If you run a local business and haven't tapped into Google Business Profile (GBP) Performance Insights, you're leaving money on the table. Let's be real: data can feel overwhelming. You're busy running a business, not poring over analytics reports all day, right? But GBP Insights gives you the data you need to make decisions that actually move the needle.
What Are Google Business Profile Insights?
Think of GBP Insights as your cheat sheet for understanding how people interact with your business on Google. We’re talking search visibility, profile views, and, most importantly, how often customers take action—whether that’s clicking on your website, calling you, or asking for directions.
"GBP Insights is a game-changer because it translates search data into actionable insights," says GMB Fox expert, Melissa Popp. Unlike Google Analytics, which tracks all your web traffic, GBP is laser-focused on local interactions—exactly what you need to grow your business in your community.
How Do I Access GBP Performance Insights?
Accessing GBP Insights is simple. For single locations, the easiest route is through Google’s New Merchant Experience (NMX). Just navigate to the “Performance” tab, pick your time frame, and boom—you’ve got your data.
For multiple locations, you can bulk download your insights into a spreadsheet. This is especially handy if you want to compare performance across different store locations or regions.
What Can You Learn from GBP Insights?
Google gives you plenty of data points that help paint a picture of how well your business is doing online. Here’s what you’ll see:
Total Profile Interactions: How often people are interacting with your business profile.
Calls, Messages, Bookings: See how often customers are taking direct action from your profile.
Website Clicks: Track how many people are jumping from your GBP to your website.
Direction Requests: Find out how often people are requesting directions to your physical location.
The best part? You can compare performance across time, and Google gives you a full breakdown by month. So, if you’re wondering if that summer promotion actually brought more foot traffic, GBP has the answers.
Breaking Down Key Metrics
Business Profile Interactions
This metric is your north star. It shows how many times people have interacted with your GBP, whether through clicks, calls, or messages. Keep an eye on these numbers—they’re your leading indicator for growth.
Pro Tip: If you see a sudden spike or dip, ask yourself why. Did you run a campaign? Did your hours change? This insight is all about connecting the dots.
Calls and Messages
These tabs show the number of calls or messages initiated from your GBP. Messaging has to be enabled, but once it is, you’ll also get stats on response rate and average response time.
Pro Tip: The faster you respond to messages, the more likely you are to convert leads into customers.
Bookings and Directions
These tabs show you how many bookings or direction requests are coming directly from your GBP. If you’ve integrated with a third-party booking platform, you’ll be able to track the number of appointments or reservations made through Google.
Pro Tip: If you notice a lot of direction requests but not many website clicks, your customers are likely driving to you instead of researching online. Use this insight to optimize your in-store experience.
Website Clicks
How well is your GBP driving traffic to your site? This metric tells you how often people are clicking through to your website from your profile. It’s a simple but powerful metric.
Pro Tip: If website clicks are low, make sure your GBP is optimized with the right keywords, images, and call-to-action buttons to capture more interest.
How People Discovered You
Want to know if more people are finding you on mobile or desktop? This metric breaks down the platform and device your customers are using to interact with your profile. Plus, it shows which search terms led people to your profile—crucial for fine-tuning your local SEO.
Pro Tip: Use the search queries that surface your profile to refine your SEO strategy. If people are finding you through specific keywords, double down on those in your content and GBP description.
Using GBP Insights to Drive Results
Google Business Profile Performance Insights isn't just data for the sake of data. It's a roadmap to better decision-making. Here’s how you can use it to your advantage:
Track seasonality: Compare data year-over-year to identify trends.
Optimize your profile: If you're not getting enough calls or messages, tweak your GBP description and make sure your contact info is clear.
Improve response times: Boost conversions by responding quickly to messages—Google even tracks how fast you reply.
Keyword strategy: Use the search queries that drive the most impressions to refine your local SEO and content strategy.
What’s Next?
Metrics are great, but they’re only as good as what you do with them. Use GBP Insights to optimize your local marketing efforts, refine your service offerings, and create a better experience for your customers.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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