Your brand’s effectiveness lies in your social media analytics. The more you dig in, the better you understand the patterns and key differences between your approaches and their repercussions.
Despite the massive amount of data collected every second, most brands fail to utilize it due to a lack of proper social media analytics and reporting tools. And that’s why we are going to discuss more about these vital analytics and reveal tools that can help you take decisive steps to grip your audience.
Here’s what you have been missing out on.
Why do you need a Social Media Analytics Tool?
If you are buzzed with questions about your daily social media performance and whether it’s worth the time and money, then social media analytics has got your back. Find out your top-performing content assets and the overall impact of your endeavors on the digital turf.
Pay close attention to social media analytics, audit your performance against your social media goals and tweak your strategy accordingly. You can leverage wide-ranging tools like social media schedulers, competitor analytics tools, social media tracking tools, social media metrics tools for diversified insights.
They give you the ultimate control over your social media proceedings, right from planning and scheduling social media content to measuring its impact.
How can you find a social media analytics tool that is the right fit?
Let’s cut to the chase and head straight to the best free social media analytics tools. But here’s the starter’s alert, they have limited scope, and users may find themselves with heaps of data from individual social media platforms without proper processing.
However, these free social media analytics tools are great to get a ballpark data to create strategies. Here are some pre-existing tools residing in respective social media platforms.
Built-In Free Social Media Analytics Tools
Top social networks have their analytics dashboards built in. If your social presence is limited to these avenues, these tools will measure social media ROI to provide an excellent starting point toward understanding your audience.
Facebook offers an insightful glance at organic and paid reach, which helps users decide whether spending on ads is worthwhile. Facebook’s analytics displays detailed metrics about your posts and the engagement they yield. It provides audience analysis that includes demographic and location breakdown, video views, actions taken on your page, and impressions of your posts.
Twitter’s built-in analytics point at your top-performing tweets and its impact. But they don’t tell you why. The number of tweets, tweet impressions, visits to your profile, mentions, and followers are all tracked in the Twitter analytics dashboard. You can simply click on any tweet to see its corresponding metrics such as impressions, likes, retweets, and engagements.
Pinterest’s analytics measures the traffic sent to your site from Pinterest and other channels. Pinterest analytics also provide data as content that people save. Some analytics include average daily impressions and viewers, audience location, gender, language, the total number of repins, number of clicks, and likes.
Instagram’s analytics give you access to various social analytical data like interactions (profile visits and website clicks), discovery (reach and impressions), posts, Story, Reels, promotion analytics, location, age, and gender info of your followers. Instagram also provides a distinctive feature where you can see which day and time your audience is most active.
Youtube analytics is the most comprehensive feature of YouTube and can help you maximize your earnings, engagement and find out traffic sources with sorting filters like content, geography, and more. You also get audience retention reports that show how style, length, and promotion efforts affect your video performance.
LinkedIn’s social media analytics are very distinctive and offer data about visitors, page updates, followers, and visitor demographics that revolve around job functions. Post impressions, followers count, and follower/search demographics are additional insights that LinkedIn analytics provides for creating targeted campaigns.
Top Social Media Analytics Tools for 2021
Businesses need to manage multiple social media accounts. For that, you will need a cross-platform social media analytics and reporting tool that aggregates and integrates high volume data from various platforms and presents them in insightful reports. Here are our top picks for the best free and paid social media analytics tools worth exploring.
SocialPilot has emerged as one of the most straightforward social media marketing and analytics tools to use. This tool lets you post on multiple social media platforms such as TikTok, Facebook, Twitter, LinkedIn, Instagram, Google My Business, Pinterest, Tumblr, and VK. SocialPilot makes it quite simple to track metrics for social media campaigns for each of your profiles separately. You can track content engagement, audience growth, demographics, and influencers.
Users can plan, publish, promote, and measure everything and create reports under social media banners through SocialPilot. SocialPilot keeps your content, scheduling calendar, and social media analytics in one place so you can effectively consolidate your digital campaigns. When you add an account to SocialPilot, it pulls in analytics data eliminating the need for a manual setup. This is a big plus if you’re a busy social media marketer.
SocialPilot’s social media analytics and reporting features
- Analyze your best performing content that engages your audience the most
- In-depth audience insights to analyze growth patterns
- Influencers analytics to find out top influencers that can help you drive engagement
- Find the best time to post by analyzing when your fans are most active
- Analyze every bit of your social account with comprehensive social media analytics
- Download graphical PDF social media analytics reports anytime
- Directly email social media reports to your clients from the SocialPilot dashboard
From novices, intermediate experts to advanced users, SocialPilot fits a diverse range of users, making it a highly versatile tool for social media analytics and reporting besides scheduling and publishing. You can also analyze your Facebook, Twitter, LinkedIn, Pinterest, and Google My Businesses accounts with SocialPilot.
What do our users say?
Luis Ignacio C.
I am surprised with the kindness that it offers me. Anyone who works in digital marketing, looking for a reliable tool, is what I have received since I implemented SocialPilot as the main tool. They also offer you a complete section of analytics, which allows you to show the orderly evolution of your work.
