You only need to pull up the TikTok hashtag #TikTokMadeMeBuyIt to see the enormous marketing opportunities available on TikTok. Last year alone, 150 million Americans and five million companies used TikTok – spending approximately $7 million per day shopping on the app.

In fact, nearly three out of four TikTok users say they made a purchase after coming across something in their feed.

It's clear that TikTok offers an incredible platform for showcasing products, giving your followers a look at your brand, and jumping into trending conversations. But to truly boost brand awareness and extend your reach, a well-planned TikTok marketing strategy is key.

Many content creators and social media managers face TikTok marketing strategy challenges like limited metrics, unclear audience demographics, poor engagement data, and ambiguous TikTok insights. But with the right TikTok analytics tool, you can fine-tune your TikTok campaigns and content strategy using in-depth audience analytics and TikTok metrics. 

Here's everything you need to know.

What is a TikTok analytics tool?

The TikTok app comes with its own native TikTok Analytics dashboard. It's designed to help creators and companies see and track the performance of their content, understand audience demographics, and optimize their TikTok marketing strategy. But it's not the only way to see and measure TikTok metrics for your TikTok account.

The best TikTok analytics tools provide:

  • A profile overview: Get a quick look at basic TikTok metrics like total views, follower growth, and profile visits over time.
  • A clear look at your content performance: Review data on individual TikTok posts, including TikTok data like video views, average watch time, and engagement signals such as likes, shares, comments.
  • Insights on referrals: Know where your traffic is coming from within the app, whether it's from profile views or from the For You Page.
  • Key audience insights: See information about your followers' demographics, including age, gender, and location, and identify their activity patterns to help you post social media campaigns at optimal times
  • Trackable trends and engagement patterns: Get historical data on trends in content engagement and what types of videos resonate most with your specific audience.

This type of trackable data on your TikTok business account offers a deeper understanding of what's working, what's not, and how to improve your marketing campaigns for better visibility and audience engagement.

The benefits of TikTok analytics tools

TikTok analytics tools remove the guesswork. With key metrics like views and comments, you can quickly see what aspects of your TikTok marketing approach are working – and what aspects might need optimization. This makes it easy to see what’s hitting the mark and what could use a tweak.

You'll be able to test fresh ideas, spot the winning strategies, and confidently decide what deserves a bigger spotlight on your TikTok business account.

Performance tracking

Trends change in a flash on dynamic platforms like TikTok. TikTok analytics tools give you comprehensive performance tracking, allowing you to evaluate the success of your content calendar and overall TikTok marketing campaigns.

A data-driven approach, especially when it comes to staying on top of fast-moving social media shifts like TikTok trends and trending sounds, lets you consistently improve and refine your content so you're aligned with your audience preferences. This means you're better equipped to achieve your business goals on the social media platform.

Audience insights

When you're able to drill down on demographics like your followers' age, gender, location, and activity patterns, you can tailor your content calendar and viral videos to better match viewer preferences, such as when your followers' activity levels peak. This means you can increase the likelihood of engagement and reaching more users. 

Competitor analysis

You're not the only marketer looking to harness the power of TikTok marketing. The best TikTok analytics tools enable competitor analysis, including the ability to monitor these rival brands. This can often uncover trends, spot new opportunities, and identify gaps in your own marketing strategy so your brand stays top of mind, differentiates its content, and leverages what works well in your niche.

Campaign analysis and return on investment (ROI) measurement

Similar to more traditional marketing campaigns run on Google Ads or Meta's social platforms, measuring effectiveness and calculating ROI on TikTok gives you a clear picture of campaign success – or areas needing improvement. Use your current TikTok data, and historical data, to refine your approach and build more impactful TikTok campaigns that drive both awareness and revenue.

Content creation support

Get ahead of the marketing game by identifying TikTok trends, popular formats – including trending videos and trending sounds – and audience preferences to plan your future videos more strategically.

What should you consider when choosing a TikTok analytics tool?

