TikTok Shop today published a roundup of nine analytics capabilities that its Business Compass dashboard in Seller Center gained during October, covering video and LIVE performance, subscriptions, order-level reporting, search rankings, promotions, brand audience data and the Open API for sellers in the United States.

In Short

TikTok Shop has a dashboard called Compass where sellers check how their shop is doing, and in October it got nine new tools. They show things like whether ads on a video helped sales, why subscribers cancel, which searches are trending and which creator or video an order came from. Sellers in the US get more detail on where their money comes from, but TikTok says the numbers are for reference only and do not replace financial records.

Nine capabilities, five groups

The roundup, titled "What's New in October: Compass Feature Roundup," sits in TikTok Shop Academy, the platform's seller education site, under US Academy, Feature Guide, Seller, Analytics and a section called Product Update Digest. It carries today's date, and its scope line reads "Applies to: United States local sellers." That qualifier matters. Local sellers are the same group that TikTok Shop moved onto its own logistics services when it discontinued Seller Shipping on February 25, 2026.

Business Compass is the name TikTok Shop uses for the Analytics area of Seller Center. According to TikTok Shop, the nine additions fall into five groups: video and LIVE analytics, subscription and order analytics, search and promotion analytics, brand audience data, and Open API. The stated purpose is to help sellers see how ads and content turn into sales, where those sales originate, and how to reach the data with less effort.

No individual feature carries its own rollout date. The only timing given for any of the nine is "October," and the three detailed guides linked from the roundup carry October dates of their own: October 19 for the subscription dashboard, October 21 for Order Analysis and October 26 for LIVE Diagnosis. The Product Update Digest lists one earlier edition, titled "What's New in August," and no September edition.

A closing note frames everything above it. "Page names and feature availability are subject to what is displayed in Seller Center," according to TikTok Shop. The same note describes the data, reports and analysis results as reference material that sellers should check against their own orders, statements and business circumstances, and says exported data is meant for a seller's own business analysis in line with TikTok Shop policies.

Video and LIVE analytics

Three of the nine changes concern content. They sit under Channel analytics, the part of Compass organised by selling format, such as video and LIVE.

Ad information in the video list

The first change adds ad information to the video list at Seller Center, Analytics, Channel analytics, Video performance. TikTok Shop also says it improved the data source for products linked to videos. The intended use, according to the roundup, is to judge how ads running on a given video contribute to the store's overall business.

What the roundup does not specify is which ad fields now appear. It names no metric, such as spend, paid views or ad-attributed GMV, and gives no indication of whether the information separates paid and organic sales on the same video. Nor does it explain what the improvement to the product data source changed. For advertisers, that gap is the substance of the feature. A TikTok video can run as an organic post and as a paid placement at the same time, and without a field list it is unclear how the new view splits credit between the two. TikTok has addressed attribution separately on the ads side, where its Attribution Portfolio, announced on May 13, 2026, stated that more than one in four TikTok-attributed conversions happen after a user views an ad and that conversions take about 5.1 days on average.

LIVE sessions grouped by start time

The second change lets sellers aggregate key LIVE metrics by the time a session started, at Seller Center, Analytics, Channel analytics, LIVE performance. According to TikTok Shop, the aggregated numbers are consistent with session-level data, and the intended use is a review of combined results over a period rather than one stream at a time. A seller running daily streams can, in principle, compare an evening slot with a morning slot across a month without adding up sessions by hand.

LIVE Diagnosis audience insights

The third change adds audience insights to LIVE Diagnosis across four dimensions: viewers, buyers, products purchased and shopping preferences. TikTok Shop positions it as a way to see which audiences drove sales and to plan products and content accordingly.

The LIVE Diagnosis guide, dated October 26, 2026, shows how the tool frames a session. It splits performance into stages, each tied to one metric: entry performance is measured by tap-through rate, stay performance by average viewing duration per view, product click performance by click-through rate and product conversion performance by CTOR. The diagnosis then labels results. According to the guide, a metric marked "Need attention" is below the seller's own past performance, while "Can improve" means it is below the benchmark for the same category. The two labels measure different things - one compares a shop with itself, the other with competitors - and a stream can trigger either without the other.

LIVE selling has accumulated its own set of mechanics on TikTok Shop. In June, the platform introduced Countdown Bidding, which turns LIVE sessions into real-time auctions with binding bids, a $5,000 maximum bid per item and a 500-unit cap.

