Module 9

GBP Insights Overview

Google Business Profile provides built-in analytics called Insights (or Performance). These show you how customers find and interact with your listing. Understanding these metrics helps you know what's working and where to improve.

Accessing Your Insights

What to do

Find where your performance data lives in the Google Business Profile dashboard.

Step by step

  1. Sign in to business.google.com and go to your listing.
  2. Look for "Performance" or "Insights" in the menu. Google has renamed this section over time, so it might be called either.
  3. You'll see an overview dashboard. This shows key metrics over a selected time period.
  4. You can change the date range. Look for options to view data for the last week, month, quarter, or custom dates.
  5. Some data takes time to appear. Very new listings won't have much data. Give it a few weeks to accumulate meaningful insights.

Key Metrics to Understand

What to do

Know what each metric means and why it matters.

Step by step

  1. Business Profile views: How many times your listing was viewed on Google Search and Google Maps. This is your visibility — are people finding you?
  2. Search queries: What terms people searched before finding your listing. Shows you what customers are looking for.
  3. Direction requests: How many people clicked for directions to your location. A strong buying signal — they want to visit.
  4. Phone calls: How many people clicked your phone number to call. Direct leads from your listing.
  5. Website clicks: How many people clicked through to your website. Shows interest beyond basic information.
  6. Message clicks: If you have messaging enabled, how many people started a conversation.
  7. Bookings: If you have booking links set up, how many people clicked to book.
  8. Photo views: How many times your photos were viewed. Indicates engagement with your visual content.

Understanding Search Queries

What to do

The search queries section reveals what customers are searching when they find you.

Step by step

  1. Direct searches: People who searched for your business name directly. These are people who already know you.
  2. Discovery searches: People who searched for a category, product, or service (like "plumber near me") and found you. These are new potential customers.
  3. Branded searches: Searches that include a brand you're associated with.
  4. Look at the actual search terms. Google shows the specific phrases people searched. This tells you what services/products are in demand.
  5. Discovery searches are the opportunity. High discovery searches mean you're reaching new customers. Low discovery searches mean you're mostly visible to people who already know you.

Examples by industry

Discovery searches like "emergency plumber Plymouth" or "boiler repair near me" show you're appearing for relevant service searches. If you see searches for services you offer but haven't emphasised, consider updating your GBP to feature them more.
Discovery searches might include "breakfast near me" or "coffee shop [area]". High volume for "dog friendly cafe" suggests featuring this in your listing.
Searches like "NHS dentist accepting patients" or "emergency dentist" tell you what patients need. If you offer these services, make sure your listing shows it clearly.
Searches like "divorce solicitor [town]" or "will writing service" show which services drive traffic. Ensure these appear prominently in your services list.

Interpreting Trends

What to do

Look at how your metrics change over time, not just absolute numbers.

Step by step

  1. Compare month to month. Are views, calls, and direction requests increasing or decreasing?
  2. Watch for seasonal patterns. Some businesses are naturally seasonal. Compare to the same period last year if available.
  3. Look for the impact of changes. If you added photos last month, did photo views increase? If you updated your services, are you appearing for new searches?
  4. Don't panic over small fluctuations. Week-to-week variations are normal. Focus on longer-term trends.
  5. Investigate significant drops. If metrics suddenly drop significantly, check if something's wrong — suspended listing, lost verification, incorrect information.

Insights basics understood: