GBP Analytics: Metrics That Matter for Local Businesses
GBP Insights Overview
Google provides performance data for every Business Profile. Understanding these metrics helps you make data-driven decisions about your local marketing strategy.
Key Metrics Explained
Search impressions: How many times your profile appeared in search results. Split into two types:
- Discovery searches: People searching for a category (e.g., "pizza near me") — indicates market reach
- Direct searches: People searching for your business name — indicates brand awareness
Actions: What people do after viewing your profile:
- Website clicks
- Phone calls
- Direction requests
- Message sends
Photo performance: View count for your photos vs. competitors in the same category.
Benchmarking
Compare your metrics against industry averages:
| Metric | Poor | Average | Good |
|---|---|---|---|
| Monthly impressions | <500 | 500-2,000 | 2,000+ |
| Action rate | <3% | 3-5% | 5%+ |
| Review rating | <3.5 | 3.5-4.2 | 4.2+ |
| Review count | <10 | 10-50 | 50+ |
Multi-Location Analytics
MyGBP aggregates analytics across all your locations, enabling cross-location comparison, regional trend analysis, and automated performance reporting for stakeholders.
Reporting Cadence
Review GBP analytics monthly. Share quarterly reports with stakeholders that include: total impressions trend, action breakdown, review sentiment analysis, and competitive positioning.