The old adage goals that you can't manage, what you don't measure. A marketer doesn't just create content and setup campaigns, then never check back to see how they're doing. A marketer looks to see not just if their efforts paid off, but what they can do differently in the future to improve upon their efforts. The way to discover how you've been successful and how you can improve is by analyzing the data collected from your videos and campaigns. Fortunately, TikTok records all of that data for you, like video views, audience interaction, art click-throughs and more. But it doesn't necessarily tell you what to do with that data. So, that's what we'll be looking at in this lesson, data analytics. First, what is analytics? It's simply analyzing the data you collect or have been provided to find patterns or stories, which can then give you insight into how your content is performing and what you should do next. Let's have a look. We always start with data. TikTok tracks data on a number of different things that can help you discover more about the success of your efforts. It tracks data points like video views, likes, comments, and shares on your individual videos. It also tracks data points on your paid advertising campaigns like how many clicks an ad received or how many products were bought as a result of that ad. But data is simply data. It's not going to tell you anything about your efforts. That's where analytics comes in. Analytics is analyzing or making connections between those data points to tell you more about your efforts. For example, you may have data that tells you, you received 50 views of your video in Week 1, 75 views of your video in Week 2, and a 1,000 views of your video in Week 3. These are simply data points, but we can analyze that data to say, wow what happens in Week 3? We can then investigate to see that TikTok added your video to users for you page and our views jumped. Or we may have data on our ad campaigns that tell us that campaign 1 had a cost per acquisition of $10, campaign 2 had a cost per acquisition of five dollars and campaign 3 had a cost per acquisition of $7.5. They're just data points. But in analyzing this data, we can see that campaign 2 is our most effective campaign because it brings in customers at a lower cost per acquisition. Once you have your data and you have done your analysis, the next step is gaining insights about what you found which can help inform your future efforts. In the case of our video that gained a number more views, we have the insights that there must be something about that video that caused it to get that many views and get on the for you page. We can then look at what we specifically did with that video. Maybe we included texts on that video or followed the trends, or did something different than all other videos. Knowing that the approach we took got us more viewers, we can make more videos like that in the future, hoping for similar success. In the case of our ad campaigns, we see that campaign 2 gave us the lowest cost of acquisition. We can then look at how we set up that campaign, including the target audience, how we set up our budget, and how we designed our ad creative and keep doing something similar, expecting that results will duplicate. We can also look at what we did for campaign 1, the campaign with the highest cost per acquisition and try to avoid those choices in the future knowing that how we set up the campaign or how we designed our creative won't give us good results. These are the basic steps you should take to analyze data, whether it be TikTok data, website traffic campaigns from other social media and more so you can use it to your benefit in your future marketing efforts.
