A Beginner’s Guide to Social Analytics Tools

Every business today wants to go online. Usually, they launch a website but often also make an Instagram or Facebook page. 

It’s more or less simple to track web analytics, using tools like Google Analytics or SEMrush. But what to do if you want to launch an ad campaign on Facebook and track its results?  

That’s what you need social analytics tools for. 

In this guide, I’m listing five popular social analytics tools that can help you track your social presence: 

  1. Brandwatch
  2. Unmetric
  3. Google Analytics
  4. TapInfluence
  5. Rival IQ

But before we review the tools, let’s discuss why it’s important to track social media analytics in the first place.

Why Track Social Media Analytics?


Because it’s the social media analysis that’ll help you create the most successful media campaigns. The one the catches the right audiences, at the right time, and on the right channel. 

The most common goals of social media analytics are: 

  • To increase revenue
  • Gather feedback
  • Increase engagement, etc. 

Besides, by analyzing your customers’ activity on social media, you can catch real feedback on the actions and content you publish. 

Here are some other benefits it brings: 

  • It helps to understand your audience and figure out when it’s the best day or time to make a post. 
  • Define your best media channels: which social networks give you the best results. 
  • It helps to conduct a social competitive analysis, checking the content and strategies they use. 

5 Best Social Media Analytics Tools

Note: this isn’t any kind of a top-5 list. All tools present here are equally great when it comes to analytics tracking. 

#1. Brandwatch

Brandwatch software does its best to help companies understand their customers. It tracks billions of online conversations—blogs, news, forums, videos, Twitter and Facebook reviews, etc. 

That’s how Brandwatch collects in-depth insights about your audience, starting from their gender to hobbies and more. 

Besides, it allows you to track your brand’s reputation. Real-time analytics is based on positive or negative posts related to your brand. 

Features: 

  • Custom reports and dashboards for measuring social activity
  • Identification of people talking about your brand and their influence
  • Measuring campaigns, brands, and products for different metrics (e.g., conversation volume), etc.

#2. Unmetric

Lots of today’s analytics tools use machine learning vs AI vs data science to analyze tons of data. Unmetric is also an AI-powered tool that helps you take a peek at your competitors and their social media efforts. It grabs information from major platforms, including Facebook, Instagram, Twitter, and Youtube. 

Unmetric uses machine learning to discover your industry’s leaders and shows how exactly they perform compared to your brand. There also are benchmarks for various metrics that’ll help you understand where your business stands in the industry. 

Among the best features of this tool: 

  • In-depth visual analytics that shows you which images drive the most engagement
  • Shows most engaging hashtags used by your company
  • Compares your SMM performance with competitors’ efforts

#3. Google Analytics

I assume you’ve already had experience with Google Analytics—it’s hard not to if you’ve ever launched or moved your business online. 

But with Google Analytics, you can not only monitor and analyze your web traffic but watch over social media activity. Google Analytics tracks activities on many social networks, including the popular ones like Facebook, LinkedIn, YouTube, etc.

GA is the top #1 tool for tracking social media campaigns and measuring your social networks’ ROI. 

Best features: 

  • Shows on which social networks people interact with your content
  • Marks what exactly users who came from social media platforms look through on your site 

#4. TapInfluence

If you’re working with influencers or considering it right now, TapInfluence may be your next best helper. The tool shows important influencers’ metrics so that brands can better understand whether to work with them or to look for someone else. 

Great features: 

  • Help to measure the performance of overall campaigns and compare them with industry results
  • Possible to make a custom list of influencers 
  • Pre-made curates lists of influencers are also available
  • Allows to search through visual content influencers make by keywords

#5. Rival IQ

Rival IQ is another tool that shows how your competitors do on social media. For example, you can even get notified when a competitor boosts one of their social media posts. 

Nice features: 

  • Finds boosted posts of your competitors
  • Measures anything: from ad campaigns to mentions made by influencers
  • Always-on social post and profile monitors of your competitors

That’s it! Actually, there are many social analyzing tools possible for doing any stuff for any taste or marketing purposes. You just need to choose the one you can afford, with the biggest number of required features, and a good-looking UI (if it matters for you).


Guest Article by Vitaly Kuprenko

Vitaly Kuprenko is a technical writer at Cleveroad, a web and mobile app development company in Ukraine. He enjoys writing about tech innovations and digital ways to boost businesses.

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