# TikTok Shop Live Dashboard: CPM as Your Upper-Funnel North Star

By

[Korina Sanchez](/content/field-guide/mentors/korina-sanchez/index.html)

Performance Driven Partnerships & Growth Marketing

Chomps

Korina Sanchez, a nine-year veteran of affiliate and influencer partnerships with experience at Chomps and Home Chef, lays out a focused framework for reporting on creator programs without drowning in vanity metrics. Her core argument is that CPM is the single most powerful upper-funnel KPI because it creates a true apples-to-apples comparison against traditional media channels, something leadership teams already understand.

Korina warns against leaning on platform-native metrics that executives never see, arguing those numbers carry no weight in the room. On the conversion side, she makes a strong case for tracking conversion rate alongside ROI, noting that a statement like "our influencers drive a 10 percent conversion rate while the site average is 4 percent" does more to prove channel value than raw revenue alone.

Her rule is simple: pick one upper-funnel metric and two or three bottom-funnel metrics, then stop. Watch to see exactly how she builds that reporting stack in a way that earns budget and stakeholder trust.

## More mentors talking about: Measuring

[Amber Kai\ CEO\ Sequincial](/content/field-guide/video/reporting-analysis-best-practices-by-amber-kai/index.html)

[Brenda Daniel\ Growth Partnerships\ Caraway](/content/field-guide/video/reporting-analysis-best-practices-by-bren-daniel/index.html)

[Jonathan Claydon\ Chief Development Officer\ Acceleration Partners](/content/field-guide/video/reporting-analysis-best-practices-by-jonathan-claydon/index.html)

## More about: Measuring

[Examples of Influencer Marketing: Treating It Like a Paid Social Channel\ 1:42\ by\ Micah Whitehead](/content/field-guide/video/testing-culture-by-micah-whitehead/index.html)

[Influencer Marketing Report: A Weighted Channel Matrix Instead of Last-Click\ 3:01\ by\ Molly Savage](/content/field-guide/video/reporting-analysis-best-practices-by-molly-savage/index.html)

[Influencer Marketing Agencies: Why Treating Your Brand Like a TV Network Wins\ 2:56\ by\ Lydia Lee](/content/field-guide/video/growing-your-influencer-marketing-team-by-lydia-lee/index.html)

[Micro-influencer Marketing: Why a TV Network Plan Comes Before Hires\ 3:15\ by\ Lydia Lee](/content/field-guide/video/scaling-success-by-lydia-lee/index.html)

[UGC Agency: Why 100-150 Creators Is the Full-Time Hire Mark\ 3:36\ by\ Sarah Crow](/content/field-guide/video/growing-your-influencer-marketing-team-by-sarah-crow/index.html)

[Influencer Agency: Why Cash Flow Decides In-House vs Outsourced\ 2:35\ by\ Molly Savage](/content/field-guide/video/growing-your-influencer-marketing-team-by-molly-savage/index.html)

[Influencer Marketing Agency: Why Cross-Brand Pattern Recognition Matters\ 2:10\ by\ Kristen Althoff](/content/field-guide/video/growing-your-influencer-marketing-team-by-kristen-althoff/index.html)

[Influencer Marketing Strategy: A 1-Month Test Window Per Creator\ 2:05\ by\ Anders Bill](/content/field-guide/video/testing-culture-by-anders-bill/index.html)

## Themes

[Foundations\ &](/content/field-guide/theme/foundations/index.html)

[Sourcing & Vetting\ &](/content/field-guide/theme/sourcing-vetting/index.html)

[What to Book\ & How to negotiate the best deal](/content/field-guide/theme/what-to-book/index.html)

[Paid Social\ & Performance Marketing](/content/field-guide/theme/paid-social/index.html)

[Contracting\ & Creator Support](/content/field-guide/theme/contracting/index.html)

[Measuring\ & Scaling Success](/content/field-guide/theme/measuring/index.html)

[TikTok Shop\ &](/content/field-guide/theme/tiktok-shop/index.html)