Measurement & Performance
Attributed GMV on TikTok: Meaning in Reports and How to Reconcile
Attributed GMV on TikTok is the gross order value that a specific report assigns to a specific source: an affiliate creator's video, a LIVE, a showcase, an affiliate link or a GMV Max campaign. It is not your shop's total sales and it is not what a creator is finally paid. This guide explains what the number means in Seller Center and Affiliate Center, how TikTok's attribution rules work according to its own help pages, why creator and ad reports can claim the same order, and how we reconcile it for KOC payouts and client reporting. Rules differ by market and change over time, so confirm the exact definition in your own Vietnam Seller Center.
Short answer
What does attributed GMV mean on TikTok Shop?
Attributed GMV is the value of paid orders that a TikTok Shop report credits to one source, such as a creator, a LIVE or a GMV Max campaign, under that report's attribution rule. It usually includes orders later cancelled or refunded, so it is higher than NMV and higher than the base on which commission is finally settled.
- Attributed GMV belongs to a source and a report, not to the whole shop
- Total shop GMV counts every paid order once, whatever the source
- NMV removes cancellations and returns; attributed GMV often does not
- Settled commission is calculated on completed value after the after-sales period
- Creator and GMV Max reports can credit the same order
- Reconcile at order level before paying or reporting
1. What is attributed GMV on TikTok?
Attributed GMV on TikTok is the gross merchandise value of orders that a report credits to one source because that source meets the report's attribution rule. The source can be an affiliate creator, a type of content such as video or LIVE, a product card, an affiliate link or an ad campaign.
The word attributed matters. It tells you the number is the output of a rule, for example a click followed by an order within a set number of days, not a direct count of everything the creator or ad caused. Two reports with different rules can credit the same order to different sources.
TikTok itself flags this difference. Its US Seller Center guide How to navigate Shop analytics explains that the old Affiliate GMV metric was defined as attributed GMV for commission calculation, which differs from the GMV merchants actually generate through creator-led sales, and that commission-related metrics now live in Affiliate Center.
2. Where does attributed GMV appear in Seller Center and Affiliate Center?
You will see attributed GMV in three places, and each answers a different question. Shop analytics in Seller Center shows the store's total GMV and breaks it down by content type, such as LIVE, video and product card. Affiliate Center shows GMV, orders and commission attributed to each creator, collaboration, product and piece of content. The GMV Max dashboard, under Shop Ads, shows GMV attributed to your ad campaigns.
Label every number you export with the page it came from. A figure called GMV in Affiliate Center and a figure called GMV in the GMV Max dashboard are not the same measurement, even when they cover the same days.
- Shop analytics: total store GMV, split by LIVE, video and product card
- Affiliate Center: GMV and commission attributed per creator and per content
- Shop Ads, GMV Max dashboard: GMV attributed to ad campaigns
- Affiliate orders page: order-level list with estimated and actual commission
3. How is attributed GMV different from total GMV?
Total GMV counts every paid order in your shop once; attributed GMV is the slice one report gives to one source. Add up the attributed GMV of every creator and you will rarely get total GMV, because some orders come from your own account, search or the shop tab, and some orders may be claimed by more than one report.
TikTok's US Shop analytics guide defines GMV as the amount paid for orders in the period, including cancelled and refunded orders, based on payment time. Keep that definition in mind: both total and attributed GMV are usually gross figures, so neither is the money you keep.
4. How does attributed GMV differ from NMV and from settled commission?
Attributed GMV is the earliest and largest creator number, NMV is what remains after cancellations and returns, and settled commission is what the creator is actually paid after the after-sales period. Confusing these three is the main cause of payout disputes.
TikTok Shop Vietnam's Collaboration overview page in Seller Center separates an estimated commission base, calculated on paid orders including returns and refunds, from an actual commission base, calculated on completed sales excluding returns and refunds. Its Vietnamese commission rules page gives the formula as commission equals revenue minus refunded amount, multiplied by the commission rate, and notes that the estimated commission shown after purchase is not final.
TikTok's creator commission guide for Vietnam adds that there is no commission when a buyer cancels before receiving the shipment or refunds during the after-sales period, that a partial refund gives partial commission, and that commission is paid only after the seller's orders are settled.
