Most business owners set up their Google Business Profile, add a few photos and then never look at the numbers again. That's a pity, because Google shows you, for free, how customers are finding you and what they do next.
You don't need to be an analyst. Ten minutes once a month is enough to spot what is working and what needs attention.
Where to find it
Search for your business name on Google while signed in to the account that manages your profile, or open Google Maps and go to your business. Open the Performance section. You can change the date range to compare months.
The main numbers, explained
- Views. How many people saw your profile, split between Google Search and Google Maps, and between mobile and computer. It shows how visible you are.
- Searches. The words people typed before your profile appeared. This is gold: it tells you how customers describe what you do.
- Calls. Taps on your call button from the profile.
- Directions. Requests for directions to your location. Very useful for clinics, shops, gyms and restaurants that rely on walk-ins.
- Website clicks. Taps through to your website.
- Depending on your business type, you may also see bookings, menu clicks or other interactions.
How to read them sensibly
- Compare like with like. Compare this month to the same month last year, or to the last few months. Festivals, exams, weddings and weather all change how people search.
- Look at trends, not single days. A quiet Tuesday means nothing. Three months of falling calls means something.
- Watch actions, not just views. Calls and direction requests are closer to real customers than views are.
Here's what to check when the numbers change.
Views are falling
- Check that your primary category still describes your main service.
- Check that your profile hasn't been edited by someone else (Google sometimes accepts public suggestions).
- Start posting regularly again and add fresh photos.
- Look at your reviews: are new ones still coming in?
Views are fine, but calls are low
- Call your own number from the profile. Does it ring? Does someone answer during your listed hours?
- Look at your photos as a stranger would. Do they make you want to visit?
- Read your latest reviews. An unanswered complaint near the top can put people off.
Direction requests are high, but walk-ins don't match
- Check the map pin is on your actual entrance.
- Add a clear photo of your shop front and the nearest landmark.
- Make sure your hours are correct. Nothing loses a customer faster than arriving at a closed shutter.
Use the search terms
The search terms list is the most useful part of the report. If people find you by searching "skin specialist near me" but your description only says "dermatology clinic", add plain words to your description and services. If they find you for a service you no longer offer, remove it, so you stop getting wrong calls.
Never add these words to your business name. That breaks Google's guidelines and can get your profile suspended.
A simple monthly routine
- Note calls, direction requests and website clicks in a notebook or a simple sheet.
- Compare with last month and the same month last year.
- Read the top search terms.
- Pick one thing to improve this month: photos, posts, services or replies to reviews.
The numbers won't tell you everything, but they will tell you where to look.
Let us watch the numbers for you
With our Google Business Profile management service, we track your profile's performance every month and act on it: posts, photos, services and review replies. Book a free profile check to see where your profile stands today.