TikTok Metrics: What to Observe for TikTok Advertising

For those who haven’t been minding your TikTok metrics, now’s the time to begin.

Particularly because the app booms as a model discovery and purchasing channel. From natural and paid promotions to influencers and TikTok Store, monitoring TikTok analytics is a must-do for entrepreneurs.

The issue? Content material strikes quick on TikTok and the algorithm calls for a excessive quantity of movies.

However that’s all of the extra cause to maintain a greater pulse in your efficiency!

By figuring out what’s working and what’s not, you may optimize your movies and technique with confidence. Beneath we break down which TikTok metrics to prioritize and easy methods to observe them.

What are TikTok metrics?

TikTok metrics are quantitative knowledge factors that observe the efficiency of your content material and account development. They measure interactions resembling certified views, saves, shares and engagement charges. Entrepreneurs use these metrics to audit their TikTok advertising technique, perceive viewers demographics and optimize for the TikTok algorithm.

Like most social media metrics, you may observe them at two ranges: Account-level analytics (total profile development) and Video-level analytics (particular person put up efficiency).

Right here’s a snapshot of some key TikTok metrics you may see natively within the app:

Rising and going viral on TikTok doesn’t occur completely accidentally. Monitoring efficiency goes hand in hand with greater engagement and understanding what viewers need from you.

What are essentially the most precious TikTok metrics for TikTok advertising?

Defining one of the best metrics relies on your particular objectives, however in 2026, the algorithm prioritizes “Significant Engagement” over passive views. Beneath are the important metrics each marketer ought to observe. We’ll additionally spotlight what these metrics seem like when tracked utilizing Sprout Social.

• Engagement price. This video metric measures the ratio of views to interactions (likes, feedback, replies, shares and saves). Growing TikTok engagement goes hand-in-hand with larger attain and visibility throughout the app’s algorithm. Notice: As of 2025, the algorithm closely prioritizes “significant engagement,” particularly Saves (indicating intent to revisit) and off-platform Shares.

• Views. This metric measures the quantity of instances a video was watched. Take into account that TikTok views are counted as quickly as a video begins or is routinely looped. Understanding which movies are incomes essentially the most views can spotlight trending subjects and future alternatives to create high-ranking content material. For creators within the Rewards Program, concentrate on “Certified Views” (distinctive views from the For You feed watched for a minimum of 5 seconds). Growing your engagement price and getting extra views on TikTok can create a snowball impact of larger attain.
• Followers development. This account-level metric measures the speed at which your viewers is rising based mostly on the variety of followers you’ve gained. Whereas followers aren’t a very powerful TikTok metric on their very own, rising TikTok followers organically is an effective signal. On the flip aspect, stagnant development generally is a sign to regulate your content material technique.

• Click on-through price. This TikTok advert metric displays how many individuals are tapping via and fascinating together with your adverts versus complete viewer impressions. Low click-through charges generally is a signal of poor marketing campaign focusing on or advert creatives. On the flip aspect, robust click-through charges imply your adverts are resonating together with your target market.
• Shares. This metric tracks how usually individuals repost your content material or share movies independently with different customers. Shares are a precious TikTok metric for B2C manufacturers by highlighting merchandise featured in movies which might be being bookmarked and mentioned amongst viewers.
• Viewers demographics. It is a assortment of TikTok metrics that covers the demographics (together with the age, location and gender) of your viewership. Your social media demographics ought to mirror your target market.
• Trending hashtags. This metric measures how usually hashtags are used on TikTok. For instance, you may see which hashtags end in essentially the most attain and engagement in your particular person movies. You can too discover trending hashtags in TikTok’s Artistic Heart to grasp which subjects are trending throughout the app.

How do I entry TikTok analytics within the TikTok app?

TikTok has centralized its analytics right into a dashboard known as TikTok Studio to view account-level and video-level metrics. You may entry it through the cellular app or desktop.

Steps to seek out TikTok Analytics on cellular:

1. Go to your Profile.
2. Faucet the Menu (☰) within the prime proper nook.
3. Choose TikTok Studio (previously Creator Instruments).
4. Faucet Analytics.

From right here, you may view knowledge throughout three essential tabs: Overview, Content material and Followers.

TikTok Key metrics

The Overview tab gives a high-level abstract of your account well being over the past 7, 28 or 60 days. Key metrics present a big-picture overview of your account and up to date content material’s efficiency.

TikTok metrics lined on this part of your analytics embrace:

• Publish views. What number of instances your posts had been considered.
• Profile views: How many individuals visited your profile web page.
• Likes. The variety of likes in your profile.
• Feedback. The variety of feedback your posts acquired.
• Complete views. The quantity of people that considered your posts.
• Shares. The variety of instances your posts had been shared.

TikTok Content material metrics

TikTok content material metrics present a video-level overview of your content material’s attain and efficiency.
Right here’s easy methods to entry them inside your TikTok profile:

1. Go to your Profile.
2. Faucet the Menu (☰) within the prime proper nook.
3. Choose TikTok Studio (previously Creator Instruments).
4. Faucet Analytics and choose the Content material tab (to the suitable of Overview).
   • You’ll see an inventory of movies titled Trending posts.
   • In keeping with TikTok: “These are the highest 9 posts with the quickest development throughout the final 7 days.”
5. Choose a person video.

Beneath the “Video evaluation” abstract, you’ll see icons reflecting the next TikTok metrics for a person video: likes, feedback, shares and saves.

You may drill down even additional for particular person movies by choosing the “Overview” tab.

Right here’s a snapshot of the TikTok content material metrics you will discover on this dashboard:

• Complete play time. The cumulative period of time viewers spent watching your video.
• Common watch time. The typical time individuals spent watching your video.
• Watched full video % (Completion Charge): The proportion of people that completed your whole video. A excessive Completion Charge is now a crucial sign for the algorithm, usually outweighing easy watch time.
• New followers. That is the variety of viewers who began following you after interacting together with your video.
• Video views. That is the variety of views your video earned. That is measured hourly for the primary 48 hours up till 7 days after a video is posted. (Verify for “Certified Views” in case you are monetizing).
• Retention price. That is the share of your viewers who’re nonetheless watching your video at a specific time (measured in a variety of seconds).
• Site visitors sources: That is the place individuals discover your video, together with sources resembling TikTok search or the “For You” web page. Search is turning into a significant site visitors driver, so control “Search Worth” metrics.

By choosing the Viewers tab, you may dive into viewer-level analytics for a video.

• Complete viewers. That is the entire variety of distinctive viewers for a video. This TikTok metric was previously often called “Reached viewers.”
• Viewer varieties (new vs returning viewers, non-followers vs. followers). This breaks down your viewers into segments based mostly on previous engagement.
• Gender. That is the outlined gender breakdown of a video’s viewers.
• Age. That is the outlined age breakdown of a video’s viewers.
• Location. That is the outlined geographic location breakdown of a video’s viewers.

Lastly, you will discover much more knowledge beneath the “Engagement” tab:

• High phrases utilized in feedback. This measures most ceaselessly phrases and phrases that seem in your TikTok feedback.
• Likes. This measures the share of people that preferred your movies at a specific level (measured in seconds) inside a video.

TikTok Follower metrics

TikTok Follower metrics present an outline of your account and viewers development over time.

Right here’s easy methods to entry them inside your TikTok account:

1. Go to your Profile.
2. Faucet the Menu (☰) within the prime proper nook.
3. Choose TikTok Studio (previously Creator Instruments).
4. Faucet Analytics and choose the Followers tab.

Right here’s a snapshot of what you may see inside your TikTok follower metrics. Take into account that you want a minimum of 100 followers to have full entry to this knowledge:

• Complete followers. That is the entire variety of individuals following your account for a specified interval.
• Internet followers. This exhibits the online variety of followers gained in a particular date vary and comparability with the earlier interval.
• Follower insights. It is a demographic breakdown of your followers.
• Most energetic instances. That is the common time your followers are energetic on TikTok damaged down by hours and days.

TikTok Store metrics

In case your model makes use of TikTok Store to promote merchandise, these metrics are important for monitoring ROI:

• Gross merchandise worth (GMV): The overall income generated out of your merchandise.
• Video-to-click price: The proportion of viewers who clicked the product anchor hyperlink in your video.
• Affiliate commissions: The quantity paid to creators who efficiently offered your product.
• Product impressions: What number of instances your merchandise had been exhibited to customers throughout the Store tab and movies.

How one can use TikTok metrics to enhance your technique

The entire knowledge above will be eye-opening, particularly on the subject of your viewers and top-performing content material, however ineffective with out motion.

Right here is easy methods to translate these metrics into higher enterprise outcomes.

1. Establish your top-performing codecs

Entrepreneurs need to experiment to determine what works and what doesn’t. This implies publishing movies of various lengths and codecs with totally different inventive edits. For instance, do your viewers have interaction with unpolished and off-the-cuff content material? Do they like shorter-form or longer movies?

Analyze your Content material tab to see which codecs drive essentially the most retention. Conduct a TikTok audit to evaluate your total content material technique.

Don’t restrict your self to vertical video. Take a look at Picture Mode (carousels) and longer-form Horizontal Video to see in the event that they drive greater retention together with your particular viewers:

• Picture Mode (Carousels): Typically drive greater engagement charges as a result of swipe interactions.
• Horizontal Video: TikTok now incentivizes panorama movies (over 1 minute) with boosted attain. Verify if these are performing higher together with your viewers than quick clips.

2. Refine your posting frequency that maximizes attain and engagement

In comparison with different platforms, TikTok’s content material calls for can really feel aggressive and daunting.

Use the Follower Exercise chart to cease guessing.

Native TikTok metrics and Sprout Social’s ViralPost characteristic are one of the best indicators for one of the best instances to put up on TikTok and what number of movies per week earn essentially the most engagement based mostly in your particular person viewers.

Given how stretched advertising groups are proper now, allocate your time and assets rigorously. Quite than meet some arbitrary every day posting requirement, contemplate that you may earn as a lot (if no more) engagement by refining your posting frequency. You’ll by no means know till you have a look at your numbers.

3. Optimize for search on the app

Analyze your Site visitors Sources to see if “Search” is driving views; whether it is beneath 10%, you might be lacking out on long-term discovery.

To repair this, deal with your content material like a search engine itemizing by mastering TikTok website positioning. Incorporate niche-specific key phrases straight into your textual content overlays, captions, and spoken audio. This technique helps you rank for particular consumer queries, driving “evergreen” views lengthy after the preliminary viral spike.

Have you ever dug into your TikTok metrics but?

Monitoring TikTok metrics remains to be unexplored territory for a lot of companies and types.

However there’s a lot you may be taught out of your knowledge in the event you take the time to dig into it. From driving results in constructing consciousness, a pulse in your numbers can assist you progress the needle ASAP.

For those who haven’t already, take a look at how Sprout Social’s TikTok integration helps manufacturers handle their TikTok analytics and content material from finish to finish. Begin a free trial immediately.

TikTok Metrics FAQs