As a social media marketer, finding the best tools for your craft is essential. Whether you’re just starting out in the world of social media marketing or you’re a seasoned pro looking to sharpen your skills, metrics are everything. To help you on your journey, we’ve put together a curated list of the 11 best free and paid social media analytics and reporting tools available right now.
Social media analytics refers to the process of evaluating data from social networks. The metrics that can be evaluated include impressions, mentions, reach and much more. In this article, we’ll share 11 of the best social media analytics tools you can use in 2022 and beyond.
What do social media analytics tools measure?
Before we get to the tools themselves, let’s take a look at some of the metrics you’ll have access to with these popular social media analytics platforms.
The most common engagement metrics are:
- Reach: How many people saw your content.
- Views and impressions: How many times your content was viewed.
- Shares: The number of people who shared your content with their own network.
- Link clicks: How many people clicked a link inside your social media copy.
- Engagement rate: The percentage of people who saw your posts and engaged with it.
- Comments and replies: The volume of people who replied to each individual post.
- Video/photo views: The number of people who viewed a photo or watched your video.
It’s worth noting that the exact metrics are dependent on the social media channels you’re using. Each platform calls similar metrics a different thing, and some KPIs are native to that platform (like Twitter’s retweets, for example.)
But on the whole, they’re the basic metrics you’ll find inside a social media analytics tool.
How do you use social media analytics?
There are tons of reasons why you would want to use a tool to dig into social media data.
Let’s take a look at the three biggest benefits for social media marketers.
Find your top-performing content
You share content on social media to meet a marketing goal, such as reach, link clicks, or follows. But do you know which type of content actually meets those goals more frequently?
Use your social media analytics platform to see what your top-performing content has in common, and replicate it. For example, if you see that tweets with videos get double the link clicks than one without, create custom graphics for every new tweet.
It’s an easy way to refine your social media guidelines to make sure each post has been optimized for your goal.
Post at the best time of day
Social media marketing analytics tools don’t just show data about the content you’re posting. A handful of platforms also explain who your audience is, and when they’re online.
All of this historical data allows you to create a customizable social media posting schedule for your exact audience. You’ll know the exact times to post to get maximum engagement. After all, there’s not much value in posting content when your audience is offline.
Prove social media ROI to your team
It’s hard to prove the return on investment (ROI) of social media. It can take followers months before they actually buy from you; and they often need to see a lot of content in their News Feeds before they begin to trust (or engage with) your brand.
However, metrics which show the reach you’re having with your content helps to show ROI for your marketing efforts. That, combined with the engagement you’re getting, should help establish why team members (or your CEO) should take social media managers seriously.
Best overall social media analytics and reporting tool
Social Status is a dedicated social media analytics and reporting tool covering all the main social media channels. Every metric is supported in Social Status making it the most in-depth social analytics tool. Apart from post performance, it also provides growth & demographics breakdowns, Instagram Stories insights and Facebook Inbox analytics.
You can compare all your social profiles in one multi-channel dashboard as well as see paid and organic stats. Connecting your Facebook Ad Account gives full breakdowns of campaign performance and ad performance split across Facebook, Instagram, Messenger and the Audience Network.
Social Status also supports competitor analytics so you can benchmark your profiles against any other public accounts making benchmarking simple and easy. If you work with influencers, you can also track influencer campaign performance too.
But it’s their reporting functionality that really stands out. Reports can be white-labelled or completely customized with report templates. Data can be exported to CSV while reports can be exported to PDF, PPTX and Google Slides.
Social Status is the best choice if you need to automate your social media reporting monthly, weekly, quarterly, etc.
Social Status offers a free plan plus you can try their Pro Plan free for 14-days.
Pricing: Starter ($29/month), Pro ($199/month), Business ($399/month)
Best all-in-one social media management tool with analytics, social listening & reporting
Agorapulse is an all-in-one social media marketing and analytics tool that takes the burden out of monitoring your online presence on different social media channels.
It gives you a unified social inbox so you can reply to all messages across platforms on one screen. You can also schedule content easily across all connected accounts. Agorapulse also gives you insights and trends about your brand and your competitors’.
But more than these features, you’ll have the ability to publish analytics data to give you a sense of what’s working in your favor.
What kind of data does Agorapulse provide?
Let’s start with social media performance. You’ll know which of your social media posts get the most attention using metrics like total reach, engaged users, and clicks. Reports also show how many followers you gain and lose, the number of times your content gets seen, and the kind of interaction you get.
You can monitor your team’s performance, in particular, how they interact with your customers.
Agorapulse can cut reporting time in half thanks to its customizable reporting system. For instance, you can select the time and range of your reports across different social media profiles. You can set these up to generate automatically too.
Reports can be downloaded or you can see them using Agorapulse’s mobile app.
Agorapulse has a 30-day free trial period that does not require a credit card to use.
Pricing (Billed Annually): Free, Pro ($79/month), Premium ($$159/month), and Enterprise (Custom Pricing)
The first on our list is Twitter Analytics, a tool built by Twitter that’s automatically available to anyone with a Twitter account.
Inside the platform you’ll see a 28-day summary of how your tweets (and profile) have performed. All of the metrics native to Twitter marketing are included too, such as the number of mentions you’ve received, your follower growth, and how many people have visited your profile.
What’s great about Twitter Analytics, however, is that it shows your top-performing tweets each month. You can analyze these results to see what type of content your audience wants to see, and continue posting it.
This social media analytics tool works only for Instagram. But it’s not available to everyone by default, and you need to have a business account to use the platform.
Instagram Insights shares key stats about the posts you’re sharing, including how many people saw, liked, commented, or bookmarked your posts.
Plus, you’ll be able to track how followers engage with your Instagram Stories. The audience insights tab will show you how many people viewed the story, and how people interacted with it, such as replying to it or visiting your profile.
You can also see how people engage with your Instagram profile after viewing that post. That’s a great way to judge whether your Instagram posts are resonating with your audience enough for them to take action.
Price: free with business account.
Affordable social media management tool with analytics & report builder
Sendible is known for its affordable pricing but don’t let that fool you. It’s more powerful than it seems.
Not only does it help integrate all of your social media channels into one platform, but it can also work with third-party tools to add more functionality to your Sendible account. And when drafting posts, you can use the built-in editor or design graphics using Canva.
But let’s put all other features aside and focus on its reporting.
You can present your social media analytics data in different ways to wow your clients and teammates.
Get reports for Facebook, Twitter, Instagram, YouTube, and other platforms in just one click. The engagement report tells you more about your audience, posts, mentions, and other metrics.
What’s even more impressive is the 250 modules that you can use to customize your reporting. You can create a unique report for every client. The drag-and-drop interface makes it so easy that even a beginner will have no problem generating custom reports.
It also lets you track your team’s hourly or daily performance. You have the option of connecting your Google Analytics account with Sendible to get even deeper insights.
You can set it up to send regular reports to all parties concerned (daily, monthly, or weekly) or download them manually.
There is a 14-day free trial available.
Pricing (Billed Annually): Creator ($25/month), Traction ($76/month), Scale ($170/month), and Expansion ($340/month)
Social analytics and reporting tool with publishing functionality
Iconosquare is the best social media analytics tool that we’ve come across. Not only does it give you access to advanced social media analytics, but it also lets you manage multiple profiles from within one dashboard.
It also works as a social media manager, allowing you to schedule posts to improve your social media presence. It tells you the best time to post and lets you tag users.
So just how good is Iconosquare at social media analysis?
When it comes to social media reporting, Iconosquare gives you more than just the basics. For example, you’ll find a split between your organic versus promoted Instagram posts. You even get Instagram Stories metrics like reach and impressions so that you can have a better idea of what works for your audience. And it supports TikTok analytics.
You can also use labels and albums to categorize posts for more in-depth analysis.
But what makes this social media management platform great is its automated reporting.
Using these automated reports, you can generate reports for popular social networks like Instagram and Facebook in minutes. There’s also automated reports for hashtag monitoring.
You also have the ability to create reports for monitoring your competitor’s social media activity. Finally, you can create a customizable dashboard to see the data that’s most important to you.
You can have Iconosquare deliver these reports to you based on a schedule that you set or download the information manually at any time.
Iconosquare offers a 14-day free trial.
Pricing (Billed Annually): Pro ($49/month), Advanced ($79/month), and Enterprise ($139/month)
Do you run Facebook Ads for your business? The native Facebook Ads Manager (and Facebook Analytics) tool shares key information about your campaign performance.
However, ManyChat has an analytics dashboard that gives you actionable insight into your campaigns. You can collect audience data, build Facebook Custom Audiences, and improve ad targeting for your campaigns. Our integration pulls your most important data, and allows you to create customized reports. It’s a must-have for any agency looking to share those reports with its clients.
Price: starts at $15/month. Free plan available.
Chances are you want to learn more about your social media strategy than the metrics surrounding the content you post.
Talkwalker helps you go beyond your own content to find brand mentions and discussions about your industry. All you need to do is add your brand’s name or industry into the tracking field, and you’ll be able to monitor who and what is being said about the topic.
The social media monitoring tool also shows you sentiment analysis for those social media mentions, like whether it’s a positive or negative post. The end result is a solid understanding of what’s happening on social media beyond your branded profile.
Price: starts at $9,600/year.
Best Instagram analytics tool for affordability
Pallyy pitches itself as a social media scheduling tool but it also doubles as one of the best Instagram analytics and reporting tools on the market.
In fact, I’d go as far as to say it is the best Instagram marketing toolkit you can get for the money – for both individuals and agencies.
You get access to direct scheduling of Instagram images and videos without the need for a separate app. There’s an Instagram bio link tool to help you drive traffic to key pages.
Then there are the Instagram analytics which are incredibly in-depth. Want custom reports? You’ve got it. You can also include data from the IG bio link tool in those reports.
You can send daily, weekly, or monthly Instagram analytics reports straight to your inbox. And you can use that data to see what your Instagram followers want to see. It’s also possible to get competitor data to learn about its social media strategy.
Then there is competitor tracking, hashtag research and more.
The scheduling part of the tool can also be used with Twitter, Facebook, LinkedIn and Google My Business.
Pricing: A free plan is available that offers limited access to scheduling and analytics functionality. Upgrade to the premium plan for $15/month per social group to unlock all features, unlimited team members and remove all limits.
The social media analytics tools we’ve mentioned so far all highlight important data about your own content or that of your industry. But what’s interesting about Zoho Social is that it shows who your audience is, not just how they engage with your social media content.
Inside the dashboard you’ll see a breakdown of your audience’s location, age, gender, and language. The more you know about your audience, the more chance of creating content they’re likely to be interested in.
Zoho Social also includes a social listening feature to track brand mentions. You can use the tool to find instances where people are talking about your brand, and hop into or respond to the conversation without leaving the tool.
Price: starts at $10/month.
Best Twitter analytics tool
Audiense is a great social media reporting tool for Twitter users. It provides actionable insights that you could use to improve your social media campaigns. Not only that but you can use it for top-level market research.
And the depth of data goes far beyond other social analytics tools.
The tool is broken down into two parts – Insights and Connect.
Insights is your in-depth reporting and research tool. You can use it to generate detailed reports based on Twitter audiences.
These can be your own audience on Twitter, an imported audience from your CRM, or an audience generated from hashtags or shared URLs.
Once you generate the report, you’ll get a detailed backdown of user profiles, influential users, demographics, affinities, job roles, and other segmentations.
With Connect, you are able to use this part of the tool to engage with users and automate your Twitter activities by creating a chatbot just for Twitter, as well as a rule builder to automate other tasks.
Connect also offers up other analytics functionality that doesn’t require intense reporting. For example, Twitter monitoring, best time to post, and other analytics data can be uncovered using this tool.
Pricing (Billed Annually): Free, Twitter Marketing ($49/month), and Audience Insights ($1499/month). Yearly discounts available.
Social media analytics tools are vital for the success of your social media marketing efforts. Without social media analytics, you will have a difficult time understanding what is working and what isn’t on your social media platforms.