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Best Free Social Media Analytics Tools 2022

Social media analytics are one of the most powerful tools that small businesses can use to grow their companies. However, not many small & medium sized business owners use social media analytics and that’s a big problem. This post features some of the best free social media analytics tools available on the market today.

Social media has played a huge role in building content and business, do you know which one to use? From referral traffic, viral social media app/campaigns, to all the different types of tracking. Let us explore some of the best free social media analytics tools in this video!


At NetBase Quid, we define social media analytics as gathering not only social media data from social channels, but other web-wide data as well – from both structured and unstructured sources.  The online content that forms the big picture to guide business decisions. It takes many forms, but is always about gaining actionable social insights – the intel you need to guide your business strategy. Though exploring ‘what social media analytics is’ can get rather complex, at its core are three stages:

  1. Identify primary business goals.

Whether it’s growing traffic, increasing downloads, or building positive brand perception, setting clear business objectives gives your web and social analytics investigation purpose.

  1. Determine social key performance indicators (KPIs).

What metrics indicate success or failure? They will differ according to your goals, but may include:

  • Engagement– specifically, a comparison of owned, earned, and paid media
  • Sentiment– how audiences feel about your brand, your products, and your category
  • Conversion– how social strategies impact sales and revenue.

And any other KPIs that align with your business objectives.

  1. Measure & Analyze Social Data.

Once you know what matters and why, it’s time to analyze the actual data. By applying one of the analytics tools below, you can assess the state of your business and make informed adjustments as needed.


There are so many things brands can do with web and social analytics comparison tools, including:

  • Provide exceptional customer care to current and prospective customers and lower associated costs
  • Discover new customer segments that would’ve remained hidden otherwise
  • Identify unmet consumer needs ahead of competitors
  • Respond in real-time to a crisis, before it spins out of control
  • Track trends in your category and related to your brand specifically
  • Uncover new product and/or service ideas to pursue
  • Capture customer experience data to inform your next move and enhance acquisition
  • Boost campaign performance with create and engaging ideas
  • Identify competitor challenges and win their dissatisfied customers’ business
  • Monitor brand health and head off any trouble
  • See all brand mentions in context, including logos and photos that may not mention your name
  • Understand every bit of online data as it relates to a brand, including imagery, emojis, sarcasm and slang
  • Identify influencers and brand ambassadors to partner with and enhance brand awareness
  • Measure any campaign, idea, and/or influencer effectiveness to tweak efforts as needed
  • Capture structured and unstructured data in easy to read/navigate reporting dashboards
  • Communicate the ROI of social to key stakeholders
  • And so much more

But how well you execute all of this is entirely dependent on the social media analytics tool you’re using to power your efforts, and whether or not it is using best-in-class Next Generation AI to power its technology!


Much like there’s an art to understanding which sort of tool is best suited for your brand at this point in time, the same considerations apply to selecting the right social media analytics company to partner with. The options there are as varied as the analytics tools themselves! There are four key areas you’ll want to explore to guide your decision: Customer care – how responsive are product specialists to customers? This can feel like a tough one to get an accurate read on, as it’s easy to assume that potential customers are given quicker attention than existing. Watching a few client testimonials, reading reviews and asking for current client referrals will give you a sense of things. If specialists are consistently receptive to concerns, that fact will shine through. And it will also be apparent if they’re not! Ease of use – During your product demo, ask to take the wheel and try it out yourself. Are the options intuitive, or fairly clear after a bit of explanation? What materials are available to help you overcome the learning curve? And how difficult is it to integrate with existing tools/data sourcesData transparency – Where is the data coming from? How granularly are you able to explore? Does what you’re seeing make sense and provide actionable insight? Being able to back-up a sound bite with sentiment analysis that makes sense is very important. Speed of algorithm/API adaptation – How quickly can each social media analytics company pivot to update their analytics tool to keep pace with API changes and such? Ask about the last Instagram API update and how that went for clients. And why. Product updates – How often does the social media analytics company update its offerings? Are they setting the pace for other social media analytics companies and pushing out new updates every couple weeks, or are they struggling to stay relevant? That matters – a lot.

 Google Analytics Screenshot from Google Analytics, one of the best social media analytics tools

One, seemingly unrelated social media analytics tool is Google Analytics.

Even though Google Analytics has been mainly designed to analyze the web performance of your website, it also offers plenty of insights about social media channels, for example:

  • Sources of social media traffic to your website: Discover what social media platforms bring the traffic
  • Goals completions for your social media posts: Assign goals and analyze their completion
  • Conversions from social media posts: Assign revenue to conversions in social media
  • Assisted social media conversions: See if any of your social media platform contributed to a conversion


  • Google Analytics is free.
  • Good chances are your site already has it implemented.
  • Provides valuable insights about your audience.
  • One of the most popular analytics platform – lot’s of tutorials available online.


  • Takes time and skills to properly set it up to track your social media strategy.
  • It’s not designed for managing social media, requires some advanced knowledge about the tool.


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

Another, this time paid, social media analytics tool I personally really, really, really like is BuzzSumo.

What is BuzzSummo? It’s a content analytics tool – among many features such as brand monitoring, social listening or competitor research, it also provides social media analytics:

  • Content discovery: Find most shared content in social media networks. It’s a powerful feature for content writers!
  • Content analysis: Find social media data about particular topic of interest: content type, top shared domains, top social media platforms, etc.
  • Influencer marketing: Find top influencers in a niche or industry based on social media reach or engagement.


  • Offers free trial
  • Presents up-to-date popular content. Allows to find trending topics to share on social media.
  • Easy to use.


  • Bit pricey if you want the full version.
  • Not a social media management tool. You will need additional tools if you need that feature.


SocialPilot rating

$50for 3 users


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 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


Mention tab in Brand24 showing mentions of predefined keyword or hashtag

Correct, that’s us – one of the best social media monitoring tools. Says who? Says Buffer!

Brand24 is a social media analytics tool starting at $49 a month and offers a free, 2-week trial (no card required).

The tool does web and social media monitoring and analytics across multiple channels. You can monitor keywords related to your company, for example company name, website address, company hashtag, marketing campaign name or hashtag and discover how they perform in social media channels in terms of social media reach, engagement, volume of mentions, influential sources mentioning them, etc.

  • Social media analytics: Analyze the performance of your keywords on Facebook, Twitter, Instagram and YouTube, including volume of mentions, social media reach, sentiment analysis of your keywords.
  • Metrics of engagement: Track the engagement the social media posts, marketing campaigns and content generate
  • Metrics of influence: They’re great for influencer marketing as you can discover the influence of social media authors talking about your company or any topic
  • Trending hashtags: Find trending hashtags on Instagram for any keyword
  • Hashtag analytics: See how many times a hashtag was used on Twitter, Instagram and Facebook


  • Allows tracking brand mentions across all social media platforms.
  • It’s possible to generate social media analytics report.
  • Ability to check positive and negative sentiments with your tracked keywords.


  • Doesn’t provide social media management platform.

Brand24 is a tool that monitors online mentions about your company.


Social media analytics allow you to keep track of what is going on with your social media presence.

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