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Google Business Profile provides analytics that show how customers find and interact with a listing. These insights help measure the effectiveness of optimization efforts and identify areas for improvement. GBP Insights are accessible through the GBP dashboard and provide data on searches, views, and customer actions.

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Accessing Insights

GBP Insights are available in multiple locations:
  • GBP Dashboard: Navigate to business.google.com and select “Insights” or “Performance”
  • Google Search: Search for the business while signed in, click “View profile,” then “Performance”
  • Google Maps App: Open the listing while signed in as the manager
Data typically updates within 24-48 hours. Some metrics may show delays of up to 72 hours during high-volume periods.

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Key Metrics

GBP tracks several categories of performance data:

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Discovery Metrics

How customers find the listing:

Search Views

How many times the listing appeared in search results

Maps Views

How many times the listing appeared in Google Maps
MetricDescription
Direct searchesSearches for the business name or address
Discovery searchesSearches for a category, product, or service
Branded searchesSearches for a brand related to the business
A high ratio of discovery searches to direct searches indicates the listing is being found by potential new customers, not just existing ones looking up contact information.

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Customer Actions

What customers do after viewing the listing:
ActionDescription
Website clicksClicks on the website link
Direction requestsClicks on the directions button
Phone callsClicks on the call button
MessagesMessages sent through GBP messaging
BookingsBookings made through integrated booking tools

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Search Queries

The actual terms people searched before seeing the listing. This data helps understand:
  • Which services are generating visibility
  • Whether category and service optimizations are working
  • Potential gaps in service coverage
  • Keywords to emphasize in the profile
Search query data is sampled and may not include every search that led to the listing. Use it to identify trends rather than exact counts.

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Interpreting the Data

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Baseline Establishment

Before measuring improvement, establish baseline metrics:
1

Record current metrics

Document current values for views, searches, and actions.
2

Note the date

Mark when optimization efforts began.
3

Compare monthly

Review metrics monthly against the baseline.
4

Account for seasonality

Compare to the same period last year if data is available.

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Healthy Metrics Patterns

Signs of a well-performing profile:
Positive indicators:
  • Growing search views over time
  • Discovery searches increasing faster than direct searches
  • Consistent customer actions (calls, clicks, directions)
  • Search queries matching target services
  • High percentage of views converting to actions

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Warning Signs

Signs that require attention:

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Tracking Visibility Over Time

Create a simple tracking system:

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Monthly Tracking Spreadsheet

| Month    | Search Views | Maps Views | Website | Calls | Directions |
|----------|-------------|------------|---------|-------|------------|
| Jan 2025 | 1,200       | 800        | 150     | 45    | 30         |
| Feb 2025 | 1,350       | 850        | 175     | 52    | 28         |
| Mar 2025 | 1,500       | 920        | 190     | 60    | 35         |
Tracking over time reveals trends that single-point data cannot show. Gradual improvement indicates optimization is working. Sudden drops may indicate issues requiring investigation.

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Key Ratios to Monitor

RatioCalculationTarget
Action Rate(Calls + Clicks + Directions) / Total Views3-10%
Discovery RatioDiscovery Searches / Total SearchesHigher is better
Call-to-ViewCalls / Total ViewsIndustry dependent

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Using Insights for Optimization

Insights data informs optimization decisions:
The listing is not appearing frequently in search results.Actions: Review category selection, add more relevant services, increase review activity, check for NAP consistency issues.
People see the listing but do not engage.Actions: Improve photos, enhance description, verify hours are accurate, ensure phone number is clickable, check reviews for concerns.
Appearing for searches unrelated to actual services.Actions: Review and correct category selections, update services list, revise description to be more specific.
Not appearing for desired service terms.Actions: Add relevant services, ensure description includes key terms naturally, check that category matches target services.

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Competitive Context

Insights show individual performance but not competitive positioning. To understand competitive context:
  • Search for target keywords and note ranking position in the Map Pack
  • Compare review counts and ratings to competitors
  • Evaluate competitor profile completeness
  • Monitor position changes over time
Track Map Pack position for 3-5 key search terms weekly. Note whether the business appears in positions 1-3, 4-7, or not at all. This provides competitive context that Insights alone do not offer.

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Beyond GBP Insights

Additional data sources complement GBP Insights:
SourceData Provided
Google AnalyticsWebsite traffic from GBP clicks
Google Search ConsoleOrganic search visibility
Call trackingDetailed call analytics beyond click counts
CRMLead quality and conversion from GBP sources

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Connecting the Data

For a complete picture:
  1. Use UTM parameters on the GBP website link to track in Google Analytics
  2. Monitor phone calls with call tracking if available
  3. Ask new clients how they found the business
  4. Track closed business back to discovery source

Next: Common Mistakes

Avoiding errors that reduce visibility or violate Google’s guidelines