Tubular TikTok Image Carousel measurement updates

OCTOBER 2024:

As of October 1, 2024, In order to ensure our quality data standards and that we are not reporting misleading data, Tubular has made the decision to stop ingesting and sharing data on TikTok Image Carousels (static image posts). As a social video measurement platform, we have never measured static images and posts and are putting this policy in place to avoid reporting on inaccurate and misleading data. You may notice a discrepancy in your historical data and can expect a drop of 3% in video uploads and sounds as we clean up the data stream. 

JANUARY 2026:

Update to TikTok View Measurement: Removal of Image Carousels

Tubular Labs is committed to providing the most accurate video intelligence in the market. As part of our ongoing data quality assurance, we have identified a discrepancy where TikTok Image Carousels (static image posts) were unintentionally included in TikTok video view aggregations.

To ensure our data strictly reflects video performance, we are currently in the process of correcting this data to exclude carousel views.
 

What is changing?

We have identified the root cause of an issue where static Image Carousels were incorrectly attributed to video data between May and October 2025.

Tubular’s methodology is designed to track video engagement. Since Image Carousels are a static format that we do not track, counting them toward video metrics created an inflated view of video performance for certain creators.

We are currently working to fix this by removing these non-video impressions from our historical datasets.
 

How will this impact my data?

Once the correction is complete, you may notice the following changes in the platform:

• Lower View Counts for Specific Creators: This update may result in lower view counts for TikTok creators who utilized Image Carousels.
• Limited Scope: This does not affect all TikTok creators. While a broader range of creators may have used carousels, the discrepancy is only noticeable in a small subset of creators who rely heavily on this format for their reach.
• Historical Accuracy: The data correction applies to the period between May and October 2025. (Data prior to May and after October will align with our standard video-only methodology.)
   

Impacted Metrics & Surfaces

The correction will be reflected across some areas of the platform where TikTok views are reported.

Metrics Adjusted:

• Monthly Views
• Total Views
• Views Growth (including Year-Over-Year)

Surfaces Affected:

• Creator Intelligence: Search Table & Search Platform Summary; Creator profile > Creator Summary, Performance, & Video Gallery tabs; Creator profile > Audience Also Watches Creators; Creator Gallery tab in a property’s profile.
• Viewpoint: Competitive; My Content Performance; Creator side panel. 
• Report Center: Any new reports generated will reflect the corrected data.
• API: Users ingesting monthly_trends may see changes in views, views_all_time, and views_growth_yoy.
   

Frequently Asked Questions

Is this a bug? This was a data discrepancy where a specific content format (Carousels) was unintentionally categorized as video. We have identified the root cause and are correcting it to ensure you are analyzing true video performance, not static image reach.

Do I need to update my reports? If you have created static reports focused on TikTok creators with high carousel usage during the May–October window, we recommend re-running those reports once the data correction is finalized to ensure accuracy.

Will this happen again? We have updated our ingestion logic to specifically filter out Image Carousel formats from TikTok, ensuring that future data remains strictly focused on video content.