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Best Social Media Analytics Tools 2025

Most social media tools provide some level of analytics, and basic integrated reporting is a must. There are some specialty tools specifically designed to track and analyze social data. Some like SocialBro are focused on a single platform like Twitter. Others like Simply Measured are capable of providing a complete snapshot of social data from a variety of different platforms.

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\What are Social Media Analytics Tools?

Social media analytics tools help marketers track, analyze and improve the performance of their social media activities. The goal is often to determine the ROI of social activities, justify spend, or optimize performance.

Common uses of social media analytics tools include:

  • Audience profile
  • Audience size
  • Competitive benchmarking
  • Sentiment analysis
  • Reach & engagement
  • Content optimization
  • Marketing attribution

There are a variety of point solutions focused on social media analytics. Analytics is also a key capability of social media management suites. Social media monitoring tools focus on listening for your brand or other relevant terms on social media and analyzing the sentiment.

Many companies use more than one tool for social media analytics.

Features & Capabilities

Social media analytics tools can be defined by the metrics with which it can help you track. Key metrics that any social media analytics tool should cover include:

  • Engagement
  • Google Analytics integration (page views, time spent on content, etc.)
  • Hashtag & campaign tracking
  • Influencer marketing performance analysis
  • Image recognition
  • Multi-channel content tracking (including mentions & impressions)
  • Sentiment analysis
  • Share of voice

In addition to the above metrics, social media analytics tools should help you with market research initiatives, content strategy, competitive intelligence, and customer satisfaction. Most importantly, social media analytics tools help marketers connect the dots between the performance of their content to better suit their audience and respond to market changes faster.

Social Media Analytics Tools Comparison

When on the market for a social media analytics tool, consider the following factors when comparing products:

Consider your social network

Social networks are notoriously protective of their APIs. Make sure the tool you select has integrations to the social media sites that matter to you. If you are focused on a single social network, consider the 1st-party analytics tools offered by the network itself before you buy something.

Check historical data

Historical data about you and your competitors is vital for trend analysis. If you’re a first-time buyer, ask what data the vendor has been tracking. It’s possible they already have some historical data you can use.

SMMS suites vs. point solutions

Social media management platforms combine publishing, monitoring and analytics capabilities. There are benefits to an integrated suite. On the other hand, dedicated analytics tools may have more innovative ways to visualize data.

Ask about paid campaign tracking

Some social media analytics tools focus on tracking earned or organic social activities. Not all paid campaign tracking. If you want to report on paid and organic social media, try to select a tool that can do this in the same dashboard.

Start a Social Media Analytics tools comparison

Pricing Information

There are a variety of popular free social media analytics tools. Some focus on a single social network. Others are cross-platform.

Many social media analytics vendors offer basic free versions of the tool, as well as paid options with more features. Pricing for point solutions seems to range from $19/month up to hundreds per month for more sophisticated capabilities.

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Social Media Analytics FAQs

What is social media analytics?

Social media analytics track and aim to improve the performance of social platform presence, and are a key capability of management suites. Analysis tools package a stack of capabilities, providing insight into multiple social metrics. Typically, they might represent data regarding audience demographics, competitive benchmarking, sentiment analysis, engagement factors, content optimization, and marketing attribution.

Monitoring can alert for relevant topics on social channels, aiding in opinion comprehension. Many companies use more than one analytics solution for varied perspectives and functionality.

How does one track social media on Google Analytics?

It's recommended that Google Tag Manager and Tracking Codes be applied to websites for social tracking. Administrators using Google Analytics tracking codes and tags on their websites can harness their dashboard settings to monitor their social presence. Data is ingested by the Google Analytics dashboard automatically, which can then be exported to another platform as desired. Key metrics that Google Analytics can help businesses' measure include those such as page views, average time spent on page, bounce rate, page value (in monetary value), etc.

What social media analytics metrics matter the most?

Volume is a fundamental value to track. Monitor the quantity of communication about brands or campaigns. This should be the total count of posts and people in conversation, and how this number changes over time.

Engagement reflects data about actions like clicks or replies to social activities. It shows how users are participating in the conversation.

Reach depicts the distance covered by social activity, which can reveal how content spreads and its potential audience size.

Share of Voice, representing the effectiveness of a brand's presence in comparison to others in a shared space, can show relative successes and impacts on platforms.

Influence metrics involve understanding which users are likely to encourage their followers or audiences to take action or continue driving conversations.

Other important metrics include Virality Rate, Conversion Rate, Cost Per Impressions, and Customer Satisfaction Score.

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