Benard Kiplangat Marketing analytics have always been the most effective resource that digital marketers rely on to improve their marketing strategy. However, TikTok’s analytics is still new, and TikTok Insights’ marketing feature is what every marketer strives to understand better.
In 2020, TikTok hit a new milestone of reaching 1 billion users. And since then, it has grown to be one of the most popular social media platforms. Even as more users join the platform, TikTok offers immense opportunities to marketers. Now, many businesses have realized how powerful it can be to reach their broad audience.
So, if you’re already using it to promote your business and thinking of some ways to measure your campaign’s success with reporting analytics, then this article is for you.
So, let’s dive in!
What is a TikTok analytics report?
TikTok analytics report is the plan you design based on important metrics, statistics, or other critical data about your TikTok business account. If you’re using TikTok for business purposes, you may already be measuring your marketing performance on the platform; if not, you are probably considering doing so.
However, your sole reason to measure it is not just for the sake of having metrics to look through. Instead, you wanted a solid plan to measure your TikTok activities.
That is, you wanted to know what’s successful and what isn’t from your marketing campaigns. And more importantly — to learn how you can improve your marketing strategies.
From your profile dashboard, you can access your monthly, quarterly, or yearly reports. Alternatively, you can create powerful and custom reports with a marketing reporting tool like Dataslayer.
Read more: What is marketing reporting and why is it essential?
To develop a more insightful analytics report, use Dataslayer to source your TikTok data and gain more control over the data. That way, it will be easier to analyze your marketing strategy on TikTok alongside your other social media campaigns.
Additionally, it will be easier for you to access more metrics, check out your competitors, and manage your performance as you develop a strategy to improve your success.
How do you check analytics on TikTok?
As long as you use a TikTok Business account, you can view all your account’s analytics on TikTok. To access them, click on the profile icon in the top-right corner of your screen. Then, on the dashboard that opens, click view Analytics.
And from the TikTok analytics dashboard, you can view all the data about your posts, comments, followers, and likes. You can also see how many views your videos have received and the demographic data of your followers.
TikTok analytics comes with various categories of analytics built into their app, just like any other social media platform. These analytics allows you to view important metrics about your business account. TikTok’s analytics categories include:
- Overview analytics: this tab allows access to general TikTok insights within the last seven days, 28 days, or 60 days. You can also provide a custom timeframe for the timeframe. Also, you can view metrics for your posts, like their likes, video views, profile views, comments, shares, followers, etc.
- Content analytics: The second tab in TikTok analytics gives you deeper insights into your video content performance. You can view your posts, trending videos, and more within the past seven days.
- Followers analytics: The follower’s tab allows you to find insights about your followers, with metrics like gender, location, follower count, follower activity, and the time they’re most active on the platform.
- Live analytics: If you hosted live videos within the last 28 days, this tab helps you get your TikTok-live insights. All data about your live videos will appear here, which includes total views, unique views, total time, new followers, top viewer count, and diamonds you’ve received.
How to measure your TikTok marketing success with reporting analytics
Below is a systematic process of reporting analytics that you can use to track your marketing campaign performance on TikTok to get Insights for improving your success.
Determine your marketing goals on TikTok
Well, what’s the first thing you should do to measure your TikTok marketing strategy? Is it to oversee every single comment, like, or share on your video content? No, the first step you should take to measure your success is to think about your goals for marketing on TikTok.
What do you what to get or accomplish on TikTok? This question should guide you to determine, with clarity, the goals of your campaigns on the platform. To do so, it helps to create a list of what you are trying to achieve from your marketing efforts on this specific platform.
TikTok’s purpose is to allow you to create, share, and discover short videos. However, I bet that is not the sole reason you are using the platform. So, what specifically are you aiming to achieve with your digital marketing campaigns?
Is it to spread awareness about your brand? Is it to increase customer engagement? Or grow your sales? Whatever you want to achieve, you need to define them clearly before you start measuring. Some popular reasons to use TikTok may include the following:
- Grow your brand awareness
- Increase audience reach
- Target future employees, clients, or customers
- Provide more value to the target audience.
- Increase website traffic
Define the right metrics tied to your marketing strategy
Understanding the actual performance of your marketing strategy means you must determine the right metrics for your strategy. By focusing on the most important metrics on TikTok, you can understand the improvements you need to make and help you get clear on your priorities.
