Marketers and publishers can now see how their social and video posts perform in Google Search and Discover. Google’s new platform properties feature brings detailed analytics for Instagram, TikTok, X, and YouTube content.
For publishers and creators focused on growing traffic from Google, a major analytics gap just closed. Google has launched "platform properties" in Search Console, giving website owners, marketers, and content creators new visibility into how their posts from Instagram, TikTok, X, and YouTube appear and perform in Google Search and Discover.
Previously, Search Console offered data on website impressions, clicks, and queries, but did not break out performance for social and video content. With the new feature, advertisers and publishers can now track which search terms drive users to their social posts, and see how audiences interact with content from each platform.
Industry voices have called the update significant for the "social media SEO world." Annie-Mai Hodge, founder of Girl Power Marketing, noted that many creators see this as a major step forward. Social media manager Samra Tyagi described it as the biggest "Social SEO update of the year." The move allows creators and publishers to analyze performance for each platform-Instagram, TikTok, X, and YouTube-independently, rather than combining all signals into a single report.
The new platform properties feature includes three main reports. The "Performance" report details total clicks, impressions, and related metrics, with filters to identify which posts and queries drive traffic. The "Insight" report highlights recent traffic trends, top-performing posts, and how audiences discover accounts through Google. The "Achievements" report tracks growth milestones, such as reaching new click thresholds from Google Search within a 28-day period. These reports mirror existing Search Console website analytics but are separated by platform.
According to Moshe Samet, product manager lead for Search Console, additional guidance is available in the Google Help Center to help creators interpret metrics for different types of content and search interactions. For example, when an Instagram story appears in Google Search, it counts as an impression, and a user click is recorded as a click. Video content in Search or Discover is tracked similarly. Users may see empty charts if they have not yet added a property, and it may take several days for performance data to populate after setup. Only data collected after property creation will be shown.
Publishers have increasingly sought unified analytics to understand cross-platform performance, especially after shifts in Google referral traffic. For example, Hello! Magazine recently rebuilt its audience by integrating data from multiple platforms to regain growth after a drop in Google traffic.
