A-Z guide to reading and using TikTok Analytics data

HT Vũ Ngọc 12 Mar, 2025 Tiktok Marketing

Are You Just Starting Your TikTok Channel? Has your business been creating content and building a brand on TikTok for a while, but the results are still not as expected? TikTok Analytics might be the key to solving this challenge—helping you attract millions of followers and generate substantial revenue.

In this article, we will provide a comprehensive guide on how to analyze and effectively use the data provided by TikTok Analytics to optimize your content strategy and boost your success on the platform.

What is TikTok Analytics?

TikTok Analytics is a set of tools and data provided by TikTok to help users analyze and track performance.

This feature is especially beneficial for content creators and businesses, as it allows them to monitor, evaluate, and gain insights into video performance and audience behavior on TikTok.

TikTok Analytics provides essential insights, including:

Profile Performance: Data on profile views, follower growth, and engagement.
Content Performance: Metrics such as views, likes, comments, shares, and other interactions for each video.
Traffic Source: Information about where your TikTok traffic is coming from (For You page, hashtags, link clicks, etc.).
Audience Insights: Demographic details about your target audience, including age, gender, and location.
Trending Videos: A list of top-performing videos on your channel over a specific period.

By analyzing these insights, TikTok users can determine which audience segments engage the most, which content performs best, and optimize their content strategy accordingly. This enables businesses and creators to refine their marketing approach and build a loyal TikTok community.

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How to Access TikTok Analytics

Depending on whether you’re using TikTok on mobile or desktop, the steps to access TikTok Analytics vary:

On Mobile:

Open the TikTok app and go to “Profile” at the bottom right corner.

Tap the three-line menu in the top right corner.
Select “Creator Tools”.

Tap “Analytics”, and the TikTok Analytics dashboard will appear.

On Desktop:

Click on “Profile” in the top right corner.
Select “View Analytics” from the dropdown menu.

Essential TikTok Analytics Metrics

TikTok Analytics provides insights into four main sections:

Overview
Content
Followers
LIVE

Below, we’ll break down the key metrics in each section to help you make the most of your analytics.

Account Overview

The Overview section allows you to track your TikTok account’s overall performance over the last 7, 28, or 60 days or set a custom timeframe.

The key metrics in this section include:

Video Views: Shows the total number of times your videos have been watched within a selected period (7, 28, or 60 days). This helps you evaluate video performance, understand your audience, and identify content trends.
Profile Views: Displays the number of times your TikTok profile has been viewed within 7 or 28 days. This section also provides insights into likes, comments, and shares, helping you identify which video topics and content types attract the most engagement.

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Content

Based on the data provided in this section, you can measure the content performance on your TikTok channel.

First, TikTok Analytics will analyze all the videos you have uploaded and provide insights into:

Video Posts: TikTok displays the 9 most recent videos you have posted, arranged in chronological order from newest to oldest. This gives you an overview of your posting frequency. Has your posting frequency been effective? If not, consider adjusting the number of posts and the best time to post TikTok videos to better reach your audience.
Trending Videos: TikTok also compiles up to 9 videos with the highest growth in views over the past 7 days. This information helps you optimize your channel’s content. By learning from your successful videos and applying those elements to future content, you can create higher-quality videos and attract more viewers.

Performance Metrics for Each Video

TikTok Analytics provides key performance indicators for each video, including:

Performance:
- Total Play Time: The total time your video has been played.
- Average Watch Time: The average time users spend watching your video—an important indicator of viewer engagement.
- Watched Full Video: The total number of times your video has been watched to completion.
- New Followers: The number of new followers gained from the video.
- Traffic Source: The number of video views from the For You Page, your TikTok profile, followers, direct messages, or from hashtags and sounds used.

Viewers:
- Total Viewers: The total number of people who watched the video.
- Gender: The percentage of male, female, and other genders watching your video.
- Age: The age groups of your viewers.
- Top Location: The geographical locations with the highest number of viewers.

Followers Analysis

The Followers section is crucial for understanding your target audience. Besides demographic data such as gender, age, and location, you can also track the interests of your followers. This helps you find inspiration for creating engaging video content that attracts new followers and retains existing ones.

Total Followers: The total number of followers you have within a selected time frame. The follower graph shows whether your follower count is growing over time.
Net Followers: To check if your TikTok account is gaining new followers, use the formula:

Net Followers = New Followers – Unfollowers
Follower Growth: Compare the growth of new followers over different time periods.

Follower Insights: TikTok Analytics provides demographic details about your followers, including:
- Age: TikTok categorizes users into five age groups: 18-24, 25-34, 35-44, 45-55, and 55+. Each age group has different habits and interests, allowing you to better define your audience.
- Gender: See the percentage of male and female followers.
- Top Territories: The top five countries where your followers are located.
- Follower Activity: Identify the hours and days when your followers are most active. This helps determine the best time to post for maximum engagement.
- Videos Your Followers Watched: Discover which KOCs, KOLs, or Influencers your followers also follow. This can inspire content creation or help find collaboration opportunities.
- Sounds Your Followers Listened To: TikTok trends change quickly, and knowing what sounds your followers enjoy can help you use the right music to boost video engagement. However, you must create and post new content quickly, as TikTok trends have a short lifespan.

