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How to Analyze Your TikTok Account: TikTok Analytics Guide
Developing a TikTok strategy isn’t complete without analytics. Analyzing your TikTok performance is crucial to understanding how to improve your content and compete with others in your industry.
In this article, we dive into what metrics you should analyze to grow your TikTok account strategically. While you can view this content inside the app, you can also use a TikTok analytics tool like Metricool to view all essential metrics in one place.
Importance of TikTok Analytics for Your Business
You may wonder how TikTok analytics translate into business success. With the ease of TikTok Shopping, affiliate marketing, and social media advertising, selling on TikTok leads to great business success.
This platform is huge for brand discovery and awareness, and the 7th most trusted app to deliver a positive ROI for brands. Businesses can leverage this platform to cultivate an online community while driving traffic to websites or stores through multiple content mixes.
TikTok analytics reveal the impact of your marketing strategy, providing audience retention insights, content engagement, profile visits, and conversion rates. With this data, your team can make informed decisions based on audience feedback and content success.
Strategies are at the heart of success, and analytics are the blood that pumps through to supply oxygen to the rest of the business. As you analyze your metrics and refine your strategy, use this marketing guide to perfect your TikTok efforts:
How to Check TikTok Analytics
You must have a TikTok Business or Creator account to check TikTok analytics within the application.
While you can access TikTok analytics with a personal account, we recommend using a Business or Creator account to leverage marketing tools and unlock paid advertising. Switching to a Business or Creator profile doesn’t cost money, so if you’re looking to improve your strategies, consider switching.
How to convert to a TikTok Business account
To switch to a TikTok Business account, head to Settings and privacy in your TikTok profile by pressing the three lines in the upper right corner. Then, follow these steps:
Account > Switch to Business Account
Follow the prompts, and select the category of your account, brand, or business. Then boom! You will access TikTok Business Suite, a complete marketing tool to help manage and grow your business through TikTok.
How to Use Native TikTok Analytics
To access TikTok analytics within the app, head to your profile and click on Business Suite or TikTok Studio, depending on your account type. Here you will find all your content performance and audience metrics.
Organic TikTok Metrics
First, let’s cover how you can measure your organic efforts directly inside the TikTok app:
Overview Analytics
The first tab available is a summary in which you can choose whether to view the information for the last 7 days, up to 12 months. In this tab, you will see three different sections:
- Key metrics: Review your TikTok analytics including post views, profile views, likes, comments, and shares in the period.
- Traffic sources: This section calculates where your video views and traffic originate, showing in percentage from the For You, Personal profile, Search, Following, and Sound feeds.
- Search queries: Understand which search queries led viewers to your posts. This data is displayed from the last 90 days.
Content Analytics
In this section, analyze your top-performing videos by metric. This second tab ranks your top videos by:
- Most views
- Most new viewers
- Most likes
- New followers
Click into videos to analyze their success. This includes the same key metrics from above, the retention rate, traffic sources, search queries, and viewer demographics.
Viewers Analytics
In this section, you will find all of your audience’s metrics. This includes total viewers, new viewers, viewer insights, most active times, creators your viewers also watched, and posts your viewers also viewed. Next to the “Key metrics” view the change percentage below.
The viewer insights section reveals key demographic information regarding your viewers, to better understand how to target them. Furthermore, the active times reveal when your audience is more online to know what times are best to upload to reach your audience.
The last two sections show related creators and videos your audience views. Utilize these recommended accounts and videos as content and video structure inspiration.
Followers Analytics
The follower analytics mirror the viewers, outlining key metrics: total and net followers, with change percentages below. Analyze your follower insights by gender, age, and location. Finally, analyze when your audience is more active by day and hour.
LIVE Analytics
If you have uploaded any LIVE videos to the platform, you can view your LIVE analytics here. These metrics include your total LIVE views, total LIVE time, new viewer count, new followers, unique viewers, and the amount of diamonds received.
Paid TikTok Metrics
Access your TikTok ads results in your Ads Manager dashboard, under Analytics. This section covers six areas:
- Custom reports: Create a custom report to select from pre-made templates, focused on ad group performance, ad performance, TikTok Shop performance, TikTok Shop product performance, or Catalog product performance.
Source: TikTok Ads
- Attribution analytics:
The next section allows advertisers to understand and compare campaign performance. Select results by campaign or ad group, and select a period. Measure and match customers’ journey to your website, shop, onsite, and offline.
This is divided by performance comparison, time to conversion, and touchpoints to conversion to understand how to improve funnels and ad conversions.
- Audience insights:
Analyze your audience by age, gender, country, region, devices, and interests. Dive deeper into video engagement and audience interests to understand how much time followers spend on your videos, and which top hashtags and categories describe your audience.
Source: TikTok Ads
TikTok measures ad performance by campaign potential and reach, to benchmark your current results and find areas for improvement based on your audience. Advertisers can export this data to compare against their advertising strategies.
- Comment insights:
Track user sentiment on your TikTok ads by analyzing your total comments, positive and negative comments, and sentiment score. Find any comment trends, view your sentiment ratio, compare against your industry benchmark, understand your word cloud, and understand your comment audience.
Online reputation management starts with how users interact with your content, which can affect your brand image, customer loyalty, and search engine visibility.
- Creative inspirations:
Gain advertising inspiration by viewing top ads and trending hashtags across TikTok. Filter results by region, industry, objective, likes, duration, and period to narrow findings. TikTok gathers this data from its Creative Center, a free resource for marketers and creators to see what’s trending on the network.
- Video insights:
Finally, view your video insights and trend analysis from advertisement campaigns. Measure results by CTR, total cost, conversions, CPC, CPM, CPA, Clicks, Impressions, CVR, and overall CPA.
Metricool: A Free TikTok Analytics Tool
Metricool is a comprehensive social media management, analytics, and advertising tool for marketers, creators, and social media managers looking to save time, organize their work, and effectively scale their online presence.
Why would you use Metricool to measure your TikTok results? While you can analyze your TikTok organic and paid efforts, navigate to all other active channel analytics in one dashboard. Instead of getting lost trying to find each platform’s native analytics, view all your social media analytics in one space.
How can you analyze your TikTok efforts with Metricool? Let’s get into it.
Organic TikTok analytics with Metricool
Locate all your channels’ metrics under the Analytics tab. Click on TikTok and select the period to analyze your results. On this page, you can measure:
Community
In this section, you can see your TikTok account’s growth evolution and balance of followers, broken down by day. You can also see the exact number of new followers you have gained in the period.
This also shows how many posts you have published in the period. You will notice the followers and posts figures have arrows indicating if these results have increased or decreased compared to the previous period.
Demographics
Understand your audience demographics by gender and followers by country. View these in a pie chart or table to view the exact percentage breakdown.
Account
Next, measure your profile activity and post views in the period. This shows your total profile visits, post views, likes, comments, and shares. Analyze peak days on the timeline to compare against your marketing efforts.
Content Summary
View a summary of your content performance by engagement, interactions, average reach per post, and post views. Again, you can see which days your metrics peaked by dragging your cursor over the graph.
Interactions
Below, view a deeper breakdown of your interactions by likes, comments, shares, and likes. Once again, view metrics per day by wavering your cursor over the graph.
Impression Sources
Another important metric is the source of your video traffic. With impression sources, you can see where users are finding your videos.
These are divided by the TikTok section viewers found your videos, including the following sections:
- For You – View originated from a user’s For You feed
- Follow – View originated from a user’s Follow feed
- Hashtag – View originated from a specific hashtag
- Sound – View originated from the video sound
- Personal Profile – View originated from the business account profile page
- Search – View originated from a search on the Discover page
View this data in a table or chart view.
Average video views
Next to impression sources, see your average time watched and video duration in seconds. This is important for understanding audience retention and attention, to improve your future content.
List of top-performing videos
See which videos have performed best in the list of videos. This table is organized by the date posted by default, however, the list can be sorted by views, likes, comments, shares, reach, duration, and engagement.
To create successful, engaging content, this section is gold for inspiring new content ideas that resonate with our audience.
Click View to navigate to the content. If you want to repurpose videos, the Reuse content button transfers the content directly into the planner to schedule.
Analyze TikTok Ads with Metricool
The fun doesn’t stop at organic strategies. Within Metricool, connect your TikTok ads account to analyze your campaigns’ performance. These results are available in Metricool’s Analytics dashboard under the TikTok Ads tab.
Reach
At the top, view your total campaign impressions and cost. Use the graph to see the exact impression and cost peaks.
Results
Next, view your total campaign clicks and conversions, compared to your overall campaign investment.
Performance
The performance section measures your overall CPM, CPC, and CTR across all campaigns.
List of campaigns
Finally, analyze your top-performing campaigns individually by viewing the impressions, clicks, conversions, CPM, CPC, CTR, and cost. Click View more to compare these results by the campaign duration, to identify peaks and dips.
Custom TikTok reports with Metricool
Metricool provides organic and paid TikTok analytics on demand, to view real-time results. However, there is even more for documenting and benchmarking your analytic goals. Metricool’s custom social media reports provide comprehensive summaries of your online efforts.
Whether you want to focus on one channel, or all at once, is up to you. Select your channels, language, period, and metrics to analyze. Personalize reports by adding your brand logo, colors, and descriptions. Even access and save templates for future use. Download the reports in PDF or PPT, and access your last 10 downloads. Here is an example of what one page can look like:
But, that’s not all! Automate monthly reports to send to clients or team members for consistent tracking. Add the recipients’ emails, select the scheduled day, and add a custom text. This way, you don’t have to remember to configure your report, because it will analyze and send for you!
So, are you ready to analyze your TikTok videos and create your winning marketing strategy? Using Metricool to schedule, manage, and analyze your content is a game-changer for smarter social media marketing. With this tool, you can keep all of your social media accounts under control in one centralized place.