GMV Max Daily Review Checklist for TikTok Shop
Reconcile TikTok Shop spend, attributed revenue, shop orders, and margin before you make the next campaign change.
A useful daily GMV Max review identifies what changed yesterday and what you will test today. Put campaign performance, shop orders, and contribution margin in separate fields. Give each action an owner and a review date so someone else can pick up the sheet tomorrow.
Which numbers should use the same window?
Write down the shop, market, timezone, and date range first. Pull spend, attributed revenue, SKU orders, and ROI from the campaign report. Pull store orders and refunds for the same period from the shop report. Calculate contribution margin from your own order and cost data. Save each export time so that late orders and refunds can be reconciled.
TikTok's Product GMV Max reporting includes both paid and organic orders attributed to the campaign. The reported ROI is gross revenue divided by ad cost. Use it to monitor campaign performance and use the shop ledger to assess profitability. TikTok Product GMV Max reporting definitions
What fields belong in the review sheet?
| Field | What to enter |
|---|---|
| Date and timezone | A complete day using a shared timezone across exports |
| Campaign and product | Stable IDs that survive a name change |
| Spend, attributed revenue, orders, ROI | Values from one campaign report and a link back to it |
| Shop orders, refunds, contribution margin | Shop and finance records, with any pending adjustments marked |
| Changes | Stock, price, creatives, budget, and ROI target, with timestamps |
| Next action | One change, an owner, a review time, and what would count as improvement |
Reconcile ROI and cost per order from a public sample
SCTCamp's de-identified demo covers January 1 through May 12, 2025. The public ad CSV has 552 rows. The cleaning rules retain 551 rows across 10 campaigns. Their totals are 8,153.61 in spend, 9,094.38 in GMV, and 680 orders. Dividing total GMV by total spend gives a reported ROI of 1.12. Dividing total spend by the 680 sample orders gives a cost per order of 11.99. Use those totals so each campaign's ROI is weighted by its actual spend. A simple average gives each campaign equal weight.
Check the numbers in the published sample report or follow the public instructions to run uv run week03 demo and inspect clean.csv and analysis.json. The demo covers ad reporting fields. A live profitability review also needs shop orders, refunds, and product costs for the same window. SCTCamp daily report demo · Published sample report, in Chinese · Sample ad CSV · Open-source run instructions
How can a strong reported ROI coexist with a loss?
In an illustrative example, the campaign report shows $100 in spend and $500 in attributed revenue, for a reported ROI of 5. The shop ledger for the same window shows $90 in contribution before ads after product cost, shipping, commission, and expected refunds. Subtract the $100 in spend and the business result is negative $10. Both calculations can be correct. Check the order populations and your cost assumptions before you use either number to increase the budget.
How do you turn the review into a decision?
Pick the change most directly connected to the evidence. If the best-selling variant went out of stock yesterday, record when it happened and restore stock before editing the ROI target. Keep the original report and write down what you will check after the next full day. That makes the review usable by a second operator. If the campaign is spending less than expected, use the GMV Max low-spend checks to identify the next test.