Google Business Profile Insights: 5-Step Guide

Want to boost your local business's online presence? Here's how to use Google Business Profile (GBP) Insights:

Set up your profile and track key metrics
Monitor search rankings and customer actions
Analyze how customers find and interact with you
Check bookings, product views, and photo activity
Create actionable reports from your data

Quick stats:

76% of people who search for a nearby business on their smartphone visit within 24 hours
Businesses with photos get 42% more direction requests and 35% more website clicks

Here's a breakdown of what to focus on:

Step	Key Metrics	Why It Matters
1	Search queries, customer actions, photo views	Shows how people find and engage with you
2	Search rankings, website clicks, calls, directions	Indicates your visibility and customer interest
3	Search terms, devices used, customer locations	Helps tailor your content and targeting
4	Bookings, product views, photo activity	Directly impacts your bottom line
5	Search visibility trends, customer actions, reviews	Guides your strategy and improvements

Use this data to make smart decisions about your online presence and grow your local business.

Step 1: Start Tracking Performance

Let's get your Google Business Profile (GBP) insights up and running. Here's how to set up your profile and start tracking those key metrics:

Setting Up Your Profile

First things first: your GBP needs to be ready for action.

Verify your profile with Google. This is a must for accessing insights.

Fill out every section of your GBP. Don't leave anything blank. A complete profile boosts your chances of popping up in local searches.

Add some eye-catching photos. Clear, appealing images of your business, products, or services can really boost engagement.

Turning On Key Metrics

Now that your profile's good to go, let's activate those important metrics:

Head to business.google.com and log in.
Click on "Performance" in the left-hand menu.
Turn on all available metrics. You'll want to track:
- Search queries
- Customer actions (calls, website clicks, direction requests)
- Photo views
- Post engagement

Choosing Time Periods

Picking the right timeframes for your data is key:

Start with the 1-month view. It's a good overview.

Use your first month's data as a baseline. This gives you something to compare future results against.

Set a monthly reminder to check your data. Consistency is key for spotting trends and reacting quickly to changes.

"Regularly check your Google Business Profile performance insights to monitor how you're doing every month and find ways to improve engagement with visitors." - Google Business Profile Best Practices

Here's a pro tip: Google's dashboard only shows 6 months of data, but they actually store 18 months. For long-term tracking, consider jotting down key metrics in a separate spreadsheet each month.

Step 2: Check Main Metrics

Now that your Google Business Profile (GBP) is up and running, it's time to dig into the data. Let's look at the key metrics that show how your business is doing in local searches.

Search Rankings

Your search rankings reveal how often your business shows up when people search. Here's what to watch:

Total searches: How many times your business appeared in Google search results
Direct searches: People searching for your business name
Discovery searches: People finding you while looking for products or services you offer

Search Type	Meaning	Importance
Total	Overall visibility	Shows your reach
Direct	Brand awareness	How well-known you are
Discovery	New customer potential	Growth opportunities

Keep a close eye on discovery searches. They're your path to new customers who might not know about you yet.

Customer Actions

This is where it gets real. Customer actions show what people do after finding your business online.

Key actions:

Website clicks: Visits to your site from your GBP
Phone calls: Calls made directly from your listing
Direction requests: People asking Google for directions to your business

"For local businesses like florists or dispensaries, 'direction requests' is the most important metric. They want people searching 'best florist in Portland' or 'dispensary near me'." - Joey Randazzo, Portland SEO Growth Partners

Website and Direction Clicks

Let's focus on these two crucial metrics:

1. Website Clicks

Shows how many people want to check out your website. High numbers are great, but make sure your site can turn that traffic into customers.

2. Direction Requests

This is huge for physical stores. It shows real intent to visit you.

Metric	What It Means	What To Do
Website Clicks	Interest in your business	Update GBP description or add offers
Direction Requests	Intent to visit	Adjust staffing or inventory for busy times

Here's a wild fact: 76% of people who search for a nearby business on their smartphone visit within 24 hours. And 28% of those searches lead to a purchase.

These metrics aren't just numbers - they're real people interested in your business. Use this data to make smart choices about your marketing, staffing, and business hours.

Step 3: Review Customer Data

Let's dig into how customers find and interact with your business. This info is gold for making your Google Business Profile (GBP) shine.

Search Terms Used

Want to know what customers type to find you? GBP Insights breaks it down:

Search Type	What It Means	Why It Matters
Direct	They searched your exact name or address	Shows brand awareness
Discovery	They looked for your category, product, or service	Potential new customers
Branded	They searched your brand or related brands	Indicates brand recognition

Here's a smart move: Each month, list out the top search terms bringing eyes to your GBP listing. Use this to shape your content and boost your profile for key terms.

