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11 TikTok Metrics You Should Track in 2024
With over a billion active users globally, TikTok is a fast-paced platform where content moves in huge volumes. Whether you're striving to go viral with a dance challenge or just wondering why your 30-second explainer didn’t go viral, knowing which TikTok metrics matter can take you closer to your marketing goals and save you tons of time and effort.
TikTok offers businesses more than 25 metrics but tracking all of them can not only be overwhelming but also pointless. For instance, content creators aiming just for expanded followership may find financial metrics irrelevant. Likewise, a restaurant striving to drive local traffic might not find value in tracking TikTok KPIs about global audience demographics.
To make your TikTok analytics easier and effective, we've identified the 11 key TikTok performance metrics that influence your reach and overall growth on the platform, no matter your domain, goal or geography.
But before we jump into details, let's cover the basics of TikTok reporting metrics.
- What are TikTok metrics?
- How are these metrics related to app features?
- Understanding TikTok metrics with a practical example
- What are the different types of TikTok metrics?
- Why it's important to track your TikTok metrics
- 1. Know what your audience loves
- 2. Know how your content performs
- 3. Know optimization opportunities and tactics
- 11 TikTok metrics to measure in your marketing strategy
- How to track your TikTok metrics using Sprinklr
What are TikTok metrics?
TikTok metrics are data points that provide insights into how your content is performing on the platform, who your audience is and how you can optimize your content for success. These metrics are tied to various TikTok features, such as views, likes, shares and engagement and even give you measurable insights into how well your content resonates with your target audience.
How are these metrics related to app features?
TikTok performance metrics are tied to the platform’s diverse features. Specific app features have their own set of metrics. Optimizing these metrics helps you dominate that app feature. To understand this correlation better, let’s discuss the most popular TikTok features and their corresponding metrics.
1. For You Page (FYP)
Corresponding metrics: Views, Watch Time, Completion Rate and Engagement Rate.
Impact: High watch time and completion rates signal to TikTok’s algorithm that the content is engaging and worthy of being featured on the FYP.
2. Hashtag challenges
Corresponding metrics: Hashtag Performance, Shares and User-Generated Content (UGC).
Impact: Good hashtag performance can amplify the reach of a challenge and encourage more users to participate and create UGC (user-generated content).
3. Live streams
Corresponding metrics: Live Viewers, Interaction Rate (comments, likes during live) and Duration of Live Sessions.
Impact: Monitoring live stream metrics helps you understand peak engagement times and audience preferences, which enables you to schedule streams in a way that maximizes viewer participation and interaction.
4. TikTok Advertising
Corresponding metrics: Click-Through Rate (CTR), Conversion Metrics and Ad Impressions.
Impact: These metrics help you understand how well your paid campaigns are performing. High CTR and conversion rates indicate that your ads are hitting home with the target audience.
Learn More: The A-Z Guide on TikTok Advertising
Understanding TikTok metrics with a practical example
Suppose Nike wants to launch a new line of running shoes on TikTok. Here's how it might utilize TikTok metrics to shape its campaign strategy through different phases:
Content creation
- Metrics to track: Views, Engagement Rate and Hashtag Performance
- Metric optimization strategy: Nike creates marketing videos featuring professional athletes donning the new running shoes in varied environments. During promotion and distribution, Nike uses a branded hashtag, #RunWithNike. By monitoring views and engagement rates, the brand can identify the types of content (e.g., training tips, athlete stories) that would resonate most with its audience.
Algorithm optimization
- Metrics to track: Watch Time and Completion Rate
- Metric optimization strategy: Analyzing watch time and completion rates helps Nike understand if its videos are able to keep the audience hooked from start to finish. It experiments with different video lengths and storytelling techniques to improve these metrics, aiming to feature its content on the For You Page.
User engagement
- Metrics to track: Comments, Shares and User-Generated Content (UGC).
- Metric optimization strategy: Nike encourages users to share their own running experiences using the hashtag #RunWithNike. By tracking comments and shares on posts related to the hashtag, Nike can gauge community participation and try to start meaningful dialogs with influencers and high-visibility accounts in its community.
Advertising campaigns
- Metrics to track: Click-through Rate (CTR) and Conversion Metrics.
- Metric optimization strategy: Nike runs targeted TikTok ads to promote the new running shoes, all while monitoring CTR and conversions. Sub-optimal conversion rates indicate an opportunity to optimize targeting and messaging and try A/B testing.
