There are many questions that often come up about how to properly interpret Google Business Profile Performance (formerly known as Google My Business Insights). I’m going to break down the different sections and explain what they mean.
For an overview of the 2021 Mobile vs Desktop breakdown and the upcoming display to track driving directions, website clicks, and bookings via GBP, check out this article about the 2021 GMB Insights Update.
Google unveiled the NMX, or New Merchant Experience, early in 2022 when Google My Business listings became Google Business Profiles. The NMX removed Google Business Profile Dashboards in favor of in-SERP editing for Google Business Profiles. During this process, Google changed Insights into Performance.
New Google Business Profile Performance Metrics
With the Google Business Profile dashboard, it is probably faster to say what is the same vs what has changed. Very little about Google Business Profile Performance is the same as Google My Business Insights. Here’s what is included in GBP Performance metrics:
Searches – The queries people used to find your business profile.
Search queries display whenever your Business Profile shows up for a particular query. You cannot directly manage queries.
Overview/Total Interactions – A summary of all interactions within a Profile.
People Who Viewed Your Profile – The number of unique visitors to your profile.
Calls – The number of times users click on the call button on your Business Profile.
Direction Requests – The number of unique customers who request directions to your business.
Website Clicks – The number of clicks on your Business Profile’s website link.
Messages – The number of unique conversations in your Google Business Profile Messages.
Bookings – The number of completed bookings by customers through your Profile if you accept bookings within your Business Profile.
Booking Clicks – The number of clicks on a hotel’s free booking link. (It is important to note that users who click on the Booking link are sent directly to the business landing page to book directly via the business, not through a third party. This metric only applies to hotel Business Profiles.)
Food Orders – Food orders that are placed for pickup or delivery directly from the Google Business Profile.
Products – The number of views on a Profile’s products over a period of time.
Menus – The number of clicks on a Profile’s menu content per user per day. This includes menu photos, links, and structured menu data on the Business Profile.
Note: The performance page does not include the number of views a Business Profile receives.
GMB Insight Data That is No Longer Available in Google Business Profile Performance Metrics
Google removed several charts from Insights data when they switched to Google Business Profile Performance Metrics:
Photo Insights – Photo insights are no longer available to users. This data was often criticized for being inaccurate and unreliable. Google has not yet announced if they’ll provide data for photos in the future.
How Customers Search For Your Business – The “how customers search for your business” data is no longer available to users.
Directions – Location information for when customers ask for directions to a business has been removed. The dashboard shows direction requests over time now instead.
Does Google Business Performance Data Include Data From Google Ads?
Yes. If a business has a Google Ads account that has Location Extensions added, the users will be taken to the Google My Business listing when they click on the extension.
When a user clicks on the ad in the 3-pack the person would get taken to the GMB listing (not the website). Clicking on the listing would count as a search in Google performance data. If the listing shows up as an ad and then also as a listing organically in the 3-pack, it would count as 2 searches.
There is currently no way to track Google Ads data separately from regular organic data in the GMB performance data section so my recommendation would be to add a call tracking number in the Google Ads Location Extension field so you can accurately track the calls from ads.
Does Google Business Performance Data Voice Searches?
If someone searches for a plumber near them on their Google Home or using Google Assistant, is this counted in Google My Business Insights? The current answer is no. The data only includes visual searches.
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If you’re a local business that needs help with their Google My Business listing or their business’s online presence on Google and other search engines, at Sterling Sky we can help. We offer SEO audits, consulting, or monthly local SEO services. Contact our office today for more information.
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