How to read your analytics
Every number in TikTok Studio and Facebook insights explained in simple English — where to find it, what it means, and what to do if it is low.
Before you start: menu names change from time to time and can look a little different in your app version or language. If a button has a different name on your phone, look for the closest match, or ask Free Support.
TikTok: where to find your analytics
TikTok calls its creator tool TikTok Studio. Your analytics live inside it.
Profile → Menu (☰) → TikTok Studio → Analytics
Open www.tiktok.com/tiktokstudio in a browser → Analytics
Open the video’s analytics → tap More insights at the bottom
Source: TikTok Support — Series (TikTok Studio path) · TikTok Newsroom — TikTok Studio · TikTok Creator Academy — Analytics, checked Oct 2026
TikTok: what each number means
Analytics has an Overview tab, a Content tab and a Followers tab. Creators with LIVE access also see a LIVE tab. Overview can show the last 7, 28 or 60 days, or a custom range.
Video views
How many times your videos were watched in the dates you picked.
If it is low: Your hook is probably weak or your topic is too wide. Make the first 2–3 seconds stronger and stick to one clear niche.
Profile views
How many times people opened your profile.
If it is low: Give people a reason to visit: a clear bio, a good profile photo, and videos that make people want more from you.
Likes, comments and shares
How many likes, comments and shares your videos got in the dates you picked.
If it is low: End your videos with a simple question people can answer in one word, and reply to comments to start conversations.
Average watch time
On the Content tab, for each video: how long people watched it on average.
If it is low: Cut slow parts, remove long intros, and change the picture or angle every few seconds so people keep watching.
Watched full video
The percentage of viewers who watched the whole video.
If it is low: Keep the main point for the middle and a payoff for the end, so people stay to the last second. See our 1-minute video guide.
Traffic source type
Where viewers found your video — for example the For You feed or your profile.
If it is low: If almost nobody comes from the For You feed, check that the video follows the Community Guidelines and is original, then work on your hook.
Audience territories
Which countries your viewers come from.
If it is low: If your viewers are not in the places you expect, make content in the language and topics your target viewers care about.
Followers: growth, location and active times
How your follower count changed compared with the period before, where your followers are, and when they are most active.
If it is low: Post when your followers are most active, and keep one topic so new viewers know why they should follow.
Engagement analysis
Inside More insights for one video: shows the moments where viewers lost interest or liked your video.
If it is low: Find the second where most people leave and fix that part in your next video — usually a slow start or a boring middle.
Viewer demographics and Top Hot Comments
The gender, age and location of a video’s viewers, plus the words people use most in your comments.
If it is low: Use the comment keywords as ideas for your next videos — they show what your audience cares about.
TikTok also says watch time is one of the things that affects how a video gets recommended.
Source: TikTok Creator Academy — Analytics · TikTok Newsroom — 5 tips for creators, checked Oct 2026
Facebook: where to find your insights
You can check insights in the Professional dashboard (for a Page or a profile in professional mode) or in Meta Business Suite. Both work on the phone app and on a computer.
Switch to your Page or professional-mode profile → Professional dashboard → Insights
Open business.facebook.com/latest/home → Insights
Professional dashboard or Meta Business Suite → Monetization tab
Source: Meta for Creators — Professional dashboard · Meta for Creators — Meta Business Suite, checked Oct 2026
Facebook: what each number means
Insights show your Page or profile performance for up to the past 90 days, and the Content library shows numbers for each post. In late 2024 Meta renamed some numbers: Plays became Views, Impressions became Views, and Watch time became Minutes viewed.
Views
For reels and videos: the number of times they were played. For photos, text posts and stories: the number of times they appeared on screen, including repeat views.
If it is low: Post more often and test different first seconds. Meta suggests starting with a few reels a week and experimenting with formats and posting times.
Reach
How many different people saw your content (one person counts once).
If it is low: Share content that people want to send to friends, and post at times your audience is online.
3-second views and 1-minute views
How many times a video was watched for at least 3 seconds, and for at least 1 minute. Both are kept in Reels analytics.
If it is low: Low 3-second views mean the opening does not stop the scroll — change your hook. Low 1-minute views mean people leave in the middle — tighten the story.
Minutes viewed and average minutes viewed
The total time people spent watching, and the average time per view (these replaced “Watch time” and “Average watch time”).
If it is low: Remove slow parts, keep one clear idea per video, and save the payoff for the end.
Engagement: reactions, comments and shares
How people interacted with your post.
If it is low: Ask a simple question at the end, reply to comments early, and make posts that people want to share.
Net followers
New followers minus people who unfollowed in the dates you picked.
If it is low: Stay in one niche and keep a steady posting schedule so people know what they get when they follow.
Source: Meta for Creators — Introducing Views · Meta for Creators — Professional dashboard · Meta for Creators — Making it easier to create videos · Meta for Creators — Get started, checked Oct 2026
Good habits
Check once a week, not every hour
Numbers go up and down. TikTok says to use analytics as a guide for your next videos, not as a final verdict.
Compare your own videos
Put your best and worst video side by side. Look at the first 3 seconds, the topic and the length.
Change one thing at a time
Try a new hook, a new length or a new posting time — one change per week, so you know what worked.
Source: TikTok Creator Academy — Analytics, checked Oct 2026