Take this Bangkok business. They spotted Thai keywords driving tons of traffic to their GBP. So, they made posts about specific items like cannoli. Result? More engaged customers.

Devices Used

Knowing how customers find you helps you meet them where they are. GBP Insights shows:

Desktop vs. mobile use
Google Search vs. Google Maps views

Why does this matter? If most of your customers are on mobile, you'd better have a mobile-friendly site and content.

Customer Locations

Where are your customers coming from? GBP Insights breaks down direction requests by:

ZIP code
City
State

This data is a goldmine for local businesses. Lots of requests from one area? Maybe it's time to advertise there or even open a new shop.

"Knowing if customers find you on Google Search or Maps can shape your strategy. Want more online traffic or foot traffic? This info helps you decide." - Joy Hawkins, Sterling Sky Inc.

Step 4: Monitor Business Results

You've set up your Google Business Profile (GBP) and started tracking key metrics. Now it's time to dig into your business results. Let's focus on the activities and customer engagement that directly impact your bottom line.

Bookings Data

If you've connected a booking system to your GBP, you're sitting on a goldmine. Here's what to look at:

Metric	What It Tells You	Why It Matters
Total Bookings	Number of appointments made	Shows demand for your services
Popular Services	Most booked offerings	Helps you know what to promote
Total Revenue	Income from bookings	Shows direct business impact

To get accurate booking data, you need to use a Google-approved provider. Once set up, this info becomes crucial for your business planning.

"Bookings made via 'Reserve with Google' are mostly from new customers, making it a great way to grow your business." - Google Business Profile team

Got a popular service? Think about creating a special offer around it. It's a simple way to boost sales.

Product Views

Product views show how customers interact with your offerings on Google Search and Maps. Here's how to use this data:

Watch for trends in which products get the most views over time.
Look for seasonal patterns in views.
Keep your most-viewed products front and center in your GBP.

Let's say you run a bakery. If you see more views for custom cakes around graduation time, why not create a "Graduation Cakes" category in your GBP?

Photo Activity

Photos can make or break a customer's decision to visit you. Here's what to look at:

Metric	Description	What to Do
Total Views	How often people see your photos	Try to increase this number
Photo Quality	How your photos stack up against competitors	Improve if you're falling behind
Customer-Added Photos	Images uploaded by visitors	Encourage more customer photos

Google found that businesses with photos on their listings get 42% more requests for driving directions and 35% more clicks to their websites than those without. That's huge!

Want a quick win? Update your cover photo monthly. Show off seasonal items or bestsellers. It keeps things fresh and can boost engagement.

Step 5: Create Reports

You've gathered all that juicy Google Business Profile (GBP) data. Now it's time to turn it into something useful. Let's look at how to create reports that'll help you make smart choices and wow your clients.

Getting All Data

Managing multiple locations? You'll want to grab data in bulk. Here's how:

Log into your GBP account at business.google.com
Pick the locations you want to analyze
Click 'Insights' in the 'Actions' drop-down menu
Choose your time frame (up to 6 months)

You can download three types of data:

Data Type	What It Shows	Why It Matters
Discovery Impressions	How often your listing pops up in searches	Tracks if people can find you
Photo Performance	Views and engagement with your pics	Helps you nail your visual game
Phone Calls	Number and length of calls	Shows if people are reaching out

Making Reports

Got your data? Great. Now let's turn it into a story. Here's how:

1. Use Automated Tools

Whatagraph is a solid choice for GBP reports. It lets you:

Link your GBP account directly
Use templates or start from scratch
Tailor reports to what clients want
Share via email or live link

2. Focus on What Matters

Don't dump every number into your report. Highlight:

Search visibility trends
Customer actions (calls, directions, website clicks)
How your reviews are doing

3. Add Your Two Cents

Numbers alone aren't enough. Explain what they mean:

"Don't just show data. Suggest ways to improve. It shows you're committed to long-term value." - Dylan Hey, CEO @ Hey Digital

Reading Your Data

Understanding your report is key to making smart moves. Here's what to look for:

1. Spot Patterns

Look for trends over time. For example:

More direction requests on weekends?
Photo views jump after new posts?

2. Compare Locations

If you're managing multiple spots, compare them. You can:

Learn from your top performers
Find ways to boost the lagging ones

3. Connect the Dots

Mix your GBP data with other marketing stats. For instance:

GBP Metric	Other Metric	What It Might Mean
Lots of website clicks	Few conversions	Your site might need work
More calls	Higher sales	Your GBP listing is bringing in business

4. Take Action

Use your report to guide what you do next. Some ideas:

Search queries show people want specific products? Highlight them in GBP posts
Photo views low? Time for fresh pics
Direction requests peak at certain times? Adjust your staffing

Fix Common Problems

Even pros hit snags with Google Business Profile (GBP) Insights. Let's tackle some common issues and how to solve them.

