How do you rate success on TikTok? There are many metrics to look at: number of followers, likes, comments, shares. But TikTok analytics goes deeper: it allows you to measure weekly and monthly growth, total video playback time, who’s watching information, and more.
With over 1 billion active accounts, each TikTok user has the potential to reach a huge audience – but not all. That’s why checking your TikTok analytics (and understanding them) is so important. Follow the right metrics and you’ll be able to perfect tactics that really work (and distinguish hype from reality).
If your brand is new to TikTok, analytics can remove some of the speculation from your TikTok marketing strategy. The insights available for TickTok Business accounts can inform everyone, from the moment you post to what you post.
Keep reading to find out which TikTok metrics you need to track, where to find them, and how you can use them to your advantage.
Bonus: Get a free social media analysis report template which shows you the most important tracking metrics for each network.
Who can see TikTok analytics?
Anyone can. Or rather, anyone with a TickTok Business account. According to TikTok, these accounts offer “creative tools that allow companies to think like traders, but to act like creators.” Sneaky! And the price is right (it’s free).
How to switch to a TikTok Business account
- Go to your profile page.
- Open up Settings and privacy tab (three rows in the upper right corner).
- Touch Manage your account.
- Below Account control, select Switch to a business account.
- Choose the category that best describes your account. Tiktok offers categories from arts and crafts to personal blog to fitness to machinery and equipment. (Is a bulldozer thing?)
- From there, you can add a business website and email to your profile. And that precious analytics is all yours.
How to check analytics on Tiktok
- Go to your profile.
- Open up Settings and privacy card in the upper right corner.
- Below Account, select Creator tools tab.
- From there, select Analytics.
On the desktop:
- Log in to TikTok.
- Hover over your profile picture in the upper right corner.
- Select Take a look at the analytics.
If you plan to download your analytics data, you can only do so from the desktop dashboard.
Categories of TikTok analytics
Tiktok divides analytics into four categories: review, content, followers, and LIVE. Let’s dive.
… And puff ☁️❄️ 📷UNKNOWN #dachshund #wienerdog #Miniaturedachshund
♬ original sound – MyPetDachshund
U Overview on the tab, you can see analytics for the last week, month, or two months — or you can choose a custom date range. You want to know what the effect of your account is after you post it on time You are all I want for Christmas lip sync in 2020? This is the right place.
This tab shows which of your videos were the most popular in the selected time period. It also provides information on each post, including metrics like previews, likes, comments, and sharing.
The Follower the card provides information about your followers, including gender analysis as well as from which part of the world they are watching. You can also see when your followers are most active in the app.
If you are looking for advice on how to gain more (real) followers, we keep your back.
This tab shows insights into live videos you’ve hosted in the past week or month (7 or 28 days). This analytics includes the number of followers, how much time you spent live and how many diamonds you earned.
What do TikTok analytical metrics mean?
Metrics Card Overview
The Overview tab offers a summary of the following metrics:
- Video reviews. The total number of video views in your account in a given time period.
- Profile views. How many times your profile was viewed in the selected time period. This TikTok metric is a good indicator of brand interest. Measure the number of people who have liked your video enough to view your profile, or people who are curious to see what your brand is doing on the platform.
- I like. The number of likes your videos received in the selected date range.
- Comments. The number of comments your videos received in the selected date range.
- Stocks. The number of times your videos were shared in the selected date range.
- Followers. The total number of TikTok users tracking your account and how this changed in the selected date range.
- Contents. The number of videos you shared in the selected date range.
- LIVE. The number of live videos you hosted in the selected time period.
tab metrics Contents
On the Content tab, you can measure video performance.
- Trending videos. Shows you the top nine videos with the fastest viewership growth in the last seven days.
- Total video views. How many times the TikTok video was viewed.
- Total number of likes to post. How many likes did the post get.
- Total number of comments. How many comments did the post get?
- Total shares. How many times the post has been shared.
- Total playing time. Cumulative total time people spent watching your video. The playback time of an individual post doesn’t reveal much by itself, but it can be compared to the performance of other posts to determine the average total playing time of your account.
