Now that you know how to access the new Insights report – here’s a rundown of what the data means.
Important: Some data isn’t included in the new Insights report. This includes photo views, top areas, and branded vs. direct breakdowns.
Google should be adding these soon – but a timeline hasn’t been provided.
Business Profile Interactions
This is a high-level indicator of your listing’s performance.
The chart groups all interactions together:
Calls: The number of users that clicked the Call button on your listing (usually on mobile).
Messages: The number of new messages sent to your Profile. You’ll need to have Messaging switched on for this.
Bookings: The number of bookings made through your listing. Similar to Messages, you need to have Bookings set up to gather data.
Directions: The number of users who clicked the Directions button on your listing (usually on mobile).
Website Clicks: How many users visited your website, after viewing your Profile.
Some actions are more valuable than others – but this depends on your industry.
For example:
Bookings and calls could be correlated with new customers – while Directions may only be used by existing customers.
Platform and Device Breakdown
This tells you a couple of things:
- Which devices people are using when they visit your Profile.
- Which platforms they’re using to find your Profile (Search of Maps).
For Google Business Profile – mobile traffic tends to be more valuable.
That’s because users can take more valuable actions on a mobile device, when compared to desktop.
For example:
Most users don’t have the ability to call your business directly from their desktop computer.
But on mobile – all they need to do is tap the call button to phone you.
Searches Breakdown
This report displays all of the keywords being used to find your Profile.
This data can be used in a couple of different ways:
- You can bid on the best keywords with Google Ads – since they’re proven to drive revenue.
- You can check if you can realistically rank your website for some of these keywords.
Either of these options would increase your share of traffic for keywords that are proven to create customers.