- Attributed GMV: paid orders credited to a source, usually including later cancellations and refunds
- NMV: value after cancellations and returns
- Estimated commission: shown after payment, not final
- Actual or settled commission: on completed value after the after-sales period
5. Which sources can TikTok attribute GMV to?
On TikTok Shop, GMV can be attributed to creator content, to your own linked accounts, to product cards and to ads. Knowing which bucket a number sits in tells you who can claim it.
TikTok's creator commission guide says the affiliate orders page shows only orders placed through a creator's affiliate channels: LIVE, short video, showcase and affiliate links, and that the buyer must add the product to the cart through one of those channels for the order to be commission-eligible.
- Affiliate short videos with a product link
- Affiliate LIVE sessions
- Creator showcase
- Affiliate links shared outside the video, with direct and indirect attribution
- Your own official or marketing accounts (linked accounts), which are not affiliate orders
- Product cards in the shop tab and search
- GMV Max campaigns for products or LIVE
6. What attribution windows and rules does TikTok Shop use?
For affiliate commission in Vietnam, TikTok's help pages describe a 7-day window: according to TikTok Shop Vietnam's Affiliate Commission for Creators page, a creator can earn commission if the buyer places the order within 7 days after clicking the product and adding it to the cart. The same page says that for affiliate links, if the buyer makes a later purchase without clicking the link again, the creator does not earn commission.
TikTok Shop Vietnam's Affiliate Links Guide for Creators adds that an affiliate link stays valid for up to 100 days, but the attribution window is 7 days for direct attribution and 7 days for indirect attribution, where indirect means the buyer bought through TikTok Shop recommendations after clicking the link.
Analytics reports can use a different window from commission. TikTok's US Shop analytics guide defines its affiliate video GMV and affiliate LIVE GMV as orders attributed within 14 days of clicking product links. That is a US analytics definition, not a Vietnam commission rule, and it shows why you should check the definition printed beside each metric in your own Seller Center rather than assume one window for every report.
- Commission window in Vietnam per TikTok's creator pages: 7 days after click and add to cart
- Affiliate link validity: up to 100 days; attribution: 7 days direct, 7 days indirect
- Analytics windows can differ by market and report, so read the metric tooltip
- Attribution is based on payment time in shop analytics
7. How does GMV Max attribute orders?
GMV Max attributes broadly. TikTok Ads Help's page About attribution for GMV Max, updated June 2026, says that when you run a Product GMV Max campaign, all paid and organic orders for the products in the campaign are attributed to GMV Max while it is running, whether or not the buyer engaged with an ad.
The same page gives examples: a purchase within 1 day of viewing or clicking an ad for the product is attributed while the campaign is active, a purchase 3 days later through that ad path is not, and a purchase of a different product is not. For LIVE GMV Max, all paid and organic conversions in the chosen LIVE event are attributed, but an order placed after the viewer leaves the LIVE is not.
TikTok's About Product GMV Max page states it directly: all orders resulting from products you advertise are attributed to Product GMV Max, including those from organic content and affiliate orders, in your GMV Max dashboard in Seller Center.
8. Why do creator and ad attributed GMV overlap or double count?
They overlap because each report applies its own rule to the same orders, and neither removes orders the other report has already claimed. A KOC's video sells a serum through its product link; Affiliate Center credits that order to the KOC. If the serum is also in a Product GMV Max campaign, the GMV Max dashboard credits the same order to the campaign.
So affiliate attributed GMV plus GMV Max attributed GMV can exceed total shop GMV for the same period. That is not an error in either report. It is a sign that you are adding two views of one pool of orders.
Overlap also happens between creators over time. Within the 7-day window a buyer may click several creators' content; TikTok's commission pages describe how eligible sales are linked to creators, but your own reporting should still treat each order ID once.
- Never add affiliate GMV and GMV Max GMV to get campaign sales
- Use total shop GMV, or a de-duplicated order list, as the ceiling
- Compare before and after periods to judge incremental impact of ads
- Report creator and ad numbers side by side, with an overlap note
9. What happens to commission when affiliate posts run as ads?
When affiliate posts are used in Shop Ads, commission still applies, and TikTok lets some sellers set a separate rate for ad-driven orders. TikTok Ads Help's page on setting different affiliate commission rates for TikTok Shop ads, updated March 2026 and available to invited sellers, describes a standard commission rate for organic sales and an optional Shop Ads commission rate for orders generated by ads, settable between 1% and 80%.
