Google Search Console: Now tracking social media performance too

Until now, Google Search Console only had one home: your own website. That’s changing. With the new Platform Properties, you can now track how your social media content performs in Google Search — without owning a domain.

What are Platform Properties?

Google has introduced a new property type that shows which search terms lead users to Instagram, TikTok, X, and YouTube content, and how audiences interact with those posts. You can use the same Performance report, Insights, and Achievements sections familiar from classic Search Console properties.

The practical part: you no longer need your own website — verification runs directly through the social or video account itself.

How to set it up

• Open Search Console and click “Add property” in the property selector
• Choose one of the four platforms: Instagram, TikTok, X, or YouTube
• Follow the authorization steps and confirm the connection

Google says the rollout is happening gradually over the coming weeks. If you’ve been wondering whether a campaign generates visibility on Google beyond the first 48 hours, this finally gives you solid data to check.

Google hasn’t announced whether more platforms will follow, but given how fast this space moves, it wouldn’t be a surprise.

Not to be confused with Search Profiles

Platform Properties are different from the Search Profiles introduced in June — public profile pages for creators and publishers. While Search Profiles present content to an audience, Platform Properties deliver pure analytics on how that content performs in Search.