A Marketer’s Guide To TikTok Analytics

Understanding your audience and measuring content performance is key to success on TikTok. This guide will walk you through the essential TikTok Analytics tools, helping you track key metrics, optimize your strategy, and drive better engagement.

What is TikTok Analytics?

TikTok Analytics is a set of metrics that provide insights into your TikTok account. You will find astonishing details about your performance, audience, and competitors.?

This information is crucial as it contributes to your TikTok marketing strategy by showing what exactly interests the audience.

If you regularly monitor your TikTok metrics, you can increase your account with determination and accuracy.

How to Access TikTok Analytics

First, access the Analytics tool in TikTok Studio to track your performance. To analyze a specific video's performance, select More Insights below the video.

From the Analytics section, you can click the Overview, Content, or Follower tabs for detailed metrics.

In the Overview tab, you can find the Creation Inspiration section, featuring videos from similar creators, "followers viewed," and "trending" topics if you want to generate more content ideas.

When you click on More Insights, you can review a single video's performance in the Performance tab and Viewer tab. In the Performance tab, you can view traffic statistics, top comment keywords, and engagement analysis. In the Viewer tab, you can explore your audience demographics.

>>> If you want to learn the details of each category, read this blog post for more information: How to Use TikTok Analytics for Analysis and Reporting

Key TikTok metrics to monitor

To optimize your TikTok strategy, it's crucial to track key metrics that reveal how your content is performing. By monitoring the right data, you can make informed decisions to enhance engagement and drive growth.

Overview

Under Overview, you'll find video views, profile views, likes, comments, and shares from the past 7, 28, or 60 days, or a custom period within 60 days.??

There is an Engagement section that helps you track video performance with key metrics such as:

• Video views
• Profile views
• Likes
• Comments
• Shares

Content

The Content category shows you data related to your account’s posts. 9 videos with the fastest view growth in the last 7 days will be displayed. Other insights are available for the last 7 days, listed from newest to oldest.

• Total video views
• A post’s total like count
• The total number of comments
• The total number of shares
• Average watch time: The average amount of time viewers spend watching your video. This will give you an idea of how well you managed to keep your attention.
• Total play time: The total amount of time viewers spend watching your video. This total number will be useful to compare with other posts. Then, you will see which video performs best.
• Watch full video: The number of times viewers watched the entire video.
• Reached audience: The total number of users who have watched your TikTok video.
• Video views by section: Where your post’s traffic is coming from. The For You feed, your profile, the Following feed, sounds, searches, and hashtags are all sources of traffic. If you’re utilizing hashtags or music to increase your visibility, this is where you’ll see how effective they are.
• Video views by region: This section reveals the top viewing locations for the post. This is also a suggestion for you to create a post or marketing campaign for a certain location.

Followers

The Followers tab provides more insights into your TikTok audience, including their location, gender, active times, and follower growth trends. You can also switch between 7-day and 28-day views to track your profile views.

To learn more about your audience and generate content ideas, explore some key sections like:?

• Gender
• Top territories
• Follower activity
• Videos your followers watched: Reveals the most popular content among your audience.??
• Sounds your followers listened to: Reveals the most popular sound among your audience.

TikTok LIVE analytics

The tab shows data from your live streams over the past 7 or 28 days. Key metrics include:

• Total views: The total number of viewers who watched your live videos.
• Total time: The total amount of time you hosted live videos.
• New followers: The number of new followers you earned while hosting a live video.
• Top viewer count: The number of viewers who watched your live video at the same moment.
• Unique viewers: The number of users who viewed your live video at least once. In this metric, a viewer is only counted once, even if they replay the video many times.
• Diamonds: When you broadcast a live stream, viewers can send you virtual presents such as Diamonds. TikTok allows you to swap these gems for actual money. This statistic displays the number of diamonds you have earned.
• Viewer ranking: This shows which of your viewers have shared the most gifts and watched most of your Live sessions.

How to Use TikTok Analytics for Greater ROI

#1 Recreate top-performing videos

Start by identifying your best-performing videos based on the Content tab. You can sort videos by metrics like completion rate, replays, and engagement.

Next, look for similar patterns. Do these videos use the same themes, filters or transitions? Are they short (under a minute) or longer (closer to 10 minutes)? Use these insights to create and test new content ideas.

#2 Publish at the ideal times

With data from the Followers tab, you can easily know the most active time of your followers and reschedule for the optimal time.?

Posting during these peak times ensures your content reaches more people when they are online and likely to engage.?

#3 Know Your Audience??

Check the Followers tab to learn about your audience's age, gender, and location to create content that matches your audience’s interests.??

For instance, if most followers are teenagers, focus on trends like viral challenges, popular TikTok dances, or music tracks that are currently topping charts. Incorporate relatable themes, memes, or storytelling.

#4 Monitor Follower Growth

The Overview tab lets you track changes in your follower count over time, including sudden increases or decreases.

Analyze which content attracts the most followers and create more of it. If you notice a drop, review recent posts to identify what might have caused audience disengagement and adjust your strategy.

Wrap Up

TikTok analytics provides valuable insights to help you optimize your content strategy and grow your presence on the platform.?

You should closely monitor the Overview, Content, Followers, and Live Videos tabs to update trends, understand your audience’s preferences, and identify what drives engagement. Use these insights to refine your approach and continually improve your content.