Analytics ROI should be tied to the overall performance of your TikTok campaigns and based on accurate elements that show the progress towards your goals. For example, if you’re trying to measure brand awareness, metrics like video views, post reach, followers growth rate, etc., are crucial.
Depending on your goals, tracking the ideal metrics helps you get a clear picture of your marketing success. That way, you will identify what’s working for your campaigns and what you need to improve on. If you want to get started with tracking your TikTok performance, here are the key TikTok metrics that you need to measure to achieve your goals:
Follower Growth Rate
Checking the rate at which your business gains more followers may seem an obvious and nonessential metric to measure. However, more followers will help you build a loyal community to engage with your video content.
Moreover, a higher follower count is great for brand credibility. However, you should monitor how the numbers keep growing as you exert more effort into your marketing. If you find that your followers are not growing, then your TikTok marketing could be flawed.
When your follower count keeps rising, it means your business is gaining more awareness from the TikTok community. Thus, your follower’s growth rate should be one of the key metrics to measure when evaluating your marketing strategy.
Engagement rate
On TikTok, engagement rates show how users respond to your video content on the platform. Do they like the videos you share? Are they commenting, sharing, or saving them? All the things your audience does with your videos while interacting with them become engagement.
The more you get a higher engagement for your content, the more your videos resonate with the audience. So, it is necessary to follow this metric as it is the most critical measure of how well users receive your content. If it is low, consider learning more about increasing your engagement rates for your content on TikTok.
There are numerous ways of calculating the engagement rate on TikTok. One way to do so is to divide the total number of likes, comments, etc, by the total number of your followers and multiply by 100 to get the percentages.
Some of your content will yield higher engagement rates than others. So, take keen of those that do, and produce more of them.
Reach
One of the essential metrics for every digital marketer to consider is post-reach. Post reach is another metric that lets you measure your marketing campaign’s performance on TikTok.
Reach on TikTok means the number of unique users who have viewed your content post views at least once at any given timeframe. Reach is one of the key metrics to measure your product’s or brand’s awareness on the platform.
Therefore, aim to reach more and more people to view your content so that you can increase your brand’s awareness and achieve your marketing goals. The more you can reach new users, the more you increase your reach, and the faster you will achieve your goals.
To find how many TikTokers viewed your post, go to the video you want to measure, then hit the three-doted lines at the bottom-right of your post screen. Next, click Analytics on the menu that comes up, scroll down to the Audience Territories section and check out the value for Reached Audience below it.
Hashtag performance
Hashtag analytics has recently become the most important metric for many social media sites. Thankfully, TikTok is not an exception. You can effortlessly measure your hashtag campaign’s performance on TikTok.
Hashtags on TikTok can help increase the discoverability of your videos, helping you drive a successful TikTok marketing campaign. For example, you can leverage the trending hashtags on your captions to draw more attention to your video content.
To find how the hashtags relevant to your brand perform, go to the Discover page and search for the hashtag you want to measure. From there, TikTok will let you see the number of its total views, related hashtags, and videos with higher views and engagement for the hashtag.
Best time to post
Your target audiences are more likely to interact with your content at specific times over other times. Finding the ideal time your target audience will probably be ready to view and engage with your content will help you take your marketing campaigns to the next level.
This metric is effective as it can prop your marketing strategy to success. That means if you constantly post at the wrong time, you will get poor results, and you may blame your campaigns for ineffectiveness. So, ensure that you find a way to research and identify the most effective time to reach your ideal TikTok users.
To start with, you can experiment with the best times that some studies like Influencer Marketing Hub have identified as you tweak it to lean towards what resonates with your audience. Here’s what the study revealed about the best TikTok post timing:
- Monday: 6 AM, 10 AM, and 10 PM
- Tuesday: 2 AM, 4 AM, and 9 AM
- Wednesday: 7 AM, 8 AM, and 11 PM
- Thursday: 9 AM, 12 PM, and 7 PM
- Friday: 5 AM, 1 PM, and 3 PM
- Saturday: 11 AM, 7 PM, and 8 PM
- Sunday: 7 AM, 8 AM, and 4 PM
Set KPIs for each metric and tools to measure your progress
The third step to measure your TikTok success is to find the right growth rate indicators or benchmarks and the tools to help you capture these metrics. For example, knowing how much engagement is ideal for your business will help you set realistic goals for your marketing campaigns.
