Find and interpret direction request data in Google Business Profile Insights.
Module 9 · Lesson 5
Direction Requests
Use direction request data to understand where your customers come from and optimise your geographic reach.
Learning Outcomes
Use direction request geography to understand your customer catchment area.
Identify under-served geographic areas and address them strategically.
Understand the relationship between direction requests and Maps ranking.
Key Concepts
Direction Requests as Customer Intelligence
Direction request data in Google Business Profile Insights shows you not just how many times customers asked for directions to your business, but also (in aggregate) where those direction requests originated from. This geographic intelligence tells you exactly where your customers are travelling from, which areas have the highest demand for your business, and which nearby areas might be undertapped opportunities.
Reading Direction Request Data
In your Insights/Performance dashboard, the direction requests section shows total monthly direction requests and may show a map of general areas from which requests originate. Monitor trends over time: is the number of direction requests growing month-on-month? If your direction requests are declining while your search impressions are stable, it may indicate a customer experience or visibility issue that is preventing people from committing to a visit.
Geographic Intelligence
If you see direction requests coming from a particular suburb or area that you had not previously targeted — that is a signal. Those customers found you organically, decided to visit, and travelled to you from that area. This tells you: there is demand in that area, your profile is appearing there, and the journey distance is acceptable to customers. Consider creating targeted content (posts, Q&A, service descriptions) that specifically mentions and welcomes customers from that area.
Direction Requests and Ranking
A business that consistently generates high volumes of direction requests is signalling to Google that it is a destination people genuinely want to visit. This is a strong positive engagement signal. Monitor your direction requests as a KPI and include it in your monthly performance review alongside calls, website visits and searches.
Improving Direction Request Volume
To increase direction requests: improve your photo quality (more appealing photos make people more likely to commit to a visit), add clear parking and access information (reduces hesitation), publish posts about your physical premises and atmosphere, and ensure your map pin is precisely placed so navigation is easy and accurate.
Step-by-Step Practice
Check your direction request data for the past 3 months — what is your monthly average?
Note any geographic patterns — which areas generate the most direction requests?
Add those top areas to your service area if they are not already included.
Create a post mentioning one of the top direction-request origin areas to increase engagement from that area.
Set a direction request growth target for the next 3 months and track monthly.
Ian's practical tip: I have reviewed my direction request data and trends. I have identified the top geographic areas driving direction requests. I have ensured those areas are in my service area settings. I have set a direction request growth target with a tracking plan.
Practical Activity
Complete and record this task
If direction requests are low but search impressions are high, your profile is being found but people are not committing to a visit. This suggests a conversion problem — your photos, reviews or description are not compelling enough to drive the decision to visit. Focus on photos and social proof to bridge this gap.