Google is introducing a new tool that lets content creators and website owners see more clearly how people discover their social media profiles and YouTube content through Google Search. The feature, called "platform properties" and housed within Google Search Console, matters because it extends Search analytics beyond a creator's own website to cover major third-party platforms, giving those who rely on social channels a fuller picture of how their audiences find them.

The tool will let creators track which search terms lead people to their Instagram, TikTok, X and YouTube content, and see how audiences interact with their posts. It forms part of a wider push by Google to position Search as a central hub for creators and publishers: in June, the company began allowing large creators to claim dedicated Search profiles featuring external links and pinned videos from TikTok and Instagram. Google says it wants to help even those without their own website get a consolidated view of how their content is discovered. The feature is rolling out gradually over the coming weeks.