TikTok analytics: Tools, metrics & what you need to know in 2026

With a projected 1.9 billion active users by 2029 and one of the most advanced discovery algorithms in social media, TikTok continues to be a major growth channel for brands in 2026. For marketing agencies managing multiple client accounts, understanding how to navigate TikTok analytics (and how to turn that data into meaningful strategy) has become essential.

Whether you’re overseeing organic content, running TikTok Ads, or reporting back to clients on campaign performance, the right analytics help you understand how people engage with your clients’ TikTok videos, identify what’s working, uncover opportunities, and make data-driven recommendations. 

This guide breaks down how TikTok analytics work, which metrics matter most, and the tools agencies can use to streamline reporting.

What are TikTok analytics?

TikTok analytics refer to the performance data available across a TikTok account’s content, audience, and engagement. These metrics provide essential TikTok insights into how viewers interact with videos, who those viewers are, and what factors contribute to growth and visibility on the platform.

While creators use analytics to improve content performance, agencies need a broader, more strategic view—one that connects TikTok activity to wider marketing goals.

Social media video metrics and what they mean provide insights on ranking trends after algorithm updates as seen by your customers.

Kira Krostag, CEO & Founder, Site Smart Marketing

Why analytics matter more in 2026

TikTok has undergone a rapid evolution over the past few years. In 2026, the platform’s analytics ecosystem reflects several major shifts:

1. Search-based discovery has become a primary growth driver

TikTok is now a major search engine for Gen Z and younger Millennials. Keywords, captions, and search behavior influence reach, and analytics help agencies understand what audiences are looking for.

2. Retention and completion have overtaken views as the real performance indicators

View count still matters, but the algorithm now prioritizes videos that hold attention. Agencies increasingly rely on watch time and completion rate to measure content effectiveness.

3. TikTok Shop and ecommerce analytics are central for retail and DTC clients

The past year has brought rapid expansion of TikTok Shop in North America and Europe. Agencies now need key metrics on product clicks, conversions, and in-app purchase behavior to inform campaign strategy.

4. Ad performance requires unified organic and paid insights

Many agencies run both content creation and TikTok Ads. Evaluating campaigns in isolation makes it difficult to understand overall ROI. Analytics provide the complete picture needed for optimization.

5. Clients expect clear reporting and benchmarking

As TikTok becomes a standard line item in monthly client reports, agencies must translate complex data into easy-to-understand insights.

In short, TikTok analytics help agencies answer critical questions such as:

• What content formats drive the most engagement or conversions?

• Which videos attract the highest-quality audience interactions?

• How do organic and paid efforts support each other?

• Which creators, sounds, or hashtags meaningfully influence reach?

• What changes should clients make to improve results?

With this foundation established, let’s explore where agencies can access TikTok analytics—natively and through dashboard tools.

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Where to access TikTok analytics

Users with a TikTok Pro or a TikTok Business account can access the TikTok analytics page on the platform.

TikTok provides analytics through its native mobile and desktop interfaces. It offers a detailed look at performance across content, target audience, and engagement. While the built-in dashboards are useful, many agencies also rely on third-party tools to centralize reporting, track client KPIs, and streamline workflows.

Below is a breakdown of how TikTok analytics can be accessed, along with what agencies can expect from each option.

On the TikTok mobile app

The mobile app offers quick access to account-level analytics, making it useful for agencies that need fast insight into how content is performing throughout the week.

How to access analytics on mobile

1. Open TikTok and go to the client’s profile.

2. Tap the menu bars (three dots) in the upper right-hand corner to open Creator Tools.

3. Select TikTok Studio.

4. Find Analytics and click “View All.”

Source: TikTok

What you can view

The mobile version is organized into several sections:

• Overview tab: Video views, profile views, likes, comments, shares, follower count, and engagement from today, yesterday, and the past seven days.

• Content tab: Performance insights for individual videos, trending videos with the fastest growth, publishing history, and posting times.

• Viewers tab: Audience overview, including key viewer metrics, top viewer count, demographics, activity data, and content people watched.

• Followers tab: Audience demographics, follower insights and activity, as well as active times.

• LIVE tab: Metrics related to live-stream performance.

For agencies, the mobile dashboard is most helpful for:

• Quickly reviewing recent performance

• Monitoring real-time video traction

• Checking client messages and comments alongside analytics

• Spotting content wins or issues shortly after posting

However, it’s not ideal for deep-dive reporting or multi-client analysis. (Note: Available analytics may vary depending on whether your agency has full account control.)

