TikTok analytics: maximizing your marketing performance

Unlock TikTok's potential with analytics and Vamp's real-time data integration.
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Table of Contents

In the ever-evolving world of social media marketing, staying ahead of the curve is crucial.

TikTok, the popular short-form video platform, has taken the digital world by storm. Marketers around the globe are realizing the immense potential of TikTok to connect with audiences in a unique and engaging way, both in organic and paid environments.

However, to truly succeed on TikTok, you need more than just creativity and to use their unique features – you need data-driven insights. This is where TikTok analytics come into play. In this comprehensive guide, we’ll delve into TikTok analytics, exploring why they are essential for marketers, the wide array of metrics available, and how to make the most of this invaluable resource.

Plus, we’ll introduce you to Vamp, your go-to platform for influencer marketing on TikTok, equipped with real-time data directly from creators’ TikTok accounts.

TikTok analytics – what are they and why are they important?

TikTok analytics are a set of data and metrics that provide insights into the performance of your TikTok account and content. They are essential for marketers looking to make data-driven decisions, track their progress, and optimize their TikTok marketing strategies.

Why are they important?

  • Informed decision-making: TikTok analytics empower marketers to make informed decisions based on real data. By understanding how their content is performing, they can refine their strategies for better results.
  • Content optimization: With access to detailed metrics, marketers can identify which types of content resonate most with their audience. This knowledge allows them to create and promote content that is more likely to engage viewers.
  • Audience insights: TikTok analytics offer valuable information about your audience, including demographics and behavior. This data is invaluable for targeting the right audience and tailoring content to their preferences.
  • ROI tracking: Marketers can track the return on investment (ROI) of their TikTok campaigns by analyzing metrics like reach, engagement, and conversions. This helps justify marketing budgets and allocate resources effectively.
  • Competitive analysis: TikTok analytics enable you to benchmark your performance against competitors or industry standards. Understanding where you stand in relation to others can guide your strategy and help you stand out in the crowded TikTok landscape.

Now that we’ve established the importance of TikTok analytics, let’s dive deeper into the various metrics available and how to access them.

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TikTok metrics – all the metrics available to you in TikTok analytics

TikTok provides a wealth of metrics across four primary categories: Overview, Content, Followers, and LIVE. These metrics offer a comprehensive view of your TikTok account’s performance and audience engagement.

Overview analytics

The Overview tab provides a summary of key metrics, including:

  • Video views: The total number of times your videos were viewed within a specified period.
  • Profile views: The number of times your profile was viewed, indicating brand interest.
  • Likes: The total number of likes your videos received.
  • Comments: The total number of comments on your videos.
  • Shares: The number of times your videos were shared.
  • Followers: The total count of TikTok users following your account.
  • Content: The number of videos you shared.
  • LIVE: The number of live videos hosted.


Content analytics

The Content tab focuses on video performance, offering insights like:

  • Trending videos: Your top nine videos with the fastest growth in viewership.
  • Total video views: The number of times a video has been viewed.
  • Total like count: The total number of likes on a post.
  • Total number of comments: The total number of comments on a post.
  • Total shares: The number of times a post has been shared.
  • Total play time: The cumulative time viewers spent watching your videos.
  • Average watch time: The average time viewers spent watching your videos.
  • Watched full video: The number of times a video was watched in full.
  • Reached audience: The total number of users who watched your video.
  • Video views by section: Insights into where traffic for your post comes from.
  • Video views by region: The top locations of viewers for your post.


Follower analytics

The Follower tab provides insights into your audience, including:

  • Gender distribution: The distribution of your followers by gender.
  • Top territories: The countries where your followers are from.
  • Follower activity: The times and days when your followers are most active on TikTok.
  • Videos your followers watched: Popular content among your followers.
  • Sounds your followers listened to: Top audio tracks your followers engaged with.


LIVE Analytics

The LIVE tab offers stats for your live videos in the last 7 or 28 days, including:

  • Total views: The total number of viewers during your live videos.
  • Total time: The time you spent hosting live videos.
  • New followers: The number of new followers gained during live videos.
  • Top viewer count: The highest number of viewers simultaneously.
  • Unique viewers: The number of users who viewed your live video.
  • Diamonds: Virtual gifts earned during live videos, which can be converted into real money.

