Fast forward to 2025, social media analytics is as important for businesses, marketers, and influencers as air and water for the survival of human beings. They help users understand user behavior, the performance of the campaigns they are running, and other useful things on which users can make correct decisions. When you want to maintain a watchful eye on brand health, choose the best content marketing techniques, or follow general social media trends, the complicated data is translated into easy-to-understand figures with social media analytics tools.
Since there are so many choices out there – free apps and paid ones –, choosing the best tool could make or break it for your marketing campaign. However, the number of free tools is considerably more limited, largely providing analytic and reporting features sufficient for very small businesses or independent producers.
While free tools are limited in functionality and are geared towards small-scale campaigns and creatives, paid tools offer more complex features such as insights from artificial intelligence and competitor analysis, as well as more detailed audience segmentation for campaigns on a greater scale. Social media analytics is an important branch of digital marketing that has a very important role in successful businesses; in this blog, we want to introduce the 20 most necessary social media analytics tools and the way to choose the best one according to our needs. Let’s dive in!
What Are Social Media Analytics Tools and Their Importance?
Social media analytics tools are solutions, that gather information from social networks and analyze their productivity and audience activity. They enable users to assess the impact of their marketing campaign, know their audience, and check on their competitors.
Importance of Social Media Analytics Tools
- Data-Driven Decisions: To involve raw data in the decision-making process to help optimize strategy based on different performance indices.
- Improved ROI: It helps you maximize marketing return on investment by pointing out what really makes an impact across your entire portfolio.
- Audience Understanding: Help to gain an understanding of the demographic characteristics of the target audience, their preferences, and interests.
- Trend Spotting: Anticipate new trends to act on the required changes in the campaign.
- Competitor Analysis: Comparisons to competitors in an organization or industry.
- Real-Time Monitoring: Follow the campaign and people’s interaction as the campaign process unfolds.
Key Features of Social Media Analytics Tools
- Comprehensive Data Reporting: Cums with detailed reports for engagement, impression, and reach.
- Audience Segmentation: Provides information about demography for a segmented marketing approach.
- Competitor Analysis: Monitors the competitors’ performance Click to download marketing insights on ways to succeed with ‘Gaps’ Strategies to complete rivals in the target market.
- Sentiment Analysis: Oversees AG as well as the perceived image of the brand towards the listeners/viewers.
- Real-Time Analytics: Monitors performance in real-time in order to make time-sensitive adjustments.
- Customizable Dashboards: This enables the users to customize reports depending on some indicators.
20 Social Media Analytics Tools for 2025 (Free and Paid)
1. Google Analytics
This social media analytics tool has social analytics packed with detailed performance metrics for different social networks. It gives information about post reach, engagement, and audience growth, and as such is perfect for handling and analyzing the campaigns. From features such as auto-scheduling reports to group collaboration, Hootsuite is ideal for any type of business. Its paid versions come equipped with additional statistics and compatibility with more than twenty social networks.
Key Features
- Tracks social traffic, user demographics, and behavior.
- Provides real-time data and goal-setting tools.
- Integrates seamlessly with Google Ads.
Pros
- Free to use with advanced features.
- Reliable and widely used.
Cons
- Limited to web and app analytics; lacks in-depth social media-specific insights.
- Requires technical knowledge for setup.
Price: Free.
Website: https://marketingplatform.google.com/about/analytics/
2. Hootsuite Analytics
Google Social Media Analytics is a web application that can be used freely to monitor the performance of websites and social media. It gives information on traffic sources, audience, and client habits. Partnering your accounts means you can see the effects of the campaigns and improve conversion from normal users. It also has some additional elements such as goals, funnels, and live views. Combined with Google Ads, it can become a valuable tool for small businesses and marketers due to its interface.
Key Features
- Analyzes the social traffic and offers a deep look at the audience.
- Real-time processing and setting objectives and targets on real-time information.
- Works effortlessly with Google Ads if you want to track the actual Return on Investment.
