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TikTok Metrics 101: A Beginner's Guide

TikTok Metrics 101: A Beginner's Guide

Tik Tok is a social networking platform that allows users to create and share short videos ranging from 15 seconds to one minute in length. Tik Tok's popularity is due to several key factors.

This popularity is due to its innovative features, user-friendly interface and focus on community building. In 2021, the app had more than 1 billion active users worldwide and its popularity continues to grow.

Understanding the platform's key metrics is key to getting the most out of your TikTok activity, as well as analyzing the performance of your campaigns and being able to optimize them based on your goals.


Understanding TikTok’s popularity and the importance of tracking on the platform

As we told you, at Adsmurai we believe that the platform's popularity is based on 3 key factors: algorithm, interface and user-generated content.

First, the app's algorithm is designed to personalize the user experience, displaying content tailored to their interests and viewing habits. This makes the app highly addictive and keeps users engaged for long periods of time.

Second, Tik Tok's simple interface makes it easy for anyone to create and share videos. The app comes equipped with a variety of editing tools and filters that allow users to create high-quality videos without any prior experience or knowledge.

Third, Tik Tok's emphasis on user-generated content fosters a sense of community among users. The app has spawned a new generation of content creators who have amassed millions of followers and have become celebrities in their own right.

Given this popularity and the impact the platform has today, keeping track of Tik Tok videos is crucial for several reasons. Here are the key reasons why it is so important.

  • Understand audience behavior: Insights from the platform will help you understand how your audience interacts with your videos. You can see which videos get the most engagement, how long they are watched, and where users abandon them. This data can help you make informed decisions about what type of content to create in the future.

  • Optimization: By analyzing video data, you can identify areas for improvement and optimize your content accordingly. 

  • Identify trends: Tik Tok insights can help you identify trending topics and content formats. You can see which hashtags are performing well, which video effects are popular, and what music is playing among users. This will help you stay on top of the latest trends and create relevant content for your audience.

  • Track the process: By monitoring your videos over time, you can track your progress and see how your content is performing. This can help you set goals and benchmarks for future growth.

Video tracking on TikTok is very important to understand your audience, optimize your content, identify trends and track your progress. Take advantage of this data to create content and increase your presence on the platform. 


Categories of TikTok metrics and KPIs

Before starting to analyze Tik Tik's main metrics, it is important to know the four categories into which they fall and to understand what each one of them refers to: Summary, Content, Followers and Live.

  • Summary of analysis

It allows you to view the analysis based on the dates you want. Some of the main metrics used by Tik Tok in this category are:

    • Video views: The total number of times your account's videos have been viewed during a given period.

    • Profile views: The number of times your profile has been viewed during the selected period. That is, the number of people who liked your video enough to view your profile, or people who are curious to see what your brand is doing on the platform.

    • Likes on your posts.

    • Comments received on your videos.

    • Number of times your video has been shared.

    • Followers: Refers to the total number of users following your account and how that number has changed within the selected date range.

    • Content: Number of videos you have shared within the selected dates.

    • Number of LIVE videos that have been published within the dates.


  • Content analysis

In this tab, you can see which of your videos have been the most popular within the selected date range. It provides information about each post, including metrics such as views, likes, comments and times the content has been shared.

    • Trending videos: Displays your top nine videos, those that have had the fastest growth over the last seven days. 

    • Total video views.

    • Total number of likes for a post.

    • A total number of comments.

    • Total times the content has been shared.

    • Total playback time.

    • Average viewing time.

    • Complete views of the video. 

    • Audience reached.

    • Video views per section: Find out where the traffic to your post is coming from. Traffic sources can be the For You feed, your profile, the Following feed, audio, searches, and hashtags. 

    • Video views by region: users' main locations.

  • Follower analytics

Provides information about your followers, including a breakdown by gender and location, and when your followers are most active on the app." by "and information about the time of day your audience is most active.

    • Genre

    • Main territories

    • Follower activity

    • Videos your followers watched

    • Audios your followers listened to

  • LIVE analytics

This last analysis shows information about the live videos you have created during the last week or month. It includes the number of followers and how long you have streamed live.

