# Data Overview

TikTok Organic gives you two layers of data: account-level insights (audience, activity patterns) and video-level performance metrics. Each report type serves a different analytics need.

## Available report types

| Report Type                      | Granularity     | Update frequency | Use case                             |
| -------------------------------- | --------------- | ---------------- | ------------------------------------ |
| Profile insights                 | Entire account  | Daily            | Track overall account growth         |
| Profile audience genders         | Gender + date   | Daily            | Understand audience composition      |
| Profile audience countries       | Country + date  | Daily            | Find geographic growth opportunities |
| Profile audience hourly activity | Hour + date     | Daily            | Discover peak engagement times       |
| Video list insights              | Per video       | Daily            | Monitor individual video performance |
| Video list top countries         | Video + country | Daily            | See regional trends by content       |

## Profile insights metrics

#### Key metrics

| Metric                  | Description                            |
| ----------------------- | -------------------------------------- |
| followerCount           | Total followers at the end of the date |
| videoCount              | Total videos you've posted             |
| viewCount               | Total video views in the period        |
| heartCount              | Total likes across all videos          |
| commentCount            | Total comments on all videos           |
| shareCount              | Total shares of your videos            |
| downloadCount           | Total downloads of your videos         |
| profiles                | Unique viewers in the period           |
| tiktok\_creation\_token | API token reference                    |

## Profile audience metrics

#### Gender breakdown

| Metric      | Description                       |
| ----------- | --------------------------------- |
| maleCount   | Male viewers                      |
| femaleCount | Female viewers                    |
| otherCount  | Non-binary or undisclosed viewers |
| date        | Report date                       |

#### Country breakdown

| Metric      | Description                         |
| ----------- | ----------------------------------- |
| country     | ISO country code (e.g., US, GB, IN) |
| countryName | Full country name                   |
| viewCount   | Views from this country             |
| date        | Report date                         |

#### Hourly activity

| Metric    | Description               |
| --------- | ------------------------- |
| hour      | Hour of day (0–23 in UTC) |
| viewCount | Views during this hour    |
| date      | Report date               |

## Video metrics

#### Video list insights

| Metric        | Description                |
| ------------- | -------------------------- |
| videoId       | Unique TikTok video ID     |
| videoTitle    | Video title or description |
| creationTime  | When the video was posted  |
| viewCount     | Total views                |
| heartCount    | Total likes                |
| commentCount  | Total comments             |
| shareCount    | Total shares               |
| downloadCount | Total downloads            |
| reachCount    | Unique viewers             |

#### Video top countries

| Metric      | Description             |
| ----------- | ----------------------- |
| videoId     | Unique video ID         |
| country     | Country code            |
| countryName | Country name            |
| viewCount   | Views from that country |

## Common metric combinations

**Audience growth tracking:** Profile insights + Profile audience countries — shows total followers and which regions are driving new viewers.

**Content optimization:** Video list insights + Video list top countries — identify your best-performing videos and which regions love them most.

**Posting strategy:** Profile audience hourly activity + Video list insights — correlate your posting time with peak engagement.

**Demographic targeting:** Profile audience genders + Profile insights — refine your content for your core demographic.

## Use cases by role

{% tabs %}
{% tab title="Content Creators" %}
Track **video-level performance** to see which formats and topics resonate. Use **hourly activity** to post when your audience is most active. Monitor **top countries** to find emerging geographic markets and tailor content accordingly.
{% endtab %}

{% tab title="Social Media Managers" %}
Compile **profile insights** into weekly/monthly reports for stakeholders. Combine **audience gender and country data** to refine targeting. Use **video performance** to pitch content ideas backed by data.
{% endtab %}

{% tab title="Marketing Teams" %}
Append **profile insights** over time to spot growth trends. Join **TikTok data with Instagram/YouTube** using Coupler's Append transformation to benchmark social performance. Feed cleaned data to Claude or ChatGPT for automated insights summaries.
{% endtab %}

{% tab title="Analytics/BI Leads" %}
Load **all report types** into BigQuery or a data warehouse. Use Append transformation to build historical time series (TikTok only provides 60 days). Create Looker Studio dashboards for real-time monitoring.
{% endtab %}
{% endtabs %}

## Platform-specific notes

* **60-day data limit** — TikTok only provides analytics for the last 60 days. Plan regular scheduled exports to build a historical archive.
* **Date macros supported** — Use macros like `{{today}}`, `{{30daysago}}` to set dynamic date ranges. See Coupler's macro documentation for details.
* **Creator vs. Business accounts** — Only Creator and Business accounts have analytics access; personal accounts cannot connect.
* **Video list data delay** — New videos may take a few hours to appear in the Video list reports.
* **No real-time data** — Reports update once daily, typically overnight.