Here's what you need to know about Google Business Profile (GBP) metrics in 2024:
- Search Numbers
- Website Click Count
- Customer Actions
- Profile Visit Count
- Review Stats
- Post Results
- Photo Views
Why track these? 87% of people use Google to check local businesses, and "near me" searches have jumped 900% in 3 years.
| Metric | Why It Matters | Key Insight |
|---|---|---|
| Search Numbers | Shows visibility | More discovery searches = new potential customers |
| Website Clicks | Indicates interest | 76% visit within 24 hours of mobile search |
| Customer Actions | Tracks engagement | Calls, directions, messages show intent |
| Profile Visits | Measures visibility | Use to optimize peak times |
| Reviews | Crucial for local SEO | 98% read reviews before choosing |
| Posts | Boosts engagement | Can increase foot traffic significantly |
| Photos | Visual appeal | High-quality images drive more views |
To set up tracking:
- Access your GBP dashboard
- Use the Insights tab
- Connect Google Analytics
- Build custom reports
- Set a regular check-in schedule
Remember: These aren't just numbers. They're insights into customer behavior. Use them to fine-tune your online presence and grow your local business.
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7 Key Metrics to Track
In 2024, these seven Google Business Profile (GBP) metrics will boost your local SEO and help you outpace competitors:
1. Search Numbers
Monitor how often your business appears in Google searches:
- Direct searches: People looking for your business name
- Discovery searches: Users finding you while searching for products or services
- Branded searches: Searches with your brand name plus other keywords
Keep an eye on the ratio between direct and discovery searches. More discovery searches? You're attracting new potential customers.
2. Website Click Count
This shows how many people click through to your website from your GBP listing. It's a clear sign of interest in your business.
| Device | Click-through Rate (CTR) |
|---|---|
| Mobile | 60% |
| Desktop | 40% |
76% of customers visit a business within 24 hours of a smartphone search. So, mobile optimization is a MUST.
3. Customer Actions
This tracks how people interact with your business through GBP:
- Phone calls
- Direction requests
- Messages
- Bookings
A Chicago pizzeria saw a 35% jump in phone orders after sprucing up their GBP listing with tasty photos and an updated menu.
4. Profile Visit Count
Keep tabs on how many people view your GBP profile. This shows:
- Total views
- When people are viewing
- Which devices they're using
Use the "popular times" data to adjust staffing or run promotions during slow periods.
5. Review Stats
Reviews can make or break your local SEO. Watch:
- Overall star rating
- Number of reviews
- Response rate and time
- Review content
98% of people read online reviews for local businesses. Quick responses to reviews can make your profile way more attractive.
6. Post Results
If you're using GBP posts (and you should be!), track:
- Views
- Click-through rates
- Engagement (likes, comments, shares)
An Austin clothing store boosted foot traffic by 22% by posting weekly specials and new arrivals on their GBP.
7. Photo Views
In 2024, visuals rule. Keep an eye on:
- Number of photo views
- Engagement with different photo types
- How your photos stack up against similar businesses
| Photo Type | Average Views |
|---|---|
| Products | 500 |
| Interior | 350 |
| Exterior | 400 |
Update your photos regularly to keep your profile fresh. Go for high-quality, well-lit images that show off your business's personality.
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How to Set Up Tracking
Want to boost your local SEO? Start by tracking your Google Business Profile (GBP) metrics. Here's how:
1. Access Your GBP Dashboard
Head to business.google.com and log in. No profile yet? Claim your business first.
2. Find the Insights Tab
Click "Insights" in the left menu. This is your metrics hub.
3. Connect Google Analytics
For deeper data:
- Set up a Google Analytics account
- Add the tracking code to your site
- Link GBP to Analytics with UTM parameters
Use these UTM settings:
| Parameter | Value |
|---|---|
| Campaign Source | googlebusinessprofile |
| Campaign Medium | organic |
| Campaign Name | Google Business Profile |
4. Build Custom Reports
In Google Analytics:
- Go to Customization > Custom Reports
- Create reports for website clicks, calls, and direction requests
5. Set a Check-in Schedule
| Metric | How Often to Check |
|---|---|
| Searches | Weekly |
| Website Clicks | Weekly |
| Customer Actions | Every 2 weeks |
| Profile Visits | Monthly |
| Reviews | Weekly |
| Post Results | 2-3 days after posting |
| Photo Views | Monthly |
6. Use Google's URL Builder
Create UTM-tagged links for your GBP. This tracks impressions, clicks, and search position.
7. Track Conversions
Make a "thank you" page for completed actions. Set up goal tracking in Analytics to measure GBP traffic conversions.
8. Don't Forget Search Console
Use it with GBP insights. It shows search performance and improvement areas.
Joy Hawkins, GBP expert and Sterling Sky founder, says: "Tracking GBP performance isn't just about data. It's about making smart choices that grow your business."
Next Steps
You've got your Google Business Profile (GBP) metrics. Now what? Let's turn that data into action:
Boost Discovery Searches
If people aren't finding you, tweak your business description. Use keywords your customers might type when looking for a business like yours.
Get More Website Clicks
Not enough clicks? Try this:
| Action | Potential Boost |
|---|---|
| Update website URL | 15% more clicks |
| Add catchy call-to-action | 25% higher click rate |
| Make it mobile-friendly | 60% of clicks are mobile |
Encourage Customer Actions
Want more calls and direction requests?
- Double-check your phone number
- Add clear photos of your storefront
- Use the messaging feature (and actually respond)
Bump Up Profile Visits
To get more eyes on your profile:
- Keep your hours up-to-date
- Add fresh photos every month
- Post on Google weekly
Handle Reviews Like a Pro
Got a review strategy? You should:
- Reply to ALL reviews within a day
- Turn negative reviews into opportunities
- Ask happy customers to leave reviews
Make Your Google Posts Pop
For better post performance:
- Use scroll-stopping images
- Add clear calls-to-action
- Post at least once a week
Show Off with Photos
Keep it visual:
- Update product shots with the seasons
- Add team photos (people love seeing faces)
- Show your business in action
Set a schedule to check these metrics and make tweaks. Monthly is a good start.
Pro tip: Use UTM tracking for more accurate data. Mike Blumenthal, a Local SEO guru, says:
"GMB analytics can lag by weeks. Use UTM tracking in your GMB URLs for real-time, accurate metrics."
Now go put that data to work!
FAQs
How to see Google Business Profile Analytics?
Want to check your Google Business Profile (GBP) analytics? It's easy:
- Head to your Business Profile
- On Google Search: Click "Performance"
- On Google Maps: Hit "Promote", then "Performance"
- Pick your date range and click "Apply"
That's it! You'll get a goldmine of data about your online performance.
Here's a real-world example: A Portland bakery saw a 40% jump in direction requests after they started regularly checking their GBP analytics and tweaking their listing.
To squeeze the most out of your GBP analytics:
| Do This | Why It Matters |
|---|---|
| Weekly check-ins | Spot trends early |
| Compare time periods | Find seasonal patterns |
| Track customer actions | Get inside your users' heads |
| Look at search queries | Sharpen your SEO game |
GBP analytics gives you up to 6 months of data. That's plenty to spot trends and plan your next move.
Joy Hawkins, a big name in the GBP world, puts it this way:
"Digging into your GBP metrics isn't just about crunching numbers. It's about getting to know your customers' journey and using hard data to boost your local presence."