Pros
- Supports team collaboration.
- User-friendly interface.
Cons
- Paid plans can be costly for small businesses.
- Limited features in the free version.
Price: Free plan available; Paid plans start at $19/month.
Website: https://www.hootsuite.com/platform/analytics
3. Sprout Social
Sprout Social offers the features of analytics, scheduler, and CRM all in one. This gives reports on the audience interaction, audience emotion, and performance of different campaigns. The tool is loved for this and the great number of opportunities to modify the displaying of data on the dashboard and reporting. The social listening analytical tool capabilities allow brands to gain insights into their target market as well as how to improve the approach.
Key Features
- Oversees engagement rates with content, the growth of the audience, and the performance of posts.
- Offers the option of having automatic and upgradeable different reports.
- Enables the scheduling of advertising space across different platforms.
Pros
- Intuitive and customizable dashboard.
- Strong reporting capabilities.
Cons
- Expensive for small businesses.
- Limited free trial period.
Price: Plans start at $249/month.
Website: https://sproutsocial.com
4. Buffer Analytics
Buffer Analytics is perfect for small businesses and content producers who need straightforward yet efficient tracking and reporting. The software features include tracking click-through rates, impression rates, and engagement rates in the different social networks. Buffer also has options for posting after scheduling and monitoring the performance of the event to guarantee consistent posting. Due to its relatively low cost and simplicity, the software is best suited for startup companies.
Key Features
- Provides attitude and demographic breakdown of the followers.
- Analyzes social campaigns in a broad perspective with detailed analysis of the results in real time.
- This also involves social media listening for brand tracking.
Pros
- Affordable and simple to use.
- Great for small businesses and startups.
Cons
- Limited analytics features in lower plans.
- Focuses primarily on post-performance metrics.
Price: Free plan available; Paid plans start at $6/month per channel.
Website: https://buffer.com
5. Social Blade
Using Social Blade is free and it focuses on working with YouTube, Instagram, and Twitch. It includes parameters of performance which are number of followers, expected earnings, and engagement rate. It is also used to monitor performance and competition by influencers among other users of the platform. It is known by individual creators due to its simplicity and availability for use without charges.
Key Features
- Records interaction and feedback rates after and following the performance.
- Combines scheduling with the analytics feature of a software application.
- Enables preparation of a detailed report which can be used to enhance the content delivery strategy.
Pros
- Free and easy to use.
- Focused on influencer analytics.
Cons
- Limited platform coverage.
- Basic features compared to other tools.
Price: Free; Premium plans start at $3.99/month.
Website: https://socialblade.com
6. Zoho Social
Zoho Social for business sophisticated social analytics tools and scheduling across organizations small or large. It records people’s interaction rates as well as their age and gender and brands to aid the campaign. The platform also includes collaboration features that help marketing teams and is therefore suited for platforms. It’s also reasonably priced and comes with all the necessary features for a growing company.
Key Features
- Records movement of visitors for YouTube, Instagram, and Twitch.
- Provides real-time follower and earnings forecast.
- It has influencer-specific analytics.
Pros
- Affordable pricing for small businesses.
- Comprehensive social media management.
Cons
- Limited advanced analytics in lower-tier plans.
- The slight learning curve for beginners.
Price: Plans start at $10/month.
Website: https://www.zoho.com/social/
7. Brandwatch
Brandwatch is a social listening and analytics company. The tool measures the number of brand mentions, the frequency with which these mentions occur, the sentiment analysis of the conversations and on different social channels. It means that using artificial intelligence, helps consumers evaluate new opportunities and threats. Larger organizations will especially benefit from Brandwatch due to its capacity for heavy customization and coupling with other systems.
Key Features
- It helps identify tracking trends sentiments and competitors using artificial intelligence.
- Provides social listening to check up on the well-being of a brand.
- Offers fast comprehensive analytical and reporting tools available.
Pros
- Excellent for social listening.
