Where do you turn for
meaningful stats on your social media marketing?
I'm grateful for the insight from some incredible tools that help make
sense of my activities on social media. How have my
this month? Which posts seem to
make the most sense to post?
The answers are out there—and so are the tools to help you find them. I've
collected a bunch of my favorites here in this post. Feel free to give them
a try and see what
you can find.
19 free social media analytics tools
free plan, you get all the major engagement stats for every update you post
on Facebook, Twitter, Google+, and LinkedIn. My favorite feature-and one
I'm always stoked to see!-is the Top Tweet/Top Post badge that pops up when
an update goes above and beyond the average performance.
One of our
favorite Twitter tools, Followerwonk shows you
detailed breakdowns of your followers and activity. Click on the Analytics
tab, enter a Twitter username (either yours or someone else's) and view
information on followers and following. See stats like when your followers
are usually online, when you typically post and how your followers fall
into categories like social authority, activity, total tweets and follower
This Pinterest tool helps with much more than analytics. You can schedule
pins, promote pins and gain new followers all through Viralwoot. The analytics on the free
plan show you basic account metrics (boards, pins, followers, etc.),
Pinterest stats (Pinfluence, reach, activity and engagement scores) and how
to increase those stats. Paid users have more comprehensive analytics,
including data on the best day and time to post and the best-performing
The No. 1 use for Google Analytics is for
analyzing website traffic. And as part of the analysis, you can dig into
the referral stats on your social media marketing as well. Click through to
Acquisition > Social > Overview and you can check out how many visits
your site receives from each of the major social networks. If you choose to
add goals to your GA tracking, you can see the direct impact of social on
your goals and paths as well.
The free plan on Quintly lets you
access analytics for up to three Facebook pages, offering stats on the main
engagement metrics (likes, comments, shares) plus stats on follower growth.
When you add multiple pages, you can quickly see at a glance how the pages
compare on the graphs.
The robust features at Cyfe let you
create a custom dashboard filled with stats from dozens of marketing tools.
Its social media section lets you sync up all the major networks and pull
overview reports or individual reports for the accounts you manage and the
accounts you want to follow.
[WEBINAR: Build a huge following with amazing snaps and stories on Snapchat]
is a Pinterest and Instagram marketing solution that helps you schedule
content, monitor conversations and analyze performance. For Pinterest, the
analytics give you such insights as the number of pins with your domain,
potential impressions and the number of followers for your boards. For
Instagram, it tells you basic metrics such as followers, posts, comments
offers a free yet powerful preview of its hashtag, keyword and account
tracking service. For hashtag and keyword tracking, it provides a wealth of
information such as reach, top posts, share of posts and more. For account
tracking, you can monitor your brand's or competitor's engagement on
Twitter, Instagram or Facebook.
Working with your profiles and pages across the major social channels, Klout puts together a score from 0-100 on
your influence on social media. Klout also suggests content you can
schedule and share through its app to improve your Klout score.
Once you connect your Twitter, Instagram and/or Facebook pages, Klear will analyze your profile and your
followers. Two of my favorite pieces of information are profile insights
(whether I'm active and approachable) and followers' interests.
If the sum of your followers and following is less than 5,000, Audiense provides a
free analysis of your Twitter profile. You can learn your followers'
demographics, interests and influence. You can also use its tool to manage
your Twitter contacts and find your optimal time to tweet.
Type in any keyword, hashtag or username and TweetReach returns a snapshot of
analytics on your search, including charts and graphs for reach, exposure,
activity and contributors. It's quite useful for checking on mentions of
your Twitter username and tracking branded hashtags and industry keywords.
IBM Watson Personality Insights
If you are ever curious about your (brand) personality and tone on Twitter,
this tool by IBM
uses linguistic analytics and personality theory to work out your
personality from your tweets. It's a neat way to find out if your perceived
brand personality and tone match what you have in mind.
sends a simple report with your key social media profile stats to your
email every week. You can connect up to three accounts for the major social
media platforms. Peakfeed seems to be still in beta at the moment, so you
might be able to grab a lifetime free account!
WolframAlpha Facebook Report
A fun tool built by the team behind the Wolfram Alpha search engine, the
Wolfram Alpha Facebook Analyzer
shows you all sorts of fun and useful information for your Facebook profile
The free plan for SocialRank allows
you to manage and analyze your Twitter and Instagram followers. It also
provides a summary report of your followers, including their distribution,
top locations, popular words in bio and more.
is an Instagram-only management tool that goes beyond just Instagram
analytics. You can also reply to comments, create up to three custom feeds
of Instagram accounts you're interested in and explore featured users and
gives you unlimited free searches for hashtags and keywords across major
social media platforms, news, blogs and forums. It provides a wide range of
data such as mentions, sentiment, distribution of conversations, top posts
Pop in your Facebook page URL and LikeAlyzer will analyze your Facebook
page and provide metrics such as posts per day, engagement per post, timing
and length of posts. It also offers recommendations for improving your
7 social media analytics dashboards from social networks themselves
Several of the major social media networks have their own built-in
analytics that offer some great insights into your activity on each
network. Here's how to dig into the analytics offered by the social
1. Facebook Insights
Available for all page admins, Facebook Insights shows you the full stats
behind your posts, your fans and your reach. Additionally, from the
Insights tab you can set up a list of
Pages to Watch, which gives you information on the performance of other Facebook pages.
