Google has introduced a major update to Google Search Console, allowing creators and businesses to track how their Instagram, TikTok, YouTube and X (formerly Twitter) content performs in Google Search and Discover.
The new feature, called Platform Properties, expands Search Console beyond traditional websites, giving users deeper insights into the visibility of their social media content within Google’s search ecosystem.
Search Console expands beyond websites
With Platform Properties, creators can now verify supported social media accounts directly in Search Console and access detailed performance data similar to what website owners already receive.
Google announced:
“We’re thrilled to introduce platform properties, a new Search Console property type to help site owners and creators understand how their social and video posts perform on Google Search and Discover.”
According to the company, users will now be able to identify which search queries drive traffic to their Instagram, TikTok, YouTube and X content, while also gaining insights into how audiences discover and engage with their posts.
What data can users see?
Once a platform account has been verified, creators can access information across several Search Console reports.
Performance Report
The report includes:
- Total clicks
- Impressions
- Click-through rates
- Search queries driving traffic
- Best-performing posts
- Exportable performance data
Insights Report
Users will also receive a simplified overview of:
- Recent traffic trends
- Top-performing social posts
- How people discover their profiles through Google Search
Achievements
Google is also introducing milestone tracking, allowing creators to celebrate accomplishments such as reaching new click thresholds over the previous 28 days.
How to verify a platform property
Google outlined a straightforward verification process:
- Open Google Search Console
- Select Add Property
- Choose one of the supported platforms:
- TikTok
- X
- YouTube
- Complete the verification process by securely authorising the selected account.
Interestingly, Platform Properties allow users to verify social media accounts hosted on domains they do not own—something that was previously not possible in Search Console.
Gradual rollout
Google said the feature will roll out gradually over the coming weeks, meaning not every Search Console user will see the option immediately.
Some users have already reported that their X profiles appear in Search Console automatically, without needing to complete the new verification process.
Builds on earlier Search Console features
Google previously introduced Social Channels within Search Console Insights in 2025. Still, the new Platform Properties feature significantly expands that functionality by integrating social performance directly into Search Console’s core reporting tools.
The update is also separate from Google’s recently introduced Search Profiles and Search Profile Insights, which serve different purposes.
Why it matters
The new feature gives content creators, publishers, brands and marketers a clearer understanding of how their social media content contributes to their organic visibility on Google.
For businesses that rely on platforms such as Instagram, TikTok, YouTube and X for audience growth, Platform Properties provide valuable search performance data without requiring users to leave Search Console, making it easier to measure discoverability, identify high-performing content and refine content strategies across multiple platforms.
