Google My Business (GMB) has become an essential tool for businesses navigating the digital landscape. With its latest feature—Insights for GMB Posts—marketers are buzzing with anticipation. But let's be real: how accurate are these insights, and can they truly guide your marketing strategy? If you’ve been sweating over underwhelming post performance, Ben Fisher’s analysis is here to illuminate the path.
The Buzz on GMB Posts
Let’s start with the good news: GMB Posts offer a golden opportunity to leverage the digital real estate Google provides. They’re a fantastic way to engage potential customers and drive traffic to your business. However, when the feature was first rolled out, understanding how your posts performed felt like deciphering hieroglyphics. Spoiler alert: it still can be a bit murky!
On August 6, 2018, Google took a small step towards clarity by announcing aggregated Insights for GMB Posts. You can now check out performance metrics from the Posts tab, where you’ll find insights on:
Individual posts
All posts from the last week
All posts from the last month
You’ll get a snapshot of views, clicks, and percentage changes over a rolling period of either 7 or 28 days. Just remember, these insights come with a potential delay of up to three days. If your posts received no views or if you have no posts at all, spoiler alert: your percentages won’t show up!
Understanding Impressions and Clicks
Now, how does Google count those impressions? A GMB Post impression is registered only when the post is fully displayed on the screen. So, if someone merely glances at your Knowledge Panel without clicking through, you won't see any love in your metrics. This means you should be crafting catchy headlines that grab attention—because every click counts!
Speaking of clicks, Google tracks the action on your call-to-action (CTA) button. Here’s where the plot thickens: there’s often a disconnect between what GMB Insights reports and what you see in Google Analytics. If GMB is showing zero clicks while Analytics reveals a bustling 20 clicks, you've hit a snag. So, how do you bridge that gap?
Closing the Data Disparity
The key takeaway here? While GMB Insights can serve as a rough guide, they aren't the definitive word on your post performance. As Gyi Tsakalakis points out, the internal counting mechanisms remain a mystery. But don’t let that discourage you! Here are some pro tips for getting the most out of your data:
Use UTM tracking strings to analyze historical data.
For each post type, track results via your booking, e-commerce, or email systems. For example:
Order Online: Track through your e-commerce platform.
Call Now: Utilize a custom tracking number specifically for posts.
By employing these strategies, you can gain valuable insights that GMB Insights might overlook.
Wrapping It Up
In summary, GMB Post Insights are a mixed bag. They’re not perfect, but they’re a step in the right direction. As Google continues to refine and enhance these tools, the hope is that we’ll see more accurate and actionable data in the future.
What about you? Have you noticed discrepancies in your GMB Insights? Let’s keep this conversation going—drop your thoughts in the comments!
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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