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Who has access to TikTok analytics?

TikTok analytics are accessible to anyone with a TikTok Business account. These accounts provide creative tools that empower businesses to leverage TikTok’s potential fully. The best part? It’s completely free to switch to a TikTok Business account.

How to turn on analytics on TikTok

If you haven’t already, here’s how to switch to a TikTok Business account:

  1. Go to your profile page.
  2. Open the Settings and privacy tab (the three lines in the top right corner).
  3. Tap “Manage account.”
  4. Under “Account control,” choose “Switch to Business Account.”

Once you’ve made this switch, you can add a business website and email to your profile, granting you access to TikTok’s invaluable analytics.

How to see TikTok analytics

Accessing TikTok analytics is straightforward, whether you’re on mobile or desktop:

On mobile:

  1. Go to your profile.
  2. Open the “Settings and privacy” tab in the top right corner.
  3. Under “Account,” choose the “Creator Tools” tab.
  4. From there, select “Analytics.”

On desktop:

  1. Log in to TikTok.
  2. Hover over your profile picture in the top right.
  3. Select “View Analytics.”

Please note that if you plan to download your analytics data, you can only do this from the desktop dashboard.

How to read TikTok analytics – a guide to each section

Understanding TikTok analytics is the key to leveraging their power effectively. Let’s break down the main sections and metrics in TikTok analytics:

What does “Reached Audience” mean on TikTok?

“Reached Audience” is a crucial metric that indicates the total number of users who watched your video. It provides insights into your content’s reach and how many people your videos have resonated with.

This metric helps you gauge the effectiveness of your content in reaching a broader audience. A higher “Reached Audience” signifies that your content is not only being viewed by your followers but is also attracting new viewers, potentially expanding your TikTok presence.

TikTok follower analytics – how to access them

Follower analytics offer valuable insights into your TikTok audience. Here’s how to access and interpret these metrics:

  • Gender distribution: Understanding the gender distribution of your followers can help tailor your content to their preferences. For example, if you have a predominantly female audience, you may create content that resonates more with female viewers.
  • Top territories: Knowing where your followers are located can inform your content localization strategies. You can target specific regions or countries with content tailored to their interests and culture.
  • Follower activity: Identifying when your followers are most active on TikTok enables you to schedule posts at optimal times. Posting when your audience is online maximizes your content’s visibility and engagement.
  • Videos your followers watched: Analyzing the content your followers engage with provides inspiration for your own content. It also helps identify potential collaboration opportunities with creators producing popular content in your niche.
  • Sounds your followers listened to: TikTok trends often revolve around popular audio tracks. Understanding the top sounds your followers engage with can guide your content creation and ensure it aligns with current trends.

By harnessing these insights, you can tailor your TikTok marketing strategies to effectively engage your audience and drive results.

How Vamp’s platform elevates your TikTok analytics experience

At Vamp, we understand the importance of TikTok analytics in influencer marketing campaigns. That’s why we’re proud to be official partners of TikTok, providing our clients with real-time data directly from the creators’ TikTok accounts. This seamless integration ensures that you don’t have to switch between apps when reporting on your influencer marketing campaigns run through the Vamp platform.

With Vamp, you can:

  • Source and brief creators simultaneously: Our platform streamlines the influencer marketing process by allowing you to source and brief creators in one place, saving you time and effort.
  • Manage feedback and approvals efficiently: Say goodbye to the hassle of coordinating feedback and approvals across emails, spreadsheets, and messaging apps. Vamp’s platform centralizes communication, making collaboration effortless.
  • Access live data from creators’ profiles: As official partners of TikTok, Vamp pulls live data from creators’ TikTok accounts, providing you with real-time insights into your campaigns. This eliminates the need for manual data collection and spreadsheet management.

In conclusion, TikTok analytics are an indispensable tool for marketers seeking success on the platform. By harnessing the power of these metrics, you can make data-driven decisions, optimize your content, and connect with your audience effectively.

With Vamp’s influencer marketing platform, you can elevate your TikTok analytics experience and streamline your influencer campaigns for maximum impact. Don’t miss out on the incredible opportunities TikTok offers—embrace analytics and take your TikTok marketing to the next level.

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