    • Total videos

    • Total time

    • New followers

    • Top viewers re-engaged

    • Unique viewers: Refers to the number of users who watched your live video at least once.

    • Diamonds: When you create a live video, users can send you virtual gifts, called "diamonds". You can exchange these diamonds for real money through TikTok.



Most important KPIS and metrics to analyze according to the objective

Depending on the objective of your campaign, the KPIs and metrics to analyze will vary. Below is a proposal of how to classify them based on your purpose on the platform:

  • Branding

For campaigns that seek to create connections with audiences to influence their purchasing decisions, we recommend looking at the following metrics:

    • Impressions: The frequency with which the ad is shown.

    • Reach: The number of users reached by the content.

    • CPM: Cost per thousand impressions. 

    • Frequency: The minimum number of times a user saw the ad during a given period.

    • Video views: Refers to the number of times users viewed the ad during a given time.

    • Video views of 6 seconds.

    • Video views at 50%: Indicates the number of users who have watched the video up to half. 100% video views: Includes all users who have watched the entire video. It allows you to understand how many more qualitative views you have obtained.

    • Cost per Thru lay (100%): It is the cost you have had for each view at 100%.

  • Traffic

For campaigns targeting reach, visits or views

    • Clics

    • CPC: It is the cost per click on the ad.

    • CTR: It is the percentage that indicates the number of users who have seen the video and clicked on the link.

    • Landing Page View: It indicates all the people who have clicked on the link and landed on the landing page of the ad. It is usually lower than the number of clicks.

    • Cost per LPV: This is the cost per landing page visit from your ad.

  • Conversions

For those campaigns focused on achieving a conversion action by the user (purchase, lead, etc.).

    • Conversions: number of times your ad achieved a result according to the selected goal and settings.

    • CPA: average amount of money you spent on a conversion. Calculated as: cost/conversion.

By analyzing these metrics you will be able to get an overall analysis of the performance of your campaign, ad group, and ads. With this information, you will get good insights to optimize your Tik Tok campaigns and achieve maximum performance on the platform.


How to analyze the performance of Tik Tok videos?

There are several ways to analyze the performance of Tik Tok videos. Below, we list some key aspects that could be useful to evaluate your performance on the platform:

  • Identify your goals: Determine the purpose of your TikTok videos: increase brand awareness, generate leads, or drive sales.

  • Monitor key metrics relevant to that goal: Track key metrics such as views, likes, shares, comments, and engagement rate. You can find these metrics in the TikTok Analytics dashboard.

  • Compare performance: Compare the performance of your TikTok videos against each other to identify which videos are resonating best with your audience.

  • Analyze user engagement: Analyze comments and interactions with your videos to determine what is driving engagement. Identify common themes and incorporate them into your future videos.

  • Review audience demographics: Look at your audience demographics, such as age, gender, and location, to determine if your videos fit your target audience.

  • Experiment with different formats: Experiment with different video formats, such as duets or challenges, to see which ones work best.

  • Use hashtags: Use relevant hashtags in your videos to help increase visibility and track the performance of specific campaigns.

  • Track over time: Analyze the performance of your TikTok videos over time to identify trends and engagement patterns.

In summary, to measure the performance of your videos on TikTok, it is important to set clear goals, compare results across your videos, and identify trends and patterns in your audience's behavior. By doing this, you can optimize your TikTok strategy to achieve the best possible results.


Tips for optimizing Tik Tok metrics

Optimizing Tik Tok metrics is essential for success on the platform and can help you increase reach, engagement, and followers.

  • Use relevant hashtags: Hashtags are a very important tool on the platform, as they help users discover and find related content. By adding hashtags to your videos, you will increase the visibility of your posts and reach a much wider audience that shares similar interests.

  • Create visually appealing content: First impressions are very important in Tik Tok. With a visually appealing video, with vibrant colors and interesting effects, we grab users' attention and increase the likelihood that users will watch it all the way through and like or share it.

  • Engage the audience: The key to Tik Tok is audience interaction. We must make sure to respond to comments, ask questions on videos and encourage follower participation in challenges and challenges. By doing so, we will increase the engagement and loyalty of your followers.

