How to Track Instagram, TikTok, X & YouTube Performance in GSC
Social media and search are becoming increasingly connected. Content published on Instagram, TikTok, YouTube, and X can appear in Google Search, giving marketers another opportunity to reach audiences beyond the platforms themselves.
Google Search Console has introduced Platform Properties, allowing creators and publishers to monitor how content from supported social platforms performs in Google Search.
The feature currently supports Instagram, TikTok, X, and YouTube. Instead of treating social profiles only as sources of referral traffic, marketers can now analyze how their platform content is discovered through Google.
What Are Google Search Console Platform Properties?
A Platform Property is a type of Search Console property designed for content published on supported third-party platforms.
Traditional Search Console properties allow you to monitor a website or specific URL path. Platform Properties extend this concept to selected social accounts and channels.
You can potentially add:
An Instagram account
A TikTok account
An X profile
A YouTube channel
Once connected, Search Console can provide performance information for content from those properties that appears across Google Search.
This is particularly useful for brands that publish content across multiple channels and want to understand which social content is gaining visibility through search.
Which Platforms Are Supported?
Google currently supports four platforms:
Instagram
TikTok
X
YouTube
Each account or channel is added as a separate property. If a business manages multiple accounts, each eligible account can be added independently.
The feature is still being rolled out, so some Search Console users may not see the Platform Property option yet.
What Can You Track?
The biggest advantage is that marketers can see search performance for their social content in a familiar Search Console environment.
The Performance report provides metrics including:
Clicks
Impressions
Average CTR
Average position
You can use these metrics to understand how frequently your social content appears in Google Search and how often users interact with it.
For example, a marketer might discover that a particular YouTube video receives significant Google Search impressions even though its performance on YouTube itself appears average.
That insight can influence future content creation and optimization.
How to Add a Platform Property in Search Console
Setting up a Platform Property is relatively straightforward.
Step 1: Open Google Search Console
Sign in to the Google account you use to manage your Search Console properties.
Open the property selector and choose Add property.
Step 2: Select a Supported Platform
If the feature is available for your account, you will see supported platform options such as Instagram, TikTok, X, and YouTube.
Select the platform you want to monitor.
Step 3: Connect Your Account
Follow Google's verification or connection process. Depending on the platform and account, ownership can be established through an automated connection or direct platform login.
Step 4: Open the New Property
After successful verification, select Go to property.
Google notes that it can take a few days for performance data to begin appearing.
How Marketers Can Use This Data
Platform Properties become more useful when combined with a broader content strategy.
For example, if your Instagram posts consistently receive Google impressions, you can identify the topics, formats, or posts that generate search visibility.
You can then create more content around those themes.
The data can also help answer questions such as:
Which social content gets discovered through Google?
Which posts generate the most search impressions?
Are users clicking social content from Google?
Which platform is generating the strongest search visibility?
Which topics should be covered more frequently?
This creates a useful connection between social media content strategy and SEO analysis.
Platform Properties Are Not Social Analytics
One important distinction is that Platform Properties do not replace the native analytics available inside Instagram, TikTok, X, or YouTube.
Search Console focuses on how your content performs on Google.
For example, if a TikTok video receives thousands of views inside TikTok, those platform views are not the same as Google Search impressions.
Instead, Search Console helps you understand what happens when that content is discovered through Google Search.
This distinction is important when reporting performance to clients or stakeholders.
Why This Matters for Digital Marketers
For years, SEO and social media were often measured separately. Platform Properties provide another way to connect the two disciplines.
A social media manager can identify content that earns search visibility, while an SEO team can discover topics that are already performing well across social platforms.
This creates opportunities for a more integrated content strategy.
For example:
Social post → Google visibility → Search clicks → Website visit
A successful content strategy can therefore consider both the platform audience and the search audience when deciding what to publish.
What Should You Do Next?
If you manage Instagram, TikTok, X, or YouTube content for a business, check your Google Search Console account for the new Platform Property options.
If available, add your important accounts and allow several days for data collection.
Then review the Performance and Insights reports regularly. Look for content that earns meaningful impressions or clicks from Google and use those findings to guide your future content strategy.
Google Search Console Platform Properties are not a replacement for traditional SEO or social analytics. Instead, they provide another layer of visibility into how social content performs across Google's search ecosystem.
For marketers managing content across multiple channels, that additional data can help create a more connected and measurable content strategy.