In brief
Google Business Profile Performance shows how people find your profile on Google Search and Maps, which search terms they use and what they do next: calls, messages, bookings, directions requests and website clicks, with six months of data available. Reading these metrics tells you how useful the profile is to customers and which parts need work, from the review score to the search terms you appear for.
- Direct searches are people typing your business name or address; discovery searches are people looking for a product or service and finding you
- The calls metric only counts clicks on the call button, so calls made by dialing the number manually are not recorded
- Reviews influence customers and act as a local SEO signal; the target is an average score above 4.5
Google Business Profile statistics and performance let you monitor the effectiveness of your business profile. Find out which metrics you can track and what they mean for your business!
What does Google Insights show?
Google Insights provides data that shows how your business profile is found and interacted with by people in local searches. Google Business Insights helps you better understand how potential customers search for and find your business through Google Search and Google Maps. This feature gives you specific insights into local searches and lets you see how customers interact with your profile.
Why is Google Insights Useful?
Your Google Business Profile can appear on both Google Search and Google Maps. Insights statistics show you how many people see your profile, where they see it, and what actions they take, such as calling or asking for directions. While some argue that Insights data isn’t always as accurate as tools like Google Analytics, it does provide a basic idea of how your local profile is performing.
Having an optimized business profile is essential for local SEO success. Insights can guide you in improving your profile based on real data to get better search engine results.
Google Business Profile Performance gives you data on how people find your profile, the search terms they use, and the actions they take (calls, directions, clicks to your site, bookings, etc.). You can access six months of data with this feature. Performance metrics help you understand how useful your profile is to users and which areas need improvement.
How to Access Insights and Performance Data?
If you only manage one Google Business Profile, sign in to your associated Google account and search for your business name. In the results panel, click “Performance” to see your metrics.
Alternatively, go to https://business.google.com/locations and select “View Profile.” From there, you can access Insights and Performance. To download Insights data, select the profile, click “Actions,” and then click “Insights.” Choose the data you want to download, set the time frame, and click “Download Report.”
How to Interpret Insights and Performance Metrics
Google Insights and Performance metrics give you an overview of your profile’s health and activity. Below are the main metrics to monitor.
Google Business Profile Insights Metrics:
- Overall Rating: Number of reviews received and average score. Reviews not only influence customers, but also serve as a signal for local SEO. Ideally, you want a score above 4.5.
- Total Searches: The total number of searches (direct and discovery) in which your profile appears.
- Direct Searches: When a customer searches directly for your business name or address.
- Discovery Searches: When a customer searches for a product or service you offer and finds your profile.
- Total Views: The number of times your profile was viewed on Google Search and Maps.
- Total Actions: Number of website clicks, directions requests, and calls.
Google Business Profile Performance Metrics:
- Total Profile Interactions: Sum of interactions such as calls, messages, reservations, requests for directions, and clicks to the site.
- Platform and Device Breakdown: Shows whether people find you on Search or Maps, and on desktop or mobile.
- Search Breakdown: Shows the search terms that your profile was viewed for.
- Calls and Messages: Number of users who clicked the “call” button or sent messages through the profile.
- Bookings and Directions Requests: Number of bookings or directions requests through the profile.
- Website Clicks: Number of users who clicked to visit the website via the profile.
Customer Actions
Actions tracked in Insights include site clicks, directions, and calls. You can view this data in graph form in the Performance section to monitor how your interactions are performing.
Calls: Please note that this data may not reflect all incoming calls, as it only tracks calls made via the “call” button. If someone manually dials the number, that call will not be recorded.
Messages: If you have enabled the messaging feature, Performance will show how many people have sent you messages through your profile. It is useful to monitor messages to understand frequently asked questions and update the FAQ section on your website.
Bookings: If you have enabled bookings through your profile, you can see how many you have received and monitor the impact of any marketing campaigns.
Directions Requests: Tracking how many people ask for directions is essential for businesses that rely on foot traffic, like restaurants and retail stores.
Website Clicks: This is a crucial metric for many businesses, as it indicates how many people want to learn more by visiting your site. Make sure your profile is well-optimized to attract qualified visitors.
Turn Insights into Actions
Now that you have your data, it’s time to use it to improve your profile. With the help of a trusted SEO agency like Ottobix, you can optimize your Google Business Profile to get more clicks, traffic, and conversions. Learn more about our local SEO services and book a free consultation.
Frequently asked questions
How do I see the performance of my Google Business Profile?
If you manage a single profile, sign in to the Google account linked to it, search for your business name on Google and click Performance in the results panel. Otherwise go to business.google.com/locations, select View Profile and open Insights or Performance from there. To download Insights data, select the profile, click Actions, then Insights, choose the data and the time frame, and click Download Report.
What is the difference between direct and discovery searches in Google Business Profile?
A direct search happens when a customer searches specifically for your business name or address. A discovery search happens when a customer searches for a product or service you offer and finds your profile among the results. Total searches is the sum of both. A growing share of discovery searches means the profile is being found by people who did not already know the business.
What metrics does Google Business Profile Performance track?
Performance tracks total profile interactions, meaning the sum of calls, messages, reservations, directions requests and clicks to the site; a platform and device breakdown showing whether people find you on Search or Maps and on desktop or mobile; a search breakdown with the terms your profile was viewed for; and separate counts for calls and messages, bookings and directions requests, and website clicks. Six months of data are available.
Is Google Business Profile Insights data accurate?
Insights gives a basic picture of how your local profile performs, but some consider it less accurate than tools like Google Analytics. One known limit is calls: the metric only records taps on the call button, so people who dial the number manually are not counted. Use it to spot trends in views, searches and actions, and to guide improvements to the profile based on real data.
Which Google Business Profile actions matter most for a local business?
It depends on how the business gets customers. Directions requests are essential for businesses that rely on foot traffic, such as restaurants and retail stores. Website clicks show how many people want to learn more, so the profile should be optimized to attract qualified visitors. Bookings reveal the effect of marketing campaigns, and messages reveal frequently asked questions you can answer in the FAQ section of your website.
Sources
- Google Business Profile locationsGoogle Business Profile
Figures and dates come from the sources listed above. Last substantive revision: April 10, 2025.