TikTok analytics provide more raw data so that you can find the information you need. However, to do better analysis and reporting for your marketing campaigns on TikTok, find the tools that can capture all these metrics. They will help you build powerful TikTok insights and give you more control over your data.
Taking your TikTok data to data visualization platforms like Google Data Studio or data analysis tools like Google Sheets is possible and easier with Dataslayer. Dataslayer allows you to bring all your marketing data from TikTok and 45+ other data sources into your favorite data platforms.
You can try it today for free. Take your TikTok data to your favorite platform with Dataslayer para Google Data Studio, Google Sheets, Power BI, Google Big Query, etc., with just a few clicks!
That way, you save thousands of hours repeatedly checking on different social media channels for all your marketing data. It is far more reliable, cheaper, and easier to collect and archive your data in real-time to keep a clean history than querying the data each time you need them.
Monitor your TikTok insights and generate a detailed analytics report
The fourth step to measure your TikTok marketing performance is to report your results from your findings as you monitor your marketing data. You should identify the emerging trends from your data to gain valuable insights into your customer’s behavior on the platform.
These initial results may not provide you with the most informative reports you need, but as you keep monitoring and gathering enough data, you’ll soon find the insights that will inform your decisions.
As you keep monitoring your marketing data to find relevant TikTok insights, you should keep asking yourself the following sets of questions:
- What is your expectation for each metric that you are monitoring?
- Do these initial results measure up with your expectations?
- How do these results compare with your competitor’s data?
Pro Tip: Use Dataslayer to benchmark what your competitors do on different social media channels. Tap into key insights like how competitors use trending hashtags in your industry and the types of content they post or their captions. You can then use these insights to improve your marketing strategy.
One way to automate your reporting processes is to schedule them to match your company’s reporting schedule. You can use your reporting tools to consistently and regularly check on your metrics. You can do so by automating your reporting frequency to daily, weekly, or monthly, depending on your preferences.
As your data grows with time, you’ll be able to spot trends and insights that can revolutionize your TikTok marketing campaigns. Remember, you can generate and use these insights from all social media channels and marketing platforms to help you take your marketing to the next level.
What to consider when building your reports
Here are three important points to consider as you prepare your reports:
- Visualizations to help you communicate your results quickly, make it easy to understand your marketing data
- Add contextual info like competitor benchmarks to help users understand your place in the market
- Simplify your reports to keep them clean and free from clutter to prevent confusion.
Use the insights to improve your social media performance and repeat it
The last step that you should take is to take the insights and put them into action. Why is your post reach too low? Is there anything that you are missing? And why did this post receive a lower engagement rate?
If you’ve identified potential issues with your marketing strategy, you need to take action to improve performance. Here, you determine the areas you need to improve by laying out a marketing strategy that you believe will improve the results. Then, repeat the fourth step, identify the issues, and take appropriate action.
As long as you haven’t realized the goals you set for yourself in the first step, you should ensure that you check up with them every time you make changes. That way, you will also be sure that the metrics you selected are actually helping you achieve your goals or not.
It is necessary to keep monitoring, measuring, and reviewing your marketing efforts to see if you are meeting your company’s goals on TikTok. It is crucial because reliable and consistent reporting analytics will help you keep track of your campaign performance in an organized manner.
Read more: TikTok ads Campaigns: All you need to know
Use Dataslayer to track your TikTok insights and measure your success
As we’ve discussed, Dataslayer provides a collection of powerful tools that can help you achieve your digital marketing goals faster and effortlessly. Do you want to get started today for free?
With Dataslayer, you can access connectors for Google Data Studio, Google Sheets, Google BigQuery, and other Business intelligence tools like Power BI and Qlik. You can source your data from data sources from Google Analytics, Google Ads, Facebook, Instagram, etc.
Use it today to streamline your TikTok marketing strategy alongside your data from other social media platforms or marketing channels.
Final thoughts
There you have it! The best process to measure the performance of your TikTok marketing strategy is by reporting analytics. TikTok analytics provide meaningful metrics to help you track and find relevant insights about your marketing campaign and let you plan a way to identify the most appropriate action to take.
We hope this blog post helped you create the best TikTok content strategy. Remember — TikTok is a creative platform: you need better tools and ideas to experiment with your digital marketing efforts. That way, you will take your digital marketing to the next level.