Subscriptions and orders

Subscription dashboard upgrade

The fourth change upgrades the Subscription Dashboard. According to TikTok Shop, it now shows core subscription metrics with drill-downs by subscription product and by customer cohort, and adds three analyses: cohort retention rate, cancellation reasons and subscription period. The data can be exported locally.

This is the dashboard documented in a merchant guide that TikTok Shop published on October 19, 2026, which PPC Land covered the same day. That guide described three modules - Key metrics, Customer insights and Subscription products - and stated that it did not promise any business outcome. Subscriptions themselves are restricted: a June 30, 2026 setup page cited in that coverage required a Shop Performance Score of at least 3.5, with discounts of 5%, 10%, 15% or 20% and delivery cycles of one, two or three weeks or months.

The guide's metric list shows what "core subscription metrics" means in practice. It names Subscription GMV, average order value, new subscriptions, retention rate, active subscriptions, active subscribers, subscribe share of total GMV, subscribe orders and average orders per subscriber, with a product-level cancellation rate in the product list. Some definitions are precise. New subscriptions, according to the guide, counts subscriptions started within the selected time range, and active subscribers counts shoppers who hold at least one active subscription, which separates people from contracts. Others are not. For Subscription GMV, average order value and cancellation rate, the guide defers to the definition shown on the page in Seller Center rather than giving a formula. Retention rate gets a one-line description, the share of subscribers who continue into later cycles, with the detail again left to the in-page text.

The Customer insights module breaks subscription GMV into one-time purchases, first-time subscriptions and recurring subscriptions. Cancellation analysis runs by trend and by reason. A subscription distribution view shows the mix of delivery cycles shoppers choose. The cohort analysis groups shoppers who started subscribing in the same period, which is the standard way to measure churn without letting a surge of new sign-ups mask losses among older subscribers. Would a seller learn from the dashboard how many of its subscribers leave after the first discounted delivery? The cohort view is the tool designed for that kind of question, though the exact retention formula sits in Seller Center rather than in the published documentation.

Order Analysis in AI Report

The fifth change is the most technical of the nine. Order Analysis, located inside a feature called AI Report, produces one configurable report that starts with summary figures and drills down to order and SKU level, so that a result can be traced to specific orders, products, content types and creators.

TikTok Shop draws a firm line around it. "Order Analysis does not replace settlement statements or financial records," according to the roundup. The October 21 guide for the feature, titled "Seller Guide to Order Analysis in AI Report," goes further, saying it is not a substitute for settlement statements, contractual terms or financial records, and that it should not serve as the final settlement basis. The guide adds that available capabilities may vary by version, region, account permissions and field combinations.

The guide's field list describes the structure of the data. Order ID identifies a full order and SKU ID identifies a product variant. Order Source records where an order came from, with Seller and Creator as common values. Content Type distinguishes LIVE, Video and Product Card. Attributed Type separates direct from indirect attribution. Date filters and aggregation are typically based on payment time, not order placement or delivery. The default summary metrics are GMV, SKU orders and items sold, and sellers can add refunds, seller-attributed GMV and creator-attributed GMV.

That last pair is where the report could matter most. Creators in TikTok Shop's affiliate program earn commission on the sales they drive, and a seller paying commission has an obvious interest in seeing, at order level, which GMV came through its own content and which came through creators. The guide does not say how TikTok decides whether a sale is seller-attributed or creator-attributed when a shopper has seen both, nor how direct and indirect attribution are defined.

AI Report joins other AI-branded tools in Seller Center. On June 29, PPC Land reported that the platform was replacing the seller homepage with a five-agent AI dashboard in beta, available since April 9, 2026, to select US local-to-local sellers. Its Shop Insight Agent reviews key metrics daily and summarises GMV and traffic fluctuations.

Search and promotion data

Search rankings

The sixth change adds search rankings for shops, products and trending search terms, at Seller Center, Analytics, Marketing analytics, Rankings, Search rankings. The roundup gives no detail on how rankings are calculated, how often they refresh, how many entries each ranking contains, or whether search volume figures are attached to the trending terms.

Even without those specifics, the addition points to TikTok Shop treating in-app search as a channel worth measuring separately. Search term rankings of this kind are the raw material for product titles and keyword bidding, which is why the missing methodology matters.

"Mix and match" promotions

The seventh change brings data for "Mix and match" fixed-price promotions into the Promotion tools module, at Seller Center, Analytics, Marketing analytics, Promotion tools.

The roundup is not consistent about the name. Its body calls the feature "Mix and match" promotion analytics, while its quick-reference table lists the same row as "M Items for $N" Promotion Analytics. The second label describes the mechanic - a set number of items for one fixed price - but the roundup does not reconcile the two, and its own closing note says page names follow what Seller Center displays.

