How to Measure Google Business Profile Results
Every verified Google Business Profile gives access to a Performance tab, free of charge: how many people saw the profile, how they found it, and what they did next. The two most telling actions, asking for directions and calling the location, rarely appear in marketing reports.
A verified profile is one where Google has confirmed that the business is yours. That verification is what opens the Performance tab: without it the profile exists and is displayed, but it produces no data.
This data is free, and accessible from the account that manages the profile.
Where do you find Google Business Profile statistics?
Every verified profile has a Performance tab, accessible with an account that holds owner or manager access to it, from the profile itself or from the Google Maps app under Business then Performance. It reports views, clicks and other interactions, over the period you choose.
When you manage several profiles, the one-profile-at-a-time screen is not enough. The business profile manager lets you tick several profiles and download their data into a single spreadsheet, which makes comparison possible.
Two limits to know before building a report on this.
1. An unverified profile produces no data.
2. Google warns that this feature is not available on every profile.
Performance tab, multi-profile download through the manager, restriction to verified profiles and variable availability of the Insights feature: Google Business Profile documentation, consulted 1 October 2026.
Are impressions a good indicator?
An impression only means that Google displayed your profile, and says nothing about the customer’s intent. Impressions rise when Google changes its display, when a competitor closes or when the season turns, movements that have nothing to do with anything you did.
A directions request or a call tell a different story, since someone opened navigation to your address or dialled your number, and both of those gestures start on the profile rather than on the website.
A caveat is in order, because plenty of people ask for directions even when they know the way, simply to avoid traffic. The figure therefore does not say how many customers actually travelled, and no reliable public data allows an estimate. It still measures a gesture and counts location by location, which is already more than an impression gives you.
Which indicators should you track across several locations?
1. Directions requests and calls, location by location.
2. Reply rate on displayed reviews, the only indicator on this list that you control entirely.
3. Number of incomplete or unverified profiles.
A location missing from the report did not score zero, it is simply not measured. Its absence makes your averages look better than they are.
What should a profile’s figures be compared against?
Three comparisons give a profile figure its meaning.
1. The same location in the previous month, as a variation rather than an absolute value.
2. Other locations of the same format, which separates what comes from the profile from what comes from the local market.
3. The equivalent period last year, when activity is seasonal.
The third is the hardest to hold: it requires having kept last year’s data, and Google does not keep it indefinitely.
