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Google Business Guide
Google Business Insights
Turn your Google Business Profile performance data into practical decisions that help more customers find and contact your business.
Check Your PerformanceInsights are now called Performance
Google Business Profile Performance shows how people discover your verified profile on Google Search and Maps and what they do next. It can include profile views, search terms and customer actions such as calls, website clicks and direction requests.
Before you begin: Performance data is available only for verified profiles. You must sign in with a Google account that owns or manages the profile. Google only displays metrics relevant to your business, so your report may not show every item described here.
Open your Performance report
Find your profile
Search Google for your exact business name or search for my business.
Select Performance
Choose Performance from the profile management options, then set the date range you want to review.
Good habit: Record results on the same day each month and compare equal periods—for example, the latest full month with the previous full month and the same month last year.
Understand the main measurements
Views
Profile visibility
The number of people who viewed your Business Profile on Search or Maps. Google limits repeat counting and generally counts a person once per day.
Searches
Discovery terms
The words people used when your profile appeared. Search-term data updates monthly and may take several days to appear.
Actions
Customer intent
Interactions can include calls, website clicks, directions, bookings and other actions available for your type of business.
What each action can tell you
| Metric | What Google measures | What to investigate |
|---|---|---|
| Calls | Clicks on the call button in your profile. | Are calls being answered, and do busy periods match your staffing? |
| Website clicks | Clicks on your profile’s website link. | Does the landing page match the customer’s likely need and work well on mobile? |
| Directions | Requests for directions to your location. | Are the address, map pin, access details and opening hours correct? |
| Bookings | Completed bookings through a supported booking provider. | Is the booking journey simple, current and easy to complete? |
| Products, menus or offers | Eligible views or clicks on those profile features. | Are names, images, prices and availability accurate and appealing? |
A click is an expression of interest, not automatically a sale. Combine profile data with enquiries, bookings, sales records and website analytics to understand the full result.
Use data to improve the profile
If views are growing but actions are not
- Check the main category and business description.
- Improve photographs and product or service information.
- Confirm your phone, website, hours and booking links.
- Make your offer and next step easier to understand.
If search terms are not relevant
- Review whether your primary category is accurate.
- Add complete services and products where available.
- Use natural, helpful wording on your website.
- Avoid keyword stuffing or misleading business information.
If calls are high but sales are low
- Listen for repeated customer questions.
- Improve pricing and service information.
- Train staff to qualify and record enquiries.
- Track which calls become customers.
If direction requests change sharply
- Check for seasonal or promotional effects.
- Verify the address and map pin.
- Review opening hours and special hours.
- Compare the result with actual visitor numbers.
A simple monthly review
Record
Write down views, top search terms, calls, website clicks, directions and bookings that appear in your report.
Compare
Calculate the change from the previous equivalent period and note seasonal factors, promotions or closures.
Act
Choose one improvement, assign responsibility and check the effect in a future reporting period.
Monthly checklist
- Use complete and equal date ranges.
- Record the top relevant search terms.
- Check customer actions, not views alone.
- Note changes made during the period.
- Compare results with real enquiries and sales.
- Select one measurable next action.
Example action note
Finding: Website clicks increased, but online enquiries did not.
Action: Test the profile website link, improve the mobile contact form and clarify the call to action.
Review: Compare completed enquiries over the next full month.
Export and connect your data
Businesses managing multiple profiles can download performance data from Business Profile Manager. Google also supports linking eligible Business Profiles with Google Analytics, allowing selected profile interactions to be viewed alongside website and app reporting.
Keep context with every export: Record the business location, selected date range, download date, promotions and unusual events. A spreadsheet without this context can easily lead to the wrong conclusion.
Frequently asked questions
Why are my Performance numbers different from other Google reports?
Google’s reports can use different counting methods. Business Profile views are based on unique visitors with limits on repeat visits, and Performance may include both organic and Google Ads activity.
Why can’t I see every metric?
Only measurements relevant and available to your business appear. Some features also require a supported provider or a particular profile category.
Can I directly choose the search terms shown?
No. They reflect queries for which your profile appeared. Improve relevance with accurate categories, complete profile information, useful website content and strong local prominence.
Does more profile activity guarantee more sales?
No. Performance indicates visibility and actions taken on the profile. Track enquiries, appointments and completed sales separately to judge commercial results.
Official guidance: Review Google’s current explanation of Business Profile Performance and its metrics. Google also explains how to connect a Business Profile to Google Analytics.