If you're new to TikTok and have just set up a business account, you'll have access to TikTok's analytics tools. The terminology used might seem confusing, or you might have a general understanding but need clarification. This article will help you understand the key metrics provided by TikTok Analytics and how they can help you better understand the performance of your content on the platform.
Metrics in TikTok Analytics:
- Views: The number of times your video has been watched. Simple as it seems, but if the same device watches the same video multiple times, each viewing session will be counted as a separate view each view will be included in the overall view count for that video. But views from the creator itself will not be counted. While this metric provides valuable information, it doesn't give an exact count of the number of unique viewers who watched the video
- Likes: The number of likes your video has received. Since each account can only like a video once, the 'likes' metric can also be interpreted as the number of people who liked the video.
- Shares: The number of times your video has been shared. If a user shares a TikTok video with multiple people, it would count as one share. The 'shares' metric in TikTok Analytics reflects the number of times a video has been shared, regardless of how many people it was shared with. So, even if a user shares a video with multiple people, it would still only be counted as one share.
- Comments: The number of comments your video has received
- Followers: The number of followers you have
- Engagement rate: A measure of the level of engagement with your content, calculated as a ratio of likes, comments, and shares to views. The formula will look like this:
Engagement rate = (Likes + Comments + Shares) / Views
- Audience demographics: Information about the age, gender, and location of your followers
- Average View Duration: This metric measures the average amount of time users spend watching a video. It is expressed in seconds and represents the average amount of time a user spends watching a video divided by the number of viewers. If the average view duration is longer than the actual length of the video, it's an indication that some viewers are re-watching the video.
- Completion Rate: This metric measures the percentage of users who watch a video from start to finish. It is expressed as a percentage and indicates the proportion of users who watch the entire video, compared to those who only watch a portion of it.
- Average Views per Video: This metric measures the average number of views a user's videos receive. It is expressed as the total number of views divided by the number of videos uploaded.
- Video View Distribution: This metric displays a graph that shows the distribution of views for a user's videos over time. It provides a visual representation of the number of views received for each video in a given time period.
TikTok Analytics provides valuable insights into the performance of your content on the platform. We will discuss how to look at the data in TikTok Analytics in-depth in future articles.