TikTok Analytics: Your Guide to Understanding the Metrics
TikTok analytics are the key to stepping up your TikTok strategy. And all you need is a (free!) TikTok Pro Account to start taking advantage of them!
With TikTok’s built-in analytics, you can target the right audiences and really understand what they’re interested in.
In this guide, we break down TikTok Pro analytics and how these metrics can help you set up your TikTok strategy in 2020!
Table of Contents:
- TikTok Analytics: What They Are and How To Access Them
- TikTok Analytics: Your Dashboard
- TikTok Analytics: Your Content
- TikTok Analytics: Your Followers
- TikTok Analytics Reporting
TikTok Analytics: What They Are & How to Access Them
After many TikTok creators asked for greater insights, the popular app debuted TikTok Pro Accounts — a free account upgrade that allows you access to juicy data you can use to grow your account.
While TikTok’s insights may seem simple at first, once you dig deeper, you’ll uncover a helpful range of metrics and information to help you better connect you with your TikTok community.
Follow these easy steps to switch to a Pro Account!
How to set up a Pro Account:
- From your profile page, open the Privacy and Settings tab.
- Choose “Manage My Account.”
- Tap “Switch to Pro Account” and follow the steps from there.
- Choose your business industry (this category won’t be displayed publicly).
Your TikTok account will now reload a Pro Account with analytics.
Now that your Pro Account is activated, you’ll find the analytics button under your account options on both desktop and mobile.
We suggest taking a look on desktop by tapping the upper right tab, and selecting “View Analytics,”. And now you have immediate access to how and what videos are resonating with your fans.
Want to learn more about growing your TikTok account and planning your content? Tune in to our FREE 30-minute TikTok workshop where we chat through everything you need to grow on TikTok!
TikTok Analytics: Your Dashboard Overview
Once you open the analytics tab on mobile or desktop (this works on both!) you’ll land on your personalized Overview.
This is where TikTok shows you top-level data on video views, followers, and profile views for the last 7 days.
Note: TikTok showcases data across all accounts as UTC timing, so keep that in mind when you’re reviewing.
Once data starts populating, you can dive into your account insights. There are three main categories TikTok displays on your account dashboard.
TIP: TikTok Analytics only displays your data for 7 days before expiring. To avoid missing out, regularly check in to report your progress. On a desktop, you can download a CSV file for safekeeping.
#1: Dashboard Overview: Video Views
These are the total video views you’ve gained in the last 7 days.
#2: Dashboard Overview: Followers
This showcases your total followers as of this reporting period (7 days).
#3: Dashboard Overview: Profile Visits
This data is broken down by day and shows how many times your TikTok profile was viewed over the past 7 days. This allows you to see what you posted on what day and gives you a hint into what days of the week are best for discoverability.
Need help organizing your data? Our handy Social Media Reporting Template is a great resource to keep track.
TikTok Analytics: Your Content
The “Content” tab opens up a flood of knowledge and insights at your fingertips.
These metrics help you understand what videos your followers are engaging with most, popular content, what your followers are listening to, and more.
Let’s break this down by section and get into how you can best utilize these insights for your brand.
#1: Video Posts
Here is where you will see the top 9 videos (that you posted within 7 days) with the fastest growth in views.
If you didn’t post within 7 days, you’ll see an empty dashboard, encouraging you to post more.
When you select Trending Videos, you’ll see which of your videos have been trending on the For You page (within this period) and the total number of views those videos have accumulated throughout.
Unlike Video Views, Trending Video Views show content that was posted outside the 7-day reporting window. This gives great insights into what videos are still popular, which are trending during this 7-day period, and how many new views and metrics individual posts got during this time.
TIP: This is a great place to see if you have any “slow burner” content.
Your TikTok videos can sometimes see a spike in views days, weeks, or even months after it’s posted, so don’t rule out every post as an immediate low-performer! It’s all about patience.
#2: Individual Posts
To view the analytics for an individual post, simply tap on the video thumbnail to open its unique dashboard. The analytics for each post shows everything you need to know about its performance. This includes:
- Total like count of post
- Total number of comments
- The total shares on your video
This includes metrics all around the total views for your content. This section holds really valuable information for you to utilize as performance benchmarks across your content.
