SPATE Metrics FAQ
What are Spate’s Data Sources + Metrics?
Search data refers to search queries on Google (US, UK, FR, JP) or Naver (SK).
TikTok data refers to TikTok views on hashtags (US or Global).
Global data has coverage in all markets where the platform is available (i.e India is not included in Global TikTok data because TikTok cannot be accessed there, but Spain would be.)
When is the data updated?
Search data is updated once a month, typically on Wednesday of the third full week, featuring the previous month’s data.
TikTok and Instagram data is updated once a week, typically on Wednesday morning EST.
SEARCH METRICS
What is ‘Search Volume’?
Monthly search volume averaged over the past 12 months.
Depending on the category, Very Low Volume search volume is typically around a few thousand searches a month. Very High Volume search volume is more likely to be around a few hundred thousand searches a month.
What is ‘Increase YoY’?
The increase in search volume averaged over the past 12 months.
What is ‘YoY Growth’?
Year-on-Year (YoY) growth rate: latest 12 months vs. previous 12 months growth rate
Breakout YoY growth = growth rate over 1000%
TIKTOK METRICS
What is ‘Views’ on TikTok measuring?
Average weekly views of videos with the included hashtags: past 4 weeks
What is ‘Total Views’ referencing?
Total views of videos with the included hashtags: all time views
What does ‘Increase WoW, MoM, QoQ, YoY’ represent?
Increase WoW: Increase in views of videos with the included hashtags: views this week vs. views last week
Increase MoM: Increase in views of videos with the included hashtags: views this month vs. views last month
Increase QoQ: Increase in views of videos with the included hashtags: views this quarter vs. views last quarter
Increase YoY: Increase in views of videos with the included hashtags: views this year vs. views last year
What does ‘WoW, MoM, QoQ, YoY’ represent?
WoW: Week-over-Week growth rate: views this week vs. views last week
MoM: Month-over-Month growth rate: views this month vs. views last month
QoQ: Quarter-over-Quarter growth rate: views this quarter vs. views last quarter
YoY: Year-over-Year growth rate: views this year vs. views last year
What is ‘Total Posts’
Total posts with the included hashtags: all time.
What are ‘Paid’ views on TikTok?
The percentage of views that can be attributed to paid partnerships or brand partner hashtags, ie #partner.
What are ‘TikTok Shop’ views on TikTok?
The percentage of views that can be attributed to posts that are eligible for commission on TikTok Shop.
What is the ‘Engagement’ metric measuring?
The percentage of likes by views for top videos with the included hashtags: all time
What is Convergence?
This metric compares how a trend is performing on TikTok versus Google Search.
What does ‘BREAKOUT’ mean in the platform?
Breakout YoY growth = growth rate over 1000
What are Clusters?
- Sustained Riser or Decliner - Steady growth over the past years, these trends are safe bets
- Seasonal Riser or Decliner - peaks and valleys are consistent annually
- Rising or Filling Star - large growth or decline within a short period of time
- Both Sustained and Seasonal Risers are growing at a sustained rate
PRESETS: Google
Early Stage (Very Low - Medium Volume of Avg. Monthly Searches): These trends are on the rise but are not yet well known by consumers.
Late Stage (High or Very High Volume of Avg. Monthly Searches): These trends have become well-established with consumers and continue to trend upwards.
Whitespace Opportunity: Few brands are being searched alongside these growing trends.
PRESETS: TikTok
Early Stage (Rising Stars or No Cluster Data, does not include trends with Very High Avg. Weekly Views): These trends are on the rise but are not yet well known by consumers.
Late Stage (Sustained Risers): These trends have become well-established with consumers and continue to trend upwards.
Whitespace Opportunity: Fewer views are attributed to paid posts within these growing trends.
New: These trends are appearing on the dashboard for the first time.
Data Sources:
🇺🇸 US - Google Search + TikTok + Instagram
🇬🇧 UK - Google Search + TikTok
🇫🇷 FR - Google Search + TikTok
🇯🇵 JP - Google Search
🇰🇷 SK - Naver Search
🌍 Global - Google Search + TikTok + Instagram
Industries:
Beauty 🇺🇸 🇬🇧 🇫🇷 🇯🇵 🇰🇷 🌍
Cultural Shifts 🇺🇸 🇬🇧 🌍
Wellness & Personal Care 🇺🇸 🇬🇧 🌍
Food & Beverage 🇺🇸
Availability of the popularity index and some industries may vary by data source. Have questions about what’s included? Contact us at help@spate.nyc.