Can't Access Insights

Blank screen where your insights should be? Don't sweat it. Here's what to do:

1. Check for Violations

Make sure you're not breaking GBP rules. Common no-nos include:

Using a home address (most businesses can't)
Listing a virtual office without proof
Posting sensitive content

2. Wait It Out

New data can take up to 4 days to show up. If it's been longer, time to act.

3. Verify Your Profile

No verification? No insights. Double-check your status.

4. Submit a Reinstatement Request

If you're suspended, craft a careful request with proof of your legit business.

"We've seen businesses get suspended for no apparent reason. One client's listing vanished because they used a home address. After switching to a proper business address and providing docs, we got them back up in a week." - Joy Hawkins, Local Search Expert

Missing Data

Gaps in your metrics? Here's the fix:

1. Check the Date

'Search Impressions' for last month usually pop up around the 5th or 6th. Don't jump the gun.

2. Look for Minimum Thresholds

Google reports any 'Search Impressions' under 15 as 15. This protects privacy but can mess with small business data.

3. Monitor Update Frequency

Some metrics update more often than others:

Metric	Update Frequency
Views and Searches	Daily
Photo Views	Weekly
Direction Requests	Monthly

4. Wait for Data Processing

More than 4 days of missing data? Time to bug Google support.

Wrong Numbers

Unexpected drops or spikes? Here's what might be up:

1. Definition Changes

In 2023, Google changed how it counts impressions and direction requests:

Multiple visits from the same user in one day now count as one impression
Direction requests now count unique users, not total clicks

2. Check for API Issues

Using a third-party tool? There might be integration problems. Check your GBP dashboard directly.

3. Look for Seasonal Patterns

Sudden changes might be normal. Compare year-over-year when you can.

4. Investigate Competitor Activity

New business in town? It could affect your numbers. Keep an eye on local competition.

If none of these explain your weird numbers, hit up Google support. Have specific dates and metrics ready to help them dig in.

Summary

Google Business Profile (GBP) Insights can supercharge your local business's online presence. Here's a quick rundown of our 5-step guide:

1. Start Tracking Performance

First things first: set up your GBP and turn on these key metrics:

Metric	What It Tells You
Search queries	How people find your business
Customer actions	Calls, clicks, and direction requests
Photo views	How engaging your visuals are
Post engagement	How well your content performs

2. Check Main Metrics

Zero in on these numbers:

Search rankings (total, direct, and discovery searches)
Customer actions (website clicks, phone calls, direction requests)

Here's a fun fact: 76% of people who search for a nearby business on their smartphone visit within a day. That's why direction requests are like gold for brick-and-mortar stores.

3. Review Customer Data

Get to know how customers find and interact with you:

What search terms they use
What devices they're on (desktop or mobile)
Where they're located

This info is your secret weapon for fine-tuning your content and boosting your profile for key terms.

4. Monitor Business Results

Look at the activities that directly impact your bottom line:

Bookings data
Product views
Photo activity

Did you know? Google found that businesses with photos on their listings get 42% more requests for driving directions and 35% more clicks to their websites than those without. Time to snap some pics!

5. Create Reports

Turn all that data into action:

Use tools like Whatagraph to make reporting a breeze
Focus on search visibility trends, customer actions, and review performance
Add your own analysis to explain what the numbers mean

"Don't just show data. Suggest ways to improve. It shows you're committed to long-term value." - Dylan Hey, CEO @ Hey Digital

FAQs

How to view insights on Google Business Profile?

Want to check your Google Business Profile (GBP) insights? It's easy:

Open your Business Profile
Find the performance report:
- On Google Search: Click "Performance"
- On Google Maps: Tap "Promote" then "Performance"
Pick your date range and hit "Apply"

That's it! But don't just check once and forget about it.

"Keep an eye on your GBP Insights data. It helps you spot trends and see if your changes are working." - Google Business Profile Best Practices

Here's what you'll see:

Insight	What It Means	Why You Should Care
Search Views	How often people see your profile	Shows if you're visible enough
Customer Actions	Calls, directions, website visits	Tells you what customers want
Popular Times	Your busiest hours	Helps with scheduling and offers

Pro Tip: You can export your GBP data right from the dashboard. This lets you dig deeper into the numbers offline or share them with your team.

Google Business Profile Insights: 5-Step Guide