TikTok Analytics: Everything You Need to Know in 2024 (2024)

If you’re looking to grow on TikTok, getting a grasp on your TikTok analytics is a great place to start.

It’s a no-brainer to improve your content, reach your target audience, and achieve your goals.

From key metrics to our favorite TikTok analytics tool, we’re sharing how to level-up your strategy by digging into the numbers.

What Are TikTok Analytics (& Why Do They Matter)?

Simply put, TikTok analytics are your inside scoop to who your audience is, when they’re most active, and what type of content they engage with.

This is important for creating a content strategy that drives results for your brand or business — without it, you’re essentially working in the dark.

How To Use TikTok Analytics

Growth on TikTok isn’t an overnight thing.

To drive lasting results on the platform, you’ll need the best TikTok analytics tools in your back pocket.

Here are two to get you started:

Analytics Tool #1: Later’s TikTok Analytics

Later’s TikTok Analytics feature lets you view up to 12 months worth of data (dependent on your plan), all in an easy-to-use dashboard.

That way, you can see exactly what's performed best, filter by key metrics, and refine your strategy again (and again).

NOTE: Due to API limitations, only TikTok accounts with over 100 followers can see Audience Analytics.

Analytics Tool #2: TikTok In-app Analytics

TikTok’s native analytics tool is also full of useful data.

Here’s how to access it:

From your TikTok profile, tap the three vertical lines in the top right corner and tap Creator Tools.

Then, select Analytics.

And voila — up to 60 days of data at your fingertips.

10 Key TikTok Analytics to Track

If you’re new to the world of data and analytics, knowing which TikTok metrics to track can seem like a daunting task.

We’ve got you covered. Here are the top 10 metrics to track:

1. Reach: The number of unique accounts that have seen your post, and therefore how much awareness and value you’re gaining.

2. Profile views: The number of users who viewed your profile over a given date range.

3. Growth rate: The number of followers you gain and lose each day.

4. Followers demographics: Your audience breakdown by age, gender, and region.

5. Engagement rate: Automatically calculated by Later based on your likes, comments, shares, and reach.

6. Trending videos: Your top nine videos with the fastest growth in views over the past seven days.

7. Average watch time: The average length of time users watched your videos — aka, whether your content is engaging from start to finish.

8. Video views: How users found your video and where they’re watching from.

9. Linkin.bio Analytics: Drive traffic from your TikTok bio with Later Link in Bio.

10. Best Time to Post: Posting at your personalized best time to post on TikTok increases the likelihood of your target audience actually seeing and engagement with your posts.

Later Link in Bio is the perfect way to optimize your TikTok bio for clicks and conversions. Create an account today.

3 TikTok Analytics Tips

Ready to dig into your TikTok analytics? Keep these three tips in mind for success right from the start:

Tip #1: Check In Regularly

By reviewing your TikTok analytics on a weekly basis, you'll see how your content is resonating and whether you're tracking towards your monthly (and quarterly) goals.

Simple as that.

Tip #2: Look for Patterns

Another top TikTok analytics tip? Look for patterns and identify trends.

For example, if several of your top-performing videos are the same type of content (like tutorials), this probably means that your target audience actively enjoys this style.

Use this insight to optimize your content strategy around what’s working well, and what you can improve.

Tip #3: Report on Your TikTok Analytics

Every month, it’s worthwhile to create a detailed social media report to share with your boss, team, or clients.

It’ll give you a better understanding of what type of content is working, identify any opportunities or challenges, and make changes for the upcoming month.

TIP: Give your monthly reports a revamp with our free Social Media Report Template.

And there you have it — all the TikTok analytics need-to-knows to optimize your strategy.

Our advice? Test out different tactics, experiment with content types, and see what sticks.

Happy tracking!

Ready to level-up your TikTok strategy? Create an account to plan, manage, and analyze your TikTok content with Later.