Why Cruva's Numbers Differ From TikTok Seller/Affiliate Center

For anyone comparing a GMV, order, or sample number in Cruva against TikTok Seller Center or Affiliate Center and wondering which is right.

The short answer

Small differences are expected and usually not a bug. There are three normal reasons Cruva and TikTok can show different numbers for the same window:

1. Sync timing. Cruva refreshes from TikTok roughly every 2–5 hours; TikTok Seller Center itself can take up to ~24 hours to fully settle its own data. At any given moment the two may not match, but they reconcile over time.

2. What each side counts. Cruva's GMV includes cancelled and refunded orders, while TikTok Affiliate Center typically shows only settled/completed orders. That alone makes Cruva read higher.

3. Date range, attribution window, and timezone. Comparing slightly different windows (or a different timezone) is the most common cause of a mismatch.

If numbers still don't line up after accounting for these, re-check that both sides use the exact same date range, timezone, and a fully-settled window before comparing.

What Cruva attributes (and what it doesn't)

• Affiliate GMV, Video GMV, and Live GMV are three separate channels in Cruva's GMV breakdown that add up to total GMV. Affiliate GMV specifically is affiliate-attributed revenue that isn't tied to a particular posted video or LIVE (e.g. Showcase / storefront orders). TikTok does not expose the internal split (organic vs GMV Max, etc.).
• Your own shop's / own-account sales do not count as Affiliate GMV. They're organic. For a sale to register as affiliate, it has to come through an actual affiliate's content, not your shop's own posts. (This is also why forcing one affiliate sale — buying through a creator's video — can unlock outreach limits.)

Does the dashboard show only Cruva-driven data, or all my TikTok data?

All of it. The Dashboard reflects your entire TikTok Shop Seller Center — shop-wide GMV, views, orders, and so on — not just activity Cruva generated. The stats that are Cruva-specific are your outreach metrics: TC Invites Sent, DMs Sent, and Emails Sent (plus reply/ratio metrics like Reply Ratio and Sample Ratio). Everything else is your whole shop, including collaborations done outside Cruva.

Orders and sample counts

Cruva does not have API access to TikTok's Orders panel. Instead it pulls your sample requests directly, so Cruva's sample-request list matches Affiliate Center → Sample Requests. That's a different number from "affiliate orders" filtered in Seller Center, so those two won't match one-for-one.

One nuance on sample dates: when you first link a brand, Cruva doesn't have historical shipped/delivered timestamps, so those are approximated on backfill. From the moment you link onward, Cruva tracks each individual request as it becomes approved, shipped, and delivered.

Sync and refresh cadence

• Cruva pulling from TikTok — How current: ~every 2–5 hours
• TikTok Seller Center settling its own data — How current: up to ~24 hours
• Practical expectation — How current: numbers converge within a day; compare same window + same timezone

Common questions

Cruva's Affiliate GMV is higher than Affiliate Center — why? Most often because Cruva counts cancelled/refunded orders that Affiliate Center drops, plus sync lag. Compare the same date range and give it up to a day.

A creator earned $5K in TikTok but Cruva shows $2K. Check you're comparing the same window and attribution basis; different date ranges and TikTok's own settling lag are the usual cause.

My affiliate order count doesn't match Cruva's sample requests. They measure different things — Cruva mirrors Affiliate Center's sample requests, not the Orders panel.

Halo Effect TikTok GMV doesn't match the Dashboard. Halo Effect and the Dashboard scope GMV differently (Halo Effect lines up specific content against a revenue source). Expect them to differ; they aren't measuring the same set.