TikTok Analytics: An Ultimate Guide for Brands

Jennifer Meech
January 18, 2021
Lasted Updated On
January 5, 2022

TikTok not only serves as a light-hearted source of entertainment for consumers—but a new marketing lever for businesses across industries. The channel’s growth continues to skyrocket, and the platform is a core channel for a successful TikTok marketing strategy.

TikTok quickly transitioned from a channel of experimentation to a pivotal medium for reaching new audiences and getting high average engagement in today’s digital age. As brands increasingly turn to the channel to drive revenue, the channel introduced analytics to brands and creators. With analytics, marketers can track follower growth, video and profile views, and craft a data-driven strategy for cross-channel marketing campaigns.

How can brands use TikTok and find success? Observing TikTok influencer marketing and jumping on the latest trends is a place to start, but now it’s time to dive deeper into the data to understand which types of content resonate with users. Remember: your target audience is likely younger than audiences on other visual channels, thus requiring a unique approach to content creation.

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Access TikTok Analytics with a Business Account

All users have visibility into TikTok Analytics, however, to gain access to deeper insights, brands need a Business Account (formerly known as a Pro Account). Afterward, be prepared to add a wealth of content into the platform to generate enough data for an accurate analysis of your community's preferences.

TikTok Pro Account Categories: Interpreting Your Metrics

You will find many differences from other social channels when it comes to TikTok analytics. Discovery and relevance are top of mind on the channel, and should guide your strategy. Figuring out how to go viral on TikTok is crucial, as one viral post can launch your brand onto the platform and kickstart community growth.

Maximizing profile and video views will always be a top priority. The videos that speak to users’ preferences have the best shot at finding a spot on the For You page and ultimately meeting your brand objectives.

TikTok Business Account Overview Tab

TikTok Business users are met with an Overview when first accessing the TikTok analytics tool. Here users are served three key metrics:

  • video views
  • profile views
  • follower count

Brands can see total video views and how many times followers viewed your profile over the last seven days. The follower count metric displays the followers lost and gained over the last seven days. This historical data helps you understand your growth and community-building efforts over time.  

TikTok Content Analytics Tab

In the content tab, brands can quickly get a pulse on which TikTok videos generate the most views and followers. Under Trending, you can see which of your videos were on the For You page and the total number of views those videos generated. You can see videos posted outside of the seven-day window to understand which types of videos have longer life spans than others.

Even if your videos underperform in the immediate days after posting, they could reach peak engagement rates weeks or even months after the fact, based on shifting TikTok trends and new content styles.

TikTok Follower Analytics Tab

The Followers tab is one of the most valuable TikTok analytics for understanding user behavior and your followers’ preferences. Marketers can analyze follower retention, audience demographics, and geographic location for insight into followers gained and lost over seven days.

Beyond the basics, brands can see which types of videos their followers are watching and at which times of day they are most active to optimize posting strategies. Marketers can also go a step further in their content strategy and keep a pulse on the music trending within their follower base. This intel can help guide your audio selection for new posts.

Optimize Your TikTok Strategy for Success

With access to TikTok analytics and new features, brands can take a data-driven approach to realize the viral channel’s full marketing potential. To learn more about how to build your TikTok strategy using influencer marketing, read our blog on the topic.

TikTok Analytics FAQs

When can you see analytics on TikTok?

All users are able to see TikTok analytics, however, businesses are able to see more in-depth analytics after switching to a Business Account.

How do I check my TikTok analytics?

  1. Open TikTok
  2. Press the Profile button in the bottom right corner
  3. Tap the button in the top right corner
  4. Press “Creator tools”
  5. Press “Analytics”

Does TikTok use Google Analytics?

Google Analytics is not a part of TikTok, as its analytics are unique to the platform.

I want to know how to get a TikTok Business account.

To learn how to get a Business account, click on your TikTok profile, and go under “Settings and privacy” by clicking on the button in the top right corner. After doing so, click on “Manage account,” and then “Switch to Business Account.”

I want to know how to put a link in your TikTok bio.

Check your profile settings to see if you have access to the website feature, then click “edit” and add the link. Make sure to leverage Dash Hudson’s TikTok Link in Bio Solution to create a standalone URL you can customize for your feed.

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