- Average viewing time. The average amount of time people spent watching your video. This will give you a good indication of how successful you have been in maintaining attention.
- Viewed the whole video. How many times the video has been viewed in its entirety.
- It reached the audience. The total number of users who viewed your video.
- Video views by sections. Where does the traffic for your post come from. Traffic sources include For You content, your profile, tracking content, sounds, searches, and hashtags. If you use hashtags or sounds to increase exposure, here’s where you’ll see how well it worked.
- Video views by region. This section shows the main viewer locations for posting. If you’ve created a post or marketing campaign for a particular location, this is a way for you to know if it has reached them.
metrics card followers
Visit the Followers tab to learn more about your audience. In addition to key audience demographics, you can also see the interests of your followers, which makes this section a good source of inspiration for content.
- Rod. Here you will find the distribution of your companions by gender. If you’re happy with your niche, keep playing to your audience.
- Top territories. Where are your companions, ranked by country. Keep these places in mind if you want to localize content and promotions. A maximum of five countries are listed here.
- Companion activity. This shows you the times and days when your followers are most active on TikTok. Look when the activity is constantly high and publish regularly in that term.
- Videos your followers have watched. This section allows you to get an insight into the content that is most popular among your followers. Take a peek at this section often to see if it encourages content ideas. It is also a good place to find potential collaborators.
- Sounds that your companions listened to. TikTok trends are often accentuated by audio recordings, so check out the best sounds your followers have listened to to see what’s popular. Trends move fast on TikTok, so if you use these results for ideas, plan a quick turnaround.
If you want to increase your audience (and see more actions on the Followers tab), consider creating content with a more universal appeal. Or consider influencer marketing and partnering with a relevant creator to gain exposure to different communities. For example, a pet toy brand may want to team up with a four-legged TikTok influencer like the dachshund Crusoe to reach its audience.
Does anyone need any help in gardening in this WKD? #dogsoftiktok #gardening #dachshunds #fy #gardendog
♬ Baby Elephant Walk – Henry Mancini
LIVE metric cards
The LIVE tab shows the following statistics for your live videos in the last 7 or 28 days.
- Total views. The total number of viewers present during your live videos in the selected time period.
- Total time. The total time you spent hosting live videos in the selected date range.
- New companions. The number of new followers you gained while keeping the video live during the selected time period.
- Number of the best spectators. Most users watched your video live at one time in the selected time period.
- Unique viewers. The number of users who watched your video live at least once (in this statistic, the viewer is counted only once, no matter how many times the video is replayed).
- Diamonds. When you host a live video (and you are 18+), viewers can send you virtual gifts, including “Diamonds”. You can exchange these diamonds for real money via TikTok – more information here. This statistic shows how many diamonds you have earned in the selected date range.
Other TikTok analytics
Views with the hashtag
How many times have posts with a given hashtag been viewed.
To see how many views the hashtag received, look for the hashtag on the Discover tab. An overview of the search results will appear on the Top tab. From there, you’ll be able to see the number of views, related hashtags, and some of the most popular videos that use that tag.
From your TikTok profile you can see the total number of likes you have seen on your content. This TikTok metric could be used to roughly estimate average engagement.
Ticket engagement rates
There are different ways to calculate the social media engagement rate, and TikTok is no different. These are the two primary formulas that traders use:
(Number of likes + Number of comments) / Number of followers) * 100
(Number of likes + Number of comments + Number of shares) / Number of followers) * 100
Since the metrics of likes and comments are visible on the platform, you can easily see how your TikTok metric is compared to other accounts. Or determine influencer engagement rates before you partner with them. This is just one of the ways you can make money on TikTok (and there are three more strategies here).
Assessment of average engagement
To estimate the average background account engagement, try the following.
- Click from the profile I like to see the full total value.
- Count the number of videos published.
- Divide the likes by the number of videos.
- Divide this number by the total number of followers in the account.
- Multiply by 100.
Keep in mind that most engagement rate formulas include comments next to likes, so you shouldn’t compare these results to those calculations. But since counting the total number of comments is time consuming, this formula can be used as a quick way to compare accounts in a company.
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