TikTok has become a goldmine for user-generated content, making it a go-to platform for brands running UGC campaigns. With Gen Z and millennials driving trends, authenticity is the currency and TikTok is where those real voices thrive. TikTok analytics gives you the visibility you need to understand what content is sparking engagement, who’s driving conversions,...
TikTok has become a goldmine for user-generated content, making it a go-to platform for brands running UGC campaigns. With Gen Z and millennials driving trends, authenticity is the currency and TikTok is where those real voices thrive.
TikTok analytics gives you the visibility you need to understand what content is sparking engagement, who’s driving conversions, and where to double down.
Whether it’s tracking views from a gifted review, analyzing completion rates on a haul video, or identifying your top-performing creators, TikTok’s analytics turns your UGC from “nice to have” into a strategic asset.
In this blog, we’ll break down the key metrics you should track in your UGC campaign, how to access analytics (both native and creator-side, and how to use insights to scale what’s working
If you’re serious about maximizing your TikTok UGC strategy, this is where you start.
Accessing TikTok Analytics
Before you can analyze performance, you need the right access. When you’re running campaigns with creators, setting up TikTok for insights is step one.
Switch to a Business or Creator Account
To unlock TikTok’s built-in analytics tools, you need to upgrade from a personal account:
- Go to Settings > Manage Account > Switch to Business or Creator Account
- Business accounts are ideal for brands, while Creator accounts are designed for influencers and partners.
- Both account types offer access to in-depth metrics, including audience insights, engagement, and content performance.
Where to Find TikTok Analytics
Once your account is set up:
Profile-Level Analytics:
Go to Settings > Creator Tools > Analytics
Track overall metrics like profile views, follower growth, audience demographics (age, gender, location, activity time)
Post-Level Analytics:
Access this directly from any published TikTok by tapping “…” > Analytics
Here, you’ll see views, likes, comments, shares, average watch time, traffic source types (For You feed, profile, search), retention (completion rate especially important for UGC)
UGC content with high completion rates or shares is a strong indicator of relatability and authenticity. Use these signals to identify your most impactful creator content.
Tools Beyond Native TikTok Analytics
While TikTok’s built-in tools are a great starting point, scaling UGC campaigns requires deeper insights and easier reporting.
TikTok Creator Marketplace is perfect for discovering and vetting creators, accessing performance metrics, and managing collaborations. Brands can also invite creators to participate in gifting programs directly.
Skeepers Platform – If you’re using Skeepers for influencer marketing and gifted reviews, you’ll get advanced analytics to track UGC volume and performance across creators, monitor ROI and conversion uplift from TikTok posts, collect reviews, content rights, and performance in one place.
Third-Party Tools:
Platforms like Sprout Social and Hootsuite offer analytics, historical engagement tracking, and benchmarking useful for competitive insights or identifying top-performing posts.
Key Metrics to Track on TikTok
To get the most out of your TikTok UGC campaigns, it’s crucial to track the right metrics. From overall performance to post-level insights, these numbers help you identify what’s resonating, what’s driving conversions, and which creators or formats are worth reinvesting in.
Profile Overview
Use this section to track the overall health and reach of your brand or creator partners.
- Followers: Are your UGC campaigns growing your audience?
- Profile Views: Are users curious enough about your content to visit your page?
- Engagement Rate: [(Likes + Comments + Shares) / Views] — this tells you how compelling your content is.
What to look for: Spikes in profile views and engagement rates around a UGC campaign signals success.
Content Metrics
This is where you dig into what each post is doing for you.
Views, Likes, Shares, Comments: The basic signs of content traction.
Average Watch Time & Completion Rate: A high completion rate indicates your UGC is relatable, binge-worthy, or informative.
Traffic Source Types: Where are viewers finding the content? Look at:
- For You (algorithmic reach),
- Following (loyal audience),
- Search (intent-driven),
- Hashtag or Sound (trend relevance).
What to look for: UGC with high watch time and completion rate should be repurposed for paid ads or featured on PDPs.
