How to Use This Guide: This guide explains all possible reasons why numbers in TikTok analytics may differ from those in our platform.
Each metric includes the specific formulas, reasons for differences, and expected impact on your numbers.
Total Engagement
TikTok doesn't have a specific formula for calculating engagement.
However, the engagement metrics on a TikTok post are:
Likes
Comments
Shares
→ Formula
However, a more standardized formula exists that most marketers commonly use.
TikTok general formula | Socialinsider formula |
likes + comments + shares + saves | likes + comments + shares + saves |
Note: TikTok does not provide the ‘saves’ metric as a key metric.
→ Content Types Included
💡Reason: API limitations - only organic content is available through the API. Moreover, live videos are not available.
TikTok | Socialinsider |
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→ Attribution Model
💡Reason: API constraint - post-level attribution is used for both connected and competitor accounts.
TikTok | Socialinsider |
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Total Posts
Differs based on which formats and ad types are counted.
→ What is included
💡Reason: API limitations - only organic content is available through the API. Moreover, live videos are not available.
TikTok | Socialinsider |
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Total Views
→ What is included
💡Reason: API limitations - only organic content is available through the API. Moreover, live videos are not available.
TikTok | Socialinsider |
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Followers' Growth
Historical values before onboarding are estimated. Tracking starts when the channel is first added to Socialinsider.
💡 Reason: API limitation on historical follower counts.
TikTok | Socialinsider |
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