Live interaction
- Metrics to track: Live Viewers and Interaction Rate
- Metric optimization strategy: Nike hosts live sessions with professional athletes and fitness influencers who discuss training techniques designed around the new running shoes. By tracking live viewers and interactions, Nike gets real-time feedback as well as an opportunity to address its audience’s questions.
👀TikTok’s Unique Algorithm: Explained for Beginners
It is imperative for brands on TikTok to track their metrics, specifically due to the platform's unique algorithm.
1. The algorithm prioritizes high engagement
TikTok's algorithm is designed to favor content that gets high levels of engagement, such as likes, comments, shares and views.
2. Video completion rate matters
TikTok’s algorithm gives importance to how often viewers watch your videos all the way to the end. When your content keeps people engaged from start to finish, it’s more likely to be recommended to a wider audience.
3. Relevance and personalization are non-negotiable
TikTok’s algorithm closely monitors user behavior and preferences to deliver content that feels tailor-made for each individual.
If you cross-promote TikTok content on other social media platforms, learn about their social media algorithms here.
What are the different types of TikTok metrics?
TikTok metrics can be grouped into four key categories. Some metrics help you gauge how engaged your audience is, while others give you a sense of how far and wide your content is reaching or how well it's driving social media conversions.
Here’s a breakdown of these TikTok reporting metrics:
1. Overview metrics
These metrics offer a general overview of your account's performance over a specific period. For example, total video views, profile views, likes, comments and shares.
2. Content metrics
With content metrics, you can track the performance of individual videos with KPIs such as post views, post likes, post comments and average watch time.
3. Followers metrics
If you want to understand your followers and their engagement behavior with your content, track follower metrics such as follower growth, audience demographics and follower activity.
4. Live metrics
For monitoring the performance of your live streams with metrics specific to live broadcasting on TikTok, track your live viewers, interaction rates during live sessions and the duration of live streams.
Looking for the most convenient way to track engagements?
Integrate TikTok reporting with Sprinklr to set up engagement goals, track key actions (such as clicks or purchases) and monitor real-time data to not only gauge the impact of your campaigns but also optimize them for better results.
Curious to know more? Book a demo of Sprinklr today and get analytics on 10+ social platforms apart from TikTok
Why it's important to track your TikTok metrics
Tracking TikTok metrics isn’t just for data geeks — every business owner or influencer can use these metrics to improve their content strategy and overall results. Let’s look at three main benefits of keeping an eye on your TikTok metrics.
1. Know what your audience loves
Businesses that don’t use metrics are relying on guesswork, and that could lead them down the wrong path – potentially wasting their valuable time, effort and money that could have been invested elsewhere.
TikTok’s engagement metrics such as engagement rate and content clicks help you understand which content strikes a chord with your followers, so you can double down for maximum impact.
For example, if you’re a fashion brand and notice that your “behind-the-scenes” videos get a ton of engagement compared to your product showcases, you’ll know that you should create more of that behind-the-scenes content.
2. Know how your content performs
Assessing the performance of your content helps you identify what works and what doesn’t, so you can refine your content strategy for better results.
Consider this scenario, for instance: A technology review channel monitors the average watch time and video completion rates. The creator notices that in-depth reviews have higher completion rates compared to quick overviews. Leveraging this insight, he decides to focus more on detailed reviews since it’s his most successful TikTok format.
3. Know optimization opportunities and tactics
By keeping tabs on traffic sources, hashtag performance and conversions, you can identify areas for improvement and optimize your content strategies accordingly.
Say you’re a sustainable living brand, and you analyze your traffic sources to discover that a large portion of your views comes from hashtag searches related to eco-friendly products. By using high-performing hashtags like #SustainableLiving and #EcoFriendlyHome in your captions, you can let your content appear more frequently in these searches.
11 TikTok metrics to measure in your marketing strategy
TikTok content creators, marketers and advertisers can derive actionable insights by tracking these key TikTok metrics and inform their larger marketing strategy.
1. Engagement rate
Engagement rate measures the percentage of viewers who interact with your content through likes, comments, and shares on TikTok.
🚀How to Get 7x Engagement Rates --- on Every Social Media Platform
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Sounds unbelievable?