- Highly customizable and scalable.
Cons
- High pricing, aimed at enterprises.
- Complex setup for new users.
Price: Custom pricing on request.
Website: https://www.brandwatch.com
8. Agorapulse
Agorapulse offers analytics features, scheduling, and social listening all in one place. It measures its interaction rate, its followers and even the performance of the content it has posted. It has simple report generation and an attractive pricing structure that have earned the application a place among small and mid-sized organizations. The program also has additional customer relationship management features.
Key Features
- It helps identify tracking trends sentiments and competitors using artificial intelligence.
- Provides social listening to check up on the well-being of a brand.
- Offers fast comprehensive analytical and reporting tools available.
Pros
- Affordable for small and mid-sized businesses.
- User-friendly interface with robust support.
Cons
- Limited third-party integrations.
- Advanced analytics only in higher plans.
Price: Plans start at $79/month.
Website: https://www.agorapulse.com
9. HubSpot
HubSpot has its problems, although its analytics are more centered around leads and campaigns. These include click-through rate, social media return on investment, and user journey. For organizations that would like to enjoy all the marketing features, HubSpot’s comprehensive marketing software is suitable. This integration with other tools makes it easy to use.
Key Features
- Measures revenue on social media and interaction with the audience.
- It is compatible with email and content marketing platforms.
- Provides services in the areas of lead generation and conversion.
Pros
- All-in-one marketing solution.
- Excellent for inbound marketing.
Cons
- High pricing for smaller businesses.
- The steeper learning curve for new users.
Price: Free tools are available; Paid plans start at $50/month.
Website: https://www.hubspot.com
10. Keyhole
Keyhole provides tracking of hashtags and influencers in addition to the standard metric set of social networks. It gives data on engagement, and impressions and at times gives a sentiment analysis of posts. The tool is especially valuable when analyzing campaigns and hashtags using the tool’s metrics. Indeed, due to its low cost and special functions, the software is among the favourites of marketers.
Key Features
- Monitor likes and comments in real-time, and track hashtag performance and audience sentiment.
- Provides reporting on a campaign’s performance and its comparison to previous, similar campaigns.
- It also offers influencer data and tracking services.
Pros
- Affordable and focused on campaign analytics.
- Great for tracking hashtags and influencers.
Cons
- Limited platform coverage.
- Basic analytics compared to competitors.
Price: Plans start at $49/month.
Website: https://keyhole.co
11. Mention
Mention is specifically used for tracking brand mentions and audience sentiments. Twitter analytics gives data on social media trends, users and keywords. From the standpoint of social listening, Mention assists brands in maintaining their relationship with their target market. Its simple layout is very instructive for those companies.
Key Features
- Tracks brand mentions, sentiment, and trends.
- Offers competitive analysis and social listening.
Pros
- Easy to use with real-time insights.
- Affordable for small businesses.
Cons
- Limited analytics depth in lower plans.
- Focused primarily on social listening.
Price: Plans start at $25/month.
Website: https://mention.com
12. Rival IQ
Rival IQ focuses on things such as engagement rates and follower growth of the competitors. It tells you where you stand in relation to your competition so that you can make informed decisions. It provides detailed reports in addition to the freedom to generate insights. It’s an excellent tool for brands that want to pull ahead of their competitors.
Key Features
- Logs the response rate in real-time based on the corresponding platforms.
- A key function is keeping track of the sentiment and the brand’s overall health.
- Offers competitor analysis and trend analysis because the services are provided in the relevant market.
Pros
- Ideal for competitive analysis.
- Detailed and actionable reports.
Cons
- Expensive for small teams.
- Focused heavily on competitor metrics.
Price: Plans start at $239/month.
Website: https://www.rivaliq.com
13. Later Analytics
Later Analytics is tailored for Instagram, offering insights into post-performance, audience growth, and hashtag effectiveness. It also includes scheduling tools for consistent content delivery. The platform’s user-friendly interface and affordable plans make it ideal for small businesses and influencers. Its visual-first approach is perfect for Instagram-centric strategies.
