How to Measure the Success of Your Google Business Profile
Optimizing a Google Business Profile (GBP) is an investment in your local SEO strategy. But how can you tell if all your hard work is paying off? The key lies in tracking the right metrics—those that show how your GBP is performing and directly impacting your business.
In this guide, we’ll explore:
Key performance metrics to track
Tools for monitoring success
How to make data-driven improvements
Let’s dive in!
The Metrics That Matter
While rankings are important, they’re only one piece of the puzzle. What truly drives growth are the actions your customers take, such as:
Phone calls
Emails
Directions requests
Form submissions
Bookings or reservations
Tracking these actions gives you a clear picture of how well your GBP is converting visibility into business-critical outcomes.
Trackable Metrics for GBP Success
1. Rankings
Using a geogrid tool like BrightLocal’s Local Search Grid, you can visualize your business's visibility across a geographic area. This heatmap approach helps you:
Track visibility over time.
Identify areas where you rank well (green zones) and those needing improvement (red zones).
Spot early warning signs, such as a sudden decline in rankings.
Pro Tip: While rankings indicate visibility, they’re only useful if they lead to actual customer actions like calls, clicks, or visits.
2. Google Business Profile Actions
Google provides valuable insights directly from your GBP. These include:
Website clicks
Calls from your profile
Message interactions (prior to July 2024 retirement)
Direction requests
You can access these metrics in the Google Business Profile Performance dashboard.
3. Website Engagement
Link your GBP to your website using UTM tags to track traffic and actions taken by visitors who arrive via your GBP. Examples of measurable website actions include:
Newsletter sign-ups.
Bookings or reservations.
Click-to-call or click-to-email interactions.
By tagging URLs, you can identify which GBP links drive the most valuable traffic.
Tools for Tracking GBP Metrics
1. Google Business Profile Performance
This is your starting point for tracking GBP activity, providing data on:
User actions (calls, directions, clicks).
How users interact with your profile.
2. Jepto
For single-location businesses, Jepto offers a seamless way to connect GBP data with Google Looker Studio (formerly Data Studio). It provides:
Ready-to-use dashboards for GBP reviews and insights.
Easy integration for tracking key metrics.
3. Google Looker Studio
If you’re comfortable building reports, you can use Looker Studio to pull in data from GBP, Google Analytics, and other platforms. This allows for a custom view of:
Traffic sources.
On-site actions like form fills or bookings.
4. Dash This
For a user-friendly alternative, Dash This offers pre-built templates to combine data from:
Google Analytics.
GBP Performance.
Google Ads, Facebook Ads, and more.
Best Practices for Measuring Success
Focus on Actions, Not Just Rankings High rankings are great, but they’re only valuable if they lead to conversions. Focus on tracking customer actions like calls, bookings, and website interactions.
Set Up Goals in Google Analytics Define clear goals, such as:
Calls or emails.
Form submissions.
Online sales or bookings.
Combine Data Sources Integrate data from GBP, Google Analytics, and any ad platforms you’re using for a comprehensive view of performance.
Monitor Trends Over Time Regularly review your data to:
Identify what’s working.
Pinpoint areas needing improvement.
Adjust your strategy as needed.
Why Measure GBP Success?
Measuring the right metrics helps you:
Understand what’s driving results.
Identify opportunities for improvement.
Prove the ROI of your local SEO efforts.
At Mojo Mesh, we specialize in Google Business Profile optimization for Newcastle businesses. Our services include:
Setting up and managing GBP listings.
Tracking and analyzing performance metrics.
Providing actionable insights to help you grow.
📞 Contact Us Today: 0431 722 372
🌐 Visit: mojomesh.com.au
Let’s work together to ensure your GBP isn’t just visible but is also driving real results for your business.
