Google Business Profile Quick Reference Guide
What Each Metric in Google Business Profile Really Means
Understand the numbers that drive visibility, engagement, and conversions.
How Customers Find You
Direct Searches
Customers who found your business by typing your name or address directly.
These are people who already know you — repeat customers or referrals.
Discovery Searches
Customers who found your listing by searching for a category, product, or service (e.g., “HVAC repair near me”).
These represent new leads who didn’t know your business yet — the sweet spot for growth.
Branded Searches
Searches for a brand related to your business (e.g., “Carrier dealer near me” if you sell Carrier units).
Shows the power of brand associations and partnerships.
Where Customers View Your Business
Search Views
How many people saw your business listing on Google Search.
Reflects general online visibility when people search locally.
Maps Views
How many people found your listing on Google Maps.
High Maps views mean you’re visible to on-the-go customers ready to visit.
Tip: If Maps views are strong but calls or clicks are low, update your call-to-action (“Get Directions,” “Call Now,” or add an offer post).
Customer Actions
Website Visits
Number of people who clicked your website link from your profile.
Shows online interest — make sure your landing page is mobile-friendly and matches your GBP info.
Phone Calls
Number of customers who tapped “Call” from your profile.
Track these to measure how often GBP drives real-time inquiries.
Direction Requests
Number of people who asked Google Maps for directions to your business.
Indicates strong local intent and can reveal your top service areas.
Messages
Number of customers who contacted you directly through the “Chat” button.
Use this feature strategically — quick replies convert interest into appointments.
Bookings / Appointments
Number of customers who scheduled through your integrated booking link.
These are direct, high-value conversions.
Photo & Media Performance
Photo Views
How often your photos were viewed compared to other similar businesses.
Photos boost engagement — businesses with regular image uploads get up to 42% more direction requests.
Photo Quantity
Total number of photos uploaded (by owner + customers).
More high-quality, on-brand photos signal activity and credibility.
Tip: Post a mix — exterior, interior, team, products, and customer experiences.
Engagement & Reputation
Reviews
The number and quality of your Google reviews.
Google favors active listings with consistent, authentic reviews.
Review Responses
How often you reply to reviews.
Responding builds trust and improves ranking.
Posts & Updates
Views and clicks from content you share via Google Posts.
Think of this as your “mini social feed” on Google Search — keep it fresh with promotions, tips, and event updates.