TikTok Analytics

Here's what data you get for your TikTok accounts in Planable Analytics — follower growth, video and profile views, engagement, and, where you run ads, what your budget bought alongside what your content earned on its own.

→ TikTok profile metrics
→ Organic vs paid on TikTok
→ Top performing content
→ Content and Ads tables
→ Detailed post metrics
→ Audience Insights
→ Numbers that look odd but are correct
→ Reports, exports and share links
→ Pricing

TikTok Analytics sits inside Planable Analytics, in the single-channel view for a TikTok Business account. Once you've connected your account, you get up to 2 months of historical data.

TikTok profile metrics

On the Analytics view you can see your TikTok profile's metrics:

Followers
Videos
Video views
Profile views
Engagement

Four of those five split into organic and paid once you connect a TikTok ad account: Followers, Video views, Profile views and Engagement. Videos is a count of the videos on your profile, so there's no organic or paid half to it — it stays a single number.

With an ad account connected, an Ad spend card joins the row. Spend is paid by definition, so it never carries an organic figure.

Organic vs paid on TikTok

Where you put budget behind your TikTok content, Analytics separates what the content earned on its own from what the budget bought. Three words do most of the work:

Organic — a video you published with no ad money behind it.
Boosted — a video you published organically and then put budget behind. It has an organic half and a paid half. In the Content table it carries a Boosted tag and expands into From organic and From paid rows.
Paid, or advertised — ads that never went out on your profile as a normal post, often called dark posts. You won't find them in your content calendar. They live in a separate Ads table.

In the charts, the toggle reads Both / Organic / Paid. "Paid" there means every ad-driven result — boosted videos and dark ads together.

Good to know: the organic vs paid breakdown appears in the single-channel Analytics view only. In cross-channel view, your numbers stay blended — switch to a single TikTok page to see the split.

Connecting a TikTok ad account

Paid TikTok data needs a TikTok ad account, connected separately from the TikTok channel itself. Connecting the channel gives you profile and video analytics; spend and paid results come from your ads, which is a different source and a separate permission.

Until you connect one, Analytics shows a Connect your Ad account card in the row of metric cards at the top, sitting in the slot where Ad spend will live. Hover it for a short explainer, or dismiss it with the X. If you already have an ad account connected, you won't see the card at all — your paid data syncs on its own.

You can connect more than one ad account per page. A dropdown next to the date picker switches between All ad accounts and a single one.

If an ad account's connection expires, Analytics shows a reconnect prompt instead of serving you stale spend figures.

For the full walkthrough, see How to connect an ad account.

What you'll see once you're connected

An Ad spend card joins the metric cards at the top, with a spend summary and a spend-over-time chart. All three are paid only.
Charts gain the Both / Organic / Paid toggle. On Both, bars stack in two colours with an Organic / Paid legend.
Recent days are drawn as hatched Incomplete data bars. Ad data arrives with a lag, so judge trends on data that's at least a few days old.
The Content table gains the paid breakdown for your own videos, and a separate Ads table appears for advertised content.

Content and Ads tables

Post-level TikTok data sits in two tables, and it's worth knowing which one you're looking at.

The Content table

The Content tab holds your own posts — the ones published through Planable or synced with it — and shows how each performs across the different statistics.

This is also where the paid breakdown lives, Spark ads included. When you promote one of your organic TikTok videos, the spend lands on that video's row: it picks up a Boosted tag and expands into From organic and From paid, so you can see which half of the result your budget paid for.

The numbers highlighted in blue show you the best-performing post on that specific metric.

You can also filter and sort the table by the metric you're looking at, to find your best-performing post or the one that needs the most improvement — and shape your strategy around more video views, profile views and engagement.

The Ads table

The Ads table covers your advertised content: dark ads that never went out on your profile as a normal post, and any ad Planable can't match to a Planable post. Those rows aren't clickable — there's no Planable post behind them to open.

Detailed post metrics

Clicking a post in the Content table brings up a detailed view of its social media statistics.

For boosted TikTok videos, the organic vs paid breakdown lives in the Content table — expand the row to read From organic and From paid. The post modal itself shows the video's combined figures.

[Review: the release page carries a screenshot captioned ‘Post Modal Analytics with split data’ that contradicts the explicit ‘not in this release’ bullet — confirm with product before publishing this section.]

Audience Insights

In this section, you get a glimpse of your audience demographics. You can see where your followers are located and how they're distributed by gender.

For the full walkthrough, see Audience Insights.

Numbers that look odd but are correct

A few things in the TikTok organic vs paid view surprise people the first time. None of them is a bug:

What you see	Why
Reach in the paid columns doesn't add up to the total	Reach counts unique people. Someone who saw your video organically and again as an ad is one person, so adding the organic figure to the paid one would count them twice.
Both follower bars sit at zero on a day your account lost followers	Organic growth is total change minus paid follows. On a net-loss day both bars sit at zero rather than drawing negative growth — hover the chart and the tooltip still shows the real numbers.
Spend stops climbing while the campaign is still there	Spend stops accruing once the ad stops running. The total you're looking at is what that ad actually cost.
The ad spend section disappears after you pause your ads	Once spend for the selected period is zero, the spend section hides itself rather than showing an empty card.
Hatched bars on the last day or two	Ad data arrives with a delay. It isn't missing, it's still filling in.
Blank gaps in the organic/paid chart on older dates	The split only exists from the point Planable started collecting it. Earlier days genuinely have no breakdown, so we show nothing rather than a misleading zero.
Paid columns disappear when you filter to one ad account	Post-level paid metrics aren't stored per ad account, so they can't be honestly re-split. We hide the columns rather than show a wrong number.
No workspace-wide spend total when your ad accounts use different currencies	We won't add dollars to euros. All ad accounts is only offered when every account shares a currency; otherwise the view is scoped to one account and labelled as such.

Pro tip: comparing against TikTok Ads Manager? Use the same date range, check whether you're filtered to one ad account or all of them, and compare on data that's at least a few days old.

Reports, exports and share links

Reports carry your TikTok paid metrics, the ad-account selector and the organic vs paid charts, so what you share matches what you see in Analytics.

Data breakdown and ad accounts

In the report editor, under General details, the Data breakdown selector — Total, Organic or Paid — sets which data the whole report is built from. Below it, a Report ad account dropdown scopes the paid figures to all your ad accounts or a single one.

Both options are there for reports built on a single page. Cross-channel reports show blended data instead.

Reports remember which ad accounts they cover, so a saved report or a downloaded PDF shows the same numbers as when you built it.

Content CSV export

The Content CSV includes your TikTok paid columns and your advertised rows, with a Source column marking each row Organic or Advertised. Paid figures are summed over the date range you exported, not over all time.

Good to know: a public share link follows the data breakdown you chose, not the viewer's. If you build a report on paid data and share the link, whoever holds it sees your ad spend — no Planable account needed. Worth a second look before you send one to a client.

For the step-by-step walkthrough, see Creating customizable reports in Planable Analytics.

Pricing

Planable Analytics comes as an add-on for your workspaces, billed separately from your subscription: $14 USD per workspace per month, or $140 USD per workspace per year.

The organic vs paid breakdown is part of Analytics. Everyone with access to Analytics has it, with nothing extra to buy — you only need a TikTok ad account connected.

See how your TikTok content and your ad budget are performing 👇

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