SocialPilot is amazing! This software frees up my time immensely, even providing me with analytics for each one of my social media accounts which is great.
I love the simple, clean navigation. It’s incredibly easy to learn to navigate, to add feeds/social pages, and to check out the graphs and analytics. Compared to their competitors, the pricing is at a great level for small to midsize businesses.
Agorapulse schedules posts, analyzes post performance, and even monitors hashtags and keywords. Though it doesn’t really qualify as a social media analytics tool per se, its analytics and reporting feature makes it an excellent tool for beginners to get a clear picture of overall social media performance.
- It provides great social media competitor analytics.
- It provides insightful community management reports such as response and conversation rates to show how well your customer/community interaction is.
- The topic-wise labelling feature allows you to track the analytics of your post and generate reports quickly.
Verified AgoraPulse User
The inboxing feature is something our team enjoys the most.
- It does not give Pinterest publishing, analytics, and reporting features.
- AgoraPulse provides basic reports making them less useful for agencies.
- For the features it offers, Agorapulse is priced quite high.
Unfortunately, the reporting is pretty weak. We actually use another third-party app to pull .csv files for loading into Google Sheets and Google Data Studio. AgoraPulse will allow you to export mostly PowerPoints (which aren’t that pretty) and some .csv files for very basic social metrics. I’m also not sure there’s any real metrics for paid advertising as well.
Google Analytics is one of the best ways to track social media campaigns and even helps you measure social ROI. Google Analytics is a valuable tool for analyzing the behaviour of social media traffic to find out the most effective social media network that has yielded you the best results for your campaigns etc.
- It’s completely free.
- It’s universal, meaning it is compatible with multiple digital environments like websites, mobile applications, etc., including Google Ads accounts.
- Collect data from multiple sources, create goals, and track them thoroughly with Google Analytics.
- It gives you customized reports for better decision-making capabilities.
Google Analytics provides us meaningful insights about our website to improve it accordingly, attract new visitors and increase our potential customers.
- There’s a lot of learning involved to understand the tool.
- It has multiple dashboards, which can be overwhelming if you are not sure what you are doing.
- If you want to upgrade your free plan, it will cost you a whopping $150K a year.
Financially not an option at times. Although I know it increases traffic, I feel Google has complete control and can redirect according to who pays. Google used to be good, but now they are only loyal to money and could care less about helping small businesses. I’m thinking Yahoo is better.
If hosting contests on social media platforms is your thing, then ShortStack is the best social media metrics tool for you. It lets you manage everything, starting with entry data to long-term campaign performance. It allows visitors to fill in their details on the page, to unlock special offers that include e-books, discounts codes, or giveaways. It has customizable features like landing page templates in various colors and eye-catching fonts, widgets for forms, polls, and galleries.
- It’s effortless to design, launch, and monitor, even for beginners.
- It has a drag and drop interface to customize colors, fonts, widgets, etc., to give your visitors an elevated experience.
- It gives you the ability to embed any analytics tag for tracking conversions or retargeting.
ShortStack is a very robust and easy-to-use tool. There is a bit of a learning curve on all the widgets, but once you figure them out, it makes developing your entry site a snap.
- ShortStack is a contest platform, so it might not be the best fit if you are looking to manage social media and get analytics.
- The tool offers comprehensive contest analytics but doesn’t consider entry-fee processing.
- ShortStack doesn’t necessarily increase your profile views or followers.
It’s a very complex piece of software to program, and the workflow isn’t always intuitive. It left me with a few customer grievances, unfortunately. Doors opening at the wrong time and people missing out on offers.
Keyhole can provide real-time performance analysis of the industry. It helps brands understand which hashtags are trending among followers. Businesses can leverage Keyhole’s social listening and monitoring features and even track campaign-specific analytics on Twitter and Instagram. You can also use it to keep an eye on your competitors.
- Keyhole produces valuable reports to keep their clients well-informed. You can even download them in the PDF format.
- Historical data and influencer management features are available.
- Track conversations about your brand across blogs, forums, and news websites.
The metrics given on Keyhole are unmatched and help us in setting KPIs and measuring results accordingly. The layout is also very user-friendly, and everything is exportable, so that’s wonderful.
- Free and paid versions differ dramatically.
- You may have to set up trackers beforehand.
I felt like it broke A LOT. Sometimes info would not be pulled, the reports would be screwed up, etc. When I requested help, I was made to feel like I was the one making mistakes when I was a pretty savvy user (imo).
Hootsuite is perhaps the first name that comes to mind for paid social media analytics. It lets you know which content performs the best or worst, so you make smarter decisions. Its price point varies on business needs. It is the go-to platform for experienced marketers. While it has been in the market for a long time, it is comparatively a complex tool to use. So we recommend using user-friendly Hootsuite alternatives.
- The platform supports multiple social media networks like Instagram, Facebook, Twitter, LinkedIn, etc.
- It has an all-in-one interface that allows you to add different networks for quick monitoring.
