Have you looked at your TikTok analytics lately? How many likes, shares, and comments do you get on your videos? What is your average engagement rate? Where are your TikTok followers watching your videos from? If your answers to these questions are “I don’t know”, then it’s time you start tracking the numbers.
Looking at your TikTok analytics will help you understand the performance of your content. It will help you identify the kind of content your audience loves and the best time to post for maximum engagement. TikTok analytics is vital for a successful TikTok marketing strategy.
To help you get started, I have written this guide on TikTok Analytics. In this article, you will learn how to get started with TikTok analytics and the important metrics you should be analyzing.
Let’s get started
Getting Started With TikTok Analytics
When you open a TikTok account, it will be a regular account. To get access to analytics, you will need a Pro account. TikTok’s Pro account is very similar to Instagram Creator profiles. It allows brands and creators to monitor their audience and the performance of their content.
Switching over to a TikTok Pro account:
1. Go to your profile page. Click on the three dots in the top right corner.
2. Select Manage my account.
3. Click on Switch to Pro Account.
4. Next, select your account type. You can either be a Creator or a Business.
5. Choose a category that best describes your content or brand.
6. Select your gender. (5 and 6 will not be displayed publicly)
After you have set it up, your TikTok regular account will reload as a Pro account.
How to view your TikTok analytics
After switching to a Pro account, the next step is to go to your Analytics. You can view it on both desktop and mobile.
Go to your profile. Click on the three dots at the upper right corner to get access to the Settings and Privacy tab. You will find the Analytics section under Account.
To get access to TikTok analytics on your Desktop, hover over your profile. A small pop-up will appear. Click on View Analytics.
Tip: If you want to download your analytics data, use a desktop. You can download the data as a CSV file.
TikTok will start showing analytics data from the moment you switch to a Pro account. You won’t find any historical data on the TikTok dashboard. It will also take 7 days before you start seeing insights on your dashboard. TikTok uses that time to generate enough data on your account.
This is what a new Pro account looks like on the 1st day of activation and after 7 days.
To get deeper insight, post as much content as possible. This will help TiKToK publish more accurate data over time.
When you get to the Analytics page, you will find three main categories on the analytics dashboard:
- Profile overview
- Content insights
- Follower insights
TikTok Analytics: Profile overview
This section of the analytics page will give you insights into the overall performance of your TikTok profile. You will be able to analyze your video views, profile views, and follower count.
Note: All the data is broken down by date. You can view analytics for the past 7 or 28 days.
The first metric on the profile overview tab is Video Views. You will see the total number of times your videos were viewed on TikTok.
This metric will show you the total number of people that have followed you in the past 7 to 28 days. You will see your total number of followers plus the new followers you just gained.
This metric shows you how many times your profile was viewed over the past 7 to 28 days. Since the data is populated daily, you can pinpoint which content is driving the most viewers to your profile.
TikTok Analytics: Content Insights
The Content section in TikTok analytics offers deep insights into the overall performance of your TikTok videos. This metric will help you determine which videos your followers engage with the most, trending content, and more.
At the top of the page, you will see the total number of views your videos have gotten in the past 7 days. The result is displayed from the newest video to the oldest video.
After Video Posts, you will see which of your videos has trended on the ‘For You’ page in the last 7 days. You will also see the total number of views the trending videos have accumulated.
In the Video Views section, you can only see metrics for content that was posted in the last 7 days. The Trending Videos section show data for content posted more than 7 days ago. This will help you determine which videos are still popular outside the 7-day reporting window.
Most videos will take some time before they appear on the ‘For You’ page and start trending. This metric will help you identify ‘slow burner’ videos.
Analytics for individual posts
You can still dive deeper to get insights on each post. To do this, click on the video thumbnail. You will see a new dashboard that details the performance of the video.
The first data you will see is the total number of likes, comments, and shares the video has accumulated.
Total Play Time: This is the total number of times TikTokers have spent watching the video. The results can range from minutes to hours. It depends on how popular the video is.
Total Views: This is the number of times the video has been viewed.
