TikTok analytics report template that explains the watch time.
Free to try with no account, within a daily fair use limit. We keep the report, not your numbers.
About TikTok reports
Add this period's TikTok analytics beside the last period's. Matcha writes a report that puts views next to watch time, so your client sees what people did after they pressed play.
What the finished report looks like
Tidewater Surf Shop
TikTok, October 2026
In short
Tidewater Surf Shop wants more people finding the shop, and video views rose to .
Profile views rose to , and shares rose to .
Average watch time slipped to 6.9 seconds, and the share watched to the end fell to .
Shares3,140+151.2%
Video views412,000+123.9%
Profile views9,800+88.5%
What changed
Video views went from to on videos, one more than last month. Shares more than doubled, from to , and profile views went from to . Followers grew , from to .
Watch time moved the other way. Average watch time fell from to 6.9 seconds, and the share of views watched to the end fell from to , down points. The cause is not confirmed. We will check how much of the views came from the top video.
Why it matters
Views and shares say the videos reached people. Watch time says how long they stayed, and it slipped, so the extra views came with shorter stays. Both belong in the same sentence when the client asks how the month went.
Next month
Name the top video and its share of the views, then compare the other eleven videos with last month's. If one video drove the jump, plan next month around what the rest are doing.
All the numbers
Followers13,150+6%was 12,400
Video views412,000+123.9%was 184,000
Average watch time6.9-11.5%was 7.8
Watched to the end11.6%-2.6 pointswas 14.2%
Shares3,140+151.2%was 1,250
Profile views9,800+88.5%was 5,200
Videos posted12+9.1%was 11
A sample report for a made-up client. Yours is built from your own numbers.
What a TikTok report should show
A TikTok report has two jobs. It tells the client how many people saw the videos, and it tells them whether those people stayed. Followers, video views, average watch time, the share watched to the end, shares, profile views and videos posted cover both.
Views are the number clients ask about, because it's the biggest. Average watch time and the share watched to the end put it in proportion. 400,000 views where nobody stays past three seconds is a different month from 100,000 views where half the viewers finish.
Shares and profile views follow. A share means someone passed a video to another person, and a profile view means they wanted to see who made it.
Average watch time in plain words
Average watch time is how many seconds the typical viewer spent on a video before moving on. A client doesn't need the marketing definition. Tell them that on average, people watched 6.9 seconds of each video.
It helps to set it against the length. 6.9 seconds of a 15 second video is close to half. 6.9 seconds of a 60 second video is a quick glance. If you know your usual video length, put it in the notes and Matcha uses it.
When views rise and watch time falls, as in the sample report above, the report says both. More people are seeing the videos, and each one stays a little less. Nothing in the numbers says why, so Matcha marks the cause as not confirmed and suggests checking which videos pulled the new viewers in.
A viral video and how to report it honestly
One video can make a month. It gets pushed to a lot of strangers, views triple, and the client calls to say the strategy is working.
Maybe it is. A spike from one video tells you about that video, though, and not about next month. Report it as it is: name the video, give its share of the views, and say what the other videos did without it.
Put the video in the notes and Matcha does the first part. If you leave it out, the report says the jump is not confirmed and suggests checking how much of the month came from the top video. Either way the client hears it from you before they see next month's views.
Questions
Is this free?
Yes, with no account needed. A fair use limit applies each day. Pro is $49 a month, and early access is open on the home page.
Where do I find these numbers?
In TikTok's analytics, in the app or on desktop. Overview has video views and profile views, and followers sit in their own tab. Average watch time and the share watched to the end are shown per video, so use the figure from your top video or an average across a few. You may need a creator or business account to see all of them.
How do I enter average watch time?
In seconds, as a plain number like 6.9. If TikTok shows minutes and seconds, convert it first, so 1:05 becomes 65.
What if the account is new and has no last period?
Leave the last period blank. Matcha states the figures as they stand, with no comparison, and doesn't invent a trend.
Can I use screenshots?
Yes, up to five. Matcha reads them, lists every number it found, and flags any it wasn't sure of before it writes.
What happens to my client's numbers?
When Claude writes the report, it reads them and your notes. A CSV is read in your browser, and screenshots are read once and dropped. We keep the report, which quotes the figures it explains, and drop the numbers themselves. Turn on 'Show the numbers table on the link' in Share to show them as a table on the shared link. A nickname works in place of the client's real name.