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Analytic Tools for Social Media

Social Media is a marketing tool. If we want to do social media effectively, we need to understand our data. For this video I talk about some of the analytic tools I use to better understand my social media, and the responses to my content. I touch on Facebook Insights (including Pages and Groups), Twitter, and Google Analytics.

Social media is one of the most important channels for any small business owner to understand and leverage. When used effectively, it can help create brand, build relationships, provide insights into customers and prospects alike. In this video I introduce you to my top 10 analytic tools that every small business should be aware of.

 Sprout Social

The need for cross-channel social media analytics makes Sprout Social an easy choice for No. 1 on our list.

Whether you want to dive deep into your performance on a single network, or quickly compare results across multiple networks at once, Sprout has you covered.

Track Facebook Page impressions, tally up Twitter link clicks, measure Instagram follower growth, evaluate LinkedIn engagement, asses content performance on Pinterest and much more, all from the same location.

Then quickly organize and share your data with easy-to-understand, presentation-ready reports. Or take it a step further with Premium Analytics and create your own custom report, tailored to your organization’s KPIs.

Sprout comes complete with both templated and customizable reporting options, meaning you have multiple ways to not only gather essential social metrics, but truly understand what they mean and present them to others including only the metrics you care about most and reducing the noise.

Sprout instagram hashtag report

From tags to trends and everything in between, Sprout puts powerful analytics at your fingertips. You can even access data related to internal team performance and competitor activity to help you improve customer care or benchmark your brand against others in your industry.


With HubSpot’s analytics tools you can tie social media performance to business and revenue growth. Whether publishing directly through HubSpot, or publishing using other tools or while on the go, you’ll be able to report on the success of your social strategy across every channel. You can also compare the performance of multiple social channels to measure campaign performance.

HubSpot’s social analytics tools offer expansive graphs and visuals that break down the numbers by specific platform features, like audience, session lengths, and impressions.

hubspot analytics tool


What’s important to highlight is that HubSpot’s social analytics tools is part of HubSpot’s Marking Hub, their all-in-one inbound marketing software. This means that using the platform you’ll have insight into the entire customer journey, not only social media-specific metrics. You’ll be able to see which marketing tactics are working best for your business, how are they impacting your bottom line, and learn about your social media campaigns ROI.

That makes HubSpot an excellent choice for businesses whose marketing teams want to keep all campaign functions in one place.

 Hootsuite Analytics

Key benefits: Performance data from every social network in one place with easy-to-understand reports

Paid or free? Paid tool

Skill level: Beginner to intermediate

Best for: Business owners who run their own social media, social media managers at small-to-medium sized businesses, marketing teams

Most social media management platforms have built-in analytics tools. We hope you’ll forgive us for saying Hootsuite’s reporting capabilities are our favorite. But it’s the tool we know and love best.

viewing social media analytics on multiple networks in Hootsuite

Imagine Twitter analytics, Instagram analytics, Facebook analytics, Pinterest analytics, LinkedIn analytics all in one place. Hootsuite Analytics offers a complete picture of all your social media efforts, so you don’t have to check each platform individually.

It saves time by making it easy to compare results across networks.

Social posts metrics:

  • Clicks
  • Comments
  • Reach
  • Engagement rate
  • Impressions
  • Shares
  • Saves
  • Video views
  • Video reach
  • And more

Profile metrics:

  • Follower growth over time
  • Negative feedback rate
  • Profile visits
  • Reactions
  • Overall engagement rate
  • And more

 Google Analytics

Key benefit: See how much traffic and leads flow to your website from your social media channels

Paid or free: Free tool

Skill level: all skill levels

Best for: all social media professionals should be familiar with Google Analytics, but especially those who work for a web-based business

You’ve probably heard of Google Analytics already. That’s because it’s one of the best free tools to use to learn about your website visitors. And if you’re a social marketer who likes to drive traffic to your website, then it’s an invaluable resource to have in your back pocket.

While it’s not a social media reporting tool per se, you can use it to set up reports that will help you:

  • See which social media platforms give you the most traffic
  • See what content drives the most leads and traffic on which social networks
  • Get to know your audience with demographic data
  • Calculate the ROI of your social media campaigns
Google Analytics dashboard showing sources of traffic for a blog post

With these data points, you’ll be able to get the most out of your social media campaigns and effectively strategize for the future. No social media strategy is complete without Google analytics.

 UTM parameters

Key benefit: See how much web traffic and conversions your social media channels and campaigns generate (to be used with a web analytics platform like Google Analytics).

Paid or free: Free tool

Skill level: intermediate

Best for: all social media managers

Example of a UTM parameter for sharing a Hootsuite blog post

UTM parameters are not a standalone social media analytics tool, but they are essential in helping you set up Google Analytics (or another web analytics platform) to best measure social performance.

Put simply, UTM parameters are short pieces of code appended to the links you share on social media. They very precisely tell you how many people interact with your content and end up on your website.

In the screenshot above, the UTM parameter is everything that comes after the question mark.

UTM parameters aren’t essential if you’re only concerned about reporting on social media performance in terms of engagement, followers, etc. But if you want to take it to the next level, UTM parameters + Google Analytics will give you more precise data on which social media content and channels drive traffic and conversions.

Pro tip: You don’t need to know how to write code to include them on your social media posts. If you use a social media management platform like Hootsuite, you can automatically generate UTM parameters in seconds.


Screenshot from Keyhole, one of the best social media analytics tools

If you’re interested in the hashtag game, Keyhole is a nice tool to learn a bit about the hashtags you use. Keyhole supports also account, keyword and URL tracking on the Web. What’s more, you can use Keyhole to track mentions about social media profiles, keywords and URLs.

Importantly, you can request historical data from Twitter and Instagram including information about the number of posts, users, engagement and influencers. There are 5 pricing plans and the highest one includes:

  • Historical data 
  • PDF reports
  • Real time data 
  • Twitter analytics 
  • Instagram analytics 
  • Facebook analytics
  • Youtube analytics
  • Sentiment analysis 
  • API access 
  • +more!


  • Ability to measure influencer impact & ROI.
  • Tracking and analysing competitors in social networks.
  • Hashtag tracker.


  • Hidden pricing. Might be too expensive for some companies.
  • Not easy for first-time users.


Screenshot from Brandwatch, one of the best social media analytics tools

Brandwatch is one of the best social media monitoring and analytics tool out there.

It collects online mentions from all over the Web: social media, discussion forums, blogs, news sites and other publicly available sources. Also, it has plenty of features that allow in-depth analytics of your online mentions. Some of the features include:

  • Demographics: Data about authors of mentions, including gender, interests, profession or location
  • Image analysis: Detect images that contain your company logo
  • Influencers: Find top influencers mentioning your keywords
  • Locations: Discover where do your mentions come from
  • Automated reports: Get your data directly to your inbox in HTML or PDF formats
  • +more!


  • Provides valuable marketing data and custom reports.
  • Great tool to collect brand mentions.


  • Pricey
  • Offers too much data for just a social media marketer. It’d be wise to use it for more than just social media analysis.


The growth of social media has come with a big need for new analytic methods and tools. Social Media is an amazing place to interact with customers, prospects, and influencers but also a great place to run your business and increase sales.

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