How to Track Creator Sales on Shopify and TikTok Shop (for Sports Brands)

To track creator sales on Shopify and TikTok Shop, give every creator three things before they post: their own discount code, their own tagged link, and (if you sell on TikTok Shop) a target collaboration in Seller Center. Then read three reports once a week and put the numbers in one scorecard, so the decision about who to book again is made on orders, not views. This guide shows the naming system, the exact reports, why the numbers never quite agree, and a scorecard you can copy. It's written for marketing leads and founders at Singapore sports, fitness, running, racquet-sport and outdoor brands.

I'm Zhanna, co-founder of ContentGenZ, an ITF tennis coach and a tennis content creator. We built ContentGenZ because this is the part sports brands told us they struggle with most: the campaign ran, the videos looked good, and nobody could say which creator sold anything.

Why tracking creator sales matters more in sport

Sports products are often bought after a delay. A runner sees a shoe in a training log in March and buys it before a race in May. A tennis player watches a racket review, then tries one at a shop. That delay is exactly where tracking breaks.

So one tracking method is never enough. Codes catch the buyer who remembered the creator and typed the code weeks later. Links catch the buyer who tapped through straight away. TikTok Shop catches the buyer who never left the app. You need all three to see the full picture. If you're still planning the campaign itself, start with our sports influencer marketing guide for Singapore brands, then come back here.

Step 1: one naming system for every creator

Decide the names before anyone posts. Changing them halfway means your reports split into pieces.

Two rules from Google's guidance on campaign URLs: use lowercase everywhere, and keep one spelling per channel. UTM values are case-sensitive, so Instagram and instagram show up as two different sources.

A full link looks like this:

yourstore.sg/products/trail-shoe?utm_source=instagram&utm_medium=creator&utm_campaign=trailshoe_may27&utm_content=maya

Put it behind a short link if the creator will paste it into a bio or a story sticker.

Step 2: set up Shopify

Discount codes

Create one code per creator under Discounts in your Shopify admin. Shopify's discounts FAQ says you can cap use in the Maximum discount uses section: a total number of uses, one use per customer, or both. Set a total cap. Creator codes end up on coupon sites, and a cap stops a code from quietly running for months after the campaign.

Use the same discount for every creator in a test (for example 10% off). If one creator's code gives 20% and another's gives 10%, you're testing the discount, not the creator.

Reports to read

• Sales by discount (codes). Shopify says this report shows how often each code is used. Filter by your creator codes to see orders and sales per creator.
• Marketing reports. Shopify's marketing reports include Performance by marketing campaign and Sales attributed to marketing, which tie sales to visits that carried your UTM tags. Filter by your campaign name, then split by utm_content to see each creator.

One thing to know: the reports don't all credit sales the same way. Shopify says its Performance by marketing channel report uses a last non-direct click model, so if someone taps a creator's link, leaves, and comes back later by typing your URL, the creator's visit can still get the credit. Reports set to plain last click credit that final direct visit instead, and the creator loses the sale. Shopify also resets a visitor's first-interaction referrer if they don't buy within 30 days. Check which model your report is set to before you compare creators. That's why the code matters.

Step 3: set up TikTok Shop

If you sell on TikTok Shop in Singapore, use a target collaboration in Seller Center for each creator you invite. TikTok's help page on target collaborations says:

• you set the commission per product, between 1% and 80% of GMV per order
• if a product is in both an open collaboration and a target collaboration, the target rate applies, so set your invited creators' rate higher than your open rate
• you can choose to offer free samples, or refund the sample once the creator makes their first sale

Orders that TikTok credits to a creator's videos, LIVEs or showcase appear in your affiliate reporting in Seller Center. Export it weekly; don't rely on remembering what it said.

If the creator also posts the same video on Instagram with your Shopify link, you now have two sources for one creator. That's fine. Add them up in the scorecard, and note which channel sold.

Step 4: the weekly creator scorecard

Here's the sheet I'd use. One row per creator, updated every Monday for the length of the campaign, plus two weeks after the last post (late buyers count).

The numbers above are an illustration, not results from a real campaign. They show how the sheet reads: Creator A's audience buys inside TikTok, Creator C's buys through links, and Creator B's video may still be worth paying for as an ad even though it didn't sell organically.

How to fill each column

• Cost: include the product you sent and the commission you paid, not just the fee.
• Code and link orders: a buyer can use a code and arrive by a link in the same order. If your exports show order numbers, de-duplicate before you add them up.
• Cost per order: total cost divided by total orders. This is the number that decides who you book again. For profit, use the formula in our influencer marketing ROI guide.

Why the numbers never match (and what to do)

Expect gaps. These are the usual causes:

1. Code leakage. A code ends up on a coupon site. Watch for a sudden jump in code uses with no new post. The cap from Step 2 limits the damage.
2. Shared codes. If two creators share one code, you can't split the sales. Never share.
3. Attribution models. A Shopify UTM order may be credited to a later visit from another channel, depending on the report's model. Codes help fill the gap.
4. App-only buyers. Someone sees the video on TikTok, then buys on your Shopify store by searching your name. Neither the link nor TikTok Shop sees it. Only a code catches it.
5. Different windows. Shopify and TikTok Shop don't count over the same time window, so line up your weekly exports by date, not by "campaign week".
6. Typos in UTMs. One Creator in capitals splits the report. Check every link before it goes to the creator.

The aim isn't a perfect number. It's a consistent one, so you can compare creators fairly within the same campaign.

Step 5: scale what sold

Once you know who sold, move money to them:

• Re-book the top one or two creators for the next product or race season, ideally with a longer brief.
• Boost their best posts as ads. Agree usage rights before the first post goes up, not after it does well. Our guide to finding running creators in Singapore covers what to agree up front.
• Retire the low performers kindly. A creator whose audience doesn't buy your product may still be right for a different one.

Doing this without spreadsheets

Everything above works with a spreadsheet and a few hours a week. With more than five or six creators, the weekly exports start to take over your Monday.

That's the job ContentGenZ does. You share the product, budget and dates; shortlist sports creators across gym, running, tennis, yoga and more, or invite the ones you already work with by link; send offers with terms and usage rights; and see Shopify and TikTok Shop sales tied to the creator who made them in one campaign dashboard. Then you boost the posts that sold as ads. Book a demo of ContentGenZ to see it with your own catalogue.

Are you a sports creator reading this to understand what brands measure? You can join ContentGenZ as a creator, set your own rates and keep every brand offer in one place.

Sources

• Shopify Help Center: Discounts FAQ (read 9 November 2026)
• Shopify Help Center: Marketing reports (read 9 November 2026)
• TikTok: About target collaborations in Seller Center (read 9 November 2026)
• Google Analytics Help: URL builders, collect campaign data with custom URLs (read 9 November 2026)
• ContentGenZ (read 9 November 2026)