23 Top Social Media Analytics Tools for 2025 — Free & Paid

Where Do You Turn for Social Media Data?

I’m grateful for the variety of amazing tools that decode the numbers behind my social media activity. Whether I need to track monthly follower growth, discover which content performs best, or identify optimal post times, there’s a tool to provide concrete answers.

To help you find the right fit, here’s a collection of my favorite social media analytics tools—each promising unique insights into your performance.

Defining Social Media Analytics

Before we dive into the tools, it’s worth clarifying what we mean by “social media analytics.” At Deepf, we see social media analytics as the process of gathering platform-specific data to guide and inform your social strategy. By paying close attention to these stats, you can see how well you’re delivering on your social media goals.

Typically, social media analytics tools complement social media management tools. The latter lets you organize and schedule your posts, while the former helps track and fine-tune their impact. Some platforms—like Deepf—do both.

Below, you’ll find top free and paid social media analytics solutions. Whether you’re a small business or an enterprise, a personal brand or an established agency, there’s something here for you.

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The Best Social Media Analytics Tools for Marketers

1. Deepf

Deepf removes the busywork—and guesswork—from social media analytics. Our goal is to give you actionable data on what, when, and how to post for better outcomes.

Deepf monitors essential metrics like:

• Impressions
• Engagement (likes, comments, shares)
• Follower growth
• Engagement rate and reach on individual posts
• Audience demographics
  

• Price: Starts at $2/month, with a 14-day free trial.

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2. Sprout Social

Screenshot: Sprout Social analytics dashboard

Sprout Social is a robust social media management platform equipped with enterprise-level analytics and listening tools. It helps you contextualize campaign performance, identify trending topics, and track brand mentions. Sprout’s visual reports make it easy to see how your content does across multiple networks.

3 Notable Features

1. Analyze Paid Campaigns Across Multiple Platforms
2. View Group Reports for Several Social Profiles
3. Monitor Team Metrics, Including Response Time & Task Completion

• Price: Starts at $249/month, with a 30-day free trial.

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3. Hootsuite

Screenshot: Hootsuite’s analytics interface

Hootsuite provides solutions for scheduling, listening, posting, and analyzing social media. It reveals which types of posts perform well, how to extend your reach, and how to optimize ads. The analytics section offers a clear picture of your performance on all social accounts.

3 Notable Features

1. Create Customized Reports Using 200+ Metrics
2. Track Customer Care Responsiveness on Twitter & Facebook
3. Integrate Brand Mentions with Tools Like Brandwatch & Talkwalker

• Price: From $99/month per user, includes a 30-day trial.

4. Zoho Social

Screenshot: Zoho Social analytics overview

Zoho Social gives you a thorough overview of your audience and their interactions with your brand. Manage all your social channels from one place and reply to messages in real time. Deep-dive post analytics show how far your content reached and how viewers engaged with it.

3 Notable Features

1. Detailed Pre-Defined Segments
   Generate customizable reports using audience demographics, influencer stats, etc.
2. Engagement Trends
   Identify which content formats resonate best with your fans or followers.
3. Compare Fans vs. Other People Reached
   See a breakdown of who actually sees your posts.

• Price: Starts at $10/month; 15-day free trial.

5. Sendible

Screenshot: Sendible’s analytics suite

Sendible is primarily a social media management tool, but it also handles monitoring, listening, and reporting. It offers insights into engagement metrics, mentions, and audience demographics across diverse platforms. You can also keep an eye on conversations related to your brand and address them promptly.

3 Notable Features

1. Presentation-Ready Reports via a drag-and-drop builder
2. Team Efficiency Metrics, like response times and resolution rates
3. Notifications for Key Interactions on multiple accounts from one central dashboard

• Price: From $29/month, includes a 14-day free trial.

6. Keyhole

Screenshot: Keyhole’s analytics overview

Keyhole uses trackers to monitor events, campaigns, influencers, and brand or product mentions. Its robust monitoring of hashtags, keywords, and accounts yields data on reach, share of voice, trending posts, and more.

