What challenges are TikTok Shop sellers facing when tracking real profitability?

We’ve been speaking with a lot of TikTok Shop operators recently and noticed that understanding true profitability is still surprisingly difficult.

Data often lives across multiple dashboards — ads, affiliates, creator performance, and order reporting — making it hard to get a clear picture of margins and growth efficiency.

Curious to hear from founders or ecommerce operators here:

What has been the biggest challenge when trying to measure real performance on TikTok Shop?