content: creators who have their sample but haven't posted yet. This is a current count, not tied to the date range.
5. Creators who posted.
6. Creators with sales.

Automations. Every automation with its activity for the range:

• DMs Sent, TC Invites Sent, Sample Requests, Samples Approved, Samples Shipped, Samples Received, and Replies.
• All-time totals: Total Messages Sent, Total Sample Requests, and Total Replies.

Click any column header to sort. Use View all to manage automations.

GMV Max tab

This tab needs TikTok Ads connected. Until then, it shows a Connect TikTok Ads prompt.

• GMV Max Spend, GMV Max ROI, and GMV Max Revenue with charts and the % change.
• Campaign breakdown: each GMV Max campaign's Products, Schedule, Budget, ROAS Target, Spend, Revenue, ROI, Orders, and Cost / Order.
• Click Show creatives on a campaign to see each video's Spend, Revenue, ROI, Orders, CPA, Impressions, Clicks, CTR, CVR, and 2s / 6s views. From there you can boost or exclude creatives.

See GMV Max and TikTok Ads for more.

Why can't I see a tab?

Each tab is tied to a section of Cruva. Team members only see the tabs for sections they have access to:

• Analytics: Dashboard
• Products: Affiliate CRM › Reports. Samples by SKU also needs Sample Requests.
• Creators: Affiliate CRM › My Affiliates
• Videos: Content › Videos
• Outreach: Outreach › Automations
• GMV Max: Ads › TikTok Ads

If a team member is missing a tab, the account owner can change their access. See Team and sub-user management.

Why doesn't a number match TikTok?

• Date range: check that it matches what you're comparing against. The dashboard's default ends two days ago.
• Timezone: check it too. A different timezone moves sales across the day boundary.
• Filters: check whether a product or campaign filter is still on.
• Still a gap? See Data discrepancies.