How to track TikTok Analytics?

Quick Summary:

Learn about the essential TikTok analytics to track, including video views, engagement rate, follower growth, audience demographics, conversion metrics, trending videos, brand mentions, influencer collaboration, and ad performance. Elevate your agency's TikTok marketing strategy and demonstrate tangible results to clients with these insights.

There's no denying that the TikTok community has become a cultural phenomenon, and many companies are hopping aboard the short-form video train to drive brand awareness—and business. While leveraging popular platforms and capitalizing on trends is great, it's also important to monitor the efficacy of those efforts. After all, every business has a bottom line.

TikTok analytics are essential for agencies to get familiar with. Not only do they help you prove the ROI of your agency to clients, they also inform you on how to ramp up your efforts and drive a bigger impact for your clients. This guide covers everything you need to know about collecting TikTok data, turning those insights into meaningful results, and impressing your clients with your agency's know-how.

Read on To Learn About

What Is TikTok: From musical.ly to Global Phenomenon

Where To Find TikTok Analytics in the Native Platform

Native TikTok Metrics vs. KPIs

Top 10 TikTok Metrics to Track for Clients

Turning Raw TikTok Analytics Data Into Actionable Insights

How To Create TikTok Reports Using AgencyAnalytics

5 Tips for Creating TikTok Reports That Wow Clients

Comparing TikTok’s Native Analytics Platform to AgencyAnalytics

TikTok Analytics Summary and Key Takeaways

What Is TikTok: From musical.ly to Global Phenomenon

TikTok, the social media platform known for its short-form video content, dates back to 2014 when it was first launched in China as Douyin by the tech company ByteDance. In 2017, ByteDance expanded its reach by releasing a similar app called Musical.ly outside of China. Musical.ly gained popularity quickly, particularly among teenagers, for lip-syncing and dance videos.

ByteDance recognized the potential of short-form video content and merged Musical.ly with Douyin in 2018, rebranding the platform as TikTok for international markets. This move proved to be pivotal as TikTok quickly gained traction globally, attracting millions of users drawn to its easy-to-use interface and creative video editing tools.

TikTok's rise to prominence was propelled by its algorithm-driven feed, which personalized content based on user preferences, creating a highly engaging experience. Influencers and content creators flocked to the platform, further fuelling its growth and cultural impact.

TikTok Market Penetration and Usage

As of 2023, TikTok has solidified its position as one of the most popular social media platforms worldwide. With over 1 billion monthly active users, TikTok boasts a diverse user base spanning various demographics and geographic locations. Its appeal to younger generations remains strong, with a significant portion of users aged between 16 to 24.

TikTok’s influence extends beyond entertainment, with brands and marketers leveraging the platform to reach and engage with audiences in innovative ways. Brand mentions on TikTok can significantly influence a brand's reputation and engagement. Its advertising capabilities, including sponsored content and in-feed ads, have attracted businesses looking to tap into TikTok’s massive user base and viral potential.

The importance of influencer collaboration metrics in measuring the success of influencer marketing campaigns on TikTok cannot be overstated. TikTok has cemented its status as a global cultural phenomenon. Its impact on popular culture, music trends, and meme culture continues to shape online culture, making TikTok an indispensable platform for social media enthusiasts and marketers alike.

Where To Find TikTok Analytics in the Native Platform

Users with a TikTok Pro or Business account can access TikTok analytics page in the platform. This is done by navigating to the TikTok profile and clicking the three dots. From there users simply have to tap creator tools, and finally tap analytics. The built-in TikTok analytics dashboard covers key metrics to help users understand the performance, engagement, and growth of their TikTok account.

TikTok’s analytics tab offers various sections for users to view analytics. Here’s a brief overview of what’s available:

• Overview tab: The platform’s overview tab shows TikTok performance metrics like total video views, profile views, likes, comments, followers, and more. The option to segment these essential metrics by a custom date range helps users understand trends over the selected period. Additionally, ad performance metrics are available to help users gauge the effectiveness of their advertising campaigns.

• Content Tab: The content tab gives data on the performance of a TikTok account’s content. These metrics include top viewer count, top nine videos, and engagement and viewership journeys, providing valuable insights into which of an account’s videos resonate most with their audience.

• Followers Tab: This section lets users access TikTok analytics around follower count and audience demographics. It’s also possible to track the account’s total number of followers over a selected date range, providing further insights into growth over time.

• Live Tab: The TikTok live tab helps users understand the value of time and energy spent hosting live videos. TikTok live analytics tracks metrics like live video viewers, virtual gifts received, viewer ranking, and audience engagement during live videos.

Overall, the native analytics tools in TikTok are useful for creators and businesses, offering actionable insights to create successful content, engage with their audience, and grow their presence on the platform. That said, third-party TikTok analytics tools are also available to provide additional insights and analysis for users looking to optimize their TikTok strategy further.

Native TikTok Metrics vs. KPIs

TikTok metrics are the various data points and statistics available within the native TikTok analytics tool. These metrics include views, engagement rate, new followers, viewer demographics, and more. They provide valuable insights into account performance and content engagement on TikTok. Tracking 'live video unique viewers' is also crucial as it helps measure the reach and engagement of live content, offering a deeper understanding of audience interaction in real-time.

Key Performance Indicators (KPIs), on the other hand, are strategic goals that align with a client’s overall business objectives. Each TikTok metric provides useful insights into performance, but KPIs focus on specific outcomes that demonstrate progress towards these broader goals.