Follower Insights
Understand who your content is resonating with so you can tailor future UGC and creator collaborations.
- Follower Growth: Track growth during and after each campaign.
- Top Territories, Gender, Activity Times: This helps you time posts for maximum visibility and understand audience demographics.
- Content Preferences: Review which videos led to follower spikes or engagement surges.
What to look for: Identify patterns in content types (e.g., GRWM videos, hauls, tutorials) that lead to consistent growth or engagement.
Interpreting Metrics to Make Strategic Decisions
Tracking numbers is only half the game. Knowing what to do with those numbers is where campaigns win or lose. Here’s how to interpret TikTok analytics to make smart, actionable decisions for your UGC strategy.
What’s Working?
✅ Long Watch Time or High Completion Rate
Signals a strong hook, great pacing, or compelling storytelling.
To Do: Repurpose that content for Spark Ads or other paid media. Use it as a reference when briefing future creators.
✅ High Engagement (Likes, Comments, Shares)
Indicates content that resonates or drives emotion such as humor, surprise, relatability.
To Do: Repost top-performers across channels like Instagram Reels, Stories, or PDPs.
✅ Spike in Follower Growth
If it is tied to a creator collaboration, you’ve found a strong partner.
To Do: Build a long-term relationship or create a content series with them.
What Needs Improvement?
🚫 Low Engagement
May signal a weak CTA, lack of relatability, or poor visual quality.
To Do: Rework the content brief. Focus on more natural, audience-aligned formats like unboxings, tutorials, or testimonials.
🚫 Drop-Off in Watch Time
If users are leaving before the halfway mark, your intro/hook isn’t working.
To Do: A/B test with different opening lines, stronger visuals, or trending sounds.
🚫 Low Traffic from ‘For You’
Means the algorithm isn’t prioritizing your content.
To Do: Revisit hashtags, captions, and timing or lean on creator accounts with proven algorithmic reach such as micro or nano influencers.
Supercharging Campaigns Using Insights
Once you’ve gathered the right TikTok analytics, it’s time to turn that data into action. Here’s how to supercharge your UGC campaigns using performance insights.
Double Down on Top-Performing Content Themes
Look for patterns in your highest-performing UGC such as product demos, GRWMs (Get Ready With Me), or quick tips performing best. Which formats are keeping viewers hooked till the end?
Create a playbook of winning formats and brief future creators to replicate those styles while keeping it authentic.
Target the Right Time & Audience Segments
Use follower activity insights and traffic source data to post when your audience is most active and identify which regions, age groups, or genders are engaging the most.
Align campaign drops with peak activity times and tailor messaging for your best-performing segments.
Brief Smarter, Select Better Creators
Leverage analytics to identify which influencers deliver high watch times, engagement, or conversions. Match creators with formats that suit their audience behavior.
Use Skeepers’ platform to find creators whose past performance aligns with your goals and give them briefs based on actual content insights.
A/B Test with Spark Ads or Whitelisted Content
Take your best UGC and run variations as Spark Ads to test intros, CTAs, and video lengths. Use TikTok data to quickly spot which version converts better.
Scale the best-performing ad while pausing underperformers. This data loop helps refine both paid and organic UGC.
Repurpose High-Performing UGC Across Channels
Great TikTok content doesn’t have to live only on TikTok. Use top videos on PDPs and product detail pages to drive conversion, Instagram Reels and YouTube Shorts to expand reach, Email campaigns and landing pages to reinforce social proof.
In short, when UGC is guided by real-time TikTok insights, your content becomes more than entertaining. It becomes performance-driven.
Conclusion
TikTok analytics isn’t just about counting views. It’s about uncovering patterns that drive performance. The brands winning today aren’t guessing; they’re using data to fine-tune content, creators, and campaigns.
Success on TikTok comes from reviewing, adapting, and repeating. And in a platform that rewards authenticity and relevance, your analytics are the roadmap.
Ready to turn your UGC into results that move the needle?
Talk to our team at Skeepers. We’ll help you turn views into value.
