TikTok KPIs – What to measure to improve your results

Get ready to supercharge your TikTok marketing, learn which TikTok KPIs you need to track and take your content to the next level!

Published: January 3, 2024

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In the whirlwind world of TikTok, where creativity reigns and trends evolve at the speed of a swipe, measuring the right Key Performance Indicators (KPIs) can make all the difference in achieving success.

Whether you’re an aspiring influencer, a brand aiming to connect with a younger audience, or simply someone looking to level up their TikTok game, understanding what to measure and how to interpret those TikTok KPIs is essential.

Join us as we dive into the realm of TikTok KPIs, unlocking the secrets to enhancing your results on this vibrant and rapidly-growing social media platform.

Only a Business Account Can See Their TikTok KPIs – How Do I Switch?

In order to view your TikTok KPIs, you will need to switch to a business account, unlocking valuable insights and profile features.

How to switch to a TikTok business account

Step 1: On the profile section of your TikTok account, click the three lines in the top right corner

Step 2: Tap “Settings and privacy”

Step 3: Go to the “Account” section

Step 4: Click on the “Switch to a Business Account” section and follow the prompts to provide necessary information.

Step 5: Now, you will have access to TikTok KPIs, promotional tools and enhanced profile features!

What TikTok KPIs Should I Track – and Why?

Under your analytics tab that is now on your profile, there will be 3 different sections: Overview, Content and Followers.

Each section provides valuable insights into your profile’s performance.

Section 1: Overview

The Overview section is where you can see TikTok KPIs from any date range, and it contains the following TikTok KPIs:

Video views

Video views on TikTok represent the number of times your video has been watched by users. This is important to track because views offer insight into the reach and popularity of your content. Tracking views can help you identify trends, understand what type of content works best for your audience, and refine your content strategy accordingly.

Profile views

Profile views on TikTok represent the number of times users have visited your TikTok profile. These views are important to track because they provide insights into the level of interest and curiosity your content has generated. Monitoring profile views allows you to assess the effectiveness of your content strategy, so that you can tailor your profile to make it more appealing and engaging.


Likes on TikTok are a fundamental form of engagement, signifying the number of users who have shown appreciation for your video by tapping the “Like” button. Likes can boost your video’s visibility, potentially leading to more views and interactions. Tracking this TikTok KPI helps you gauge the overall appeal of your content, understand your audience’s preferences, and refine your content strategy to create videos that consistently captivate and engage your viewers.


Comments on TikTok represent user-generated responses to your videos, where viewers can express their thoughts, ask questions, or engage in discussions. By monitoring comments, you gain the opportunity to connect with your viewers, answer their queries, and build a stronger sense of community around your content. Additionally, comments often contain valuable feedback that can help you improve your videos and content strategy, making it a vital TikTok KPI to track for enhancing your TikTok presence.

Unique viewers

Unique viewers on TikTok refer to the distinct individuals who have watched your video at least once during a specified time frame. This metric is crucial to track because it provides insights into the size and reach of your audience. Monitoring unique viewers helps you understand how effectively your videos are reaching new people and growing your audience, whilst shedding light on the virality and shareability of your content. This metric is essential for assessing your TikTok content’s appeal and its ability to attract and retain a diverse viewership.


Shares on TikTok represent the number of times users have shared your video with their own followers or through other social media platforms. When users share your video, it essentially endorses your content to a broader audience, potentially leading to increased views and engagement. By monitoring shares, you can assess the virality of your content, identify trends, and gain insights into what type of content is most shareable among your audience.

Section 2: Content

The Content tab shows which of your videos posted has been the most popular within a certain date range. There are 2 TikTok KPIs within this tab:

Video posts

Video posts on TikTok represent the individual videos you upload to the platform. Tracking the performance of these video posts is essential because it allows you to assess the success of each piece of content you create. Metrics related to video posts include views, likes, comments, shares, and engagement rate. By analysing these TikTok KPIs for each video, you can identify trends, understand which content resonates most with your audience, and refine your content strategy.

Trending videos on TikTok are videos with the fastest growth in view numbers over the past 7 days. By monitoring trending videos, you can identify popular challenges, trends, and creative approaches that are resonating with users. This information can help you adapt your content strategy to align with what’s currently trending, potentially increasing the visibility and engagement of your videos.

Section 3: Followers

The Followers tab shows you TikTok KPIs about the demographics of your followers. This can help you to plan your content according to your audience preferences. The TikTok KPIs in this section include:

Total followers

Total followers on TikTok represent the cumulative number of users who have subscribed to your account over time. Tracking your total follower count is essential because it provides an overview of your account’s growth and popularity on the platform. It reflects the size of your audience and the reach of your content. It’s a fundamental metric for understanding the impact and influence of your TikTok presence.


Gender data on TikTok refers to the demographic information about the gender distribution of your audience. This information can help you tailor your content and messaging to better resonate with your audience’s gender preferences. By monitoring gender demographics, you can ensure that your content is inclusive and relevant to your audience, ultimately fostering better engagement and connection.


Age data on TikTok refers to the demographic information about the age groups that make up your audience. Different age groups may have distinct interests, preferences, and trends, and understanding the age composition of your audience can guide your content creation. By monitoring age demographics, you can ensure that your content is relevant to your audience, increase engagement, and foster a deeper connection with your viewers.