3 Notable Features

1. Predict Campaign Performance using machine learning
2. Sentiment Analysis to gauge audience feelings
3. Influencer Account Management, permissions, and performance tracking in one place

• Price: Plans start at $79/month; 7-day free trial.

7. Rival IQ

Screenshot: Rival IQ’s competitor analysis

Rival IQ is dedicated to competitor tracking, letting you compare your company’s social activity against similar brands. It also provides SEO data, looks into Facebook and Instagram ads, and can show historical data from up to 24 months. The idea is to help you identify patterns in your competitors’ success and adapt accordingly.

3 Notable Features

1. Benchmarking: Assess your social metrics and content in context with peers
2. Google Analytics Integration: Combine your site data with social stats
3. Automated Insights to improve your Facebook/Instagram ad results

• Price: Starts at $239/month; 14-day free trial.

8. HubSpot

Screenshot: HubSpot’s social listening feed

HubSpot provides an all-in-one inbound marketing suite, and its social media functionality is no exception. You can set up keyword monitoring streams, get AI-powered sentiment analysis, and track top-performing content. The analytics dashboard aggregates data from different channels, including your website, so you can tie social metrics directly to marketing goals.

3 Notable Features

1. CRM Integration
   Easily reference historical interactions when responding to comments.
2. Comprehensive Tracking
   Go beyond social media to see how each channel affects website traffic and conversions.
3. Keyword Alerts
   Receive notifications whenever HubSpot detects mentions in your monitored streams.

• Price: Starts at $800/month.

9. Emplifi

Screenshot: Emplifi’s analytics panel

Emplifi (formerly Socialbakers) offers in-depth monitoring of social profiles, performance metrics, competitor benchmarks, and even influencer discovery. Beyond analytics, it features content optimization and customer care tools to help you engage more effectively.

3 Notable Features

1. Audience Sentiment: Evaluate how your audience reacts to your content
2. Predictive Tools: Decide whether to boost posts on Facebook based on analytics
3. 90-Day Competitor Snapshot for Instagram and Facebook

• Price: Request a custom quote.

10. Iconosquare

Screenshot: Iconosquare’s multi-account view

Iconosquare supports analytics for Facebook, Instagram, Twitter (X), LinkedIn, and TikTok, letting you track growth and performance across your channels. It also has robust competitor benchmarking, plus an agency-friendly setup for handling multiple clients. Automated reports can be sent to clients right from the platform.

3 Notable Features

1. Mention Monitoring: Track all the photos and mentions that tag your brand
2. Competitor Analytics: Review engagement stats from other brands in your industry
3. Follower Insights: Discover when your audience is online so you can post at peak times

• Price: $49/month; 14-day free trial.

11. Tailwind

Screenshot: Tailwind’s scheduling & analytics features

Tailwind primarily focuses on Pinterest and Instagram. It helps you schedule pins or posts, engage followers, and measure results. Pinterest metrics include total pins in your domain, potential impressions, and board growth. Instagram users get data on follower trends, comments, and post engagement.

3 Notable Features

1. Hashtag Finder for Instagram
2. Browser Extension to quickly create pins from external websites
3. Bulk Upload with a drag-and-drop calendar

• Price: From $14.99/month.

12. Cyfe

Screenshot: Cyfe’s custom dashboard

Cyfe is a dashboard tool that merges data from a variety of apps and platforms into fully customizable widgets. Its social media integration pulls from major networks, letting you see critical metrics for each. More than 50 widgets are available for Facebook alone, covering metrics like reach, clicks, check-ins, and more.

3 Notable Features

1. Fully Personalized Dashboards
2. SMS & Email Alerts for crossing certain thresholds
3. Real-Time Search for brand mentions and competitor activities on Twitter

• Price: Begins at $19/month; 14-day free trial.

13. Quintly

Screenshot: Quintly’s advanced analytics screen

Quintly targets enterprises that need to monitor performance on Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube. You can choose from hundreds of metrics and create dashboards for automated reporting. Stack up multiple pages—yours or competitors’—and compare them using built-in benchmarks.

3 Notable Features

1. 350+ Metrics for custom KPI tracking
2. Multiple Export Formats like CSV, XLSX, PDF, or PPTX
3. Robust API for pulling data into your BI or custom dashboards

• Price: From $345/month.

