Google Newest Tool Tracks Your Social Media Performance and More

Google now offers several distinct tools for creators and site owners. Some of these names sound alike but serve different purposes. This guide clears up the confusion between them.

What Is a Website Property?

A website property is the original Search Console tool. It requires ownership proof for a domain or URL prefix. It shows how your web pages perform in Google Search.

This property type has existed since Search Console launched. Most SEO professionals already know this tool well. It remains the standard for anyone running a website.

What Is a Platform Property?

A platform property is the new addition from July 2026. It connects a social or video account instead of a domain. No website ownership is required for this property type.

It shows clicks, impressions, and queries tied to that account. It tracks your social media performance the same way websites get tracked. Instagram, TikTok, X, and YouTube are supported at launch.

What Is a Search Profile?

A Search profile is a completely different feature. Google launched this earlier in 2026 for creators. It is a public facing page that showcases a creator's content.

Followers can visit a Search profile to see everything in one place. It is not an analytics tool at all. Think of it as a public showcase rather than a report.

Key Differences at a Glance

A website property needs domain ownership and serves SEO teams. A platform property needs social account access and serves creators. A Search profile needs neither and serves an audience instead.

Website and platform properties are private analytics tools. A Search profile is a public discovery page. Confusing the two leads to wasted setup time.

Why Google Built Three Separate Tools

Content discovery has spread far beyond single websites. People find brands through videos, posts, and profiles now. Google is building tools that match this reality.

Each tool solves one specific problem for creators and brands. Analytics tools measure performance. Profile tools help audiences find content. Together they cover more of the discovery journey.

Which Tool Should You Set Up First?

Set up a website property first if you run a site. Add a platform property next for your active social accounts. Consider a Search profile if you want a public showcase page.

Most brands benefit from using all three eventually. Each one answers a different question about discovery. None of them replace the others completely.

Frequently Asked Questions

Q: Can I use a platform property without a Search profile?

Yes, the two features work completely independently of each other. You can set up either one without the other.

Q: Does a Search profile show analytics data?

No, a Search profile is a public page for your audience. Analytics data lives inside platform and website properties instead.

Q: Do these tools share the same login?

Yes, everything lives inside your existing Google Search Console account. You do not need separate logins for each tool.