TikTok Analytics: how to read it
Where TikTok Studio keeps your analytics, what each tab shows, and the three numbers that tell you why a video did or did not travel.
First brand read free. No filming.
The short answer
TikTok analytics live in TikTok Studio: In the app go to your profile, the menu, TikTok Studio, Analytics; on the web it is the Analytics tab. You can see the last 7, 28, 60 or 365 days or a custom range. The numbers that explain a video are retention rate (how much of it people watched), average watch time, and watched full video (how many reached the end).
Updated
Find it
- 01
In the TikTok app
Profile, the menu (three bars), TikTok Studio, Analytics, then View all.
- 02
On the web
TikTok Studio Web, the Analytics tab on the left.
- 03
In the TikTok Studio app
The Analytics tab in the bottom bar.
- 04
Pick the range
Last 7, 28, 60 or 365 days, or a custom report. The web goes back to 17 July 2022; downloads cover up to 365 days at a time.
What to act on
Retention rate
The percentage of your video people watched. A drop in the first seconds means the hook is not landing.
Watched full video
Your finish rate: how many reached the last few seconds. Cut what people skip.
Traffic sources
For You, profile, search or following. Search traffic means the topic has steady demand worth repeating.
New followers per post
The Content tab ranks posts by new followers. Those are the formats that grow the account.
The source
Read on 9 October 2026 from TikTok’s Creator Academy. TikTok’s support pages did not load for us, so this guide does not state account-type requirements.
Introducing TikTok analytics
How to open analytics in the app and on web, the date ranges, and what each tab shows.
Source: tiktok.com, read Invalid Date
- Says
- Tabs, ranges and metric definitions
- Page
- TikTok Creator Academy
- Date
- Updated 6 October 2026
The tabs
Overview
Post views, profile views, likes, comments, shares and estimated rewards, plus traffic sources and the search queries that found you.
Content
Your top 10 posts by views, likes, new viewers and new followers. Tap one for its retention rate, traffic sources and viewers.
Viewers
Unique and returning viewers, inferred gender, age and location, and when viewers were most active over the last 7 days.
Followers
Gender, age, top locations and activity by hour and day.
LIVE
Number of LIVEs, total views and time, new viewers, new followers, unique viewers and Diamonds.
Read next
Your questions, answered
Short answers to what people ask next.
In the app: profile, menu, TikTok Studio, Analytics, View all. On the web: TikTok Studio, the Analytics tab on the left.
You can choose the last 7, 28, 60 or 365 days or a custom range. On the web data goes back to 17 July 2022, and downloads cover up to 365 days at a time.
The percentage of your video that viewers watched. It shows where people leave, which is the first thing to fix.
Your finish rate: the percentage of viewers who watched until the last few seconds.
The Viewers tab shows unique and returning viewers with inferred age, gender and location; the Followers tab shows your followers’ age, gender, locations and active hours.
Yes. Percify makes a short video for your brand every day and posts the ones you approve to TikTok and up to nine other platforms.