On the TikTok desktop analytics dashboard

TikTok’s desktop version provides a more comprehensive view, making it easier for agencies to dig deeper. Evaluate multiple content pieces, compare historical performance, and review engagement metrics to tailor content to specific audience groups.

How to access analytics on desktop

1. Log in to TikTok Studio at https://www.tiktok.com/tiktokstudio/analytics.

Navigate between the account’s Overview, Content, Followers, and LIVE analytics sections.

Source: TikTok

Why the desktop is more agency-friendly

• Larger charts and exportable visuals

• Extended historical data

• More detailed metrics (e.g., traffic sources and audience retention curves that highlight top-performing content)

• Easier comparison across videos

• Better for audits and monthly performance reviews

Desktop analytics are especially helpful when preparing insights for client presentations or evaluating how content performs over longer-running campaigns. Extended historical data also makes it easier to track video performance over a specific time frame.

In AgencyAnalytics (centralized dashboards for agencies)

Agencies often need analytics for multiple clients—not just a single account. Viewing analytics natively on TikTok works well for creators, but it can be time-consuming for teams managing 10, 20, or even 100+ accounts.

That’s where dashboards help streamline the workflow.

What agencies can do with a dashboard tool

• View TikTok data alongside other social channels.

• Track KPIs across multiple client accounts.

• Identify trends over time with visual charts.

• Automate reporting to clients.

• Reduce manual screenshotting and spreadsheet work.

• Combine TikTok and TikTok Ads data for unified insights.

How AgencyAnalytics fits into this

AgencyAnalytics allows teams to:

• Pull TikTok metrics directly into custom dashboards.

• Build branded reports.

• Compare performance across channels.

• Share automated updates with clients.

• Use TikTok dashboard templates.

Native TikTok metrics vs. KPIs

TikTok metrics are the various data points and statistics available within the native TikTok analytics tool. 

These metrics include views, top videos, top posts, engagement rate, total followers, net followers, follower growth, viewer demographics, top countries, and more. 

They provide valuable insights into account performance and content engagement on TikTok. Tracking “live video unique viewers” is also crucial as it helps measure the reach and engagement of live content, offering a deeper understanding of audience interaction in real-time.

Common native TikTok metrics include:

• Video views

• Likes, comments, shares, and saves

• Average watch time

• Completion rate

• Traffic sources

• Audience demographics

• Follower activity times

• Profile views

• Tap-throughs on links or product tags (TikTok Shop)

Key performance indicators (KPIs), on the other hand, are strategic goals that align with a client’s overall business objectives. Each TikTok metric provides valuable insights into performance, but KPIs focus on specific outcomes that demonstrate progress towards these broader goals.

TikTok is a great platform for video marketing, no question - but it's not always a good fit for every business.

Michelle van Blerck, Communications Manager, Digital Freak

Common TikTok KPIs include:

Brand awareness KPIs

• Reach and impressions

• New followers gained

• Profile visit rate

• Video completion rate (indicates message retention)

• Content frequency and consistency

Engagement KPIs

• Engagement rate by views or followers

• Comments indicating interest or intent

• Saves and shares (high-impact engagement signals)

• Returning viewer percentage

Traffic and consideration KPIs

• Click-through rate (CTR) on bio links or product tags

• Landing page visits

• Time on site after TikTok referral

• Add-to-cart behavior (when integrated with TikTok Shop)

Conversion KPIs

• Conversions attributed to TikTok

• Conversion rate

• Cost per click (CPC)

• Revenue generated

• Return on ad spend (ROAS)

• Product sales from TikTok Shop

For agencies aiming to reinforce the value they provide to clients, it’s essential to bridge the gap between a key TikTok metric and client KPIs. This involves translating raw data into meaningful insights that align with the client’s content strategy and goals and, in turn, demonstrate the impact of your agency’s efforts.

Your agency should first identify and prioritize the KPIs that matter most to each client, and then highlight the impact that your TikTok posts have on those KPIs. KPIs may cover conversion rates, customer acquisition cost (CAC), return on investment (ROI), brand sentiment, or campaign reach and engagement.

Being mindful of which TikTok metrics best demonstrate the progress towards these KPIs helps your agency craft more compelling and informative analytical reports. This also involves analyzing data trends, identifying areas for optimization, and adjusting strategies to achieve desired outcomes.

Top TikTok analytics tools in 2026

While TikTok’s native analytics provide essential performance data, many agencies pair them with third-party tools to gain deeper insight, benchmark competitors, and streamline reporting. The right mix of tools helps teams identify trends earlier, uncover opportunities for optimization, and manage analytics across multiple clients more efficiently.

