Content metrics measure the lifetime performance of posts that were published during the selected date range, including any new activity since the selected date range.
TikTok offers content metrics natively in the Content section of its Analytics tool. Many of these metrics are also available in Measure, in addition to metrics that aren't available natively.
Network rules
How much historical data is available for TikTok content metrics?
When you connect a TikTok channel for the first time, Measure will backfill all posts and their content metrics from the past 365 days.
How often are TikTok content metrics refreshed?
TikTok content metrics will receive their first data refresh 4 minutes after a post's publication.
TikTok content metrics will also receive a data refresh 4 minutes after each new engagement on the post. These refreshes will continue for up to 365 days.
Lifetime data collection for a TikTok post is complete at 365 days after publication..
Do TikTok content metrics include paid data?
TikTok content metrics will show all data, both paid and promoted, if the post had both distributions. If the post was an ad with no organic distributions, TikTok content metrics will show only paid data. Promoted posts will show a Promoted banner.
You do not need to connect an ad account to view paid TikTok content or its data.
Metrics rules
* = Metrics available in Measure but not natively
Metric | Definition | Post Types |
"Following" video views | The lifetime number of video views on the post that originated from a user’s "Follow" feed. | Video |
"For you" video views | The lifetime number video views on the post that originated from a user’s "For You" feed. | Video |
"Hashtag" video views* | The lifetime number of video views on the post that originated from a hashtag search. | Video |
"Profile" video views* | The lifetime number of video views on the post that originated from visits to your profile. | Video |
"Search" video views* | The lifetime number of video views on the post that originated from a search in the "Discover" section. | Video |
"Sound" video views* | The lifetime number of video views on the post that originated from a sound search. | Video |
Average watch time | The lifetime average duration, in seconds, of a single video view. | Video |
Comments | The lifetime number of comments on the post. | Video |
Engagement rate | Total engagements as a percentage of the impressions.
Formula: 100 * (Reactions + Comments + Shares + Saves / Impressions | Video |
Engagement rate (reach)* | Percentage of people who engage with your posts after seeing it.
Formula: 100 * (Reactions + Comments + Shares + Saves / Reach | Video |
Engagements* | The reactions, comments, shares, and saves on a post. Clicks are not included.
Formula: Reactions + Comments + Saves + Shares. | Video |
Full video watch rate avg.* | The lifetime average percentage of a post's video viewers who viewed the entire video. | Video |
Impressions* | The lifetime number of views on the post. This metric is equivalent to video views for TikTok. | Video |
Interactions | The reactions, comments, shares, and saves on a post. Clicks are not included.
Formula: Reactions + Comments + Saves + Shares | Video |
Interactions rate | Total interactions as a percentage of the impressions.
Formula: 100 * (Reactions + Comments + Shares + Saves / Impressions | Video |
Interactions rate (Reach) | Percentage of people who interact with your posts after seeing it.
Formula: 100 * (Reactions + Comments + Shares + Saves / Reach | Video |
Likes | The lifetime number of likes on the post. | Video |
Reach | The lifetime number of people who viewed the post. This metric is equivalent to video viewers for TikTok.
Note: TikTok data can take up to 48 hours. | Video |
Reactions | The lifetime number of likes on the post. | Video |
Shares | The lifetime number of shares on the post. | Video |
Saves | The number saves or bookmarks in your posts published during the selected period. Organic and paid. | Video |
Video frequency* | The ratio of a video post's lifetime impressions to its lifetime reach, represented as an average.
Formula: Impressions / Reach | Video |
Video length | The duration of a video post in minutes and seconds. | Video |
Watch time | The lifetime amount of time, in minutes, the video post was played. | Video |
User follows | The new followers gained from the post/pin. Organic and paid. | Video |
Video viewers | The lifetime number of people who viewed a video post. The video must play for at least one frame. This metric is equivalent to reach for TikTok. | Video |
Video views | The lifetime number of views on a video post. The video must play for at least one frame. This metric is equivalent to impressions for TikTok. | Video |
Weighted engagement rate* | Weighted engagements as a percentage of the impressions.
Formula: 100 * (Reactions + 2 * Comments + 3 * Shares + Saves) / Impressions | Video |
Weighted engagement rate (reach)* | Weighted engagements as a percentage of the reached people.
Formula: 100 * (Reactions + 2 * Comments + 3 * Shares + Saves / Reach |
|