Promotion measurement has a direct cost dimension on TikTok Shop. The platform's Smart Promotion program charges sellers 3.5% of store GMV in regular periods and 4.5% during major campaigns, and enrolment became mandatory for platform campaigns in April 2026. The same Marketing analytics area also houses the Off-site Performance Analysis report, documented on August 6, 2026, which measures whether TikTok Shop and TikTok Ads activity drives incremental sales on a seller's own website but excludes Amazon, Walmart and offline stores.

Brand data and the Open API

Brand audience export, for some

The eighth change lets brand sellers export audience data, including long-term daily data, at Seller Center, Analytics, Brand analytics, Audience. It is the only one of the nine with an explicit eligibility limit. The export is "currently available to select eligible brand sellers only," according to TikTok Shop, followed by the tag "(SKM A1/A2)." The roundup does not explain what SKM stands for, what the A1 and A2 tiers are, how a brand qualifies, or whether the tier list will widen.

TikTok has limited brand-level data before. Its Market Scope tool, which gained new modules and a mid-funnel ad objective in May, is accessed through TikTok Business Center and is limited to a small number of brands.

Batch queries for video details

The ninth change sits outside Seller Center. TikTok Shop's video details API now supports batch queries, documented in the TikTok Shop Partner Center API documentation. Batch support allows one request to return details for several videos instead of one call per video. The roundup does not state a batch size or any rate limit change. It matters mainly to developers and software vendors that pull TikTok Shop data into external dashboards, rather than to sellers working inside Compass.

What the roundup leaves open

The document is a list, not a specification. Beyond the missing rollout dates, several points that would determine how useful each feature is are absent. The ad information added to video analytics has no field list. The search rankings carry no methodology. The brand export tier is unexplained. The subscription guide defers several definitions to the live product, and the Order Analysis guide lists its metrics without defining them and says capabilities vary by version, region and permissions.

There is also no indication of whether any of the nine features is available outside the US. The scope line covers United States local sellers only, and the linked guides are labelled "Applies to: United States."

Then there is the reference-only framing, which appears in the roundup's closing note and again in the Order Analysis guide. It is a standard platform disclaimer, but it has a practical meaning for sellers and agencies: where Compass figures and settlement statements disagree, TikTok Shop has stated in advance that Order Analysis is not the settlement basis.

Why this matters for marketers

For brands and agencies managing TikTok Shop, the October changes move several measurement questions closer to the seller's own dashboard. Ad information next to video performance, creator-attributed GMV at order level and cohort retention for subscriptions are each presented in the roundup as new to Compass, and each touches a question about where sales come from.

The roundup also extends a run of documentation that PPC Land has tracked through 2026. TikTok Shop has published detailed rules on Account Health Rating, under which sellers whose score falls to 150 lose access to new listings and mega-campaign enrolment for seven days, on promotions and on logistics. The analytics side has followed with the off-site report in August, the subscription dashboard guide in October and now nine Compass additions.

The open question is how far sellers can rely on the numbers. TikTok Shop is simultaneously the marketplace, the ad seller, the logistics provider for US local sellers and now the source of the attribution data that splits credit between a seller's ads, its organic videos and its affiliate creators. Each new report adds detail. None of them, by TikTok Shop's own account, is a financial record.

Timeline

Summary

Who: TikTok Shop, for United States local sellers using Business Compass, the Analytics area of Seller Center, with one feature limited to select eligible brand sellers and one aimed at developers using the Partner Center API.

What: Nine analytics capabilities: ad information in video analytics, LIVE metrics aggregated by start time, LIVE Diagnosis audience insights, an upgraded Subscription Dashboard with cohort retention and cancellation reasons, Order Analysis in AI Report with order- and SKU-level drill-down, search rankings for shops, products and trending terms, "Mix and match" promotion analytics, brand audience data export, and batch queries for the video details API.

When: The features rolled out during October 2026, with linked guides dated October 19, 21 and 26, and TikTok Shop published the roundup today.

Where: In TikTok Shop Seller Center under Analytics, across Channel analytics, Marketing analytics and Brand analytics, in the AI Report feature, and in the TikTok Shop Partner Center API documentation, for the US market.

Why: According to TikTok Shop, the changes are meant to show how ads and content drive sales, where sales come from and how to reach data more efficiently, while the company states that the figures are for reference only and do not replace settlement statements or financial records.