How to Read TikTok Analytics

How to Read TikTok Analytics for Furniture, Mattress & Appliance Stores

TikTok is a powerful tool for showcasing furniture, mattresses, and appliances—but posting videos is only half the work. TikTok analytics show you what’s resonating with shoppers so you can create content that drives interest, foot traffic, and sales.

Where to Find TikTok Analytics

Make sure your account is set up as a Business or Creator account. Then go to Profile → Menu → Creator tools → Analytics. You’ll see three main sections: Overview, Content, and Followers.

The Most Important Metrics for Home Retailers

Video Views
Views tell you how many people saw your video. If a mattress walkthrough or appliance demo gets more views than others, TikTok is signaling that this type of content is appealing to shoppers.

Watch Time & Average Watch Duration
These are two of the most important metrics. Videos that keep people watching—like before-and-after room transformations, mattress comparisons, or appliance feature demos—are more likely to be pushed to new viewers.

Engagement (Likes, Comments, Shares)
Engagement shows buyer interest. Comments like “How much is this sofa?” or “Do you deliver?” are strong indicators of purchase intent. Shares are especially valuable, as they often mean viewers are saving or sending your video to a spouse or family member.

Traffic Source
Look at where viewers are finding your videos. If most traffic comes from the For You page, your content is being recommended to new local shoppers. If traffic comes from search, your video titles and captions are working.

Follower Growth
Pay attention to which videos bring in new followers. Often, educational videos—such as mattress buying tips, appliance maintenance advice, or furniture styling ideas—build trust and long-term interest.

How to Use Analytics to Drive Better Content

Compare your top-performing videos and look for trends. Do showroom tours outperform sales posts? Do mattress education videos get longer watch times? Use these insights to plan future content that answers common customer questions and highlights your expertise.

Final Tip

You don’t need to go viral to succeed on TikTok. Consistent, helpful videos that earn steady engagement can attract serious buyers who are ready to shop. TikTok analytics help you focus on what works—so every post supports your store’s growth.

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