Key Features
- Monitors settings and data of your hashtags and user’s posts on Instagram.
- Has the feature of a visual content calendar, allowing users to schedule.
- Gives actionable observable information for targeting your audience effectively.
Pros
- Affordable for small businesses and influencers.
- User-friendly interface.
Cons
- Limited platform support beyond Instagram.
- Basic analytics compared to advanced tools.
Price: Free plan available; Paid plans start at $18/month.
Website: https://later.com
14. Talkwalker
Hootsuite is great for small businesses and influencers that do not require all the extensive features that come with paid plans. This is where its visual-first approach is the best for the strategies focused on Instagram. Talkwalker is ahead with the social listening and analysis tool feature that helps a firm in monitoring brand mentions and their perception on social platforms. It has the feature of implementing AI analysis to facilitate the discovery of trends and preferences among customers. The tool is ideal for enterprises that require analysis and information that will give them effective results. It also has more benefits for integration aspects of marketing plans and campaigns.
Key Features
- A tool to monitor brand mentions, visuals, and sentiment with the help of Artificial Intelligence.
- Performs trend and competitor analysis.
- It affords numerous platforms and instant analysis and reporting.
Pros
- Excellent for social listening and actionable insights.
- Scalable for large enterprises.
Cons
- Premium pricing.
- Complex for beginners.
Price: Custom pricing on request.
Website: https://www.talkwalker.com
15. Iconosquare
Iconosquare specialises in Instagram and Facebook coverage, showing engagement, follower, and content metrics. It also has competitor social analysis tools added to it. Not only is the platform affordable, but its level of detail is perfect for social media marketing strategists. One interactive aspect modern users enjoy is adding to its charm, a simple interface.
Key Features
- Records the performance for both Instagram and Facebook; monitors engagement levels of posts for social media platforms.
- Includes competitor benchmarking and growth analysis as well.
- It also has a flexible reporting screen which can be incorporated into a home page.
Pros
- Affordable and detailed analytics.
- Great for visual content marketers.
Cons
- Limited platform support.
- Few features for large-scale campaigns.
Price: Plans start at $49/month.
Website: https://www.iconosquare.com
16. BuzzSumo
Content performance analysis is the primary focus of BuzzSumo. Users are able to find out what topics are receiving popular attention, which posts receive more attention, and who the leading influencers are in a particular area of interest. It helps content marketers massively in delivering important changes to their strategies. Unique search functions and keyword monitoring are definitely the highlights of the services.
Key Features
- It follows the content and engagements, which are current trends across social media platforms.
- Recognize high-performing influencers in your area of specialization.
- It offers keyword and topic research knowledge.
Pros
- Great for content marketing insights.
- Excellent search features.
Cons
- Limited social media platform analytics.
- Expensive for small teams.
Price: Free plan available; Paid plans start at $99/month.
Website: https://buzzsumo.com
17. Quintly
Currently, Quintly offers enhanced results regarding the raw efficiency of social media. The social analytics tool measures parameters such as target demographic, interaction rate and return on investment on the campaign. Those agencies as well as the larger businesses require a tool with possible dashboard settings and complete report records which are presented by the tool. In particular, the possibility of its scalability is one of the main benefits. Quid is an AI-based research application that helps to analyze audience and market characteristics, moods, and competitors.
Key Features
- Provides a superior level of data about the target audience and revenue per conversion.
- It also has the functionality of programmable boards and finely tuned report generation.
- Provides statistics concerning cross-platform interactions and their increasing rates.
Pros
- Ideal for agencies and larger businesses.
- Scalable and highly customizable.
Cons
- Expensive for small businesses.
- Complex for beginners.
Price: Custom pricing on request.