14. SparkToro

Screenshot: SparkToro’s audience insights

SparkToro is an audience research tool that analyzes web pages and social accounts to help you understand your audience’s interests, reading habits, shared content, and more. This insight drives more targeted content and messaging.

3 Notable Features

1. Follower Audit to estimate how many fake accounts are in your following
2. Audience Topics to see what your target market discusses most often
3. SparkScore measuring your reach and the performance of your posts

• Price: From $38/month; free plan available with limited features.

15. Talkwalker

Screenshot: Talkwalker’s conversation insights

Talkwalker lets you run unlimited free searches for keywords and hashtags across social networks, blogs, forums, and news sites. You’ll see mentions, sentiment, share of voice, top posts, and more. The paid plans expand brand monitoring, letting you track how consumer sentiment shifts over time and how you compare to competitors.

3 Notable Features

1. Real-Time Mentions for products, campaigns, or events
2. Interactive World Map showing where your mentions come from
3. Demographic Details including age, gender, and profession

• Price: Custom quotes for SMBs and enterprises.

16. Google Analytics

Screenshot: Google Analytics social referral view

Google Analytics focuses on website traffic, but it’s invaluable for spotting how social media users behave once they land on your site. Navigate to Acquisition > Social > Overview to see referral volumes from social channels, and link that to conversions for a tangible sense of your social ROI.

3 Notable Features

1. Identify Social Referrals to see which networks send the most visitors
2. Measure Conversions or e-commerce transactions from social channels
3. Follow User Journeys post-click to gauge site engagement

• Price: Free.

Built-In Analytics from Social Platforms

Major social platforms offer their own data dashboards. Here’s where to access them:

1. Facebook Insights

Now found in Meta Business Suite (for both Facebook and Instagram) or your Professional Dashboard. You’ll see stats on reach, engagement, clicks, and more.

• How to Access:
  • Option A: Log into Facebook > Click your profile pic (top-right) > Choose your Page > Meta Business Suite > Insights (bottom-left).
  • Option B: Log into Facebook > Click your profile pic (top-right) > Choose your Page > Professional Dashboard (left sidebar).

2. Instagram Insights

Available to Business or Creator Profiles, with data on reach, impressions, interactions, follower demographics, and more.

• How to Access:
  • Mobile: Tap your profile pic > Menu (three lines) > Insights.
  • Desktop: Instagram.com > Profile > View insights (under your bio).

3. X (Formerly Twitter) Analytics

Offers a snapshot of your monthly stats and deeper insights if you click “Access your Post Analytics.”

• How to Access:
  • Log into Twitter > Go to twitter.com/i/account_analytics > Click Access your Post Analytics.

4. TikTok Analytics

View up to 60 days of performance data, including profile views, video views, likes, comments, and shares. You can also export your data.

• How to Access:
  • Mobile: Profile > Menu (three lines) > Creator Tools > Analytics.
  • Desktop: Log in at TikTok.com > Hover over your profile pic > Analytics.

5. Pinterest Analytics

Track impressions, followers, website traffic, and audience interests. Available only for Pinterest business accounts (free to set up).

• How to Access:
  • analytics.pinterest.com once logged in.

6. LinkedIn Analytics

LinkedIn provides analytics for both Pages (for companies) and Creator Profiles (if you enable Creator Mode). You can see your content performance, demographics of your audience, and competitor insights.

• How to Access:
  • LinkedIn Page: Profile pic > Choose Page > Analytics.
  • Personal Profile: Profile pic > View profile > Analytics (under your bio).

7. YouTube Studio Analytics

Essential for anyone uploading videos or Shorts to YouTube. Tracks views, watch time, earnings, audience retention, and more.

• How to Access:
  • Log in at studio.youtube.com.

Final Thoughts

With so many social media analytics tools available, you can easily find one that meets your specific needs and budget. Whether you’re looking for a single platform to manage publishing and analytics, or a specialized solution for brand monitoring, there’s something in this list for everyone.

Take these insights and let them guide your social media efforts—because when you know which content works, and why, you can make smarter decisions that push your brand forward.

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