Google has once again expanded its capabilities to help businesses and website owners better understand their online presence. The latest update, announced on December 8, 2025, introduces social channels integration in Search Console, giving site owners a unified view of their Google Search performance across both websites and social media channels.
This new experiment is set to revolutionize how businesses track, analyze, and optimize traffic from Google Search, making it easier to measure the impact of social media on overall digital performance.
What’s New in Search Console: Social Channels Integration
Many companies today manage their digital presence across multiple platforms, including social media, in addition to their websites. Google’s new Search Console Insights experiment now allows site owners to:
- Monitor website and social channel performance in a single dashboard.
- Access total reach metrics including clicks and impressions from Google Search directed to social channels.
- Analyze content performance to see which social pages are trending up or down.
- Track search queries leading users to your social profiles.
- Understand audience location, highlighting top countries engaging with your content.
- Identify additional traffic sources, including Image Search, Video Search, News Search, and Discover.
For example, a YouTube channel can now show performance insights directly within the website’s insights report, making it easier for businesses to understand how their video content contributes to their overall digital strategy.
Image source: https://developers.google.com/static/search/blog/images/youtube-social-search-console.png
How the Update Works
Currently, this integration is rolling out for a limited set of websites. Search Console automatically identifies associated social channels and prompts site owners to add them to the insights report. This ensures that you get accurate performance metrics across your digital properties.
Once added, you’ll be able to see metrics like:
- Top-performing social pages
- Trending queries that drive users to social profiles
- Clicks and impressions from multiple Google Search sources
This early rollout focuses on helping businesses gain a clearer picture of combined website and social channel performance, which is crucial for effective SEO and digital marketing strategies.
Benefits for Businesses and Marketers
The inclusion of social channel data in Search Console is a game-changer for digital marketers. Here’s why:
- Unified Reporting: View website and social channel performance in one place, saving time and resources.
- Better Insights: Understand how social content drives traffic from Google Search, enabling smarter content decisions.
- Enhanced SEO Strategy: Identify which social pages contribute most to search visibility and adjust marketing strategies accordingly.
- Data-Driven Decisions: Use insights on audience location and top queries to target the right audience more effectively.
Businesses managing multiple social channels, from YouTube to Instagram, can now seamlessly integrate their search data and track growth across platforms.
How to Provide Feedback
Google is seeking feedback from early users of this feature. You can share your thoughts by:
- Using the thumbs up/down buttons available in each card.
- Clicking the “Submit feedback” link in Search Console.
- Posting comments on LinkedIn or the Google Search Central Community.
Your feedback will help Google refine this experiment and improve the Search Console Insights experience for all users.
Final Thoughts
The December 2025 Google Core Update introducing social channels in Search Console is a significant step toward unified performance tracking for websites and social media. By connecting these data sources, businesses can make more informed SEO and marketing decisions, leading to better online visibility and growth.
At Breakloo Limited, we’re excited about this update and recommend all businesses actively using social media to explore this feature as soon as it becomes available. Combining website and social performance insights will soon become essential for any successful digital marketing strategy in the UK.
Also read: From Local SEO to AI Search: Build Your 2026 Marketing Strategy