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2. Average watch time
The average watch time on TikTok is a metric that measures the average duration viewers spend watching a specific video. It provides insights into how engaging and captivating your content is. The formula for calculating average watch time is:
A higher average watch time indicates that your video is engaging, and viewers are watching it for longer periods.
Pro tip: Videos with higher watch times are more likely to be boosted by TikTok's algorithm. In order to improve your watch time, create engaging intros with a promise of sharing valuable information towards the end of the video.
3. Completion rate
Completion rate is the percentage of viewers who watch your video from start to finish.
This metric is crucial for understanding how engaging and captivating your content is. A higher completion rate indicates that viewers are more likely to watch your video all the way through, which can positively impact your video’s visibility on the platform.
Pro tip: Use the storytelling or foreshadowing technique to build curiosity and create suspense in your TikTok videos. The initial mystery or teasing pays off at the end as viewers feel compelled to stick around, increasing the video completion rate.
Looking for inspiration? Check out the following compelling video that perfectly nails the “Wait for it…” concept:
4. Follower growth rate
The follower growth rate tracks how quickly your TikTok following is increasing over time. To calculate it, use this formula:
This metric helps you understand how effectively your content is attracting new followers and retaining existing ones. A higher follower growth rate indicates that your content is resonating well with your audience and attracting more viewers to follow your account.
Pro tip: It’s recommended to track follower spikes after posting specific videos, so you can understand what type of content is attracting more followers. Look around for inspiration at brands like Chipotle that have seen follower growth after launching engaging hashtag challenges. Do you think social media challenges can do the trick for you? Read these tips to get a strong head start
5. Click-through rate (CTR)
CTR measures how many people clicked on your call-to-action (CTA) link or profile link after viewing your content.
Pro tip: Use clear CTAs (Call to Actions) in your videos to prompt viewers to click on the link. For example, many beauty brands successfully use tutorials followed by a CTA like “Shop the look now” to drive clicks and conversions.
Read more: 10 Best Social Media Call-to-action (CTA) Examples + How to Use Them
6. Conversion rate
Conversion rate tracks how many people completed a desired action (e.g., making a purchase, signing up) after interacting with your TikTok content.
Pro tip: Make sure your landing pages are mobile-friendly. Just like Nike’s smooth, easy-to-use mobile layouts, your social landing pages should offer a seamless experience for users scrolling on their phones.
7. Top territories
Top territories show the geographic regions where your content is being viewed the most. TikTok provides this data directly through its analytics dashboard.
Pro tip: Customize your content to cater to the preferences of users in your top regions.
For example, let’s say you're a beauty brand running a TikTok account. After reviewing your analytics, you notice that your top territories are the United States, Brazil and Germany. Initially, most of your content was designed for a U.S. audience. However, the rise in views from Brazil and Germany suggests that your brand is gaining traction internationally.
8. Sound performance
Sound performance tracks how well the audio (either your original sound or a trending sound) contributes to the video’s success.
Formula: Monitor views, likes and shares for videos using specific sounds.
Pro tip: To improve sound performance, experiment with popular sound trends and analyze their impact on engagement. If a particular sound drives high engagement, replicate that strategy in future videos.
For example, let’s say you run a fitness TikTok channel. You notice a trending sound where users time their workouts to a fast-paced beat. You decide to create a series of workout videos using this sound and see a 20% increase in engagement compared to your previous posts. Based on this, you continue to incorporate similar upbeat, trending sounds in future workout tutorials.
9. User-generated content (UGC) growth
UGC growth tracks the increase in content created by users that features or promotes your brand, typically through hashtags or challenges. Top brands harness UGC marketing to engage with their target audience and show that they care.
Pro tip: Launch a creative hashtag challenge to encourage UGC. For example, when Fenty Beauty launched the #FentyBeautyHouse campaign, it saw a flood of UGC content from makeup lovers.
For instance, let’s say you're a clothing brand that launches a TikTok challenge using the hashtag #StyleMyBrand, encouraging users to showcase their outfits styled with your clothing. Track the number of posts using your brand's hashtag before and after the campaign to measure the effectiveness of your campaign.
10. Share rate
Share rate measures how often users share your content with others, whether through direct sharing within TikTok or externally via other social media platforms.
Pro tip: Create share-worthy content, such as tutorials or entertaining videos that users feel compelled to pass along.
