- Users can now track social media and video performance in Google Search Console
- Users can connect with Instagram, TikTok, X, and YouTube
- This feature is available now to users across the globe
Google has rolled out a major new feature on Search Console, allowing website owners and creators to track the performance of video and social media content across Google Search, Google News, and Discover.
Google announced the new feature on July 7, noting a gradual rollout, with some users reporting access as late as last week.
The platform properties feature supports content from Instagram, TikTok, X, and YouTube.
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Greater visibility of social and video performance
In a statement announcing the rollout, Google highlighted its reasoning:
“As people gravitate toward firsthand perspectives and different content formats, we want to make it easier for site owners and creators—even those without their own website—to get a consolidated view of how all of their content is getting discovered on Search.”
Although Instagram, TikTok, YouTube, and X all have built-in analytics, these primarily offer insight into how your content performs on-platform. Google’s latest update will help marketers gain greater insight into how this content performs off-platform, supporting better marketing decision-making.
With many websites seeing fluctuations in organic traffic, the expansion from domain-only data into social and video marks a change in how many businesses measure marketing success.
Getting set up
Adding a social media account to Google Search Console is simple.
- Visit Google Search Console and log in
- In the top left, click the properties drop-down
- Click ‘Add property’
- Select the social media platform you want to connect, enter your credentials, and log in
You will then be able to access it as a new property on your account. However, it can take up to 48 hours for Search Console to pull your data.
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