Every social media management tool has its own pros and cons. What makes for a great tool depends on your specific TikTok marketing needs.

Features and capabilities

Evaluate the features and capabilities to ensure they align with your needs. For example, smaller brands may simply want a basic view of TikTok performance, like engagement rates. Mid-sized or larger brands may want more in-depth options, such as automated reports, hashtag tracking, or even monitoring competitors' posts. The more robust the feature set, the better equipped you’ll be to gather meaningful, complete insights on your TikTok campaigns.

Ease of use

A great tool offers intuitive navigation, clear visualizations, and straightforward reporting so you, or your team, aren't bogged down with a complicated user interface. This also cuts down on onboarding time.

Integration with other platforms

If your marketing campaign utilizes multiple social media channels, the best tool needs to easily sync with other platforms and tools, such as your customer relationship management (CRM) system, to streamline your workflow and give you a unified view of your social media performance across all platforms.

Pricing and budget

TikTok analytics tools come in a range of pricing tiers. Consider whether a potential tool offers a free trial or different pricing plans, and find a balance between cost-effectiveness and functionality.

Data accuracy and real-time updates

TikTok trends move fast. You need accurate and up-to-date data, so your chosen tool must provide real-time or frequent TikTok data updates.

Customization and reporting options

Every marketer has unique reporting needs. The best TikTok monitoring tool for you is one that gives you the data and reporting you need, whether it's custom reports or campaign-specific key performance indicators.

Customer support and community

Whether you need to onboard your marketing team or troubleshoot an issue, ensure you have multiple options to receive support – top examples include live chat, email, or a dedicated help center – and that the support team quickly resolves issues.

User reviews and reputation

Check user reviews and the overall reputation of all analytics tools you're considering. Feedback from other TikTok marketers can reveal insights about ease of use, reliability, and any potential downsides so you can make an informed decision.

10 best TikTok analytics tools for 2024

Use these tools to get the information you need for marketing success on TikTok.

Brandwatch

Brandwatch offers the most comprehensive social media analytics tool on the market, with a suite of features which include tools to help you effectively manage TikTok and other platforms.

One of Brandwatch's biggest strengths is it's suite of integrated tools that can elevate your analytics to the next level. The TikTok analytics features help you to truly understand engagement metrics like views, likes, shares, and comments. In turn, you can do a more in-depth content performance assessment so you can optimize your TikTok account for maximum engagement. 

Brandwatch's best features

  • Best-in-market reporting: Industry insiders rave about Brandwatch's reporting capabilities, offering customizable reports for tracking specific campaigns or broader TikTok content trends. This feature poses invaluable for brands needing to optimize TikTok content strategies over time.
  • Audience listening: Brandwatch's reporting and additional social listening features are especially useful for gaining insight on your engaged audience, providing insight on your followers' preferences, reactions, and patterns for the most engagement.
  • Customer support: All of these advanced TikTok analytics and TikTok performance metrics can feel complex, which is why many users praise Brandwatch’s customer support and onboarding guidance, making it easier to leverage Brandwatch's TikTok reporting capabilities fully. 
  • Influencer marketing: Brandwatch offers custom plans aimed at different user profiles tailored to fit a range of business needs, including a specific plan for influencer marketing where you can discover the best relevant influencers for your brand collaborations, track TikTok influencers, and run, measure and report on multichannel campaigns with robust influencer tracking.

TikTok Analytics (native tool)

TikTok's native analytics tool comes built into all TikTok accounts, whether you have a personal TikTok account or a TikTok business account. You can track and measure basic performance, such as your engagement rate and follower count, directly within the app. 

You'll find insights across four main sections:

  • A general overview
  • Basic performance of your TikTok content, such as watch time for your trending videos or viral videos
  • General data on your TikTok followers, including viewer demographics
  • Data on any TikTok LIVES you've done, such as real-time interactions and total views

This basic TikTok analytics tool works best if you're simply seeking essential insights without needing advanced data segmentation or cross-platform insights for other social media platforms.