Website: https://www.quintly.com
18. NetBase Quid
NetBase Quid is an AI-powered analytics tool that provides insights into audience sentiment, trends, and competitor performance. It offers the advantage of social listening and data visualization. Due to the richness and depth of its options offered the platform can be helpful for enterprises in need of in-depth analysis.
Key Features
- Is capable of generating a high level of sentiment assessment and tracking of trends.
- Analyzes information with plots and maps for decision-making purposes.
- Contains information about competition and brand reputation.
Pros
- Comprehensive analytics for enterprises.
- Excellent data visualization tools.
Cons
- High pricing.
- Overwhelming for small teams.
Price: Custom pricing on request.
Website: https://netbasequid.com
19. Cision Social Listening
Social listening & analytics – it provides its client with tools to manage their brand mention and track the sentiment around it. That is why it measures performance on multiple platforms and offers its information in real-time. PR and marketing practitioners can particularly benefit from the rich reporting functionality as well as the clear navigation. Its integration capabilities provide extra benefits and increase its flexibility.
Key Features:
- Is used in monitoring the frequency with which a topic is mentioned and the attitude of the audience towards it.
- Provides PR tools in the sphere of brand management.
- Informs decision-making about the campaign by offering performance measurements.
Pros
- Excellent for PR and brand management.
- Robust reporting capabilities.
Cons
- Premium pricing.
- Limited advanced analytics for smaller teams.
Price: Custom pricing on request.
Website: https://www.cision.com
20. Sendible
It’s important to note that Sendible has both social media management and a social media listening tool. From analytics, it covers engagement, click-through rates, and audience development and has a scheduling option. This tool will be helpful for small businesses and agencies that are in search of efficient and budget-friendly tools. They also help with the ad hoc nature of social media management being covered in one package.
Key Features
- Monitors activity levels and balanced and successful targeting of viewership.
- It comprises features used after the schedule and the actual publishing of the content.
- Participant collaboration and approval processes for the clients.
Pros
- Affordable and user-friendly.
- Ideal for small businesses and agencies.
Cons
- Limited advanced features in basic plans.
- Focused more on management than analytics.
Price: Plans start at $29/month.
Website: https://www.sendible.com
Tips for Choosing the Best Social Media Analytics Tool
- Define Your Goals: Explore what your goal is—branding, demand generation, or market intelligence.
- Budget Considerations: Consider whether or not free or paid methods would be better for the company.
- Integration Capabilities: Thus, opt for those tools that are compatible with the active working platforms such as CRM, email marketing, etc.
- Ease of Use: It will be wise to go for friendly hardware interfaces that do not demand a lot of training to be operated.
- Data Accuracy: Check whether the tool is accurate in giving correct analysis.
- Scalability: Make sure that the tool you will be using is expandable enough to fit your business as it expands.
Conclusion
Social media analytics is an important tool that enables digital strategies in 2025. It doesn’t matter whether you are searching for a free tool or are willing to pay for it; there is a tool out there that can hugely impact how you tailor and manage your campaigns or gain precious insights about your audience and customers. The benefit of the key-features approach means understanding what you need this choice for and, finally, how to make your social media reach its full potential. Give your business an edge over the competition in the digital world by using analytics.
FAQs About Social Media Analytics Tools
1. Which are some free social media analytics tools that one should consider?
I will discuss some of them, namely, Google Analytics, Hootsuite Free, and Social Blade.
2. Are paid tools of social media analytics a worthy investment?
Yes, for more professional and involving and deeper features such as Artificial Intelligence competitor analysis and report analysis.
3. Is it possible to track more than one social media account with those analytics?
All of the tools have multi-channel tracking, that is, the tools can be tracked across Facebook, Instagram, Twitter, and LinkedIn.
4. In general, how often does one analyze the performance on social media?
Daily analysis is not likely to be necessary but prefer weekly or monthly basis makes sound strategies accurate.
5. Paid and free analytics tools what is the difference?
While there are free applications that provide simple analysis, applications that charge can perform additional analyses such as sentiment analysis and customized reports.
