How To Use Google Business Profile Insights

Google Business Profile Insights helps you track how customers find and interact with your business online. It shows key metrics like search views, map views, calls, clicks, and direction requests. Use this data to improve visibility, understand customer behavior, and optimise your local SEO strategy.

Here’s what you need to know:

Key Metrics: Track direct, discovery, and branded searches; compare search vs. map views; monitor customer actions like calls, clicks, and direction requests.
Access Options: View insights on desktop (via Google Business Profile dashboard) or mobile (through the Google Maps app).
Optimisation Tips: Use search data to refine your business description, adjust strategies for seasonal trends, and boost engagement with photos and updates.

How To Interpret Your Google Business Profile Insights

Accessing Google Business Profile Insights

Accessing Insights on a Desktop

To check your business insights on a desktop, log in to your Google Business Profile account using your web browser. Once you’re in, click on the "Performance" tab located in the main dashboard menu.

Here’s why the desktop version can be helpful:

Larger Display: View multiple metrics side by side without scrolling.
Interactive Features: Adjust date ranges easily to track trends over time.
Advanced Filters: Break down your data to focus on specific segments.

Keep in mind, you’ll need owner or manager permissions to access this data. These insights are essential for improving your local SEO strategy and boosting customer engagement.

Accessing Insights on a Mobile Device

Prefer using your phone? You can access your insights through the Google Maps app. Here’s how:

Open the Google Maps app.
Log in with the account tied to your business profile.
Tap your business profile.
Select "View profile" to see performance data.

The mobile version is designed for quick and easy use. It displays the most relevant metrics upfront, making it perfect for on-the-go analysis.

Whether you’re managing reviews, responding to messages, or tracking performance during busy times, the app keeps you updated in real time.

Both desktop and mobile platforms sync seamlessly, so your data is always up-to-date no matter where you check it.

Whether you prefer the in-depth view on a desktop or the convenience of mobile, you’ve got options to stay on top of your business performance.

Key Metrics in Google Business Profile Insights

Search Metrics: Direct, Discovery, and Branded Searches

Google Business Profile Insights categorises how customers find your business into three main types:

Direct Searches: These happen when someone searches specifically for your business name or address. High numbers here point to strong brand recognition and loyal customers.
Discovery Searches: These occur when people find your business while searching for general products, services, or categories. A high count suggests your business is appearing in relevant local searches.
Branded Searches: These include your business name alongside other terms. This metric reflects how well your brand attracts attention and interest.

View Metrics: Search Views vs. Map Views

This metric helps you understand where customers are seeing your business:

Search Views: Tracks how often your business shows up in search results.
Map Views: Measures visibility on Google Maps, which is especially important for businesses like restaurants and retail stores. Service-based businesses might see more activity in search views than map views.

These actions indicate how customers engage with your profile:

Phone Calls: Tracks calls made directly from your profile, giving insight into customer engagement.
Website Clicks: Measures how many people visit your website through your profile, helping assess its effectiveness.
Direction Requests: Shows how often people request directions to your location, highlighting potential foot traffic.

Using Insights to Optimise Your Business Profile

Wondering how to optimise your business profile? We have made a comprehensive guide on this here. Here are some of the main points:

Fine-Tuning Business Descriptions and Categories

Boost your profile by incorporating search data keywords into your business description.

These keywords should align with how customers search for businesses like yours. When choosing categories, analyse your discovery search data to select the most relevant primary and secondary options that enhance your local search visibility.

Once your profile is polished, it’s time to adjust your approach to match seasonal customer behavior.

Shifting Strategies for Seasonal Trends

Seasonal patterns in Insights data can open doors for targeted marketing. Keep an eye on view metrics and search activity throughout the year to pinpoint high-traffic periods and tailor your strategy.

Here’s how to make the most of seasonal trends:

Monitor search activity and user behavior during seasonal spikes.
Plan promotions at least 30 days before busy periods.
Adjust business hours to reflect seasonal customer needs.

After making these adjustments, turn your attention to boosting engagement with high-quality visuals and timely updates.

Boosting Engagement with Photos and Updates

Seasonal trends often shape the kind of content your audience interacts with, making photos and updates essential for staying relevant. High-quality visuals and frequent updates not only engage customers but also improve your visibility in local searches.

Content Type	Purpose	Best Practices
Product Photos	Highlight offerings	Update monthly with new items or seasonal deals
Interior/Exterior	Build trust	Refresh quarterly to show current appearance
Team Photos	Add a personal touch	Update during staff changes or special events

To get the most out of your updates:

Share posts during peak hours when your audience is most active.
Highlight time-sensitive offers and promotions.
Respond promptly to questions and reviews to maintain engagement.

"Regular review of Insights data is essential for identifying trends and patterns, which should inform your marketing and business strategies. For instance, if users frequently request directions to your location, this might indicate a need for clearer signage or improved location information in your profile."

These are part of the tasks we perform for our clients trusting us with their Google My Business optimisation and maintenance.

Maximising Google Business Profile Insights

Important Takeaways for Small Businesses

Keeping an eye on your metrics is critical for making smart decisions about your online presence. By regularly reviewing data like search performance, visibility, and customer interactions, you can spot patterns and fine-tune your approach.

Metric Type	What to Watch	Why It’s Important
Search Performance	Direct, discovery, and branded searches	Reveals how customers find your business
Visibility	Search views vs. map views	Highlights your main visibility channel
Customer Actions	Calls, clicks, and direction requests	Tracks how customers engage with you

If you’re finding it tough to fully leverage these insights, seeking professional help could be the game-changer you need.

Why Expert Assistance Can Help You Succeed

Professionals can simplify complex data and turn it into clear, actionable strategies. While it’s possible to handle this on your own, expert support ensures you don’t miss out on growth opportunities.

At Search Scope, an SEO agency based in Australia, we specialise in helping businesses optimise their Google Business Profiles. We focus on local SEO services and Google Maps strategies to help you:

Understand intricate search metrics and user behaviors
Create targeted, effective strategies
Apply optimisation techniques that boost your visibility

To make the most of Google Business Profile Insights, it’s essential to stay consistent with monitoring and adjust your strategies as needed. Let data guide your decisions and become a core part of your local business growth plan.

How To Use Google Business Profile Insights

How To Interpret Your Google Business Profile Insights