What if you open your phone and see a notification: “Three people just called your business after finding you on Google.” You feel the buzz instantly, but then you wonder: where are the other visitors? What did they type? Which photos made them click? It’s all there in the data you’re not yet tapping into.
At Make Me Local, we’ve sat across from countless business owners who built a strong website, claimed their listing, but then left the dashboard unexplored. That’s where real opportunity lies.
If you’d like help deciphering your numbers, call us on 0800 772 0022 or email hello@makemelocal.com and let’s get your insights working for your growth.
When you can read the numbers on your profile, you're not just listed, you're leading. We help local businesses turn their Google Business Profile analytics into action.
What Are Google Business Profile Analytics?
Your Google Business Profile analytics (also known as Insights) give you a powerful view of how people discover and interact with your business listing. It’s not just about being found, it’s about understanding how you’re found, what actions people take, and where the gaps lie.
These analytics cover:
- How customers searched for your business (direct, discovery or branded searches)
- Where customers found you on Google (Search vs Maps)
- Customer actions (website visits, calls, direction requests, messages)
- Photo and post engagement
- Popular times and audience trends
By analysing those metrics, you shift from “I hope they find me” to “I know they find me. Now, what?”
Why Google Business Profile Analytics Matter For Local SEO
At Make Me Local, our local-first method focuses not just on visibility, but also on conversion. Your listing might appear in the map pack, but if you don’t monitor performance through analytics, you’ll never refine what works.
Here are key reasons why monitoring your Google Business Profile analytics is essential:
1. Gain Insight Into Customer Behaviour
The discovery vs. direct search split indicates whether people are already familiar with you or are discovering you for the first time. If most are discovering you through generic terms (“plumber near me”), you can tailor your service descriptions and keywords accordingly.
2. Understand Which Channels Drive Actions
Search vs. Maps data reveals where people find you, as many use Maps, but few convert. You should optimise your photo set or your call to action.
3. Measure Real‑World Outcomes
Analytics, such as website clicks, calls, or directions requests, are live indicators of interest. These data points directly link to the lead volume and conversion metrics we care about at Make Me Local.
4. Optimise Based On Evidence, Not Guesswork
Rather than guessing what service to highlight or which keywords to pursue, the analytics give you actual inputs. This means you can refine your listing, posts and services strategy intelligently.
Key Metrics To Monitor In Your GBP Insights
Here are the critical analytics elements you should check regularly:
How Customers Search For Your Business
- Direct search: Customers entering your business name or address
- Discovery search: Customers looking for a service you offer and finding you
- Branded search: Customers searching your brand or related brands
If discovery searches are low, you may need to optimise your business categories and service descriptions.
Visit our blog for guidance on selecting the right GBP categories.
Where Customers View Your Business
- Compare views via Google Search vs Google Maps
- Heavy Map traffic with low website clicks may signal weak listing conversion
Customer Actions
- Website link clicks
- Calls from the listing
- Direction requests
- Messages initiated
Tracking these metrics tells you whether your listing is being viewed or generating lead-worthy interactions.
Photo And Post Engagement
Listings with more and better‑quality images tend to show higher engagement and lead volumes. Use analytics to identify which images or posts drive the most clicks.
Popular Times & Audience Trends
Insight into business-hour search behaviour helps you time posts, special offers, and calls to action when your audience is most active.
How To Use GBP Analytics To Improve Your Local Visibility
Simply viewing the numbers isn’t enough; you need to act. Here are the steps we use at Make Me Local to turn analytics into improvement:
Step 1: Set A Regular Review Rhythm
Check your insights monthly. Note trends, optimise images and posts, adjust services and categories.
Step 2: Identify Drop‑Off Points
If many views but few actions (website clicks or calls), consider:
- Strengthening your call to action in the listing
- Improving your photo set
- Ensuring your website is mobile‑friendly and persuasive
Step 3: Align Listing Optimisation With Website Strategy
Since your listing and website are linked, make sure the service categories, descriptions and keywords in your GBP match your site content, especially service pages. For example, we often interlink blog content around GBP setup or local SEO to reinforce relevance.
Step 4: Post Regular Updates Based On Insights
If your “popular times” show morning searches, plan posts/offers around that window. Use the posts feature to highlight new services, offers or events.
Step 5: Scale What Works
When specific keywords or searches generate the most actions, invest further in them. Expand content marketing around these themes, utilise geo-targeted PPC, or invest in backlinks to establish authority.
Common Mistakes To Avoid With GBP Analytics
- Ignoring metrics altogether — if you don’t measure, you don’t improve.
- Fixating on view counts alone — deep impressions don’t equal conversions.
- Failing to act on data insights is a waste of potential.
- Inconsistent business data (NAP) — a mismatched name, address, or phone number will confuse Google and users.
- Treating listing and website as separate — they must work in tandem for best results.
Contact Make Me Local
How We Help With Google Business Profile Analytics
At Make Me Local, we go beyond claiming and listing your business; we dive into your analytics, interpret the data, and craft strategies to enhance lead generation. Whether you’re a trades business, professional service, or local retailer, our tailored approach ensures your listing becomes a consistent source of leads, not just traffic.
We’ll help you:
- Claim and verify your listing
- Connect listing insights with website performance
- Interpret search and engagement trends
- Develop action plans to boost clicks, calls, and conversions
- Integrate listing performance with broader local SEO campaigns
If you’d like expert support, call us now on 0800 772 0022 or email hello@makemelocal.com. Let’s turn your Google Business Profile analytics into real growth.
Conclusion
Your Google Business Profile listing is more than just a placeholder on Google; it’s a valuable data source and a gateway for lead generation. By actively monitoring your analytics and aligning your actions with the insights you discover, you’re positioning your business for greater visibility and growth.
Don’t just be listed, be chosen. Reach out to us at Make Me Local and let’s transform your insights into impact.