TikTok has rapidly become a popular platform for creating and watching short videos, particularly among young audiences worldwide. If you’re aiming to grow your presence on TikTok, tracking and analyzing your video statistics is essential. Understanding which content resonates most with your audience allows you to refine your approach and boost engagement in future videos.
Previously, only users with a Pro account could access detailed video statistics. Today, this account type is known as a Business account, and while basic analytics are now available to all users, professional video bloggers will find the Business account far more advantageous. It offers more comprehensive and flexible statistics, making it the preferred choice for serious content creators.
TikTok video analytics
TikTok video analytics are accessible through various sections and platforms, offering creators multiple ways to analyze and improve their content. Here’s how you can explore these features:
- Analyzing Video Performance on Desktop: Access detailed insights and track your video’s performance directly from the TikTok website on your desktop.
- Video Performance Analysis in the TikTok App: Use the TikTok mobile app to quickly review key metrics and understand how your videos are performing.
- Video Diagnostics in the Creator App: Dive deeper into specific video analytics using the TikTok Creator app, designed for advanced performance tracking.
- Video Inspiration: Explore trending content and creative ideas to inspire your next video.
- Market Ideas: Gain insights into market trends and audience preferences to tailor your content strategy.
- Video Information for New Creators: Access foundational analytics and tips specifically designed to help new creators grow their audience.
Comprehensive TikTok Video Analysis Using Desktop Tools
To effectively gauge your video performance on TikTok, you can use desktop analysis tools that provide a wealth of data. Here are the key metrics you can track:
- Video Views: Monitor the total number of times your video has been viewed.
- New Followers: Track the number of followers gained after posting your video.
- Revenue: Review the earnings generated from your video.
- GPM (Gross Profit Margin): Analyze the profitability of your video content.
- V to L Clicks (Video to Link Clicks): Measure how many viewers clicked on a link within your video.
- V to L Rate (Video to Link Conversion Rate): Determine the percentage of viewers who clicked on your link compared to the total views.
How to Effectively Analyze Your Data
To get the most out of your analysis, consider focusing on the following areas:
- Product Analysis: Examine how well your product or service is performing in relation to your TikTok content.
- Content Analysis: Assess the effectiveness of your content strategy and identify what resonates most with your audience.
- Video Profile: Review the overall profile of your videos to ensure they align with your branding and marketing goals.
Analyzing Video Performance in the TikTok App
- Accessing Video Performance Data: To analyze your video performance on TikTok, begin by navigating to the TikTok Shop Creator Center. From there, go to Today’s Data and then select Overview. Here, you’ll see the most recent video along with key performance metrics like revenue, views, likes, and comments. For more detailed insights, click on View More to access the full Video List. Alternatively, you can select the Video tab to review aggregated data for all your videos.
- Time Frame Selection: You can choose from various time frames to analyze your data, such as Today, Last 7 Days, Last 28 Days, Week, Month, or a Custom Time range. This flexibility allows you to focus on the periods most relevant to your goals.
- Key Metrics for Analysis:
- Revenue: Total GMV (Gross Merchandise Value) generated by your videos during the selected period, including refunded orders.
- Videos: Number of videos published within the selected period.
- Views: Total video views (VV) during the selected period.
- Orders: Paid orders and unpaid COD orders within the selected period, excluding refunded orders.
- Items Sold: Number of transactions through videos, including refunds.
- Video List Module in Data Compass: In the Video List module, you can review videos published within the last 90 days. Videos are listed by default in descending order based on post time, but you can also sort them by specific metrics like GMV, views, or items sold to identify top-performing content. You can search for specific videos by name or ID in the search bar.
- Key Performance Data for Videos: Metrics for each video are based on the chosen time period and include likes, comments, release time, duration, GMV, views, and items sold. Featured products are listed under these metrics. To watch the video, click on the video cover.
- Video Details Page: The Video Details page offers more in-depth information, such as topic tags and music used. You can also watch the video by selecting the cover. The page provides transaction-related metrics like GMV, items sold, watch GPM, CTR, C_O, estimated commissions, and AOV, as well as traffic and interaction metrics like views, completion rate, new followers, likes, comments, and shares. Trends for these metrics are available by clicking on See Trend.
- Product List Sorted by Revenue: This section displays key metrics for each product featured in a video, including product image, name, revenue, estimated commissions, and items sold.d metrics for each product featured in a video, including the product image, product name, revenue, estimated commissions, and items sold.
The TikTok video platform, built with revenue generation in mind, offers extensive opportunities for video performance analysis. The developers have put significant effort into creating detailed statistical tools for users. However, these tools can be overwhelming and complex, making it challenging for many users to navigate and fully utilize them.
