Once you get the hang of posting content on TikTok, it's time to start looking at how your content is performing! TikTok analytics helps you unlock lots of helpful insights about your account growth, content performance, audience demographics, audience engagement, and so much more to help you excel as a creator. Keep reading for all you need to know about understanding your analytics.
Finding your analytics
You can access TikTok analytics in three ways:
In-app
If you're in the TikTok app, just go to your profile > tap the menu bars > select "TikTok Studio" > find "Analytics" and click "View all."
TikTok Studio Web
If you're accessing TikTok Studio via the web, just head to the "Analytics" tab on the left side of your screen.
TikTok Studio App
In the TikTok Studio app, simply click the "Analytics" tab in the bar at the bottom of your screen.
Select your analytics date range for the last 7 days, last 28 days, last 60 days, last 365 days, or a custom report. On the web version, you can only customize your reporting window for data as far back as July 17, 2022, so if you need data before that, you'll need to head in-app. You can download analytics data for up to 365 days at a time.
Navigating creator analytics
All of this data allows you to better understand your audience — both who they are and what they want — making it easier to create content with your unique community in mind! Here's what you'll find under each tab:
Overview
View your post views, profile views, likes, comments, shares, and estimated rewards over your selected date range in "Overview." You can also look at your "Traffic source" data to find out how your viewers discovered your posts or what "Search queries" led them to your content.
Content
Looking for even deeper insights on individual posts? You can also easily spot content that's working by checking the "Your top posts" section, which shows your 10 top-performing videos over the period of time you select, ranked according to views, likes, new viewers, and new followers gained. You can tap on each video to learn more about its performance, including retention rate, traffic sources, and viewer information.
Viewers
Your "Viewers" page provides a comprehensive overview of your audience, including key viewer metrics, demographics, activity data, and content your viewers watch. Get a better understanding of your account reach through these sections:
Key metrics: View the number of unique viewers and returning viewers of your posts during your selected time period.
Viewer insights: Gain insights into the inferred gender, age, and locations of your viewers. These statistics are based on predictive models rather than confirmed user data.
Most active times: Learn when your viewers were most active on TikTok in the last 7 days.
Your audience also follows: Find out the creators your viewers also watched recently.
Your audience also watches: View the posts your viewers also looked at recently.
Followers
The "Followers" tab holds the key to understanding your growing audience. You can explore all kinds of data on who is actually watching your content, such as gender, age, and top locations. This demographic data is based on a number of factors, including information users provide in their profiles. If you're feeling really curious, you can even explore your audience's consumption habits broken down by hours and days to help you understand when they're most active.
LIVE
If you love going LIVE, there's a treasure trove of data waiting for you, too! We recommend making it a habit to check in on your LIVE video performance regularly. This way, you can figure out what's really resonating with your audience (and do more of it!).
To get the scoop on how your LIVE went down, hop into the "LIVE" tab. Here, you'll find key info, including your number of LIVEs, total LIVE views, total LIVE time, new viewer count, new followers, unique viewers, and the number of Diamonds you collected. You can filter this info by the last 7 to 28 days, all in one convenient spot.
Reviewing video performance analytics
You can also access individual analytics that break down the performance of each of your videos. Start by looking at your total video views to get an overview of your performance. Then, get a better understanding of your video's lifecycle in the For You feed by checking out how your viewers engaged with your content— like the exact moment when most people liked your video.
If you really want to optimize your content performance, pay attention to these key metrics:
Retention rate: This is the percentage of your video that users watched. Find dropoff points and determine what might have been the reason for their loss of interest. Check what content you covered during the dropoff point and if you had text or any other elements that could have led to loss of interest.
Average watch time: This represents the average duration viewers spent watching your content. This metric is essential for understanding how relevant and engaging your video is to your audience.
Watched full video: This is your finish rate or the percentage of people who watched your content until the last few seconds. This number can also fluctuate depending on the total time of your video.
Ready to add another layer of insight to your TikTok strategy? Learn how to give your content the best chance at performing well on the For You feed by understanding the recommendation system.