TikTok Metrics that Matter

TikTok Metrics that Matter

TikTok Metrics: Navigating the Data Maze for Success

While the metrics on TikTok are different in some ways than other social media platforms there are a lot of the same metrics used across the board. TikTok is its own platform with its own algorithm.  So while some metrics are the same there are others that will distinctly tell you if your TikTok videos are doing well.  Like with any platform, there are also metrics that are specific to organic posting and paid ads.  In the space too there are some of the same metrics.  Let’s dive into what you need to know for metrics.

Understanding Organic Metrics on TikTok

We believe before you start any adventures into paid ads on TikTik you need to first have tested and nailed down your organic strategy.  Much of what would work organically can then be turned into ads. Remember people go to social media to be entertained.  Trying to create ads that look like something that is trying got sell you something will not work on TikTok.  You need authentic content which you should first test organically.  So how can you tell if your organic is working? Of course, the data will tell you! Here is what you need to pay attention too.

1. Video Views

Of course on a platform that is all video, you are going to be sure to measure video views and how many you have. The more video views you have shows you first that users like your content and then of course now TikTok’s algorithm will like it.  The metric itself though doesn’t tell you much in way of knowing what is working or what is not.

2. Video Completion Rate & Average Watch Time

These metrics however will shed light on the quality of your content. It help you understand if your videos are captivating enough to keep viewers watching till the end. If you are getting people to stop scrolling and start to watch you have nailed the intro, but if they don’t watch till the end, then you know you have work to do.

3. Engagement Metrics (Likes, Comments, Shares)

Engagement metrics are pivotal in understanding how your audience interacts with your content. A high engagement rate often signifies content that resonates well with your audience. If you have not only got them to stop scrolling and watch your video and you get engagement then the algorithm will show your video more often, there by increasing your reach.  Getting the engagement is the vote of confidence to both users ad the algorithm that this is a worthy video for the platform.

4. Profile Views

The number of profile views can hint at a deeper interest in your content, potentially leading viewers down the funnel toward getting to your website. If you are getting profile views you have now moved someone even further down the funnel, congrats!

2. Follower Growth

Tracking follower growth offers insights into your profile’s expanding reach and the appeal of your content over time. This metric shows you that not only have you produced one good piece of video content but many of them.  Staying consistent with your content will allow you to know if the success of one video is a one-hit wonder or if you are on the right track to follower growth.  It’s important to understand though that increasing your follow growth does not mean you are getting your content in front of the right audience.  Producing the right content is what will do that.  The content will attract the audience that you want to get in front of due to how the algorithm works.  It shows similar content to people who have engaged with certain content.

6. Insights on Search Console

While not directly a TikTok metric, paying attention to Search Console can reveal increases in brand searches, indicating that your TikTok presence is making an impact beyond the platform itself. The nature of TikTok is that people are in constant scroll so they might not take the time to click through to your website at that very moment.  But if you review Google’s search console you will be able to see an impact on those searching for your brand terms in larger quantities in Google searches.

Navigating Paid Channel Metrics on TikTok

Shifting focus to paid campaigns, and understanding how to interpret and leverage these metrics can turn your advertising into a powerful tool for conversion and brand awareness. Many of the metrics found above in organic you would also see in your paid campaigns but the below are additional metrics you should be watching.

1. Impressions

The number of times your ads were displayed on screen. You want to know how many times your ad was seen so that you can gauge this against how large your audience is that you are targeting.

2. Reach

The number of unique user accounts that saw your ads at least once. This metric is estimated. Similar to reach this tells you how much you are penetrating the audience you are trying to get in front of.  The difference is that you could have more impressions than reach which actually leads you to the next metric.

3. Frequency

The average number of times each unique user account saw your ad. This metric is important because your ad often needs to be seen more than one time to make an impact.  A good number to shoot for here is four times.  But ultimately if week over week your ad frequency is too high you could start to see your reach go down and your CPCs go up.  This means you have ad fatigue.

4. Clicks (All)

The overall engagement on your ad, includes paid likes, comments, shares, follows, and clicks. This is another metric to watch closely week after week, if it’s going down then you have ad fatigue and TikTok will start to show your ad to fewer people and charge you more per click and reach.

5. Video View Rate

Indicates the proportion of impressions that resulted in a video view. This will let you know if you are able to grab someone’s attention and keep their attention throughout your whole video.

6. Clicks (Destination)

The number of clicks on your ads that directed users to advertiser-specified destinations such as websites, apps, or app stores. This metric helps you understand if your CTA is strong enough whether that be the copy you use or the actual video. Did you entice them enough to move forward in your funnel?

7. CPC (Destination)

The average amount of money you’ve spent on a click that led to a destination.

8. CTR (Destination)

The percentage of times your ad was seen and clicked on, leading to an advertiser-specified destination. There are some benchmarks with this metrics buy industry that you should be holding yourself to.

9. CVR (Impressions)

The percentage of desired results achieved out of all the impressions on your ads. Calculated as conversions/impressions.

10. Paid Likes

The number of likes your video creative received within 1 day of a user seeing a paid ad. This can help your content be seen by more potential people because the content is generating the engagement you are seeking.

11. Real-time Conversions

The number of times your ad achieved a desired outcome based on the objective and settings you selected. The count is based on when the conversion actually occurred. This is not an about-of-the-box metric and requires that you have set up the coding to tell TikTok what a conversion is for you.  This could be a form and sale and so forth.

12. Conversion Rate

Indicates the percentage of users who took the desired action after clicking on your ad.

13. Total Cost

The estimated total amount of money you’ve spent on your campaign, ad group, or ad during its schedule.

Unusual Metrics for TikTok:

1. Duets and Stitches Metrics

Tracks how often people interact with your content by creating duets or stitches, indicating your content’s influence and its ability to inspire user-generated content.

2. Sound Virality

Measures how frequently the original sound from your videos is used by others in the TikTok community, indicating a trend-setting piece of content.

3. Content Lifespan:

Evaluate how long your content continues to receive engagement after posting, providing value over an extended period.

4. Engagement by Time of Day

Identifies when your followers are most active and likely to engage with your content, optimizing posting schedules for maximum visibility and interaction.

5. Viewer Drop-off Points

Shows when viewers tend to stop watching your videos, helping pinpoint areas for improvement in content creation to keep viewers engaged longer.

6. Hashtag Challenge Participation

Measures participation rates in hashtag challenges initiated by brands, gauging the campaign’s reach and engagement.

7. Screen Time Ratio

Analyzes the ratio of your content’s view time to the total TikTok usage time of your viewers, indicating how engaging your content is relative to other activities on the platform.

8. Saves and Collections

Tracks how often your content is saved or added to a collection by users, indicating valuable content that viewers want to return to.

9. Completion Rate by Video Length

Compare completion rates across different video lengths to determine the optimal length for your audience.

10. Effectiveness of Call-to-Action (CTA)

Measures how your CTAs perform in terms of driving desired actions, helping refine your CTA strategy to improve conversion rates.

Embrace the Data

Navigating through TikTok’s extensive array of metrics may seem overwhelming, but each data point offers a clue into the effectiveness of your content and strategies. Whether it’s understanding the basic allure of your videos through views and engagement or diving deep into the conversion efficacy of your paid campaigns, each metric serves as a stepping stone towards refining your presence on TikTok.

By embracing these insights, you can tailor your approach to not just meet but exceed your audience’s expectations, driving both engagement and conversions. Remember, in the fast-paced world of TikTok, being data-informed is not just an advantage; it’s a necessity for success.

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