The essentials
- Where: from the listing (search your name while signed in), the "Performance" tab, over a rolling 1 to 6 months.
- Four blocks: views (Search and Maps, mobile and desktop), the queries that showed the listing, interactions (calls, directions, site clicks, messages, bookings), products and menus.
- Limits: no rankings, no history beyond 6 months without an export, rounded and sometimes delayed figures.
- What to add: UTMs into GA4 for traffic and conversions, a grid tool for rankings.
The statistics in Google Business Profile (the "Performance" tab) are the only source describing what happens on the listing, before any click to your site: how many people saw it, on what searches, and what they did next. They are free, under-used, and often badly read. This guide explains each metric, its traps, and what to add for complete tracking.
Getting to the statistics
Signed in to the managing account, search your business name on Google: the management panel appears above the results, with "Performance". The period runs from one to six rolling months. Google deletes the history beyond six months: export the figures into a spreadsheet every month (or use a tool that archives them) so you have year-on-year comparisons.
The metrics, block by block
| Block | Metric | What it measures | Trap |
|---|---|---|---|
| Views | People who viewed the profile | Unique users who saw the listing, by surface (Search, Maps) and device | Doesn't distinguish an impression in the local pack from a full consultation |
| Brand vs discovery searches | The listing shown on your name, or on a generic activity | Discovery is the real indicator of local visibility | |
| Queries | The search terms that showed the listing | The words people typed, with their volume | A capped list, rounded volumes; small queries don't appear |
| Interactions | Calls | Clicks on the Call button (mobile above all) | A call made by dialling the number shown isn't counted |
| Directions | Direction requests from the listing | A strong indicator of intent to visit | |
| Clicks to the site | Clicks on the Website button | To be set against GA4 sessions (a 10 to 30% gap is normal) | |
| Messages, bookings | If those functions are turned on | Low volume but high value | |
| Clicks on products, menus, posts | Depending on the category | Useful for shops and restaurants |
Reading the figures without getting it wrong
- Compare with the same period the previous year : local seasonality (holidays, weather, festivities) explains variations of 30 to 50%.
- Look at the action rate (interactions / views) rather than views alone: a listing seen 2,000 times with 40 calls (2%) is less compelling than one seen 1,000 times with 45 calls (4.5%). Photos, reviews and complete information raise that rate.
- Separate brand from discovery : a rise in brand searches reflects your standing (advertising, word of mouth); a rise in discovery searches reflects your local SEO.
- Don't look for a ranking : the statistics give none. The visibility radius is measured with a grid tool, see tracking your position on Google Maps.
- Accept the lag : the data is updated a few days late and rounded.
What to add to the listing's statistics
| Need | Solution |
|---|---|
| Knowing what visitors from the listing do on the site, and what they convert | The site link with UTMs, key events in GA4; see creating UTMs on Google Business Profile |
| Knowing your rankings and your visibility radius | A grid rank tracking tool |
| Tracking reviews (volume, rating, responses) | The listing + a centralisation tool for several locations; see tools for monitoring reviews |
| Keeping a history beyond six months | A monthly export or a platform that archives |
| Comparing several listings | A consolidated table; see multi-location local SEO |
An example of a monthly reading
A bakery's March reading: 3,200 people who viewed the listing (+18% vs March last year), 70% of them through discovery; 210 direction requests and 45 calls (an 8% action rate, stable); the queries "bakery open Sunday" and "sourdough bread" rising. Decisions: check the Sunday hours are filled in (they were, but with no special hours for Easter), add "sourdough bread" to the products with a dedicated post, and compare the action rate with the better-photographed listing next door. This kind of reading, done every month, is worth more than a twenty-page quarterly report.
These metrics form the core of the local SEO KPIs and of step 10 of the local SEO action plan.
How GreenRed helps
Rather than juggling several tools, GreenRed's Google Business Profile module brings these metrics together in a single dashboard, compares them over time and tells you which actions come first. You can try it free, with no card, from the Pricing.
Frequently asked questions
Where do you find your Google Business Profile statistics?
Signed in to the managing account, search your business name on Google: the management panel appears above the results, with the Performance tab. The Google Maps app also gives access to the statistics. The history is limited to a rolling six months.
What does "discovery searches" mean in the statistics?
They are the searches for an activity or a product ("bakery", "plumber Nantes") that brought your listing up, as opposed to brand searches where the user typed your name. The discovery share measures your real local visibility among people who didn't know you.
Why don't clicks to the site match GA4 sessions?
Google counts clicks, GA4 counts sessions after the page loads and cookies are accepted. Some clicks don't arrive or aren't measured. A 10 to 30% gap is normal; you need UTMs on the listing's link to identify that traffic in GA4.
Do the listing's statistics give your local pack position?
No. They show how many times the listing was seen and on which queries, but not at what position or from where. To measure local rankings and your visibility radius, use a grid tracking tool (geogrid).