TikTok Analytics (native tool) best features

  • Access analytics quickly: Since it comes right with the app, this TikTok analytics tool is readily available at any moment without requiring any onboarding, integrations, or advanced user expertise.
  • Basic reporting tools: You have all the fundamentals available at a glance, monitoring key metrics such as views, profile interactions, likes, comments, and shares.
  • Track top-performing content: While hardly the most robust TikTok analytics tool, options like seeing total play time and viewer demographics will help you pinpoint which posts resonate most with your TikTok followers.

TikTok Analytics (native tool) limitations 

  • No integration with third-party tools
  • Doesn't offer the in-depth TikTok analytics of most other third-party options, including a lack of competitor analytics, no ability to do influencer tracking or monitor influencer marketing, etc.

Sprout Social

It's an all-in-one tool that monitors and reports on your marketing campaigns across numerous social platforms, including TikTok. With Sprout’s analytics, you can easily track basic video engagement metrics – such as views, likes, and shares – plus more in-depth custom reports. For instance, you can track individual post performance to measure ROI more effectively.

Sprout Social best features

  • Smart inbox: A key differential is Sprout Social's "Smart Inbox," where you can manage TikTok comments and interactions from other platforms all in one place.
  • Easy scheduling: The tool automates content planning and your social media posting schedule, automatically identifying the best time to post on TikTok based on your followers' behavior.
  • Team collaboration: If you have multiple people involved with your TikTok marketing, this tool offers content approval workflows and detailed reporting capabilities so you can share insights with teams and stakeholders.

Brand24

Brand24 takes a different tact to TikTok analytics. This AI-powered tool focuses on social listening and sentiment analysis, making it ideal if you're specifically needing data on your brand perception and audience sentiment.

For instance, it offers hashtag tracking and monitoring of keywords and TikTok mentions so you can gauge how your TikTok content and brand discussions impact broader conversations. This is a strong fit if you need to understand engagement at a granular level and track shifts in brand reputation historically and in real time.

Brand24 best features

  • Sentiment analysis tool: Using AI, Brand24 categorizes your mentions as either positive, neutral or negative.
  • Sentiment-based competitor analysis: Brand24 calls it the "Share of Voice" metric, where you can compare reach and visibility with your competitors.

Socialinsider

Socialinsider's TikTok analytics serves up a versatile toolset with a focus on engagement insights and competitor analysis. For a relatively budget-friendly monthly price, you have access crucial metrics, such as video views, engagement rates, and follower demographics, alongside specialized insights like engagement journey data.

Socialinsider best features

  • Specializes in competitor benchmarking: Monitor competitors and how their TikTok content is performing so you can optimize market positioning and adjust your TikTok strategies based on what other brands are doing.
  • Hashtag tracking: Enter in relevant TikTok hashtags to track hashtags and identify trending or effective ones that you can use to boost your content visibility and engagement.
  • Track top-performing content: While hardly the most robust TikTok analytics tool, options like seeing total play time and viewer demographics will help you pinpoint which posts resonate most with your TikTok followers.

Rival IQ

One immediate standout feature for Rival IQ is the ability to track and export advanced competitor analysis for free, including insights about a competitor's engagement, viral videos and other top-performing content, and audience demographics. The rest of the tool offers all the basic features you need for TikTok analytics.

Rival IQ best features

  • Content performance tracking: See metrics such as views, likes, shares, and comments.
  • Benchmarking: Automated benchmarking tools empowers you to measure your TikTok performance against industry standards, giving more holistic overview to your historical data. 
  • Trend analysis: Identify TikTok trends within your niche to optimize future content strategies.

Iconosquare

While it has limited TikTok-specific analytics and reporting – focusing on basic metrics, such as views, likes, shares, comments, and follower growth – Iconosquare offers cross-platform analytics that can give you a bird's eye view of your social media campaigns. 

Iconosquare best features

  • Focus on content publishing:  A robust content calendar lets you schedule posts, track performance, and plan future content in advance.
  • Easy-to-use interface: Iconosquare is known for its intuitive and visually appealing interface, making it easy for you to onboard yourself or others on your team.
  • Multi-platform support: Iconosquare also supports Meta properties Instagram and Facebook, so you can take a unified approach to social media management.

Exolyt

In a stark contrast to tools like Iconosquare, Exolyt is a specialized tool for TikTok creators specifically designed to help both brands and TikTok influencers analyze and optimize their TikTok profile. You'll get detailed, important metrics, including follower count and growth, video views, and engagement rate trends. It even analyzes the best-performing content to guide your future marketing strategy.

Exolyt best features

  • Content optimization insights: This TikTok analytics tool tracks and visually presents trends in your content performance. For instance, you can see high-engagement posts, ad optimal posting times, and even track hashtags.
  • Custom reports: Quickly create detailed, branded reports, making it easier to share analytics with clients and stakeholders.

Pentos

Similar to Exolyt, Pentos is a TikTok-only metrics tool. Because of that, it offers some TikTok-centric analyses and reports that some other analytics platforms don't offer.

Pentos best features

  • Identify trending sounds: A unique feature that many other tools don't offer, you can track the popularity and performance of specific trending sounds so you can harness the latest viral moments on TikTok.
  • Hashtag analytics: Track hashtags, including getting insights on hashtag performance and finding popular content within chosen hashtags that your brand can emulate.

Hootsuite

First launched in 2008 as an X-focused social media management system, Hootsuite is one of the more legacy platforms available. Despite its legacy status, it continues to keep up with the latest social trends and rolled out TikTok analytics in 2022. It offers all the basic analytics you need, plus some unique features.

Hootsuite best features

  • TikTok scheduling and publishing: Tracing back to its roots of scheduled X posts, Hootsuite let's you advance schedule and publish TikTok content directly from the platform, making it easier for you to plan and maintain a consistent posting schedule.
  • Customizable reporting and insights: You can easily customize and share Hootsuite reports, giving you the ability to track social media marketing progress, benchmark against goals, and present findings to your team members or clients.

How can TikTok analytics tools help in reaching a broader audience?

Stop guesstimating or posting TikTok content randomly, hoping that it sticks or goes viral. TikTok analytics tools are critical if you want to reach a broader audience. You'll be able to truly understand your audience's preferences – including what content and posting times get the most engagement – and stay on top of trending hashtags, sounds, and video themes so your content appears on someone's "For You Page." 

You'll also be able to do a competitive analysis, audit and analyze your content performance, refine your hashtag strategy, and improve your posting consistency and frequency. 

Roundup

Each of these 10 tools offers a window into who’s watching your TikTok content, how engaged your followers are, and how your content stacks up against competitors. But if you want a truly data-driven, robust solution to monitoring and managing your TikTok marketing, go with the best TikTok analytics platform available:

Brandwatch, an official partner of TikTok. Our versatile TikTok analytics system offers an all-in-one social media analytics solution to boost your TikTok presence, get your TikTok profile in front of your core audience, and level up your TikTok strategy.

FAQs

How can you see your TikTok analytics?

If you want to use the built-in native dashboard, go to your profile and tap the three-line menu icon in the top right corner. Then, tap "Creator tools" or "Business Suite" (what you see on this page varies based on your TikTok profile account type) and click "Analytics." However, these analytics are very basic. For a more in-depth look at your TikTok data, integrate a third-party system like Brandwatch.

How much does a TikTok analytics solution cost?

Each TikTok social media analytics tool comes at a different price point. Some are free, while others require paid plans (with a free trial to ensure it fits your needs). You get what you pay for, and some of the more powerful tools can cost several hundred dollars a month.

Are TikTok analytics accurate?

Yes, TikTok analytics are generally accurate. However, the precision and usefulness of the data depends on the metrics you're feeding into the system, and how well the data and reporting is presented. Tools like Brandwatch help you synthesize your raw data and analytics so you have a clear, actionable go-to-market plan instead of trying to interpret the raw data yourself.