Social Performance Measurement For Agencies
TikTok Analytics: Your Complete 2024 Guide
Team Locowise posted on 26 February 2024
TikTok is easily one of the most dynamic and fast-paced social media platforms around. With so much going on, staying on top of your performance on the channel takes a lot of effort and some deep dives into your data. That’s where TikTok Analytics comes in.
With TikTok Analytics, you can understand more about your video performance and your audience to inform your strategies and keep building your profile on the app.
So, how can you switch on Analytics in TikTok? And what are the best metrics to pay attention to?
What is TikTok Analytics?
TikTok Analytics typically refers to either the native analytics section available in the TikTok app, or a broad term for getting insights into your TikTok performance, regardless of the tool you’re using.
Imagine you’ve just made a fun video and shared it on TikTok. You’re curious: Did people like it? When did they watch it? TikTok Analytics is like a magic mirror that answers these questions and more. It’s a special tool inside TikTok that gives you a sneak peek into how your videos perform.
Think of TikTok Analytics as your behind-the-scenes helper. It shows you numbers and charts about your videos. For example, it can tell you how many people watched your video, if they watched it all the way through, and even where they’re from. It’s like having a report card for each video, telling you what worked and what didn’t.
But TikTok Analytics isn’t just for anyone. To use it, you need a Pro Account on TikTok. Don’t worry, it sounds fancy, but it’s free and easy to set up. Once you have it, you’ll see a new section called ‘Analytics’ in your account settings. This is where the magic happens.
Inside TikTok Analytics, you’ll find different sections, each with its own type of information. There’s an ‘Overview’ that gives you a big picture of how all your videos are doing. Then there’s a ‘Content’ section that dives deep into each video. And there’s a ‘Followers’ section that tells you about the people who watch your videos, like where they’re from and when they’re online.
Why is all this important? Because it helps you understand what your audience likes. When you know what types of videos get the most views or where most of your fans are from, you can make more videos that they’ll love. It’s like having a guidebook that helps you make your next video a hit.
How to Access TikTok Analytics
To dive into the world of TikTok Analytics, you first need to make sure you’re eligible to use it. This feature is not available to every user by default. It’s a special tool for those who have a Pro Account on TikTok. But don’t worry, upgrading to a Pro Account is straightforward and, most importantly, free.
Here’s a step-by-step guide on how to access TikTok Analytics:
Step 1: Switch to a Pro Account
- Open your TikTok app and go to your profile.
- Tap the three dots in the top-right corner to open your settings and privacy menu.
- Look for the “Manage account” option and select it.
- Here, you’ll find an option to “Switch to Pro Account.” Tap on it.
- TikTok might ask you to choose between a Creator or Business account. Select the one that fits your needs best.
- Follow the prompts to complete the setup, which might include selecting a category for your content and verifying your email.
Step 2: Accessing Analytics
Once you’ve switched to a Pro Account, accessing your analytics is simple:
- Return to your profile and tap the three dots again to open settings and privacy.
- This time, you’ll see a new option called “Analytics” under the “Account” section. Tap on it.
- The first time you access this section, it might take a moment to load your data.
Step 3: Navigating TikTok Analytics
Within the analytics section, you’ll find several tabs such as Overview, Content, and Followers. Each tab provides different types of data:
- Overview: Gives a summary of your account’s performance, including video views, profile views, and follower count.
- Content: Shows detailed insights about your individual videos, like how many people watched them and how long they watched.
- Followers: Offers information about your audience, including demographic details and when they are most active.
Remember, TikTok Analytics only starts collecting data after you switch to a Pro Account. So, if you’ve just switched, give it some time to gather information about your account’s performance.
That’s it! You’re now ready to explore the depths of TikTok Analytics. Use this powerful tool to understand your audience better, refine your content strategy, and enhance your TikTok presence.
How to Access TikTok Analytics on Desktop
Accessing TikTok Analytics on a desktop gives you a bigger and clearer view of how your videos are performing. It’s straightforward and can provide more comfort for in-depth analysis. Here’s how you can do it:
Accessing Analytics:
Once you have a Pro Account, click on your profile icon when logged into the TikTok site on a desktop browser. Select “View Analytics” from the menu. If you don’t see this option, you might need to navigate to your profile page where additional options can become visible.
Explore the Dashboard:
The analytics dashboard will open, displaying various metrics about your account’s performance. This includes an overview of your account’s engagement, content insights, follower demographics, and more.
Dive into the Details:
Use the tabs or sections within the analytics dashboard to explore different data points. You can check your overall account performance, analyze specific video metrics, and understand your audience better.
Use Filters and Timeframes:
To get more specific insights, you can apply filters and adjust the timeframe for the data displayed. This allows you to track your performance over different periods and under various conditions.
30 TikTok Metrics to Track in 2024
Keeping an eye on the right metrics on TikTok can make a huge difference in understanding your audience and improving your content. As we move into 2024, here are essential TikTok metrics you should be tracking to stay ahead:
1. Video Views
What It Is: The total number of times your video has been watched.
Why It Matters: This metric gives you a clear idea of how many people are seeing your content. More views can mean higher visibility on the platform.
2. Engagement Rate
What It Is: A measure of how actively involved your audience is with your content. It’s calculated by adding up likes, comments, and shares, then dividing that by your total number of followers, and multiplying by 100 to get a percentage.
Why It Matters: Engagement rate helps you understand how compelling and relatable your content is to your audience.
3. Followers Growth
What It Is: The rate at which your follower count is increasing over time.
Why It Matters: Tracking followers’ growth can help you gauge your overall popularity and the effectiveness of your content strategy on TikTok.
4. Profile Views
What It Is: The number of times your TikTok profile has been viewed.
Why It Matters: This metric indicates the level of interest in your brand or persona beyond just individual videos.
5. Average Watch Time
What It Is: The average amount of time users spend watching your videos.
Why It Matters: Watch time is crucial for understanding if your content is engaging enough to keep viewers interested. Higher watch times often lead to better visibility on the platform.
6. Completion Rate
What It Is: The percentage of your video watched by viewers. It’s calculated by dividing the average watch time by the total length of the video.
Why It Matters: A high completion rate suggests that your content is captivating enough for viewers to watch until the end.
7. Trending Videos
What It Is: Videos that are currently gaining rapid traction on TikTok.
Why It Matters: Identifying trending videos can provide insights into what content resonates with the TikTok community, helping inform your future content creation.
8. Audience Demographics
What It Is: Information about the characteristics of your audience, including age, gender, and geographic location.
Why It Matters: Knowing who your audience is can help tailor your content to better suit their preferences, potentially increasing engagement.
9. Content Reach
What It Is: The number of unique users who have seen your content.
Why It Matters: Reach provides a sense of how far your content is spreading beyond your immediate followers, indicating its potential virality.
10. Share Metrics
What It Is: The number of times your content has been shared by viewers.
Why It Matters: Shares can significantly extend the reach of your content and are a strong indicator of its appeal and shareability.
11. Comment Sentiment
What It Is: The general tone and sentiment of the comments on your videos, whether positive, negative, or neutral.
Why It Matters: Understanding the sentiment behind the comments can help you gauge audience reception and identify areas for improvement.
12. Hashtag Performance
What It Is: The popularity and reach of hashtags used in your videos.
Why It Matters: Tracking which hashtags perform best can inform your hashtag strategy, potentially increasing your content’s visibility.
13. Sound Usage
What It Is: Metrics related to how often and how effectively the sounds or music tracks you use are contributing to your video’s performance.
Why It Matters: Sound plays a crucial role in TikTok videos, and using popular or trending sounds can boost your video’s reach.
14. Live Video Metrics
What It Is: Data related to your live broadcasts on TikTok, including viewership, engagement, and duration.
Why It Matters: Live videos can foster a stronger connection with your audience, and understanding these metrics helps optimize live content.
15. Click-Through Rate (CTR)
What It Is: The percentage of users who click on your profile or link after viewing your video.
Why It Matters: A high CTR indicates that your content successfully encourages viewers to take further action, such as visiting your profile or website.
16. Duets and Stitches Metrics
What It Is: Data on how often your videos are used for Duets and Stitches, which are features allowing users to build upon or react to your content.
Why It Matters: High numbers here can indicate that your content is inspiring engagement and creativity within the TikTok community.
17. Video Saves
What It Is: The number of times users save your videos to their device or within the app.
Why It Matters: Saves can be a strong indicator of the value or entertainment your content provides, suggesting that viewers want to come back to it later.
18. Top Territories
What It Is: The geographic regions where your videos are most popular.
Why It Matters: Knowing where your audience is located can help tailor your content to specific cultural preferences or trends in those areas.
19. Traffic Source Types
What It Is: Information on how viewers find your videos, whether through the For You page, following feed, search, or external sources.
Why It Matters: Understanding how your content is discovered can help you optimize it for TikTok’s recommendation algorithms or focus on specific traffic sources.
20. Device and Platform Metrics
What It Is: Data on the types of devices and platforms (iOS, Android, web) your viewers use to watch your content.
Why It Matters: This can inform technical aspects of content creation, such as formatting and optimization for different screen sizes and operating systems.
21. Interaction Rate per Post
What It Is: The total number of interactions (likes, comments, shares) a post receives relative to your number of followers.
Why It Matters: This metric helps assess how engaging each piece of content is to your audience, offering insights into what types of content foster the most interaction.
22. Follower Activity Times
What It Is: The times and days when your followers are most active on TikTok.
Why It Matters: Posting during these peak times can increase the visibility and engagement of your content.
23. Video Replay Rate
What It Is: The number of times viewers replay your video after watching it.
Why It Matters: A high replay rate can indicate that your content is particularly engaging or enjoyable, prompting viewers to watch it multiple times.
24. Discoverability Rate
What It Is: The rate at which new users discover your content through TikTok’s various discovery features like the For You page, search, and suggested videos.
Why It Matters: Understanding how new audiences find your content can help you optimize for better discoverability on the platform.
25. Conversion Rate
What It Is: For accounts with commercial goals, the conversion rate is the percentage of viewers who take a desired action, such as visiting a website or making a purchase, after viewing your content.
Why It Matters: This metric is crucial for evaluating the ROI of your TikTok content, especially for business accounts.
26. In-Depth Audience Insights
What It Is: Beyond basic demographics, these insights include audience interests, behaviors, and content preferences.
Why It Matters: Having a deeper understanding of your audience can help you create more targeted and relevant content.
27. Content Longevity
What It Is: How long your content continues to gain views, likes, and comments after it’s posted.
Why It Matters: This metric can help you understand the shelf life of your content and which types continue to attract attention over time.
28. Soundtrack Performance
What It Is: The performance of videos that use specific music soundtracks, including views, likes, and shares.
Why It Matters: Identifying which soundtracks perform best in your videos can guide your future music selections to boost engagement.
29. Hashtag Challenge Participation
What It Is: The level of participation and engagement in hashtag challenges you initiate or participate in.
Why It Matters: This metric can gauge the success of your involvement in viral trends and challenges, which are a big part of TikTok’s culture.
30. Branded Content Performance
What It Is: For sponsored or branded content, key metrics specific to campaign goals such as awareness, engagement, and conversion rates.
Why It Matters: These metrics help evaluate the effectiveness of branded partnerships and sponsored content campaigns on TikTok.
Other Tips and Tricks for TikTok Data and Insights
There’s a lot going on in the TikTok app, so it’s no surprise that there is a ton of data and metrics you can sift through. Here are some more tips for getting the most out of your Analytics and answers to some frequently asked questions.
Is TikTok Analytics free?
Yes, TikTok Analytics is completely free. However, you need to have a Pro Account or a Business Account to access it. Switching to these account types is also free and can be done directly within the TikTok app settings.
Why can’t I see TikTok Analytics?
If you’re unable to see TikTok Analytics, it might be due to one of the following reasons:
- Account Type: You might be using a personal account. You need a Pro or Business Account to access analytics.
- Recent Switch: If you’ve just switched to a Pro or Business Account, it might take a few days for data to start appearing.
- App Version: Ensure your TikTok app is updated to the latest version, as outdated versions might not support analytics.
How long does it take for TikTok Analytics to update?
TikTok Analytics typically updates every 24 hours. This means you might not see real-time data but rather data that’s up to a day old. Keep this in mind when reviewing your metrics, especially after posting new content.
Can I export TikTok data?
Yes, you can export data from TikTok Analytics. This feature is particularly useful for in-depth analysis or presentations. To export data, look for the download or export option within the analytics dashboard on the desktop version of TikTok.
Can I turn off analytics on TikTok?
Directly turning off analytics is not an option provided by TikTok. However, if you prefer not to have access to analytics, you could switch back to a personal account from a Pro or Business Account. Keep in mind that this would also remove other professional features and insights.
How accurate is TikTok Analytics?
TikTok Analytics is generally reliable for understanding trends and audience behavior. However, like all analytics tools, there may be minor discrepancies or delays in data reporting. It’s best used as a guide rather than an absolute measure.
Can I see analytics for specific videos?
Yes, within the Content section of TikTok Analytics, you can dive into metrics for specific videos. This includes views, likes, comments, shares, average watch time, and more, providing detailed insights into individual content performance.
How can I improve my TikTok engagement using analytics?
Review the Engagement Rate, Comments, Shares, and Completion Rate metrics to understand how your content resonates with your audience. Use these insights to tailor your content strategy, focusing on what works best to enhance engagement.
What does the ‘For You’ page metric mean in TikTok Analytics?
The ‘For You’ page metric indicates how often your content appears on users’ For You pages, TikTok’s main discovery engine. High numbers here suggest your content has broad appeal and is being recommended by TikTok’s algorithm.
How can I use analytics to increase my TikTok followers?
Analyze your Followers Growth and Audience Demographics metrics to understand who your content appeals to. Tailor your content to match their preferences and posting times, and engage with trends and sounds that resonate with your audience to attract new followers.
Go Beyond the App – Get AI-Powered TikTok Analytics to Improve Your Performance
Locowise is a comprehensive social media analytics tool that now includes support for TikTok, allowing you to track and analyze your TikTok account’s performance alongside other social platforms. With Locowise, you can get detailed reports on engagement rates, follower growth, and content performance. Its strengths lie in competitive analysis and the ability to benchmark your TikTok metrics against industry standards, giving you a clearer view of where you stand in the wider social media landscape.
Features:
- Cross-platform analytics to compare TikTok data with other social networks.
- Detailed hashtag, engagement and growth tracking.
- Competitive benchmarking to see how you stack up against similar accounts.
- Predictive analytics to help you post the best content at the best time.
So, why not take a look for yourself? Start a free trial today!
