How to improve Google Business Profile performance
Read your Google Business Profile Performance data properly and improve the metrics that matter: calls, direction requests, website clicks and bookings.
Ranking is only half the job. A profile that shows up often but rarely gets a call is wasting the visibility it has earned. Business Profile Performance shows you what happens after people see your listing, so you can improve both how often you're found and how often you're chosen.
Understand the Performance metrics
Look at trends over months and compare the same period year on year for seasonal businesses. Don't read too much into a single week.
- Profile views and searches: how often your profile appeared, and the search terms that triggered it
- Calls: taps on the call button from your profile
- Directions: requests for directions to your location
- Website clicks: visits to your linked site
- Messages and bookings: where those features are enabled
Use the search terms report
The searches section shows which terms led to your profile. If the services you most want to sell are missing, that tells you where to strengthen relevance: categories, listed services, the description and the linked website. If most of your searches are just your own business name, people already know you, but you're not yet reaching new customers.
Improve how often you're chosen
When views are steady but actions are low, the listing isn't convincing people. Compare yourself honestly with the profiles next to yours in the results.
- Rating and how recent your reviews are, compared with nearby competitors
- Whether your cover photo and first images look current and professional
- Hours that are accurate and show you're open when people search
- Replies to reviews that show you're responsive
- Posts with a clear offer or reason to get in touch now
Make the click count
Website clicks are only valuable if the page they land on works. Link to the most relevant page, and make sure it loads quickly on mobile, matches what the profile promised and has an obvious next step. Add a UTM tag to the website link so your analytics can separate profile visits from other organic traffic and show whether they turn into enquiries.
Track calls and bookings as outcomes
Calls and bookings are the closest these metrics get to revenue. If you can, note how many profile calls become customers. Even a simple tally helps you tell whether an increase in calls is bringing in real work or just more enquiries.
A monthly review routine
- Export or note the month's searches, calls, directions and website clicks
- Check the search terms for missing priority services
- Reply to any new reviews and upload a few fresh photos
- Publish a post about something timely
- Pick one improvement to test next month
Frequently asked questions
Where do I find Business Profile Performance?
Search your business name while signed in to the managing Google account, or open Google Business Profile, and select Performance.
Why did my profile views drop?
Seasonality, changes in local competition, edits to the profile or changes in how Google counts views can all play a part. Look at the trend over several months.
Do calls from my profile count as conversions?
They're a strong sign of intent. Tracking which calls become customers tells you their real value.
Should I enable messaging?
Only if you can reply quickly. Slow replies can frustrate customers.
What's a good number of website clicks?
It depends on the market. Compare your own trend over time rather than chasing a benchmark.