Search Console Introduces Social Reports

Google has introduced a new feature in Google Search Console that allows creators and publishers to monitor how their social media content performs in Google Search and Google Discover.

The update introduces a new property type called Platform Properties, giving users access to performance data for their social media and video content without requiring them to own or verify a website. Initially, the feature supports Instagram, TikTok, X and YouTube, with the rollout taking place gradually over the coming weeks.

Search Console expands beyond websites

Until now, Google Search Console has primarily been used by website owners to monitor how their sites perform in Google Search.

With the introduction of Platform Properties, creators who focus entirely on social media can now access similar search performance insights for their social accounts.

According to Google Product Manager Lead Moshe Samet, the feature enables creators to understand how users discover their content through Google and which search queries generate the most engagement.

What data can users access?

Platform Properties provide many of the same reporting tools already available for websites, but they have been adapted specifically for social media and video content.

Performance Report

The Performance Report allows creators to monitor key metrics, including:

Total clicks
Impressions
Search queries driving traffic
Individual post performance

Users can filter, sort and export this data, making it easier to identify which content is performing best and where improvements can be made.

Insights Report

The Insights Report offers a broader overview of account performance.

It highlights recent traffic trends, identifies top-performing posts and shows how users are finding a creator’s content through Google Search and Discover.

This information can help creators better understand audience behaviour and optimise future content.

Achievements

Google has also introduced an Achievements section that tracks progress towards performance milestones.

For example, creators will receive recognition when they exceed certain click thresholds from Google Search over a 28-day period, helping them monitor long-term growth.

How to set up a Platform Property

Adding a Platform Property follows a process similar to verifying a website in Google Search Console.

Users simply need to:

Open Google Search Console.
Select Add Property.
Choose one of the supported platforms.
Complete the verification and authorisation process.

Once connected, Search Console will begin collecting performance data for the selected account.

Supported platforms

At launch, Google is supporting four major platforms:

Instagram
TikTok
X
YouTube

Google has indicated that Platform Properties will be rolled out gradually, meaning some users may not see the feature immediately.

Different from Google Search Profiles

Platform Properties should not be confused with Google Search Profiles, which were introduced earlier for eligible creators and publishers.

Search Profiles serve as public-facing profile pages that showcase a creator’s content in one place for users browsing Google.

Platform Properties, on the other hand, are focused entirely on analytics. Rather than displaying content publicly, they provide creators with detailed insights into how their posts perform in Google Search and Discover.

The feature also builds on Google’s earlier experiments that began integrating social media performance data into Search Console.

Why the update matters

The new reporting tools represent a significant expansion of Google Search Console.

For the first time, creators who do not own a website can access valuable search analytics, helping them understand how their social content appears within Google’s ecosystem.

Website owners who also produce social content will benefit from being able to review website and social performance within the same platform, making it easier to evaluate their overall online visibility.

A valuable tool for content creators

As search behaviour continues to evolve, social media platforms are becoming increasingly important sources of discoverable content.

By bringing social analytics into Google Search Console, Google is giving creators and publishers a clearer understanding of how audiences find their content through Search and Discover.

As the rollout continues over the coming weeks, the feature is expected to become a useful addition for businesses, marketers, influencers and publishers looking to improve their online visibility and measure the success of their content across multiple platforms.