TikTok Analysis: These KPIs You Should Always Keep in Sight

1. Who has access to TikTok Analytics?
2. How can the statistics on TikTok be viewed?
3. Top ads
4. Keyword Insights
5. Creative Insights
6. Why is analyzing TikTok Insights essential?
7. What KPIs should be considered in a TikTok analysis?
8. What tools can be used to analyze TikTok KPIs?
9. Conclusion

The social media platform TikTok has taken the social media landscape by storm. In the first year after its launch, the app reached a milestone of 1 million views per day. With impressive download numbers and a global presence in over 150 countries, TikTok has written a remarkable success story. Today, TikTok is one of the most used social media channels worldwide, and thus represents great potential for marketers. But what are actually the most importantKey Performance Indicators (KPIs) on TikTok that you absolutely need to keep an eye on? Our guest author Marlien Baumann gives an overview.

Who has access to TikTok Analytics?

In order to access TikTok Insights, it is first necessary to set up a TikTok Business Account. This setup is uncomplicated and works as follows:

1. Click in the profile on the top right on the three small stripes and go to settings and privacy

2. Click on "Account"

3. Then choose “Switch to business account”

4. Click on "Continue" and select the category of your business account

How can the statistics on TikTok be viewed?

In all TikTok Business Accounts, there is an overview tab that summarizes the development of followers, profile views, and video views. By navigating the individual tabs, you can gain more detailed information about your followers and your content.

Follower Insights: The follower insights offer an insight into the development of the follower number in the last 7 and 28 days as well as in the demographic composition of the followers including age distribution, gender ratio, and geographic origin. In addition, information about the follower activity is provided so you can see at which times your followers have the highest activity in the app.

Content Insights: The Content section shows the number of uploaded videos, the performance of the last 7 days, and the three most viewed videos.

Also, it is possible to view the KPIs of individual videos. To do this, you must click the TikTok that you want to analyze. The following metrics are visible:

• Number of likes

• Number of comments

• Number of shares

• Video views

• Total play time

• Average playback time

• Type of traffic sources

• Audience location

Live Analytics: This tab contains information about the live videos you have made in the last 7 or 28 days. You will find the following metrics here:

• Number of followers who participated

• Total time spent

• Number of earned diamonds (reward, which users can give to creators)

If you want to analyze paid advertising campaigns, you also have the TikTok Ads Manager at your disposal. This includes a dashboard with an overview of your daily expenses, your campaign performance, and an analysis tab. You have the possibility to view insights at the campaign, campaign group, and ad level. Furthermore, you can generate audience insights. TikTok differentiates the audience insights between potential audience and reached audience. This allows you to determine whether your campaign is actually reaching the desired people and whether it is triggering the desired actions (e.g. clicks, conversions).

When it comes to creating creative and successful advertising campaigns on TikTok, you should definitely also look at the insights of the Creative Center. Here you will find examples of the most successful ads and creative best practices that can serve as inspiration. The core elements of the TikTok Creative Center for your analysis can be found here in detail:

Top ads

The "top ads" feature is a collection of successful TikToks that can be filtered by various criteria such as region, industry and campaign goal. Here you have a selection of inspiring ads that were already successful on TikTok. Additionally, you can show information about their performance metrics. On the analysis page, you will also find a diagram showing the relative performance metrics per second. This helps you to identify the most successful engagement moments in the TikTok.

Keyword Insights

With "Keyword Insights" you get insights into the most important keywords and phrases used in TikTok ads. You can filter these keywords by region or industry, for example, and look for both outstanding performance and frequent use. Additionally, you can see how these keywords are used in the context of real ad texts. This tool can save you significant time and resources in finding ideas for ad texts and creative messages.

Creative Insights

The"Creative Insights" provide data-driven creative best practices for TikTok ads. These valuable tips can help you create successful advertising material on TikTok. You will learn which creative elements are particularly effective and how to integrate them into your ads. This knowledge is invaluable when you are creating your next TikTok ad or optimizing existing advertising material.