  • Experiment with different video formats: Tik Tok is known for its variety of video formats, from short 15-second videos to longer, musical videos. By experimenting with different formats, you'll find what works best for your brand and you'll be able to create content that appeals to different types of audiences.

Two tools for tracking Tik Tok Video Insights

There are several tools you can use to track and analyze insights from your TikTok videos.

TikTok Analytics

This is the tool for users with verified accounts, which provides detailed information about their audience and statistics about the videos published on the platform. 

It includes Audience Insights that provide information about the age, gender and geographic location of followers. Also the best times to post and the type of content they like. It also provides information on follower growth and the reach of posts.

TikTok analytics

In addition, TikTok Analytics also includes
Video Insights which provides data on video performance, including the number of views, interaction rate, average retention time, and average viewing time. It also allows you to see which videos perform best and compare the performance of different videos.


Video insights tiktok

Some of the benefits of using TikTok Analytics for content strategy analysis are:

  • Understanding the performance of the content: This allows us to analyze the performance of the videos, with metrics such as views, number of likes, comments and the number of times the same content has been shared. This helps us to identify the content that generates the most interaction and adopt changes in the strategy of your next publications.

  • Ability to analyze the audience: It provides detailed information about the followers. It allows you to target and personalize your videos to attract and retain the target audience with content that is tailored to their interests.

  • Identification of trends and new opportunities: In this platform, trends become a fundamental element of its operation. It is able to feed current topics and turn them into the center of attention of brands around the world. Another advantage is its ability to identify trends and popular topics that interest both followers and the platform itself. In this way it is possible to adapt and create relevant and timely content that can capture the attention of the audience.

  • Optimization of the publishing strategy: It is possible to gain in-depth knowledge of engagement data in order to maximize the reach of posts on TikTok.

TikTok Analytics is a good way to measure the success and ROI of advertisers' marketing campaign efforts on this platform, helping to make informed decisions and improve strategies.

Adsmurai Marketing Platform

In order for you to measure the success of your campaigns, Adsmurai's marketing platform includes reporting tools. Through these tools you can create customized reports to measure the success of your campaigns based on key metrics.

In addition, you can optimize your advertising campaigns in real time and on a multiplatform level. You have the option to make marketing decisions based on your key metrics with a holistic view of your spend.



5 tips for creating successful content

Here are some tips on how to create successful content. 

  • Study trends: The platform feeds on trending topics, so participating in current topics is a good way to connect with your audience and increase the visibility of your content. Using hashtags or popular songs are good ways to join trends.

  • Original content is successful: Betting on authenticity and showing your own personality in your videos is very important. The videos posted must provide value to users.

  • Quality content is valued: In order to reach a wider audience, it is important that the video has good quality and is well edited.

  • The need for storytelling: Videos that tell interesting stories get better results. Creators should focus on conveying a message or telling a story that can catch the audience's attention.

Examples of successful video campaigns on Tik Tok

Below, we share two examples of brands that have successfully used Tik Tok video insights to improve the performance of their digital marketing strategy.


Chiquilín: Promoting Chiquilin's new look 

Fusing traditional and modern attire, Chiquilín created an ad featuring a real-life character singing a swing song with a modern beat. Through TikTok Ads Manager, they set up and executed the ad campaign with offers, leading users to a full brand display on YouTube.

For four weeks between July 13 and August 13, 2020, Chiquilín In-Feed Ad performed incredibly well, giving their new look a truly successful launch: a reach of 1,360,931 and generating an impressive 59,411 clicks.

chiquilín con adsmurai


Mango: Introducing the new capsule collection Camille Charrière x Mango

To increase website visits, Mango used TikTok's platform to run a traffic campaign optimized for landing page visits. They used TikTok's Spark Ads format, native ads that help build a powerful brand image.

With this campaign, they achieved great performance for the landing page visits campaign. The brand experienced a 533% increase in web sessions, with an 83% reduction in cost per web session.

Mango con Adsmurai


As you have seen, analyzing Tik Tok metrics is important because it allows us to understand the user. Doing it regularly can help you keep up with the latest trends, better understand your audience, identify opportunities and monitor your competitors to improve your content strategy.

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