What is GBP Insights?
Analytics data from Google Business Profile showing how customers find and interact with your listing.
Definition
GBP Insights (now called 'Performance' in the updated GBP interface) is the built-in analytics dashboard for your Google Business Profile. It provides data on how customers discover your listing (search queries used, direct vs. discovery searches), what actions they take (website visits, direction requests, phone calls, message clicks), how many times your listing was viewed, and how your photos perform compared to similar businesses. This data helps you understand your local search performance and identify areas for improvement.
Why it matters
GBP Insights provides free, first-party data about how customers interact with your most important local listing. By analyzing which search queries drive views, how often customers call or request directions, and which photos get the most engagement, you can make data-driven decisions about your local SEO strategy. Tracking trends over time reveals whether your optimization efforts are working.
How to implement
Access your GBP Insights through Google Search (search for your business while logged in) or the Google Maps app. Review your performance data at least monthly. Pay attention to the search queries report to discover new keywords. Track call volume and direction requests as conversion metrics. Compare your photo views to competitors. Export data regularly to track trends over time. Use insights to identify seasonal patterns and plan your content strategy.
Common mistakes
- xNever checking GBP Insights and missing valuable data about customer behavior.
- xOnly looking at total views without analyzing which search queries drive those views.
- xNot establishing baseline metrics before starting optimization, making it impossible to measure progress.
Examples
- -Insights reveal that 60% of a restaurant's profile views come from the search query 'lunch near me,' prompting them to create a dedicated lunch menu post.
- -A service business notices direction requests increased 40% after adding photos, validating their photo optimization strategy.
FAQ
The GBP Performance dashboard provides data for up to 6 months. For longer historical tracking, you need to export or record your data regularly. Some third-party tools can help automate this data collection for extended historical analysis.
Yes. GBP Insights shows the search queries (keywords) that customers used to find your listing. This data is invaluable for understanding which keywords you're already visible for and identifying new keyword opportunities you might not have considered.
Related terms
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