Average Watch Time: This is the average amount of time people spent watching your video. A long average watch time signifies that people love the video. This metric will help you determine the kind of content that performs well.
Traffic Sources Type: This metric will help you identify where your traffic is coming from. Your traffic can come from the following sources: For You, Sound, Hashtag, Personal Profile, Following, and Search.
Audience Territories: This metric shows you your reached audience and the location they are watching your videos from. If you created a video to target a specific location, this section will let you know if you reached them.
TikTok Analytics: Followers Insights
The Followers tab will give you help you learn about your follower demographics. You will also see the kind of content they interact with the most. This will give you an idea of the kind of videos you should be creating.
Note: To see any insight in the Followers tab, you need to reach 100 followers.
Here is a breakdown of the metrics you will find in the Followers tab.
This metric shows you the total number of followers you have. You will also see the total number of followers you have gained and lost in the 7-day reporting period.
This metric shows a breakdown of your followers by gender.
Pro Tip: If you want to target a particular gender with your content, consider partnering with a relevant influencer. Partnering with an influencer will help expose your brand to their audience. Learn more about working with TikTok influencers.
This metric shows you where your followers are from. The data is ranked by country. Only the top 5 countries are listed.
Pro Tip: Understanding the territories where your followers reside will help you determine whether you are targeting the right audience for your business.
For example, if you are a female makeup brand in France, you will want most of your TikTok followers to be female and located in France. If the data from your TikTok analytics isn’t matching your marketing goals, you need to rethink your strategy. You can start by creating content that suits your target audience. You can also partner with popular female influencers in France.
These two articles will help you get started with marketing on TikTok:
To take full advantage of TikTok, you need to post content when your followers are most active. TikTok handles that for you. In this section of the Followers tab, TikTok shows you when your followers are most active on the platform. The data also shows the times your followers are least active.
Videos your followers watched
This is a valuable metric that will help you identify the kind of content your followers enjoy. In this section, TikTok analytics will show you the most popular content that your audience watched in the last 7 days. You will get performance metrics on the top videos, including likes, comments, and shares. Only the top 3 videos are shown in a 7-day reporting window.
Along with the performance metrics, you will also see the caption and hashtags used in the video.
Sounds your followers listened to
Most viral videos feature the trending songs on the platform. You can check the analytics page to see the trending sounds your followers are listening to.
Tip: Create videos with the sounds your followers are listening to. This will increase your chances of appearing on the ‘For You’ page.
Other TikTok Analytics
There are other metrics you can analyze that are not found in the Analytics tab. Both regular and Pro TikTok accounts can access these metrics.
This metric will show the number of times a specific hashtag has been viewed.
To see how many people have viewed a hashtag, search for the hashtag on the Discover page. In the result overview, you will see how many views the hashtag has, related hashtags, and the most popular videos using the hashtag.
On your TikTok profile, you can view the total number of likes on all of your content. You can use this estimate to calculate your average engagement rates.
Average engagement rates
Here is the simple formula you can use in calculating your engagement rates on TikTok.
((Number of Likes + Number of Comments) / Number of followers ) x 100
This metric can be valuable when teaming up with influencers. You can use it to calculate their engagement rates.
Analyze any TikTok profile with Tiklytics
With TikTok’s Pro accounts, you can only gather data on your profile. If you need in-depth insights on your competitor profiles or influencers you want to work with, you will need to make use of a third-party tool.
One of the best third-party TikTok analytics tools you can use is Tiklytics. Tiklytics is a visual analytics tool that helps you monitor your profile, track your competitor accounts, and explore the latest trends on the platform. You will be able to keep track of the latest hashtags and songs.
One of the unique features of the tool is the ability to keep an eye on selected TikTokers. You can add up to 3 TikTokers that you want to monitor. This feature will enable you to keep a close eye on your key competitors.
Note: Along with giving you the ability to monitor other TikTok profiles, Tiklytics also calculates the Average engagement rates on your posts. You also get an Average engagement history for your entire TikTok content. This feature is very useful when working with influencers. You can calculate their average engagement rate before making your decision.