{"id":8893,"date":"2026-10-12T08:01:49","date_gmt":"2026-10-12T05:01:49","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=8893"},"modified":"2026-10-12T08:01:49","modified_gmt":"2026-10-12T05:01:49","slug":"google-business-profile-performance-report","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/google-business-profile-performance-report\/","title":{"rendered":"Google Business Profile Performance Report: Calls and Clicks"},"content":{"rendered":"
In short:<\/strong> Check calls, direction requests and website clicks, then compare them with actual inquiries. Clicking the call button does not confirm a conversation, and requesting directions does not confirm a visit. Views alone cannot tell you how many leads you received.<\/div>\n\n

To use your Google Business Profile Performance report, select a reporting period and compare its actions with your inquiry records. For a dentist, the outcome is an appointment; for a plumber or HVAC contractor, it might be an agreed job. The report shows the actions that lead up to an inquiry. Only your own records show whether someone became a customer.<\/p>\n\n

Where to find the Performance report<\/h2>\n

Sign in to the Google Account associated with your verified profile. Owners and managers can access performance data. If you are still setting up your listing, start with Google Business Profile setup<\/a> and make sure you can manage the correct business.<\/p>\n

  1. Open your Business Profile in Google Search.<\/li>
  2. Click Performance.<\/li>
  3. Select a period at the top and click Apply.<\/li>
  4. Record the actions alongside inquiries for the same period.<\/li><\/ol>\n

    Use comparable periods and note changes to advertising, business hours and how you record inquiries. Otherwise, a change elsewhere can look like an improvement in the profile. Google’s performance guidance<\/a> also explains that the report includes organic results and Google Ads. Its total cannot automatically be treated as free traffic. If you prefer working in a spreadsheet, download the data for one or more profiles in Business Profile Manager on a computer. The Performance screen itself does not offer that download.<\/p>\n\n\n

    What each metric counts and how close it is to a lead<\/h2>\n

    Do not add the metrics together to count customers. Someone can view your profile, visit your website and then call. Those are different actions around the same inquiry. The final column of the table below is my practical scale of how close an action is to a lead, from closest to far. For a few metrics, a note takes the place of a rating. It is not a Google scoring system.<\/p>\n

    Metric<\/th>What it counts<\/th>How close it is to a lead<\/th><\/tr><\/thead>
    Interactions<\/td>A summary of all actions on your profile for the selected period. It is not a lead count or a headcount: one person can generate several actions.<\/td>Not a lead measure: a sum of different actions, so do not read it as a customer count.<\/td><\/tr>
    Views<\/td>Profile visitors on Search and Maps, with repeat views deduplicated within a day.<\/td>Far: exposure to the business, without confirmed buying intent.<\/td><\/tr>
    Searches<\/td>Search terms people used to find your profile.<\/td>Far: search context, rather than an inquiry.<\/td><\/tr>
    Calls<\/td>Clicks on the call button; your profile needs a phone number.<\/td>Closest: intent to contact you. Check the conversation and booking separately.<\/td><\/tr>
    Directions<\/td>Direction requests, accounting for repeated taps, cancellations and spam.<\/td>Closest for a location that receives customers: intent to visit, without confirmation of arrival.<\/td><\/tr>
    Website clicks<\/td>Clicks on the website link in your profile.<\/td>Further: a next step; an inquiry still needs to follow.<\/td><\/tr>
    Messages, if the metric is available<\/td>Distinct messaging conversations.<\/td>Depends on the topic: check what the conversation concerned and its outcome.<\/td><\/tr>
    Bookings, with a booking provider connected<\/td>Completed bookings managed through the provider.<\/td>Close to an order: a booking does not prove payment.<\/td><\/tr><\/tbody><\/table><\/figure>\n

    Google displays only metrics that apply to your business. Missing messages or bookings do not, on their own, mean the profile is broken. Search terms update at the start of the month and may take up to 5 days to appear. Profile views do not include every appearance of your business across Google.<\/p>\n

    For context, SmartSites’ 2026 research<\/a> reports median monthly figures per location of 637 profile views, 51 direction requests, 35 website clicks and 11 calls. The SmartSites calculation covers 1,834 client locations from October 2025 to September 2026. Here, calls are the profile metric, rather than confirmed conversations. In Birdeye’s 2026 report<\/a>, website visits represent 47% of actions in client profiles, directions 38% and calls 15%; the size of the underlying data is not published. Neither dataset discloses its geography or provides Ukrainian data. These are context, rather than a representative US or UK market benchmark or a lead target for your business.<\/p>\n\n