To access Insights, click the Insights tab in the menu bar across the top
of your Facebook page (the menu bar is visible only to admins of the page).
You can click on the "people reached" text at the bottom of any individual
post in your page's timeline to see a pop-up of the full stats for that
2. Instagram Insights
If you have an Instagram Business Profile, you have access to Instagram
Insights-Instagram's native in-app analytics. It offers a comprehensive
range of data about your profile, posts, stories and ads. It also provides
detailed information about your followers, such as their most active times
To access Instagram Insights, all you have to do is to
convert your personal Instagram profile into a Business Profile
and navigate to your profile page in the mobile app. Click on the graph
icon in the upper-right corner.
3. Twitter analytics
Twitter provides a 28-day overview of how your tweets have performed in all
the major engagement areas—retweets, mentions, favorites and clicks. One of
the most useful bits of analysis here is seeing the impressions of each
tweet. You can export all the data and
run some pretty neat reports
Clicking on any individual tweet in your list will show a complete
breakdown of every element of engagement on the tweet, including clicks on
URLs, clicks on your username, clicks on images, expanded details and a bar
chart for engagement over the first 24 hours and the past 24 hours.
To access Twitter analytics, log onto Twitter and go to analytics.twitter.com.
4. Pinterest analytics
One of the best sources for Pinterest analytics resides is Pinterest
itself. From the Pinterest analytics dashboard, you can see insights into
every relevant aspect of your Pinterest marketing.
The dashboard shows growth in impressions and followers, audience stats and
website engagement. You can click into more in-depth reports for each of
these and see which posts and boards have performed the best.
To access Pinterest analytics, log onto Pinterest and go to analytics.pinterest.com.
Pinterest analytics is available to business accounts; you can
convert a personal account to a business account
5. LinkedIn analytics for individuals
LinkedIn provides analytics for your long-form LinkedIn articles (for
example, LinkedIn Pulse articles). It shows you the total number of views
and engagement for each article, the demographics of your readers and the
people who have engaged with your article.
It seems like the full analytics
isn't available in all locations yet. For those who don't have the full analytics and are curious (like me!),
some screenshots and descriptions
of the analytics.
To access your LinkedIn Pulse analytics, go to your LinkedIn homepage and
click on the view counts on the left column and then the "X views on this
You can also see the number of people who viewed your profile in the last
week on the right column of your LinkedIn feed.
6. LinkedIn analytics for businesses
Much like Facebook's Insights tab, LinkedIn's analytics include data of all
the posts on your organization's page as well as a breakdown of your
followers and follower growth.
To access LinkedIn analytics, log in at LinkedIn and go to your business
page. Click on Analytics next to the Home link at the top of the page.
For the new Company Page design, you'll be able to see stats on each post,
such as impressions, engagement rate, clicks and social actions.
7. Google+ Influence
Google+ seemed to have removed its analytics and insights dashboard, but
you can still access some basic stats. Google+ calls it "Your Influence,"
showing you basic stats on your posts and your reach.
To access Google+ Influence, log in at Google+ and go to your business page
profile. Click on the three vertical dots by your cover photo and "Your
Bonus: 5 Paid Social Media Analytics Tools
The analytics at SumAll come from a huge
number of assorted, connected apps. You can wire up your unlimited social
media profiles—Twitter, Facebook, Instagram, LinkedIn, and more—and SumAll
will send out a weekly or monthly email with insights on how things have
changed. All the info is saved to a web dashboard for easy viewing any
$99/month with a seven-day free trial
Some of our favorite
social media studies
have come from the team at
Socialbakers. Their analytics tools include all the fundamental resources you might
need-tracking of multiple profiles, key performance indicators, competitive
intelligence and automated reports. Beside analytics tools, Socialbakers
also offers tools for publishing and optimizing your content.
$24/month per page of analytics report with a 14-day free trial
lets you track a number of different organizations (up to 75 for their
business plans) and compare performance across not only social media
metrics but also SEO. The social media monitoring includes Twitter,
Facebook, Google+, Pinterest, YouTube and Instagram.
Plans starting at $99/month with a seven-day free trial
provides an overview of your activity on any of the 20 supported social
networks, plus allowing you to track new topics, measure ROI and export the
data into a handy report layout.
Plans starting at $49/month with a free 30-day trial
gives you the full picture of your social media efforts, from social media
metrics to business value—something that many social media managers,
including us, struggle with.
Simply Measured does not share their pricing publicly.
According to GetApp, the plans seem to start from $500/month.
Kevan Lee is the director of marketing at Buffer. A version of this article first appeared on