Social media is a critical part of business today, whether you’re a big company, a small business, or a personal brand. But just being active on social media isn't enough; you need to understand what’s working and what’s not. That’s where social media analytics tools come in. With these tools, you can track how your posts are doing, understand what your audience likes, and improve your strategy to reach more people.

In this guide, we’ll dive into the best social media analytics tools available in 2024 and 2025, covering both paid and free options. Whether you're on a budget or looking for more advanced features, there’s a tool for you.

Why Use Social Media Analytics Tools?

Social media analytics tools offer several benefits that help marketers and brands make better decisions:

• Measure Success: Track engagement, follower growth, and reach to see what’s working.
• Understand Your Audience: Discover who your audience is, their demographics, and their behavior.
• Optimize Posting Times: Learn the best times to post for maximum reach and engagement.
• Benchmark Against Competitors: See how your performance compares to others in your industry.
• Improve Content: Find out which types of content (like images, videos, or links) get the best response.

The Best Social Media Analytics Tools for Marketers

Here’s a list of the top 20 social media analytics tools, categorized into paid and free options.

Top 10 Paid Social Media Analytics Tools

1. Buffer

• Overview: Known for its scheduling capabilities, Buffer also offers robust analytics. It provides insights into engagement, audience growth, and optimal posting times.
• Best For: Small businesses and individuals looking for an affordable, easy-to-use platform.
• Pricing: Starts at $5/month per social channel.

2. Sprout Social

• Overview: A comprehensive tool that combines analytics, scheduling, and social listening. It’s popular among marketers for its easy-to-navigate dashboards and in-depth reporting.
• Best For: Larger teams and brands needing deep analytics and social listening.
• Pricing: Starts at $249/month.

3. Hootsuite

• Overview: A versatile tool with features for scheduling, analytics, and team collaboration. Hootsuite’s analytics cover key performance metrics and allow you to compare performance across channels.
• Best For: Businesses of all sizes looking for a multi-functional tool.
• Pricing: Starts at $99/month.

4. Zoho Social

• Overview: Offers analytics for a variety of social media platforms and integrates with Zoho’s CRM. You can track hashtags, keywords, and monitor brand mentions.
• Best For: Businesses that use Zoho CRM for a streamlined approach.
• Pricing: Starts at $15/month.

5. Sendible

• Overview: Combines analytics with scheduling, allowing users to track trends and brand mentions. It also provides a content recommendation feature to help create engaging posts.
• Best For: Agencies and small businesses.
• Pricing: Starts at $29/month.

6. Keyhole

• Overview: Known for its hashtag tracking and influencer analytics, Keyhole helps brands and agencies monitor engagement and campaign performance.
• Best For: Brands running hashtag campaigns or looking to measure influencer impact.
• Pricing: Starts at $79/month.

7. Rival IQ

• Overview: Focuses on competitor analysis, allowing businesses to see how they stack up against others in their industry. It offers detailed reports on engagement and audience growth.
• Best For: Competitive insights for businesses in highly competitive industries.
• Pricing: Starts at $199/month.

8. Emplifi

• Overview: A powerful tool for social media analytics, customer care, and social listening. Emplifi’s analytics cover in-depth metrics for brand performance and audience insights.
• Best For: Larger brands and businesses with a focus on customer care.
• Pricing: Custom pricing.

9. Iconosquare

• Overview: Originally designed for Instagram analytics, Iconosquare now supports multiple platforms. It’s great for tracking engagement and follower growth.
• Best For: Instagram-heavy brands and influencers.
• Pricing: Starts at $59/month.

10. Quintly

• Overview: Focuses on advanced analytics with highly customizable dashboards. It’s perfect for tracking detailed metrics across multiple social platforms.
• Best For: Brands and agencies needing extensive customization.
• Pricing: Custom pricing.
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Top 10 Free Social Media Analytics Tools

1. Tailwind

• Overview: Tailwind is primarily known for Pinterest and Instagram analytics, offering insights into post performance and content optimization.
• Best For: Creators and small businesses focusing on Pinterest and Instagram.
• Pricing: Free plan available; paid plans start at $9.99/month.

2. Cyfe

• Overview: A dashboard tool that lets you track social media metrics, website analytics, and more in one place. It offers basic analytics for social platforms in its free version.
• Best For: Freelancers or small businesses looking for a free all-in-one tool.
• Pricing: Free plan available; paid plans start at $19/month.

3. SparkToro

• Overview: Designed to help you understand your audience’s preferences. SparkToro analyzes social behavior and provides insights on the most influential people in your niche.
• Best For: Audience research for small businesses and content creators.
• Pricing: Free plan available; paid plans start at $38/month.

4. Talkwalker

• Overview: Known for its social listening features, Talkwalker lets you monitor brand mentions, hashtags, and keywords. It’s great for tracking social conversations.
• Best For: Businesses needing social listening without a high price tag.
• Pricing: Free version available; paid plans start at custom pricing.

5. Google Analytics

• Overview: While primarily a web analytics tool, Google Analytics can also provide insights into social media traffic and behavior on your website.
• Best For: Businesses wanting to track website traffic from social media.
• Pricing: Free.

6. Facebook Insights

• Overview: This built-in tool for Facebook page owners offers detailed data on post reach, engagement, and audience demographics.
• Best For: Page owners and marketers focusing on Facebook.
• Pricing: Free.

7. Instagram Insights

• Overview: Instagram’s in-app analytics tool gives insights on audience demographics, post reach, and engagement.
• Best For: Instagram creators and brands.
• Pricing: Free.

8. X (Twitter) Analytics

• Overview: Twitter’s built-in analytics tool provides information on tweet impressions, profile visits, and follower growth.
• Best For: Individuals and businesses on Twitter.
• Pricing: Free.

9. TikTok Analytics

• Overview: TikTok Analytics shows data on video views, follower demographics, and trending videos, helping creators optimize their content.
• Best For: TikTok creators and brands.
• Pricing: Free.

10. Pinterest Analytics

• Overview: Pinterest’s native analytics tool offers insights on pin performance, audience demographics, and engagement.
• Best For: Brands and creators on Pinterest.
• Pricing: Free.

Social Media Analytics Within Social Media Platforms

Many social media platforms come with their own analytics tools, making it easy to gain insights without additional cost.

1. Facebook Insights: Track post reach, engagement, and audience demographics.
2. Instagram Insights: Check post engagement, follower demographics, and reach.
3. X (Twitter) Analytics: Monitor tweet impressions, profile visits, and follower growth.
4. TikTok Analytics: Get insights into video views, follower activity, and trends.
5. Pinterest Analytics: Analyze pin performance, audience demographics, and engagement.
6. LinkedIn Analytics: Track engagement, impressions, and follower demographics.
7. YouTube Studio Analytics: Provides insights on video performance, watch time, and audience demographics.

That’s a Wrap!

Choosing the right social media analytics tool depends on your business needs, budget, and the platforms you use. Paid tools like Sprout Social and Hootsuite offer deep insights and advanced features, while free tools such as Google Analytics and native platform analytics offer a great starting point for tracking performance. With the right analytics, you’ll have the data needed to make informed decisions, improve your social media strategy, and achieve your goals.