Halo Effect: connecting Shopify & Amazon

For brands that want to see how TikTok creator content moves sales on their other channels (Shopify, Amazon).

What Halo Effect is and where it lives

Halo Effect (Dashboard → Content → Halo Effect, /dashboard/content/halo-effect) tracks creator content that mentions your brand without going through a Cruva sample request, lined up against your overall sales on the same dates. It answers: "when creators post about us, does it lift revenue across Amazon / Shopify / TikTok?"

Reading the chart:

• Area + line series = four series — Amazon revenue (orange), Shopify revenue (green), TikTok GMV (blue), and a TikTok Views line on a separate right axis. (The chart has no bars.)

You need at least one revenue source connected

Halo Effect needs a revenue source to draw its lines. Connection banners for Amazon and Shopify appear right on the page. Until at least one is connected, the revenue lines can't render. Connect from the Halo Effect page or from Dashboard → Connections (/dashboard/integrations).

If Shopify and TikTok are already connected, you don't have to connect Shopify again — but connecting the revenue channel you care about is what populates that channel's line.

Connecting Shopify (App Store + connect code)

Shopify links via a connect code that ties the installed Shopify app to your Cruva shop:

1. On the Shopify card (Connections or the Halo Effect banner), click Install from App Store and install the Cruva app on your Shopify store.

2. Back in Cruva, click Generate connect code, copy the code, and enter/associate it to link the store.

3. Once linked, the card shows your Shopify store name.

Disconnecting stops product linking and Halo Effect analytics until you reconnect.

Connecting Amazon (region-aware)

Amazon links via OAuth from Seller Central. Cruva routes you to the correct regional Amazon domain automatically based on your shop's region — so a UK shop goes to sellercentral.amazon.co.uk, a German shop to sellercentral.amazon.de, and so on.

1. On the Amazon card, click Connect (or copy the OAuth link to hand to whoever manages Seller Central).

2. Authorize on the Seller Central login for your region.

3. Once connected, the card shows your Seller ID.

Supported regions include North America (US, CA, MX, BR), Europe (UK, DE, FR, IT, ES, IE, BE, NL, SE, PL, TR, AE, SA, EG, ZA, IN) and the Far East (JP, AU, SG).

"Amazon UK keeps going to Amazon USA" and "it reconnects to the wrong/old Amazon account" were bugs and are fixed. Connection now uses your shop's region to pick the right marketplace, and a wrong/expired grant surfaces a clean reconnect prompt. If you're still on the wrong account: Disconnect on the Amazon card, then Connect again while signed into the correct Amazon account for that region.

Vendor + seller (dual connection)

Cruva supports both Amazon Seller Central (3P) and Vendor Central (1P) domains per region, so brands that sell as both a vendor and a seller can connect the relevant account.

Amazon ads data

Why Halo Effect GMV doesn't match your dashboard

This is expected, not a bug. The two numbers measure different things:

• Dashboard GMV = Total GMV — affiliate content + ads + organic combined.
• Halo Effect TikTok GMV = Affiliate GMV only.

So the dashboard figure is normally larger (e.g. ~$180K total vs ~$99K affiliate on Halo Effect). If you compare like-for-like (affiliate to affiliate), they line up.

More broadly, any mismatch between Cruva and TikTok/Shopify/Amazon usually comes down to which metric, which date range, and which timezone you're comparing — plus current auth. Confirm the same window and timezone on both sides.

Common problems

"Halo Effect chart is blank." No Amazon or Shopify connection yet — connect at least one revenue source from the page banner or Connections.

"Do I need to connect Shopify if TikTok is already connected?" Only if you want the Shopify revenue line. TikTok GMV shows from your existing TikTok connection; Amazon/Shopify lines need those channels connected.

"Halo TikTok GMV ≠ my dashboard GMV." Dashboard = Total GMV (affiliate + ads + organic); Halo Effect = Affiliate GMV only. Expected.

"My Amazon connected to the wrong account / wrong country." Disconnect and reconnect while signed into the correct regional Amazon account. The region is now chosen from your shop's region automatically.