TikTok Shop Glossary

A quick-reference list of TikTok Shop terms, acronyms, and mechanics, organized alphabetically for fast lookup.

  • ACA (Affiliate Creatives for Ads): The mechanism that lets authorized affiliate content be pulled into GMV Max as ad creative, expanding the pool of usable content beyond what the brand produces itself.
  • AHR (Account Health Rating): A shop-level health score. Must exceed 150 for campaign eligibility and LIVE Auction access.
  • AOV (Average Order Value): The average dollar amount per order, a core input in budget formulas and pacing models.
  • BFCM (Black Friday/Cyber Monday): The largest annual sales moment on the platform. Requires the longest lead time of any campaign given competition and demand.
  • CAP (Creator Agency Partner): A TikTok-certified partner type focused on longer-term creator relationship management and content direction, distinct from TAP.
  • Campaign Sale Price: The discounted price registered for a specific campaign, shown to customers with the retail price struck through.
  • CHR (Creator Health Rating): A creator-level health score. Must exceed 150 for LIVE Auction eligibility.
  • CTOR (Click-to-Order Rate): The percentage of product clicks that convert into an actual order. One of the clearest signals of whether content and product page are working together.
  • CTR (Click-Through Rate): The percentage of impressions that convert into a click on the product card.
  • Diligence: One of five dimensions in TikTok's LIVE performance framework, measuring how frequently and consistently an account goes LIVE.
  • English Auction: The bidding format used in LIVE Auction. Highest bid at the end wins, no extensions unless explicitly enabled.
  • FBT (Fulfilled by TikTok): TikTok's own warehousing and fulfillment service. Orders fulfilled this way are excluded from LDR, OTDR, and VTR calculations.
  • Flat Fee Collaboration: A Target Collaboration structure where a creator receives a guaranteed upfront payment in addition to standard commission.
  • GMV (Gross Merchandise Value): The total value of merchandise sold over a given period. The core revenue metric across the platform.
  • GMV Max: TikTok's automated Shop Ads solution, the only supported ad format as of June 2025. Splits into Product GMV Max and LIVE GMV Max.
  • Hero Product: A product deliberately selected to receive concentrated affiliate, content, sampling, and ad investment, rather than spreading effort evenly across the catalog.
  • L1–L5: TikTok's internal creator tier system, ranking creators by GMV produced over a rolling 30-day period. Not visible to sellers directly.
  • LDR (Late Dispatch Rate): The percentage of orders not scanned to "In Transit" within the dispatch SLA.
  • LIVE Auction: The real-time bidding format for LIVE selling, distinct from standard (non-auction) LIVE selling.
  • Long-Term Rolling Campaigns: A registration path that auto-enrolls eligible products into future platform campaigns after a single initial setup.
  • Marketing Account: A TikTok account other than the official shop account, linked to promote products via video/LIVE. Up to 4 per shop.
  • Max Delivery: A GMV Max bidding mode that prioritizes spending the full daily budget over hitting a specific ROI target. Best used with limited creative supply or during specific moments (new stores, launches, big events).
  • NBFR (Non-Buyer Fault Return & Refund Rate): The percentage of delivered orders that led to a return/refund due to a seller- or logistics-caused issue. A direct input to SPS.
  • NRR (Negative Review Rate): One of the two metrics feeding the Product Satisfaction dimension of SPS.
  • Official Account: The single TikTok account representing a shop's core identity. Required to unlock shoppable video, LIVE, and a full Store Page.
  • Open Collaboration: The affiliate model where any eligible creator can discover and request a product to promote, as opposed to Target Collaboration.
  • OTDR (On-Time Delivery Rate): The percentage of orders delivered by their deliver-by date. A required campaign eligibility metric.
  • PID (Product ID): The unique identifier tied to a product. Accumulating content volume against a PID builds algorithmic history and momentum.
  • Product GMV Max: The GMV Max campaign type for non-LIVE product promotion, optimizing organic and paid traffic together.
  • Promotion Days: A GMV Max toggle that automatically raises daily budget by 50% and shifts priority from ROI toward GMV, used during high-competition campaign moments.
  • QBR (Quarterly Business Review): A structured planning session establishing GMV goals, priorities, and expectations with a client, used to turn raw data into an accountability tool.
  • ROI vs. ROAS: ROI (as used in GMV Max) measures total GMV (organic + paid + affiliate) against ad spend. ROAS measures only ad-attributed revenue against ad spend. GMV Max's built-in "ROI" will always look larger than true ROAS.
  • SFCR (Seller-Fault Cancellation Rate): The percentage of orders canceled due to the seller's own fault. A required campaign and SPS metric.
  • SKU / SPU: Stock-Keeping Unit and Standard Product Unit. The variant- and product-level identifiers used in registration, auctions, and campaign management.
  • Spark Ads: Authorized affiliate or organic content used as paid ad creative, most relevant as a creative supply source feeding into GMV Max.
  • SPS (Shop Performance Score): A 0–5 dynamic score reflecting overall shop health across Product Satisfaction, Fulfillment & Logistics, and Customer Service. Gates access to affiliate marketing, campaigns, and settlement speed.
  • Surprise Set: A mystery-box style LIVE Auction format where bidders compete for entry into a curated prize pool rather than a specific item.
  • TAP (TikTok Affiliate Partner): A TikTok-certified partner type focused on affiliate-driven campaign management and commission structuring, distinct from CAP.
  • Target Collaboration: The affiliate model where a seller directly invites specific creators, as opposed to Open Collaboration.
  • Temporary Listing: A fast-setup auction product listing that does not sync to store inventory and disappears after the LIVE session ends.
  • Video Receipt: A timestamped clip automatically attached to auctioned orders as proof of sale, available to both buyer and seller for 30 days.
  • Video-to-LIVE / LIVE-to-LIVE: The two creative types used in LIVE GMV Max. Video driving traffic into a liveroom, versus an active livestream promoting itself to attract more viewers.
  • VTR (Valid Tracking Rate): The percentage of orders with accurate, verifiable tracking numbers.