    Why the figures differ from GA4<\/h2>\n

    A click on your profile’s website link and a visit to your website describe different stages. Identical totals in the profile report and GA4 are therefore not a requirement. First check what you are comparing: the same period, the correct page and visits from the profile, or all traffic from Google.<\/p>\n

    Without a distinct tag on the link, it is harder to separate the profile from other Google visits. A tag will not explain every discrepancy automatically, either. When clicks appear but inquiries do not, I check the customer’s route: the page they reach, the clarity of the offer, the contact options and whether the business actually receives the inquiry. Fixing that journey matters more than making unrelated totals match.<\/p>\n\n

    How to add UTMs to your website link<\/h2>\n

    Google Analytics’ UTM guidance<\/a> explains how link parameters label the referring source, medium and campaign in traffic reports. The values below are my naming example. Match them to the conventions you already use.<\/p>\n

    1. Choose the relevant page on your website. This example assumes its address has no existing query parameters.<\/li>
    2. Append ?utm_source=google&utm_medium=organic&utm_campaign=gbp_profile<\/code>. Keep spelling and capitalization consistent.<\/li>
    3. Put the complete address in your profile’s website field. Test the link from the listing.<\/li>
    4. In GA4, open Acquisition > Traffic acquisition, choose the Session campaign parameter, find gbp_profile<\/code> and compare those visits with received inquiries.<\/li><\/ol>\n

      Do not copy this example into every advertising link. It identifies the particular website link in the profile. The value organic<\/code> is a naming convention here, not proof that the visit was free. The click may start on Search or Maps; the UTM alone does not separate Google Ads from organic traffic.<\/p>\n\n

      How to account for calls from your profile<\/h2>\n

      During an audit, I start by asking what happened after the click. Keep a record of the call time, whether someone answered, what the customer needed, whether they booked and the eventual outcome. Ask each caller how they heard about you and record the answer. Without that answer or another basis, do not attribute incoming calls to your profile.<\/p>\n

      A customer can dial the number manually; that is not a click on the listing’s call button. A button click can also occur without a conversation following. Your phone records and the Calls metric answer different questions. Paid advertising has separate methods for measuring calls as Google Ads conversions<\/a>; do not extend those results to the whole profile.<\/p>\n

      I put how the profile and Maps advertising work together into a short e-book.<\/p>\n\n\n

      When this does not apply<\/h2>\n

      If the profile is unverified or you are signed in without access, its performance data cannot help you assess the business. Resolve verification and access first. If your website is not collecting GA4 data, adding a UTM does not create analytics by itself.<\/p>\n

      If your plumbing or HVAC business only visits customers, Google’s rules tell you to hide your address, so directions are not your main metric; look at calls and website clicks instead. Directions matter more for a dentist receiving patients at a practice. Without records of actual inquiries, the report remains a record of actions. If a profile change produces more clicks but no increase in appointments under comparable conditions, then the change probably did not bring more leads. Confirm that against your inquiry records.<\/p>\n\n

      Questions and answers<\/h2>\n

      Can I add calls and directions together to count leads?<\/h3>\n

      No. Different actions can belong to the same person. Count received inquiries and their outcomes separately, removing duplicates in your own records.<\/p>\n

      Will UTMs show every lead from Google Maps?<\/h3>\n

      They help identify visits through the tagged link. A call without a website visit, or an in-person visit, cannot be measured that way. The profile link can also appear in Search.<\/p>\n

      Do more views mean more customers?<\/h3>\n

      They are a reason to investigate subsequent actions, rather than a conclusion about sales. Compare inquiries, appointments and completed jobs over the same period.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Read your Google Business Profile Performance report, tag your website link with UTMs, and compare calls and directions with real inquiries.<\/p>\n","protected":false},"author":0,"featured_media":8895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[174],"tags":[],"class_list":["post-8893","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics-conversions","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"yoast_head":"\nBusiness Profile Performance: What Counts as a Lead<\/title>\n<meta name=\"description\" content=\"Read your Google Business Profile Performance report, tag your website link with UTMs, and compare calls and directions with real inquiries.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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