For example, you can find out your week-over-week average time watched to see if your retention rate is improving.
Below is the definition for each of these metrics.
- Total time watched: The all-time data for how many total hours, minutes, and seconds this piece of content was viewed.
- Total Views: How many views your video gained within this 7-day period.
- Average Time Watched: How many seconds your video was viewed for.
Utilize these metrics to help create your own averages and benchmarks. You can compare the performance between your own videos to keep growing and spreading your wings creatively.
You can also use the average time watched (and compare it to the total video time) to do an average completion rate for your video — further seeing if your videos are maximized for loop ability and repeat viewers.
This shows where your video traffic is coming from by country (based on a percentage of views). This metric helps you understand what location is your top-performing.
This section tells you where your audience found your content. For example, you can see from our image that 86% of the total audience was from the For You page. This is a really good tool to use to see how your community is finding your content.
TikTok Analytics: Your Followers
The last section is the Followers tab.
Once here, you’ll see a breakdown of juicy data based on what your followers are watching, listening to, and engaging with over the last 7 days. Content under this dashboard is only displaying information about your followers and the videos they’re watching across all of TikTok.
The follower count shows you how many total followers you have as of the 7-day reporting period and how many followers you’ve gained or lost week over the week.
This is the total distribution of followers by their gender.
#3: Top Territories
Unlike Traffic Sources, which measures where the top locations for your views are, this metric is focused on where your followers are located by country.
TIP: Understanding the breakdown of your followers can help you understand whether you’re actually reaching the target audience for your brand.
For example, if you’re a woman’s swimwear line based in California, ideally you’d like to have a majority female audience with the US as your top territory. Is this audience demographic matching up to your goals? If not, it may be time to rethink your content strategy to reach the followers you need for your business.
#4: Follower Activities
If you’re wondering what the best time to post is, TikTok provides follower activity based on what time your followers are most active on the platform.
This is an incredibly helpful metric because not only does it showcase the hourly times on exact dates in which your audience is active and scrolling, but you can see the times your audience is the least active.
Understanding when your followers are most active is one of the best ways to discover your best time to post, which can be a great way to guarantee more interactions straight out of the gate.
Once you see the times that are the best, try uploading during those most active times. The same thing can be said for not posting at certain times, too.
Reevaluate week-over-week to find your sweet spot.
#5: Videos Your Followers Watched
This might be the most valuable TikTok metric when it comes to seeing trending content that your followers are interacting with.
This section is essentially TikTok curating popular content based on your own audience. The platform gives you their performance metrics, including likes, comments, and shares for the three top posts each week.
In addition to the numerical metrics, you also can see captions and TikTok hashtags used by these top videos. This is a great way to see what’s trending and maybe give you some new content ideas!
TIP: Watch this space each week to see if there’re consistencies in “authors” (a.k.a creators). You may be surprised to see who’s here — and what you can learn from them.
#6: Sounds Your Followers Listened to
Another helpful metric that TikTok provides is the Sounds recap. Like all metrics across TikTok, these are based on the 7-day reporting period. It’s full of helpful information about what Sounds your followers are using (and listening to!).
Here you’re able to quickly listen, watch, and see total video views quickly.
TIP: Save these songs to your Favorites. You can do this by tapping on the song and pressing the bookmark icon.
Your Favorites will help you create content with music/Sounds you know your audience is interacting with most.
TikTok Analytics Reporting
Now that you’re an expert at TikTok analytics, this is a great time for you to assess your performance.
On a weekly basis, keep track of the Videos and Sounds your followers have watched the most (in addition to your own content and audience metrics).
Not only will this be a great source of inspiration, but it will also be a place for you to discover popular themes, Sounds, or hashtags to use in your upcoming content.
And there you have it, our ultimate guide to TikTok analytics!
By now you should have a good overview of the benefits it can bring to your business, but if you’re looking for even more tips, we’ve got lots of exciting TikTok resources to come!
Looking to level-up your TikTok skills? Join Later’s 10-day Challenge! Each day we’ll show you a new TikTok skill or hack that you can use on your own TikTok feed: