TikTok Metrics: Let’s Talk Numbers

Your TikTok metrics let you measure your success on the platform. Your numbers tell you all you need to know about your performance, whether it’s your number of views, likes, or followers. 

They indicate if you’re reaching the right people with hashtags and if your content resonates with your audience. 

Here’s a basic guide to reading your TikTok numbers! 

Most Important TikTok Metrics

The most important TikTok metrics depend on your TikTok goals. Is follower growth your primary objective? Then, you should monitor follower-specific metrics, such as your follower growth rate per week/month. You should also track your profile views. 

Do you want to boost engagement? Then, focus on your views, likes, and comments. You need to analyze what makes certain posts more popular than others. 

If you want to build brand affinity and awareness, you’ll need to monitor your ads’ key performance indicators (KPIs) closely. 

Let’s break down the various components of your metrics on TikTok. 

Navigating Your TikTok Analytics 

You can access your metrics via your TikTok Analytics, which you can find via your Profile>Menu>Settings and privacy>Analytics.

Your Analytics has the following primary tabs: Overview, Content, Viewers, and Followers. Here’s a quick guide to help you navigate these tabs. 

• Overview. This section gives you a summary of your Key metrics, which we’ll discuss further below. These metrics include your Post views, Profile views, Likes, Comments, and Shares. You can view your numbers for the past seven, 28, 60, or 365 days. You’ll also find a graph representing your numbers for the period you select. A Traffic source section also shows where viewers discover your posts. 

• Content. This tab shows your top-performing posts in the last seven, 28, 60, or 365 days. TikTok identifies the top posts based on the most views, new viewers, likes, and new followers. 
• Viewers. This tab provides more detailed insights about your viewers. Your key viewers’ metrics include: Total viewers, Returning viewers, and New viewers for the last seven, 28, 60, or 365 days. You’ll also find Viewer insights, which include their Gender, Age, Locations, and Most active times in hours or days. Additional insights include Creators your viewers also watched and Posts your viewers also viewed.
• Followers. You need at least 100 followers to get more detailed follower insights. Key metrics for this section include Total followers and Net followers. You’ll also find Follower insights, including Gender, Age, and Locations, as well as Most active times. 

TikTok Key Metrics

Here’s a more detailed look at your Analytics’ TikTok Key Metrics:

• Post views. TikTok counts the number of times users view your posts, including repeat views from the same people. 
• Profile views. This indicates the number of times users viewed your profile. 
• Likes. This metric gives you the total number of likes for all posts within a specified period. 
• Comments. This is the number of comments on all your posts within your chosen timeframe.
• Shares. This is the total number of times users shared your posts.
• Traffic source. This section shows you the places where viewers discovered your posts. Main traffic sources include the For You feed, Following feed, sound pages, profile pages, search pages, and direct messages. 
• Search queries. This section displays viewers’ search queries that led them to your post/s. 

TikTok Engagement Metrics

High engagement often indicates success better than a high follower count. High engagement almost always feeds off itself to generate more likes, comments, and shares. 

It also increases views through greater feed exposure, which can lead to new followers. 

When analyzing your TikTok engagement metrics, you should look at your engagement vis-a-vis the number of views. Your engagement-to-views relationship will give you your engagement rates. 

This, in turn, will give you a good measure of how well a post resonates with your viewers. A high engagement rate means that your post is performing well with viewers.

Use this formula to calculate your engagement rate per view:

(Number of post engagement (likes + comments) / number of post views) x 100

TikTok Ads Metrics

If you’re running a campaign, you need to monitor several TikTok ads metrics depending on your campaign objective. 

The following are the most common objectives and the KPIs you need to track and analyze to help you optimize your campaign:

• Brand awareness. If you want to boost brand affinity and influence their purchasing decisions, monitor the following metrics:
  • Impressions: The number of times TikTok shows your ad.
  • Reach: The number of users you reach with your ad.
  • CPM: Cost per thousand impressions. 
  • Frequency: The minimum number of times a user saw the ad within a specific period.
  • Video views: The number of ad views within a given time.
  • Video completion rate: The percentage of viewers who watched your video in full. 

• Website traffic. If your campaign object is to broaden your reach or increase website visits, watch the following metrics:
  • Clicks
  • CPC: Cost per click on the ad. 
  • CTR: The percentage of users who saw the ad and clicked on the link. 
  • Landing Page Views: Number of landing page views from link clicks. 

• Conversions. If your goal is to drive sales or generate leads, keep an eye on these metrics:
  • Conversions: Number of times your ad achieved your desired result/action.
  • CPA: Average cost per conversion.

TikTok KPIs: Frequently Asked Questions

Let’s answer some FAQ to sum up the most important components of TikTok metrics and how they work.

Understand Your Metrics To Improve Your Numbers

Your TikTok metrics provide an accurate and up-to-date measure of your overall performance. They give you quantitative insights into how effective your optimization is (based on the performance of individual posts). 

Your metrics help you get to know your audience better and let you know what works and what doesn’t. 

Knowing your audience is, of course, key to getting good numbers on TikTok. And if you need help reaching more of your target audience, sign up for a High Social plan! 

Increase your targeting power with High Social’s advanced, proprietary AI technology. Connect with more viewers who’ll deliver the numbers you need. 

Start growing your TikTok today! 

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