Below is an agency-focused overview of the leading options in 2026, starting with TikTok’s built-in capabilities and moving on to external platforms and dashboard tools.

TikTok native analytics

TikTok’s native analytics remain the most direct source of truth for content performance. They provide real-time data on video views, top-performing posts, engagement, and audience behavior, along with detailed retention graphs and traffic source information. 

For agencies, these native dashboards are handy for quick performance checks, to understand how the algorithm reacts and how the audience responds to specific videos, and to create content that better aligns with audience behavior. 

They also offer visibility into search-based discovery—now a major driver of reach—as well as TikTok Shop activity for ecommerce clients.

Still, native analytics have limitations. They don’t offer cross-client visibility, custom KPIs, or easy exports. Long-term trend analysis across multiple accounts is complex, and reporting often requires manual screenshots and the use of spreadsheets. For these reasons, many agencies turn to specialized analytics platforms.

Third-party tools

A variety of external tools now support deeper analysis of TikTok content, audiences, and competitors. Each platform differs slightly in focus, but they generally provide capabilities the native dashboard does not, such as creator intelligence, trend forecasting, or industry benchmarking.

Exolyt 

Exolyt is widely used for analyzing content trends and competitor performance. Agencies rely on it to understand how brands within a niche stack up against each other, identify emerging content opportunities, and evaluate how quickly different trends are gaining traction.

Pentos 

Pentos focuses heavily on trends—especially sounds, challenges, and viral formats. Its analytics help agencies determine which trends have staying power and which may be worth integrating into a client’s content strategy.

Kalodata 

Kalodata offers robust visualizations, creator intelligence, and comprehensive comparisons across various industries. Agencies often use it for competitive research, spotting macro-level patterns, or exploring how content types perform across different audience segments.

How to create TikTok reports using AgencyAnalytics

AgencyAnalytics combines data from TikTok, TikTok ads, Instagram, Facebook, and several other social media platforms to deliver a comprehensive reporting solution. Beyond social media, AgencyAnalytics also integrates with email marketing software, ecommerce platforms, and more than 80 popular marketing tools, creating a holistic analytics environment tailored to the specific needs of marketing and advertising agencies.

Crafting customized client reports has never been simpler with features like:

• Report templates: A pre-built TikTok report template helps your team quickly assemble valuable TikTok reports for clients. Each template features carefully selected metrics and visualizations to present key data points, along with white labeling to showcase the agency's branding. They also include a concise report summary to give an overview of the performance data.

• Custom dashboards: Personalized dashboards give each client a clear, real-time overview of their most important metrics. Various widgets make setup easy and straightforward, allowing you to bring data from TikTok, Shopify, Google Analytics, and other sources in a single view for clients.

• Automated reporting: Schedule automated report delivery to give clients regular updates on their TikTok performance. With predefined schedules, clients receive reports in a clear and structured format, all generated within the AgencyAnalytics platform.

• Granular permissions: Maintain security for both your agency and your clients with granular access permissions. Set up client logins with access to specific dashboards and reports while maintaining high-level security measures to safeguard sensitive data.

Building a business case for clients to show them how different KPIs, tools, and marketing options actually deliver is key. This is especially important when clients don't understand the relationship between social media channels, paid/boosted, and organic ads specific to their business/product/service.

Michelle van Blerck, Communications Manager, Digital Freak

TikTok analytics summary and key takeaways

Effective TikTok analytics reporting not only demonstrates your agency's achievements but also reinforces your value proposition to clients. Here are a few key takeaways to keep in mind:

• Evaluate your current TikTok Analytics approach: Review how your agency currently tracks and analyzes TikTok metrics for clients. Consider the consistency of monitoring efforts, the selection of relevant metrics, and your team's ability to interpret TikTok data in a meaningful way.

• Explore third-party tools: Look into analytics tools that enhance and streamline your agency's reporting process. Platforms like AgencyAnalytics offer a suite of tools designed to simplify data analysis, reduce manual workloads, and deliver professional-grade reporting.

• Customize reports: Tailor TikTok reports to align with each client's unique priorities, objectives, and expectations. Incorporate custom branding elements to reinforce your agency's value, so reports reflect your commitment, professionalism, and capability.

• Set up automated reporting: Implement automated report scheduling to keep clients informed about their TikTok performance on a regular basis. This will free up bandwidth for your staff and ensure timely updates for clients.

By applying the tips and best practices outlined in this guide, leveraging the right tools, and refining your reporting tactics, you can contribute to more impactful and consistent client reporting efforts at your agency.