Business ProfileGoogle Business Profile Insights Explained: Views, Calls and Search Terms
Your Business Profile performance data shows how people find you and what they do next. Here's what each number means and how to act on it.
The key metrics
- Profile views: how many times people saw your profile, split by Google Search and Google Maps and by device.
- Searches: how often your profile appeared for a search, and the search terms used.
- Calls: taps on your call button.
- Directions: requests for directions to your business.
- Website clicks: taps on your website link.
- Messages and bookings, if you have those features enabled.
How to use search terms
Search terms are the most actionable part of the report. Look for three groups:
- Brand searches (your business name): people who already know you. Growth here reflects word of mouth and marketing.
- Category searches ("coffee near me", "emergency plumber"): new customers discovering you. This is where to grow.
- Attribute searches ("cafe with wifi", "open now"): features customers care about. Make sure your profile attributes, description, photos and posts mention them.
Turn insights into actions
- Lots of views but few calls? Check your phone number, hours and photos.
- More Maps than Search views? Customers are nearby and deciding now; keep hours and photos current.
- A search term you don't rank for yet? Mention it naturally in posts and in replies where relevant.
- Track the same date range month over month, and compare with last year for seasonal businesses.
Check insights from your phone
Business Profile for Google shows profile views, the Search vs Maps split, calls, directions, website clicks, messages and top search terms for 7, 28 or 90 days, for one location or all of them together.
Frequently asked questions
Where can I see my Google Business Profile insights?
In the Performance section of your Business Profile on Google Search or Maps, or in an app that reads Google's performance data, such as Business Profile for Google.
What are search terms in Google Business Profile?
They are the queries people typed on Google Search or Maps before your profile appeared, grouped and reported with approximate counts.
Why are my profile views going down?
Common causes are seasonality, new competitors nearby, outdated information or fewer recent reviews and posts. Compare the same period last year and check your profile is complete.