TikTok

TikTok data is organic.

👀 Considerations

Differences between personal and business TikTok accounts: The available metrics for personal TikTok accounts are fewer compared to business accounts, which allow access to more data.
Posts filtered due to violations: If a post does not appear in analytics, it could be because the video was filtered due to violations, such as copyright infringement on the music. In these cases, TikTok's API ignores the video, and it cannot be retrieved through Metricool, as detailed in their official documentation.
Missing data due to video inactivity: If certain metric fields, such as reach or total watch time, are missing, it is likely that the video has been inactive for over 7 days (no views, comments, likes, or shares). To recover the data, interact with the video and wait 24 to 48 hours for the information to update.

TikTok business account metrics

Community

✅ GROWTH

Followers: total number of followers at the end of the selected time range.
Posts: total number of posts in the selected time range.

✅ BALANCE OF FOLLOWERS

The follower balance records all the movements of our followers. If a new follower for example unfollows us and then follows us again on different days, it would count as two followers. In addition, this section also takes into account users with restricted or deleted accounts.

The Balance of followers is designed to see the response of our community to our publications and to see which days we have lost or gained more followers.

Demographics

Demographics: Gender and followers by country. TikTok will only generate them from 100 followers. It is possible to view it as a graph or as a table.

Account

✅ PROFILE

Profile views: Visits to our TikTok account profile.
Posts : total number of posts in the selected period.

✅ POSTS VIEWED IN THE PERIOD

This section collects data on posts that have generated views in the selected period, regardless of when they were published.

Posts views: Total number of times our posts have been shown in the selected period.
Likes: Total number of likes to our posts within the selected period.
Comments: Total number of comments our publications have received in the selected period.
Shares: Total number of times our postshave been shared in the selected period.

Posts published in the period

✅ SUMMARY

Engagement: engagement of our posts. Engagement is defined as interactions received per 100 or 1000 people reached, depending on the formula you have set. In this post you can find more information.
Interactions: total interactions of our posts in the selected period.
Avg. reach per post: average reach of our posts in the selected period.
Posts views: total views of our posts in the selected time range.
Posts: total number of posts in the selected period.

✅ INTERACTIONS

Likes: total number of Likes achieved in the period.
Comments: total number of Comments in the selected range.
Shares: total number of Shares in the period.
Posts: total number of posts in the selected period.

✅IMPRESSION SOURCES

Percentage of the origin of impressions for your posts.

For You: impressions generated in the "For You" section, where a selection of personalized posts is shown based on the user's preferences and viewing behaviors.
Follow: impressions generated from a user's feed who is following you.
Profile the user visits the profile and generates impressions from our feed.
Search:impressions generated on the Discover page because the post has been shown in search results.

✅ AVERAGE VIDEO VIEWS

With this information, you can learn about the average viewing time of your videos and the retention time for your TikToks.

Average views/videos: the average viewing time of your videos.
Average duration/videos: the average duration time of your videos.

✅ LIST OF POSTS

Type: type of post (Image or video).
Date: date of publication of the post.
Views: total number of views of the post.
Likes: total number of Likes of the post.
Comments: total number of comments on the post.
Shares: total number of times the vidpost o has been shared.
Reach: total reach of the post.
Duration: duration in seconds of the post.
Engagement: Engagement of the post. Engagement is defined as interactions received per 100 or 1000 people reached, depending on the formula you have set. In this post you can find more information.
Full video watched rate: Percentage of views that have been completed.
Total time watched: Cumulative time in video views.
Average time watched: Average time of video views.
For You: Percentage of views generated from the "For You" section.
Follow: Percentage of views generated from the feed of a user who is following you.
Hashtag: Percentage of views generated from a hashtag that users have discovered, and where your post has appeared.
Sound: Percentage of views generated from a sound used in the post.
Profile: Percentage of views generated on the post from a profile visit.
Search: Percentage of views generated on the Discover page because the post has been shown in search results.

💡 You can customize the metrics table by clicking on columns.



Remember that the image post type is only available for personal accounts. Check the article Schedule and post on TikTok.

TikTok personal account metrics

Posts

✅ VIEWS

Views: total number of views of our posts in the selected period.
Posts: total number of posts in the selected period.

✅ INTERACTIONS

Interactions: total number of interactions for the period.
Likes: total number of Likes for the period.
Comments: total number of Comments for the period.
Shares: total number of Shares for the period.
Posts: total number of posts in the selected period.

✅ POSTS

Type: type of post (Image or video).
Date: date of publication of the post.
Views: total number of views of the post.
Likes: total number of Likes for the post.
Comments: total number of comments on the post.
Shares: total number of times the post has been shared.
Duration: duration in seconds of the post.

How to create a marketing strategy on Tik Tok? Don't miss this tutorial and our Tik Tok Study

Updated on: 19/05/2025