Google Search Console rolls out platform properties: social profile traffic reports

Google says Search Console is starting to roll out platform properties, a new addition that brings social discovery analytics into the product for supported Instagram, TikTok, X, and YouTube accounts. Eligible users can add and verify those profiles manually inside Search Console, then track clicks, impressions, top-performing content, search queries, and user countries in one place. It gives you a clearer view of how your site data and each platform’s own numbers fit together.

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The feature is aimed at creators, publishers, brands, and site owners, Google says, including people who don’t even have a standalone website. That means you can see how Google Search sends people to an Instagram profile, a TikTok post, an X account, or a YouTube video, then use that query-level data to tweak titles, bios, posting plans, and whatever you publish next.

For anyone building an audience across social feeds, newsletters, marketplaces, or video platforms, this update is probably worth a look. A homepage isn’t the whole story anymore, and Google seems to be treating that as a fact. The move also follows Google’s June push around Search profiles, which gave major creators and publishers a way to link their platforms and surface TikTok and Instagram content directly in Search.

Platform properties will roll out gradually over the next few weeks, following Google’s earlier social channels experiment. For now, Google still hasn’t spelled out full country availability, or said whether access changes based on creator category, account size, or any other eligibility rules.

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