LIVE

If you plan to use TikTok for business and sales, once your account surpasses 1,000 followers, you can access TikTok’s Livestream feature to generate revenue. If you have streamed in the past 7 to 28 days, you can view key Live Analytics metrics, including:

Total Views: The number of people who watched your Live video.
Total Time: The total duration of your live streams.
New Followers: The number of new followers gained from your Live sessions.
Top Viewer Count: The highest number of viewers present during a live session.
Unique Viewers: Each viewer is counted only once, regardless of how many times they watch your live session.
Diamonds: Viewers can send virtual gifts during a Live session, which can be converted into real money.
Viewer Ranking: A leaderboard ranking the viewers who sent the most gifts or spent the most time watching your livestream.

Other TikTok Analytics Metrics

Besides basic metrics like views, likes, and followers, TikTok Analytics provides in-depth data to help you optimize content, predict trends, and improve channel performance. Here are some additional key metrics:

Hashtags Views

This metric shows how many times videos with a specific hashtag have been viewed. For example, if you create a video about the best birthday gifts for women in 2023 while promoting your products, you’ll need to find and use the most relevant hashtags.

Example: Comparing two hashtags:

#quatangsinhnhat – 97.5 million views
#setqua – 21 million views

In this case, you should prioritize #quatangsinhnhat for a broader reach while adding #setqua to target a more niche audience.

Estimated Average Engagement Rate

Your Engagement Rate (ER) helps compare your performance with competitors or similar accounts. Before collaborating with influencers, you can calculate their engagement rate to make informed decisions.

Two commonly used formulas for calculating TikTok engagement rate:

(Total Likes + Total Comments) / Total Followers × 100
(Total Likes + Total Comments + Total Shares) / Total Followers × 100

You can also estimate the average engagement rate by:

Going to the profile and clicking on Likes to see the total likes.
Counting the total number of videos posted.
Dividing the total likes by the total videos to get an average.
Dividing the result by the total followers.
Multiplying by 100 to get the percentage.

Tracking these metrics helps you understand your audience, identify the type of content that performs best, and adjust your strategy accordingly. Additionally, this data is valuable for setting up TikTok Ads, ensuring you target the right audience, improve engagement, and reduce advertising costs.

3 Analytics Tools – TikTok Analytics Tools

Besides the analytics tool provided by TikTok, businesses can also use other tools to further analyze key metrics for their marketing campaigns on this platform.

Iconosquare

Iconosquare is a social media management and analytics platform that includes TikTok. It serves as a supplement to the data and insights available from TikTok Analytics.

Iconosquare is particularly suitable for professionals running marketing campaigns on TikTok because of its outstanding features, including:

Measuring social media performance and engagement
Providing in-depth analysis of individual videos
Identifying the most engaging videos
Determining the best time to post content
Reviewing interaction history (likes, comments, and shares), posting history, and posting frequency
Tracking the lifecycle of media content
Generating detailed analytics reports

With insights based on reliable data, you can define a strategic direction for a successful TikTok marketing campaign for your brand or business.

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TrendTok

By tracking target TikTok users and trending content, TrendTok helps influencers identify and predict upcoming trends on TikTok. This allows them to create viral videos and attract followers organically. Using AI-powered recommendations, trend suggestions are personalized for each user.

Key features of TrendTok:

Analyzing emerging trends and their growth or decline
Predicting trends with AI assistance
Personalizing trend recommendations

YouScan

This is an AI-powered social media analytics tool that goes beyond the conventional metrics provided by other tools. Specifically, YouScan monitors the following content:

Thumbnails (preview images)
Trends
Post descriptions
Customer insights, including demographic data, brand logos, and online activity—features not yet available in most other analytics tools.

FAQ about TikTok Analytics

Do you still have questions about how to use TikTok Analytics to grow your channel? We answer them all in the FAQ section below!

#1 Do I need a TikTok Business account to access TikTok Analytics?

No, you don’t need a TikTok Business account to use TikTok Analytics. However, whether you have a personal or business account, you must have posted at least one video within the last seven days to access the analytics tool.

#2 How to use TikTok Analytics to build and grow your TikTok channel

Finding the most effective hashtags

Popular hashtags may attract many views, but they also have high competition. Therefore, you need a solid hashtag strategy by combining trending hashtags with niche hashtags that already have good views and engagement.

To find niche hashtags, use the Trending Videos section in TikTok Analytics:

Click on each video to see the hashtags in the description.
Select individual hashtags to check videos ranking high with those hashtags. If your video is on the list, your hashtag strategy is working, and you can consider using that hashtag in other videos or creating more content on related topics.

Optimizing post timing

By analyzing the follower activity chart in TikTok Analytics, you can identify when your audience is most active and adjust your posting schedule accordingly.

Additionally, check the high-view videos of your competitors and see when they were posted. Experiment with posting at those times to test engagement.

Finding trending topics & sounds that users enjoy

At the bottom of the Followers tab, you can see which videos your followers have watched in the past. This helps you identify topics that users are likely to enjoy so you can create similar content.

You can also discover trending music tracks that your audience is engaging with. Adding trending sounds to your videos can increase visibility and engagement.

>>> Read more: How to Make TikTok Videos & Tips to Go Viral

Conclusion

To optimize your TikTok channel, mastering how to read analytics reports is essential. We hope this A-Z guide on how to use TikTok Analytics has helped you understand key metrics and develop a clear strategy to grow your channel effectively.

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