TrendsHere you will find out what is popular on TikTok right now, including popular hashtags, songs, creators, and videos. This information can help you develop organic and paid strategies based on current TikTok trends.

Why is analyzing TikTok Insights essential?

The analysis of KPIs plays a decisive role and can make the difference between success and failure. Top reasons why a targeted analysis of your TikToks is important are listed below:

1. Quick trends: TikTok trends change quickly. KPIs help to identify trends early and adapt quickly.

2. Understanding the target audience: KPIs provide insights into the behavior of the target group, which enables content to be adjusted. Knowing when your followers are most active is also a good way to identify the perfect time to post your TikTok.

3. Creating your own averages and benchmarks: So you can compare the performance of your videos with each other to sustainably improve the performance of your TikTok channel.

4. Optimizing content: By analyzing KPIs, content can be optimized and tailored to user interest.

5. Maximizing reach: KPIs help maximize the reach of content to gain more visibility.

6. Increasing engagement: The analysis of KPIs allows strategies to be developed to increase user engagement.

7. Optimizing your budget: KPI analysis can more efficiently use the marketing budget to achieve better results and cut costs.

What KPIs should be considered in a TikTok analysis?

Depending on your goals and your target audience's position in the customer journey, different KPIs can be relevant.

Awareness:

If you want to use TikTok to generate awareness for your brand or products, one of the first indicators you should keep an eye on is reach and the number of video views. Reach and total video views show whether your strategy is working, whether your target audience is seeing and interested in your TikTok content. Another KPI that plays an important role in analyzing TikTok content is average watch time. A longer viewing time implies a more intense engagement with the content, increasing the likelihood that the brand messages will seep sustainably into the consciousness of the viewers. In addition, it is crucial to look at the average viewing duration of a video in relation to the total duration of the video to determine the completion rate. This helps to identify if specific elements in the video make users quit the TikTok prematurely. In the context of advertising, it is also particularly important to keep an eye on relative KPIs such as CPV (Cost per Video View). This is necessary to ensure efficient budget allocation and targeted optimization of the ads.

Consideration:

The consideration phase in the TikTok funnel represents a crucial stage where potential customers are considering a deeper engagement with a product, a service or a brand. If your goal is to deepen the interest of your target audience, KPIs such as likes, comments and shares are crucial. They show that the content is engaging and relevant for your target audience. The average watch time is also important at this stage of the customer journey, as it shows how long users are willing to engage with your content.

Conversion: 

In the phase of the customer journey, also known as the conversion phase, the conversion or the transformation of potential customers into paying customers is at the center. If you are aiming to generate conversions, whether it is filling out a form, downloading an app or completing a purchase, you should look at KPIs like the Click-Through Rate (CTR), the conversion rate and the cost per conversion. The CTR, for example, gives insights into how effective the Call-to-Action incentives in the content given is. The higher the CTR, the better it is to arouse the interest of the target audience and encourage them to take further steps.

As TikTok does not offer the possibility to insert directly clickable links into organic content, organic TikTok posts are generally less suitable for achieving direct conversions. Here, TikTok ads come into play, as they offer the possibility to integrate links and calls-to-action into the ad, making the CTR, CPC, conversion rate and cost per conversion more measurable and controllable.

What tools can be used to analyze TikTok KPIs?

In addition to the insights that you can view on TikTok, various tools can assist you in the KPI analysis. Suitable tools for your TikTok analysis are for example

• SocialHub
• Meltwater
• Sprinklr
• Hootsuite

You can find additional suitable tools on OMR Reviews in the categories Social Media Monitoring and Social Media Suites .

Conclusion

In order to be successful on TikTok in the long term, a targeted analysis of KPIs is necessary. When it comes to maximizing reach, promoting audience interaction or increasing conversions, the right selection of KPIs to be analyzed is crucial to achieving the desired results with a maximally efficient use of the marketing budget.