Google tests social channel insights in Search Console
Google has announced an experimental Social Channel Insights feature within Search Console Insights for selected website properties. The test, first disclosed in December 2025 on the Google Search Central Blog, is rolling out gradually to a limited set of sites.
The new feature extends Search Console Insights to show how Google Search drives traffic to social profiles linked to participating sites. Google says it automatically detects eligible social channels and associates them with a verified Search Console property. When a match is found, data for those profiles appears directly in the Search Console Insights interface for properties included in the experiment.
Key metrics available for each connected social channel include:
- Total reach: reports clicks and impressions from Google Search that lead to linked social profiles.
- Content performance: lists top social pages and flags items currently trending up or down.
- Search queries: shows queries that surface the social profiles, including trending search terms.
- Audience location: breaks down clicks to the social profiles by country.
Metrics are provided separately for each connected social channel detected for the site. Site owners can review social performance alongside website metrics in the same Search Console Insights view. Participation is limited, with Google enabling the feature only for a subset of properties at launch.
Background on Search Console Insights and social channels
The Search Console Insights report combines data from Google Search Console and, optionally, Google Analytics. It is designed to help content creators understand how people discover and engage with their website content. Until this experiment, Insights primarily highlighted website pages and related search and referral performance.
The social channel experiment builds on existing site associations within Search Console. Google indicates that social insights currently appear only when Search Console has automatically identified and matched relevant profiles. Site owners cannot manually add or remove social channels from the experiment at this stage.
Eligible properties see a prompt in Search Console Insights inviting them to confirm the detected social channels. Once confirmed, social channel cards and metrics appear within the Insights overview for those properties. Google includes thumbs up and thumbs down icons, along with a Submit feedback link, to collect user responses.
Source citations
Details of the Social Channel Insights experiment are outlined in a Google Search Central Blog post. Additional information about Search Console Insights is available in Google's official help documentation. These sources describe the experimental rollout, supported metrics, and eligibility requirements for participating properties.
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