S
Salsabeel Fragrances · TikTok Shop UK
TikTok Shop
Finance & operational dashboard
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Prepared for Uzair (Finance Director)
April 2026
📥 Downloadable Reports
Excel exports of dashboard data, forecast, and stock position. Click to download.
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Showing: full April 2026
Sections with daily granularity (KPIs, daily trend, ad spend, settlement) re-aggregate when you change the range. Affiliate, sample program, and per-SKU operating margin currently show full month only — daily slicing for those needs further engineering.
1 Headline revenue & orders live
2 Daily trend · GMV / Orders / AOV live
GMV (£)
Orders
AOV (£)
3 Top products live
| Product | Brand | GMV | Units | Top channel |
|---|
4 Channel mix live
Sums > GMV because of dual attribution.
5 Settlement bridge live
6 Fees breakdown live
VAT Treatment
The GMV figure shown on this dashboard is VAT-inclusive. TikTok Shop UK applies the marketplace facilitator rules — TikTok collects VAT from the customer and remits it directly to HMRC. The seller-facing figures (GMV, Net Sales, Settlement) are gross of VAT (i.e. include the VAT the customer paid).
For ex-VAT analysis (Salsabeel's accounting basis in Xero): divide by 1.2, or use Xero's "Sales-TikTok Revenue" account which is recorded net of VAT.
Example for this month: TikTok GMV = £— incl. VAT · £— ex-VAT · VAT implied @ 20% = £—
For ex-VAT analysis (Salsabeel's accounting basis in Xero): divide by 1.2, or use Xero's "Sales-TikTok Revenue" account which is recorded net of VAT.
Example for this month: TikTok GMV = £— incl. VAT · £— ex-VAT · VAT implied @ 20% = £—
7 Operating margin per SKU live · exact
| Product | Units | GMV (Net) | GMV/unit | Settle | COGS | TT Fees | Affiliate | Ship+Storage | Ad spend | Ad £/u | OP profit | £/unit | Margin % |
|---|
Ad spend methodology: EXACT per-Product-ID attribution aggregated from 31 daily TikTok Ads exports for April 2026. Direct creative-level spend matched directly to settlement SKUs by Product ID. Non-creative gap (£20,729.58 = mostly LIVE Shopping + image ads) allocated proportionally by each SKU's creative share (×1.20).
COGS: Column J Purchase Price Exc VAT, brand-matched to Stock Info. Reef SKUs use £16.00 (user-supplied flat rate).
This is contribution margin — fixed overhead, external marketing outside TikTok, and tax still need to come off the company P&L.
COGS: Column J Purchase Price Exc VAT, brand-matched to Stock Info. Reef SKUs use £16.00 (user-supplied flat rate).
This is contribution margin — fixed overhead, external marketing outside TikTok, and tax still need to come off the company P&L.
7c Ad spend analysis live
Daily ad spend vs ad-driven revenue
Top videos by ad spend
| Creator · product | Spend | Revenue | ROI |
|---|
Ad spend methodology: Campaign-level total = £124,251.44 across 31 days (this is the true total bill). Creatives file directly attributes £102,357.88 by Product ID. The remaining £21,893.56 is non-video ad spend (LIVE Shopping ads, image ads, awareness etc.) — allocated to SKUs proportional to their creative-level share (scale factor ×1.21). Both files are derived from the same TikTok ads dashboard, different granularity views.
7d Ad spend by campaign live
| Campaign | Products | Cost | Revenue | ROI | % of total spend |
|---|
The Nyla EDP, Sherbet, and Vanille single-product campaigns absorb 84% of the budget at 3.4–3.5× ROI. The Feb review and Rest-of-shop campaigns are dramatically more efficient at 9–10× ROI but only get 8% of the budget. Reallocation potential is significant.
7b What TikTok deducts to reach Settlement live
Aggregate deductions
Per-SKU breakdown (top 8)
| Product | TT comm. | Affiliate | Promo | Shipping | Refunds | Total taken |
|---|
8 Stock & cash locked live
| Product | Category | Units | Cost/u | Cash locked | Margin % |
|---|
9 Affiliate program live
Top creators by GMV
| Creator | GMV | Orders | Commission |
|---|
Affiliate sales by product
| Product | GMV | Orders | Videos |
|---|
9b Top creators — detailed live
| Creator | GMV | Orders | Items | AOV | Videos | LIVE | Commission | Rate | Samples |
|---|
Top 15 of 5,088 catalogued creators · 1,521 produced sales in March
9c Paid creator performance live
| Creator | Paid spend | Paid GMV | Paid ROI | Videos | Organic GMV | Total GMV | Paid % |
|---|
Per-creator ad spend from daily TikTok Ads creator-tagged files (31 days). Compared against organic affiliate GMV from Affiliate analytics performance details creators. Paid % = share of creator's total March GMV that came via paid ads. Creators showing 100% paid share have zero organic GMV — sales would not have happened without paid amplification.
10 Sample program ROI live
| Product | Samples shipped | Content GMV | Videos | 45-day ROI |
|---|
11 LIVE performance live
VS CATEGORY BENCHMARK
TOP LIVE STREAMS (BY GMV)
| Creator · date | Orders | GMV |
|---|
12 Video performance live
TOP VIDEOS BY VIEWS
| Creator / video | Views | P. Clicks |
|---|
13 Product card funnel live
| Product | Viewers | Clicks | View→Paid | GMV |
|---|
14 Campaigns live
| Campaign | Type | GMV | Orders |
|---|
15 Top promotions live
| Promotion | Type | GMV | ROI |
|---|
16 Shop tab vs competitor benchmark live
17 Awaiting more data
Forecast accuracyNeeds forecasted vs actual sales.
Open purchase ordersNo future POs in the data.
Event feedNo activity log supplied.