What are the details of the Douyin MCN agency experts? How to use?

For Douyin MCN agency influencers, they must first carefully understand the meaning of the influencer details and also understand how to use it, so as to better improve the efficiency of store management.

The expert details include the expert's basic information and two core sections: transaction overview and live broadcast room details:

1. Transaction Overview: It is used for institutions to view the core indicators of recent transactions of all bound influencers: transaction amount, number of completed orders, as well as estimated commission income, estimated agency share and actual agency share.

2. Live broadcast room details: used for institutions to view the start time, online number indicators, transaction amount and refund amount of each live broadcast of the influencer. Click to view details and real-time large screen to view more detailed live broadcast data.

How to use?

1. Transaction Overview

The transaction overview section contains 5 core data:

1) Transaction amount: the total transaction amount of the store of the influencer bound to the organization within the selected date range, including the amount of online payment and cash on delivery.

2) Estimated commission income: the estimated commission income of the transaction amount of the expert store bound to the organization within the selected date range (after deducting the platform service fee). Since there is a possibility of return and exchange of orders later, the accurate amount shall be based on the final settlement amount of the platform.

3) Estimated agency share: Estimated agency share: It is the share amount calculated based on the agency share ratio in the estimated commission income.

4) Actual agency share: the actual share amount settled after the agency and the influencer split the revenue within the selected date range.

5) Number of completed orders: The total number of completed orders for the stores of the influencers bound to the organization within the selected date range.

6) Usage:

Institutions can select different time ranges such as the past 7 days, the past 30 days, the past 90 days, natural days, natural weeks, and natural months to view the changing trends of core indicators.

2. Live broadcast room details

The live broadcast room details are used by institutions to view the start time, online number indicators, transaction amount and refund amount of each live broadcast of the influencer. Click to view details and real-time large screen to view more detailed live broadcast data. List item indicators support customized configuration by organizations.

1) The configuration list includes two categories of indicators: live broadcast indicators and e-commerce indicators:

Live broadcast indicators: number of viewers in the live broadcast room, number of views in the live broadcast room, maximum number of online users, average number of online users, average viewing time per person, number of comments, number of new group members, number of new fans, number of unfollowed fans, and percentage of fans watching the broadcast.

E-commerce indicators: percentage of fans who have completed transactions, number of people who have been exposed to products in the live broadcast room, number of people who have clicked on products in the live broadcast room, transaction conversion rate in the live broadcast room, number of orders completed during the live broadcast, transaction amount during the live broadcast, number of transactions during the live broadcast, number of people who have completed transactions during the live broadcast, number of order refunds during the live broadcast, amount of order refunds during the live broadcast, and number of people who have had orders refunded during the live broadcast.

Tips: Select at least 1 indicator and at most 4 indicators.

2) Usage:

Click View Details in the Operation column to enter the corresponding live room details page.

Click the real-time screen in the operation column to enter the live broadcast data screen.

3. Live broadcast room details page

1) The live broadcast room details page includes six major modules: overall dashboard, real-time trends, traffic conversion, product list, user portrait and advertising conversion.

2) On the live broadcast details page, it is recommended that the key data indicators to focus on are the transaction amount during the live broadcast and the transaction amount per thousand views.

3) Transaction amount during live broadcast: the total transaction amount of the products associated with the live broadcast room during the live broadcast, including the order amount generated during the live broadcast and the order amount paid after the live broadcast ends.

4) Transaction amount per thousand views: the ratio between the direct transaction amount of the related products in the live broadcast room (RMB)*1000 and the cumulative number of views of the live broadcast room, indicating the transaction amount brought by every thousand views.

Warm reminder: During the live broadcast, the detailed data will be updated in real time every minute, and after the live broadcast, the data will be updated daily.

4. Overall dashboard

1) The overall dashboard is used to view the core data of the five modules of live broadcast room popularity, interaction, products, transactions, and after-sales during or after the live broadcast. The indicator definition can be seen in the small question mark text in the upper right corner of the data indicator. The specific indicators are as follows:

Popularity module: real-time online users, maximum online users, cumulative number of viewers, and average viewing time per person.

Interaction module: number of new fans, conversion rate, number of new group members, group joining rate, number of comments, and number of likes.

Product module: number of products sold, number of people who saw the product, number of people who clicked on the product, and product click-through rate.

Transaction module: number of completed orders, number of people who completed transactions, average order value, and transaction conversion rate.

After-sales module: number of people who received refunds before shipment, number of refund orders before shipment, refund amount before shipment, number of people who received refunds after shipment, number of refund orders after shipment, refund amount after shipment.

2) Indicator definition: The number of new followers does not exclude users who have unfollowed. The product exposure/click locations include product cards in the shopping cart, product cards explained in the live broadcast room, and product cards purchased during flash sales in the live broadcast room.

Warm reminder: The after-sales module will be displayed after the live broadcast ends, but not during the live broadcast.

5. Real-time trends

1) Real-time trend is used to view the minute-level change trend of each data indicator in real time during the live broadcast. After the live broadcast, there will be a whole data trend chart, which supports the author to independently circle the time interval for viewing. The minimum number of indicators to be viewed is 1 and the maximum number of indicators to be selected is 4.

2) Select any operation at the bottom to view the live broadcast room data at the corresponding time point of the operation. For example, if you check "Add products to the live broadcast room", you can view the values ​​of various indicators when each product is added to the shopping cart in the live broadcast room.

Tips: If the live broadcast duration is less than 3 hours, only the minute-level trend can be viewed. If the live broadcast duration is greater than 3 hours and less than 7 hours, the hour-level and minute-level trends can be viewed. If the live broadcast duration is greater than 7 hours, the minute-level trend will display the data for the last 7 hours. Live broadcast rooms before March 11 do not support viewing hourly data.