It makes things easier to view with everything on one dashboard. I can see messages, comments, replies all in one place.
- Reviews suggest its auto-scheduling feature is buggy.
- The interface can be pretty overwhelming for beginners.
- Everything is an add-on, and you end up paying extra. For example, additional users and more detailed reports will cost more.
Slow to change. Unresponsive to the needs of social managers. Horrible analytics. It doesn’t allow for reporting on key engagements such as saves/shares.
Check out how SocialPilot proves to be a perfect alternative to Hootsuite.
As the name suggests, Rival IQ is a source for getting social media competitor analysis. The tool also analyzes your brand’s performance on Instagram, Facebook, Twitter, YouTube, and Pinterest. It has a robust competitor benchmarking that allows marketers to understand their clients’ social stats compared to their competitors. The analysis from the platform enables marketers to quickly gauge trending content and tweak their strategies for maximum impact.
- RivalIQ puts competitors and the company on the same platform and derives comparative information from various social media channels.
- It has a diverse reporting feature that consists of customizable slideshows and PDFs.
The insights from Rival IQ inform a lot of how we plan and execute our social media strategy. To be able to see a snapshot of our competition across the league is invaluable as well.
- The platform’s subscription is tier-based, so if you want to add more rival companies, you either have to pay more or swap with other plans.
- Less historical data is available.
- It is not an all-in-one option. You might encounter issues with its social media management and listening capabilities.
Verified Rival IQ Reviewer
I found that the data that we wanted was sometimes not available through the software, and we either had to go into the platform directly, such as Facebook, to get it.
Sendible is a social media management tool primarily meant for larger agencies and teams. It has features like post publishing, analytics, and community management builtin. The platform focuses on collaboration and has easy approval protocols to ensure the swiftness of social media management. It also supports integrations with popular blogging platforms for easy content management.
- It is capable of handling multiple social media accounts and allows you to manage workflows and delegate tasks with ease.
- It helps you generate new leads and measure your ROIs.
My organization really enjoys how organized Sendible is. By assigning each other particular tasks, we are able to increase our workload.
- Users report frequent glitches and reconnection issues.
- It is intimidating and confusing to navigate through the dashboard.
This software is so glitchy. I often have to log out and back in to make features work. Sometimes they disappear altogether, or when I click them, they don’t fire. The users and accounts in the administration settings only work about 20% of the time.
To see how SocialPilot competes with Sendible, go through a detailed comparison of SocialPilot being a great Sendible alternative.
Mention is another social media analytics tool that monitors keywords, does competitive analysis, and finds relevant influencers in your niche. A popular feature of Mention is its ‘alerts’ system that notifies you real-time whenever keywords that you set are mentioned. It also mails you your analytics report every day. It gives you instant access to all your brand mentions and lets you filter analytics to focus on specific metrics.
- Its UI is clean and simple to use. Users can easily navigate through it
- It lets you download your data in excel.
I love that Mention goes beyond normal links in articles and blogs and even searches through comment sections. It’s a great way to hear customer feedback, not just from our customers but from your competitors as well. The interface is beautiful, intuitive, and easy to use for all tasks.
- The support team isn’t proactive in solving problems.
- The platform is slow and buggy at times.
Verified Mention User
I don’t know why my activity is reported sometimes and not others. I have no one at Mention who can guide me on how to get relevant/the best results with their platform. I get a lot of irrelevant Mentions concerning people with the same name as me. There should be a way to exclude their activity from being reported to me.
Social media analytics play a key role in creating impactful digital campaigns. No wonder, its importance is paramount for successful social media marketing.
That’s why you must have a robust social media analytical framework to accurately measure the reach, impact, and even the potential of social media marketing.
Investing in the right social media analytics and reporting tool like SocialPilot can help you benchmark your efforts. The best part is you can take a 14-day free trial before making a long-term commitment. So wait no more and get started now!
Frequently Asked Questions
Social media analytics is important to measure the effectiveness of your social media efforts. It lets you know if your strategy is working or needs some tweaking. You can also find out which social media site is working best so you can take steps towards improving your presence there.
Social media analytics is used for tracking and monitoring social media metrics such as reach, impression, clicks, website visits, likes, replies, tags, mentions, etc. You can even compare them against your competitors to find the engagement gaps and take strategic actions to fill in those.
Social media analytics tools help you analyze your complete social media accounts from audience growth, post-performance, demographics, hashtag analysis, the most engaged people on your profiles to competitor profile analysis.
The best social media analytics tools are:
- Rival IQ
The best free inbuilt social media analytics insight tools are:
- Google Analytics
- Facebook Insights
- Twitter Analytics
- Pinterest Analytics
- Youtube Analytics
- LinkedIn Analytics
Analyzing your social media accounts from inbuilt tools will only let you find analytics of that account and not for multiple profiles.
SocialPilot is one of the best social media reporting tools as:
- It lets you download social media reports with graphs in PDF format for free.
- You can email the social media report to your clients from the dashboard itself.
- You can customize the reports based on the dates you select.
- The best-performing posts can be reshared there and then with this best social media reporting tool.