How to Create Custom TikTok Analytics Reports
TikTok is the fifth most popular social media platform, becoming a leading network for marketing and advertising. With over 1.9 billion users, TikTok is one of the most competitive social media channels. This leads brands and creators to closely monitor their TikTok analytics and create monthly reports to measure growth.
This article explains how to create and automate custom TikTok analytics reports, to record and analyze your brand’s social media growth and content performance.
What Are TikTok Analytics Reports?
Social media reports measure a brand or creator’s marketing strategy, KPIs, and content performance. This is essential for tracking growth, identifying areas for improvement, and benchmarking against competitors.
While TikTok offers native analytics and data downloads, third-party tools like Metricool offer custom social media reports to measure content performance across all channels.
11 Key TikTok Analytics to Measure
On TikTok specifically, reports can track organic and paid advertising to analyze the full scope of a brand’s marketing efforts. These main metrics include:
Organic TikTok analytics
- Follower balance: Measures your profile growth, tracking lost and acquired followers. While followers aren’t the most important metric, this can indicate your active audience on the app.
- Profile views: Track the number of users that have viewed your profile, a metric that can leverage your brand visibility.
- Video views: A fundamental metric to evaluate your video performance. Video views help track a video’s potential reach and popularity among viewers. Higher video views also indicate prioritization on TikTok’s algorithm.
- Video engagement: Average watch time and completion rate are the two key indicators of video engagement. The goal is to retain and engage viewers throughout the video, so monitor drop-off moments to identify content improvements.
- Engagement rate: Along with video views, the engagement rate gauges how viewers resonate with the video. This is measured by the number of likes, shares, comments, and saves compared to the video’s reach.
- Audience demographics: Factors like age, gender, location, and interests describe your audience and how you can better target them.
Paid TikTok analytics
- Ad impressions: Tracking the number of times your ad has been shown on screen, impressions are key for understanding your campaigns’ reach and potential audience.
- CPM (Cost per thousand impressions): Indicating the cost an advertiser pays to reach one thousand impressions, this helps advertisers understand the cost and reach of their ad campaigns.
- CPC (Cost per click): Like CPM, CPC is how much advertisers are willing to pay for each ad click. This helps advertisers understand the cost-effectiveness of their ads and measure ROI.
- CTR (Click-through rate): CTR is the number of clicks your ad receives divided by the number of times your ad is shown. A higher CTR rate signifies a successful campaign with a positive website, shop, and content traffic.
- CVR (Conversion rate): Measures the percentage of ad visitors who take a desired action on a website, app, or shop. CVR measures the strength of the campaign’s call to action.
How to Create Native TikTok Reports
Along with native analytics, TikTok allows users to download data and create custom ad reports with TikTok Ads Manager. The network doesn’t offer combined data reports to analyze organic and paid results in one, however, read below to learn how to automate TikTok reports (organic and paid) with Metricool.
Download TikTok analytics data from Business Hub
Within TikTok Business Hub, analyze your organic results up to a year in advance. At the top of each page, click Download data to export the data in Xlsx or CSV. While Business Hub doesn’t offer a reporting feature, marketers can transfer this data to create their own reports.
Creating reports from scratch can be time-consuming and increase the margin of error. Reporting templates can streamline your monthly reporting and guarantee analysis of all important data.
Download Metricool’s FREE reporting template to jumpstart your monthly reporting and make sure to highlight key growth metrics:
Create reports with TikTok Ads Manager
Ads Manager is TikTok’s native advertising hub, offering campaign building, creative and management tools, and analytics. Custom reporting allows advertisers to analyze their TikTok campaign results. To access TikTok Ads Manager, create an account at the Advertising on TikTok page.
When inside the hub, go to the Analytics tab and click Custom reports. You can choose to create a custom report or build from a template.
- Custom reports: Select the metrics and dimensions of the report.
- The dimensions include account name and ID, campaign details, ad information, targeting selections, product identifications, schedule, search, and assets.
- Metrics include basic data (CPC, CPM, impressions, clicks, CTR, Conversions), and the option to add video play data, engagement, product data, interactive add-on metrics, in-app event results, attributions, and page events, shop events, and offline event data.
- Reports from a template: Choose your template type based on your focus.
- Ad group performance
- Ad performance
- TikTok Shop performance
- TikTok Shop Product performance
- Catalog product performance
View reports as a Pivot table or Trend line and select a time range for your data report. After configuring your report, click Save and name it. There are two download options: Scheduled Running or Run & Export.
- Scheduled Running: Set a schedule to receive automatically generated reports
- Run & Export: The report will run automatically for export and download.
TikTok Reporting Tool: Customized Reports with Metricool
TikTok offers two separate reporting types, limiting the option to join organic and paid results in a single report. Is there an option to customize TikTok reports to include organic and paid data? Metricool’s reporting feature allows users to automate results from all active channels in one joint report.
Metricool’s reports also allow users to analyze single networks, like TikTok, to understand the gravity of one channel. To access the reporting feature, you must have a Premium Metricool account. This unlocks advanced features such as reporting, LinkedIn connection, unlimited content scheduling, and up to two years of historical data.
Now, let’s create your TikTok analytics report. Within the Metricool dashboard, go to the Analytics tab and scroll to Reports. To pull data, you must connect your TikTok and TikTok Ads profiles.
Data included in Metricool’s TikTok analytics reports
What data can you analyze with Metricool’s TikTok reports? Here is a list of data points included in reports for organic and ad results:
Organic TikTok data metrics:
- Community growth
- Profile views
- Video views
- Likes
- Comments
- Shares
- Demographics
- Engagement
- Average reach per post
- Ranking of posts
Under the main results, view how the metric has changed compared to the previous period. This identifies key growth results.
Paid TikTok data metrics:
- Impressions
- Clicks
- Conversions
- CPM
- CPC
- CTR
- Cost
- Ranking of campaigns
Understand the impact of your ad campaigns in the period, and see individual campaign results in the ranking list. This allows advertisers to understand which campaigns have been most successful in replicating similar strategies.
Then, configure your report with the following details:
- Period – analyze data month by month, compared to the previous month’s results.
- Language – select from over 10 languages.
- Template – choose a previously made template, or create your own. This is only available for Advanced and Enterprise accounts. Customize the report organization, background, logo, colors, and title.
- Sections – toggle which networks and metrics to feature on the report, and how you want to sort them.
- Logo – Add your brand or client’s logo to customize the report.
- Generate – download the report in PDT or PPT, and view your last 10 previous downloads.
- Automatic monthly report – Automatically send reports to yourself, a client, or a team member to receive the report by email every month.
Social media reports are essential for measuring growth, benchmarking organic and paid results, and tracking KPIs and marketing objectives. Manual reporting can delay thorough analyses and take away from other tasks.
Metricool’s automatic reporting gives social media managers, marketers, and creators time to enhance their strategies and content, with guaranteed in-depth data. Create your account here to get started and improve your measures:
