Google Search Console gains reporting on social and video platforms

Google Search Console has released what it calls platform properties, which is a way to see how well your social and video content is performing within Google Search. Google will let you see the performance of your content on Instagram, TikTok, X and YouTube performs on Google Search.

More details. Google wrote, “Now, you can easily track which search terms lead people to your Instagram, TikTok, X and YouTube content on Search, and see exactly how your audience is interacting with your posts.” You can see this information within Google Search Console’s performance report, insights report and achievement sections.

• Performance report: View your total clicks, impressions, and additional metrics. Filter and sort this data to see which specific posts and queries are driving the most traffic. If you prefer to analyze your performance using another tool you can export the data.
• Insights report: View a high-level overview of your recent traffic trends, your top-performing posts, and how people discover your account on Google.
• Achievements: Track your growth and celebrate milestones, such as reaching a new threshold for total clicks from Google Search in the last 28 days.

This is similar to the social channels details we had in the Search Console insights reports.

Here is a screenshot of my X account performance report:

Here is a screenshot from Google’s blog post of the insights report:

How to set it up. You will need to verify your platform property within your Google Search Console account, here is how to do that:

• Open Search Console
• Go to the Search Console verification page, or open the property selector dropdown anywhere in Search Console and click “Add property.”
• Select one of the four available platforms: Instagram, Tiktok, X, YouTube.
• Follow the onscreen verification steps to securely authorize the connection.

Slow rollout. Google said platform properties will roll out gradually over the coming weeks, so there is a chance you won’t see this yet. To learn more about platform properties and how to set them up, see Google’shelp center documentation. We actually saw Google publish this help document a few weeks ago, but then it was quickly removed.

Search profiles. This is different from the new search profiles feature, which actually has its own analytics.

Why we care. Previously, Google has not given us a real way to see how our content performs on domains/properties we do not own. But now, we are going to have access to see how our content performs of domains/properties we do not have developer access to. This is pretty cool and I am excited to see what we can learn from this.