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

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.