Brands like Netflix often share snippets or memes from popular shows to encourage viewers to spread the content across social media.
11. Live metrics
Live metrics include data on views, likes, comments and gifts (virtual tips) during your TikTok live streams. TikTok provides live metrics through its analytics feature.
Pro tip: Analyze your live metrics to identify peak times when your audience is most active and which content sparks the most engagement. Use this data to schedule future live streams at optimal times and tailor your content to align with audience preferences. Consider using features like Q&A or polls to encourage real-time interaction and increase participation.
For example: Suppose you’re a beauty influencer, and after reviewing live metrics, you notice your highest viewership and engagement occur during streams held on weekday evenings. You also observe that live tutorials on makeup techniques receive more comments and virtual gifts compared to product reviews. Based on this data, you adjust your strategy by scheduling future streams during these peak hours and focusing more on interactive tutorials, incorporating real-time Q&A sessions to boost engagement further.
How to track your TikTok metrics using Sprinklr
Adding your TikTok Business account to Sprinklr Social Self-Serve allows you to manage your TikTok metrics, content and engagement on one convenient platform. Here's a step-by-step guide to set up your TikTok Business:
Step 1: Log in to Sprinklr Self-Serve
Step 2: Access settings
Once you're logged in, go to the Settings section, which is located on the left-hand side of your dashboard.
Step 3: Add TikTok Business account
Under Social Platforms, click on TikTok. In the top-right corner, you'll see the option to Add a TikTok Business Account. Click this button.
Step 4: Authorize access
You’ll be prompted to provide the necessary permissions to allow Sprinklr to access and manage your TikTok Business account. Click Authorize at the bottom of the screen.
Step 5: Confirmation
After providing access, your TikTok Business account will be successfully added to Sprinklr Self-Serve, enabling you to monitor and manage all your TikTok activities from the platform.
Once your TikTok Business account is integrated, you can take full advantage of Sprinklr’s capabilities, including:
- Performance dashboards: Sprinklr generates detailed TikTok performance dashboards to give you insights into video views, engagement rates, follower growth and more. These dashboards provide real-time data to help you optimize your content strategy effectively.
- Content publishing: Schedule and publish TikTok videos directly from Sprinklr to make sure your posts go live at the optimal times for your audience.
- Community engagement: Reply to comments and interact with your TikTok followers from within Sprinklr.
- Analytics & reporting: Access both post-level and account-level analytics to track the success of your TikTok campaigns and make informed decisions based on real-time data.
Want to see how these features can enhance your TikTok marketing efforts? Sign up for a free trial of Sprinklr today 👇
Sprinklr in Action: Oatly Case Study
Oatly, a global leader in plant-based products, started using TikTok in 2022 to connect with a younger audience. With the help of Sprinklr’s AI-powered platform, the brand launched creative and quirky videos that stayed true to its identity. Its viral success, including a video with over 193 million views, has been driven by a focus on engagement rather than followers.
Main takeaways:
- Oatly's viral TikTok video garnered 193M views and 80M+ likes.
- The brand prioritized staying authentic over following trends.
- Sprinklr's platform helped Oatly manage organic and paid campaigns.
- Engagement, not followers, is Oatly’s primary success metric on TikTok.
Read the full story here.
Ready to track your TikTok performance?
For a frictionless TikTok reporting process and more efficient social media monitoring overall, Sprinklr can be a useful tool. With all your accounts in one place, you can easily monitor your TikTok KPIs in real time and make smarter, data-driven decisions.
This integration of Sprinklr with TikTok streamlines the process by allowing you to:
- Publish videos: Post instantly or schedule your social media content to go live at the perfect moment so it’s seen by the intended audience.
- Engage with your community: Reply to comments and partake in meaningful interactions with your followers to show that you care.
- Gain insights: Access post-level and account-level analytics to inform your future content strategy.
In case you are running TikTok ads, Sprinklr’s AI-powered optimization and Smart Rules automatically adjust your ad content based on live factors like social media trends or current events, giving you the best return on your ad spend.
On top of that, Sprinklr improves productivity by offering real-time TikTok metrics reporting and eliminating the hassle of manual reports from different channels. You’ll have customizable dashboards and ad creation tools that cut out the need for back-and-forth emails, making collaboration between your creative and marketing teams hasslefree.
Want to see how it works? Schedule a Sprinklr Social demo today.
