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TikTok Analytics: A Comprehensive Guide to Understanding Metrics

TikTok has become a popular social media platform for content creators and marketers. With millions of active users, it offers immense opportunities for businesses to connect with their target audience and promote their products and services effectively. However, to achieve success on TikTok, it is crucial to understand and analyze the metrics that determine the performance of your profile and content. In this guide, we will explore the various TikTok analytics and metrics that you need to familiarize yourself with in order to optimize your campaigns effectively.

TikTok Analytics

1. Analyzing the TikTok Profile

The profile overview page provides valuable insight into the performance of your TikTok profile. Here are the key metrics to analyze:

- Fans: The number of followers your TikTok account has. This metric is important as it indicates the popularity of your profile and can encourage new followers to follow you.

- Following: The number of accounts your TikTok profile is currently following. This metric shows the active engagement of your profile with other users and can help you determine your engagement strategy.

- Likes: The total count of likes received on your TikTok videos. Tracking the number of likes can indicate the success of your content and how well it resonates with your audience.

- Videos: The total number of videos uploaded to your TikTok profile. This metric helps you keep track of your content production and determine the volume of content you are generating.

2. Key Metrics

The key metrics provide a deeper insight into the performance of your TikTok videos. Here are the metrics to focus on:

- Total Views: The number of times your videos have been viewed by TikTok users. This metric helps you understand the reach and exposure of your content.

- Likes: The number of likes received on your videos. This metric indicates the level of engagement and popularity of your content.

- Comments: The number of comments left on your videos. Tracking comments can help you understand the level of interaction and feedback from your audience.

- Shares: The number of times your videos have been shared by TikTok users. This metric shows the level of viral potential and how well your content is being shared among users.

- Duration: The length of time users spend watching your videos. Determining the average duration can help you assess the level of engagement and interest of your audience.

- Average Interaction Rate: This metric provides an overview of the average level of engagement (likes, comments, shares) your videos receive. It helps you gauge the overall interaction and interest in your content.

3. Average Engagement Per Video

Engagement is a crucial factor in determining the success of your TikTok campaign. The average engagement per video metric provides valuable insights into the level of audience engagement with your content. Here's what you need to know:

- Engagement refers to the meaningful interactions with your TikTok videos, such as likes and comments. A higher rate of engagement indicates a stronger connection with your audience.

- Over time, comparing the engagement rates of your most recent videos can help you assess the improvement and identify successful strategies to replicate in future content.

- When working with influencers, their average engagement rate per post can be a useful measure to determine their worth. An influencer with a smaller following but a higher engagement rate may provide better results than a more prominent influencer with a large number of followers.

- Tracking and measuring conversions and revenue gains resulting from your TikTok campaigns is essential for evaluating their effectiveness and planning future strategies.

4. TikTok Hashtag Analytics

TikTok hashtags are an integral part of content discovery and virality on the platform. By analyzing hashtag performance, you can understand their impact on your campaign and identify trending topics. Here's what you need to know:

- Top TikTok Hashtag tool helps you track the performance of branded hashtags used in your campaigns. It provides valuable information on metrics such as average views, comments, likes, shares, and engagement rates relevant to specific hashtags.

- Monitoring hashtag growth regularly is necessary due to the temporary nature of hashtags. Keeping an eye on the growth of branded hashtags ensures that you are up-to-date with the popularity of your campaign hashtags.

- Additionally, tracking the growth of top-performing hashtags on the platform can give you insights into the type of content to create and the trends to follow. If the influencers you collaborate with use specific hashtags, monitoring their growth is also vital.

5. Full Report of Most Recent Videos

The Full Report of Most Recent Videos is a detailed indicator that helps assess the progress of your TikTok account. Here's how it can help:

- The engagement table displays spikes in your video performance, indicating videos that are successfully driving engagement and gaining views. Analyzing these spikes provides valuable insights into what content is resonating with your audience.

- By identifying the types of videos that are performing well, you can build on what works and improve areas that may not be as effective.

- When working with influencers, tracking the correlation between their content and the growth in views, likes, and engagement can help you determine the success of sponsored collaborations.

- Scheduling sponsored videos from different influencers at specific times provides you with the ability to track changes in your following growth and associate them with particular partners.

6. Account Score

The Account Score measures the growth and impact of your TikTok account based on recent videos published. Here's how it can benefit you:

- An interesting and entertaining, regularly updated content strategy plays a significant role in driving account growth and effect. The Account Score provides a percentage indicating the activity and growth of your account, serving as a prominent metric for TikTok users.

- Evaluating the gained and lost user interactions in your most recent videos gives you a better understanding of the type of content that resonates with your audience.

  • It is crucial to ensure that the influencers you collaborate with regularly attract an audience and continuously engage with TikTok users. The Account Score is a valuable metric to evaluate influencer or partner accounts from this perspective.


In addition to that, there are also third-party TikTok analytics trackers available that can assist in identifying the most recent trends. One such tracker is Shoplus, which provides comprehensive analytics for TikTok. It offers content creators a range of tools and features to monitor and stay updated with the latest trends on the platform. With Shoplus, users can easily access trending videos, popular songs, and trending hashtags, all in a single platform.


Understanding and analyzing the metrics available in TikTok analytics is essential for optimizing your campaigns and achieving success on the platform. By monitoring key metrics such as fans, likes, average engagement, and hashtag performance, you can make informed decisions and adjust your strategies accordingly. TikTok analytics provide valuable insights into audience behavior, content performance, and campaign effectiveness, enabling you to harness the platform's potential and connect with your target audience more effectively.



Mike is a Content Specialist at Shoplus , who specialised in topics about social commerce and customer behaviour. When he's not working, you can often find him workout at gym. He also enjoys trying new restaurants, swimming and watching movies.
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