Local SEO Analytics: Essential Metrics and Tools for Google Business Profile Success
- Tomasz Dylik
- Mar 9, 2025
- 5 min read
Is your Google Business Profile just sitting there, or is it actually working for your business? If you're not tracking performance, you might be missing out on valuable local customers. Let's dive into the metrics that matter and the tools you need to understand your GBP performance.
Understanding Your Google Business Profile Insights Dashboard
When you log into your Google Business Profile, your insights dashboard is the command center for monitoring local search performance. Unlike standard website analytics, GBP insights focus specifically on how potential customers find and interact with your business in local search.
The dashboard is divided into several key sections:
How customers search for your business (direct, discovery, or branded searches)
Where customers view your business (Search vs. Maps)
Customer actions (website clicks, calls, direction requests)
Photo views and engagement
These metrics provide a snapshot of your local visibility, but understanding what they mean for your business is where the real value lies.
Critical Metrics That Indicate GBP Performance
Looking beyond simple view counts, these are the metrics that actually indicate how well your Google Business Profile is performing:
1. Conversion Actions
The actions customers take after finding your profile are the most valuable indicators of performance:
Website visits - Shows interest in learning more
Direction requests - Indicates intent to visit
Phone calls - Demonstrates high purchase intent
Message requests - Shows engagement and interest
Track your action-to-view ratio over time. A profile with fewer views but a higher percentage of actions is performing better than one with many views but few actions.
2. Search Discovery Patterns
How customers find you reveals gaps and opportunities:
Search Type | What It Means | Optimization Focus |
Direct | Customers searching your business name | Brand awareness is strong, focus on conversion |
Discovery | Customers finding you through category/product searches | Category and keyword optimization needed |
Branded | Customers using brand-related terms | Reputation management and differentiation |
3. Photo Engagement
According to research, businesses with regularly updated photos see 35% more clicks to their websites than those without. Pay attention to:
Total photo views compared to competitors
Customer-added photos (indicates strong engagement)
Photo view trends over time
Setting Up Conversion Tracking Between GBP and Your Website
Your GBP shouldn't exist in a data silo. Connect it to your website analytics to track the complete customer journey:
Set up UTM parameters for your GBP website link:
example.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp
Create a Google Analytics segment for GBP traffic to isolate and analyze these visitors
Track phone calls from your website using call tracking software or Google Tag Manager events
Monitor "near me" search performance in Google Search Console by filtering for queries containing location terms
This connection helps you understand what happens after a customer clicks through to your site, closing the analytics loop.
Free and Low-Cost Tools to Supplement Google's Native Analytics
Google's built-in tools are helpful, but third-party solutions can provide deeper insights:
Essential Free Tools
Google Search Console: Track local keyword performance and mobile usability issues
BrightLocal's Free Tools: Run a quick audit of your citations and review monitoring
Trello: Organize your local SEO tasks into weekly sprints
Affordable Premium Options
SEOmatic: Generate location-specific landing pages using AI (ideal for businesses serving multiple areas)
Localo: Get AI-generated post recommendations and review sentiment analysis
BrightLocal: More comprehensive citation tracking and review monitoring
Small businesses have seen traffic increases of up to 55% by using automated posting features in tools like Localo, making the investment worthwhile for time-strapped owners.
Creating a Monthly Reporting Routine
Consistency is key to improvement. Set up a monthly routine to track your GBP performance:
First week of the month: Export and analyze previous month's data
Document patterns: Note best-performing days and times
Review action metrics: Track conversion trends (calls, website visits, etc.)
Photo performance: Analyze engagement with visual content
Review analysis: Track sentiment, response rate, and common themes
Use this simple performance tracker to spot trends:
Metric | Month 1 | Month 2 | Month 3 | % Change |
Total Views | ||||
Website Clicks | ||||
Direction Requests | ||||
Phone Calls | ||||
New Reviews | ||||
Avg. Rating | ||||
Photo Views |
Competitive Analysis: Benchmarking Against Local Competitors
Understanding how you stack up against competitors provides context for your performance:
Identify 3-5 top local competitors in your category
Compare visible metrics like:
Total photo count
Review quantity and average rating
Response time to reviews
Post frequency
Service/product offerings highlighted
Identify your competitive advantages and areas needing improvement
Don't just measure yourself against your past performance—understand what's possible by studying local leaders.
Data-Driven Optimization: Using Analytics to Prioritize GBP Efforts
Now for the most important part—turning insights into action:
If Website Clicks Are Low:
Update your business description with stronger calls-to-action
Add special offers or promotions through Google Posts
Include more service details that encourage further exploration
If Direction Requests Are Low:
Verify your address is accurate and complete
Add parking information and transit options
Ensure your service area is properly defined
If Phone Calls Are Declining:
Make sure your hours are up to date
Add messaging about quick response times
Highlight services that may require consultation
If Reviews Are Stagnant:
Implement a systematic review request process
Create response templates for different review scenarios
Set up alerts for new reviews to respond quickly
How To Create a Data-Driven Action Plan
Identify your weakest metrics from your monthly report
Set a specific improvement goal for the next 30 days
Choose just 1-2 optimization tactics to implement
Document the changes made and when they were implemented
Measure the impact in your next monthly report
For example, if your analysis shows your profile gets busy on evenings and weekends but few people call during that time, consider extending your phone hours and highlighting this change in your business description and posts.
FREE WORKBOOK: "Win Local Search"
Want to take your Google Business Profile to the next level? Download my free "Win Local Search" workbook, packed with worksheets, exercises, and actionable steps to create, optimize, and maintain a GBP that drives real business results.
Inside, you'll find:
Profile setup checklists and planning documents
Review response templates
Visual content management strategies
Performance tracking frameworks
Conclusion
A well-optimized Google Business Profile is your most powerful local marketing tool, but only if you're measuring and improving its performance. By focusing on the right metrics, using the right tools, and creating a consistent reporting routine, you can transform your GBP from a static listing into a customer-generating machine.
Remember that success comes from consistent effort and attention to detail. Start by implementing one new tracking method this week, then use those insights to make data-driven improvements to your profile.
What GBP metric has been most valuable for your business? Share your experience in the comments below!
Comments