If you switch the Shop Ads rate off, ads using affiliate posts still earn the standard rate. Write the rate for ad-driven orders into the creator agreement, and keep it in your tracker, so creators are not surprised when ad orders show a different commission.
10. How do you reconcile attributed GMV for KOC payouts?
Reconcile at order level, after the settlement date, and pay on one agreed base. This is the routine we use for KOC programmes that mix commission, fixed fees and GMV Max.
Agree the base in the contract before posting: for example, bonus tiers on the actual commission base after the after-sales period, not on attributed GMV seen in week one.
- Step 1: fix the sales window and a settlement date after it, in the contract
- Step 2: export affiliate orders with order ID, creator, content, status and estimated and actual commission
- Step 3: export the GMV Max report and total shop GMV for the same dates
- Step 4: mark each affiliate order as completed, cancelled or refunded
- Step 5: per creator, sum attributed GMV, then the actual commission base, then actual commission
- Step 6: calculate any brand-paid bonus on the agreed base only
- Step 7: write an overlap note comparing affiliate plus GMV Max totals with shop GMV
- Step 8: send each creator a one-page statement and keep it with the payment record
11. Example: reconciling a 20-KOC serum campaign with GMV Max running
Example, with illustrative numbers: a skincare brand runs 20 affiliate KOCs on one serum for two weeks while a Product GMV Max campaign promotes the same serum. In week one, Affiliate Center shows 120 million VND of attributed GMV across the KOCs, the GMV Max dashboard shows 300 million VND, and total shop GMV for the serum is 320 million VND.
Adding 120 and 300 gives 420, which is more than the 320 the shop actually sold, so the team reports the two figures side by side and uses 320 as the ceiling. After the settlement date, KOC A's 50 million VND of attributed GMV has 6 million VND in cancellations and refunds, leaving an actual commission base of 44 million VND. At a 10% commission rate, the commission settled through TikTok Shop is 4.4 million VND, and the brand's top-seller bonus, written into the contract on the actual base, is calculated on 44 million, not 50.
The client report shows shop GMV, NMV for the serum, affiliate attributed GMV, GMV Max attributed GMV, an overlap note, and commission paid. Nobody has to argue about which number is real, because each one is labelled.
12. How should you report attributed GMV to clients or HQ?
Report attributed GMV as a source view, never as total sales. Put total shop GMV and NMV at the top, then the creator and ad views beneath them with their definitions and windows.
For ROI, use net figures. Divide what you keep after commission, fees and refunds by total cost, and judge ads by the change in total shop sales rather than by the GMV Max dashboard alone.
- Period, market, and the date the data was pulled
- Total shop GMV and NMV
- Affiliate attributed GMV per creator, with the window used
- GMV Max attributed GMV, with a note that it includes organic and affiliate orders
- Estimated vs settled commission
- Overlap note and pending orders
FAQ
Frequently asked questions
What does attributed GMV mean in TikTok reports?
It is the gross value of paid orders that a report credits to one source, such as a creator, a LIVE or a GMV Max campaign, under that report's attribution rule. It usually includes orders later cancelled or refunded.
Is attributed GMV the same as what a creator earns commission on?
No. TikTok Shop Vietnam separates an estimated commission base, which includes returns and refunds, from an actual commission base on completed sales. Final commission is calculated on the actual base after the after-sales period.
What is the TikTok Shop affiliate attribution window in Vietnam?
TikTok's Vietnam creator pages describe a 7-day window after the buyer clicks the product and adds it to the cart, and 7 days for direct and indirect affiliate link attribution. Analytics reports can use other windows, so check the metric definition in Seller Center.
Why is my GMV Max GMV higher than my ads could have caused?
TikTok says Product GMV Max attributes all paid and organic orders for the promoted products while the campaign runs, including affiliate orders, whether or not the buyer saw an ad. Measure incremental impact against total shop sales.
Can I add affiliate GMV and GMV Max GMV together?
No. The same order can appear in both reports, so the sum can exceed total shop GMV. Use total shop GMV or a de-duplicated order list as the ceiling.
Which number should I use for KOC bonuses?
Agree it in the contract. We recommend the actual commission base or NMV after the settlement date, not attributed GMV from the first week.