Country/Region and City

These two forms of data refer to the geographic locations of your audience. Knowing the countries or regions where your audience is located is valuable for tailoring your content to cultural preferences, time zones, and language. Similarly, understanding the specific cities where your audience is concentrated is particularly beneficial for location-specific marketing efforts, event promotion, or partnerships with local businesses.

Follower activity

Follower activity data on TikTok pertains to how and when your followers engage with your content. This data is crucial because it offers insights into when your audience is most active and responsive to your videos. It includes aspects such as: the times of day when your followers are most active, the days of the week when your followers are most active, and when your audience engages most with your content. By aligning your content with your audience’s active hours and preferences, you can enhance your TikTok strategy and build a stronger connection with your followers.

Other TikTok KPIs:

LIVE Center

The LIVE section of analytics has recently been updated to the LIVE Center and can be found through the creator tools tab, rather than under the analytics section. You can view up to 60 days worth of LIVE analytics and view a range of TikTok KPIs:

Total LIVE views

Total LIVE views on TikTok represent the cumulative number of views your live streaming sessions have received over time. Tracking total LIVE views is essential because it helps you gauge the popularity and impact of your live content. LIVE views indicate whether your live streams are attracting viewers and high views can help to attract sponsors and advertisers. In this section, you can also see unique viewers, average watch time and top viewer count.

New followers

Tracking new followers gained from live streams is an essential TikTok KPI as it directly measures the effectiveness of your live content in converting viewers into long-term followers. These new followers are not only a sign of your content’s appeal but also potential community members who are interested in your future content. Additionally, for content creators and influencers, an increase in new followers from live streams can open doors to monetization opportunities and collaborations, making it a valuable metric for those aiming to grow their TikTok presence and leverage it for various purposes. In this section, you can also see the viewers that commented, and the likes and shares of your LIVE.

Total duration

The duration of your live stream can indicate the level of interest and interaction from your viewers. It can also help you to plan future streams, as if you notice that viewers tend to stay engaged for a certain duration, you can structure your schedule accordingly to maximise engagement. Longer live streams also provide more opportunities to receive virtual gifts, which can be converted into income.

Hashtag views

Tracking hashtag views is another essential TikTok KPI as it offers insight into the visibility and reach of your content. Hashtags allow you to be discovered on TikTok, and high hashtag views indicate that your content is reaching a broader audience beyond your immediate followers. You can identify which hashtags are most effective in increasing the visibility of your content, and then use this information to adapt your content strategy.

Why should I invest in TikTok marketing?

Investing in TikTok marketing is a savvy move for several compelling reasons. TikTok is a rapidly growing platform with a massive, engaged user base, making it an ideal space to reach younger demographics and trend-conscious audiences. However, it isn’t just younger demographics that you can reach on TikTok.

Many people believe that TikTok is over-ran be teenagers, meaning the older demographics are harder to reach. However, the study below shows that the amount of users of each age group is a lot closer than you think. While teenagers do make-up the biggest proportion of users at 25%, each other age group sits around the 20% mark. This proves that there is quite an even distribution of ages on TikTok, making it a great place to market a business no matter what age group you are targeting.

Exploding topics tiktok users by age stat

Source: Explodingtopics

TikTok’s unique format allows for creative and authentic content, fostering a more personal and relatable brand image. TikTok’s advertising options are versatile, catering to various budgets and objectives, while its algorithm ensures content reaches the right viewers. As the platform continues to evolve and gain influence, early adoption of TikTok marketing can provide a competitive edge and open new avenues for brand awareness, engagement, and growth.

Our top 3 Tips to optimise your content on TikTok

Optimising content on TikTok is essential to increase your visibility and engagement on the platform, ensuring that your videos reach a wider audience and resonate with viewers. By fine-tuning your content strategy, you can harness TikTok’s vast user base and grow your online presence!

TikTok thrives on trends and challenges. Keep an eye on popular hashtags and trending sounds, and incorporate them into your content. Participating in viral challenges or creating content around trending topics can significantly boost your visibility and engagement.

2. Short, Snappy, and Engaging

TikTok videos are typically short, so make every second count. Capture viewers’ attention in the first few seconds, keep your content visually engaging, and maintain a brisk pace. Use music, effects, and creative transitions to make your videos stand out.

3. Interact with Your Audience

Respond to comments, engage with your followers’ content, and encourage interaction with your videos. TikTok’s algorithm favours content that generates conversations and interactions. Building a sense of community and connection with your audience can help your content thrive.


In conclusion, determining and tracking the appropriate TikTok KPIs endeavours is key to setting your course for continuous improvement and triumph.

As we’ve explored in this blog post, the selection of TikTok KPIs should align precisely with your unique objectives, whether you’re an aspiring content creator, marketer, or brand seeking to make a mark on this dynamic platform. By meticulously monitoring and interpreting the TikTok KPIs that are most pertinent to your goals, you gain the invaluable ability to make informed decisions, refine your TikTok strategies, and achieve superior outcomes.

Always remember, the path to TikTok success is illuminated by insights, and equipped with the right TikTok KPIs, you’re primed to navigate it with unwavering confidence and turn your aspirations into reality.

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