Your Google Business Profile Report Explained

As stated above, this is our “performance at a glance” which for most people in America is as deep as we want to get … hence the forthcoming presidential election between two guys that think we care about their golf handicap (#godhelpus). Keeping with the glance theme of the report you might think we had a bad month but in reality, the number of profile views and searches was solid despite what the percentages say.

The email comes with a handy tab that allows you to channel your inner Andrew on more details of how your clients found you using the magic that is Google search. For those of you seeking a deeper dive here’s everything that’s included:

Searches – Calling this important is probably an understatement as this provides you with the terms people put in the Google search bar to find you.

Unique Visitors – No, this is not people who chose to dye their hair bright pink … these are “individualized visitors” who have come to your website. Multiple daily visitors are not counted. 

Directions requests – For us, not a big deal unless you’re a vendor looking to drop off cookies. For a retail establishment, this is typically more telling.

Calls – This is the number of people who clicked the call button on your Google Business Profile. 

Website Clicks – This tells you where the visitors are clicking on your website. 

I’ll group the other information in one line because Steve has a new grandson to dote over and we can’t be keeping everyone from brushing up on their important summer hobbies like sweating profusely, burning your legs on the car seat, and eating your ice cream before it melts.

Messages, Bookings, Booking Clicks, Food Orders, Products, and Menus are not unimportant but they are more specific to things like restaurants, spas, and Crumbl Cookies. 

Our advice to our clients is to give this a look over and keep in mind that it’s a “snapshot” that helps us to identify trends, consumer behavior, search data, and other important metrics. It is not, however, a gilded truth barometer to how your business is performing as again, things are expressed in percentages and there is not a distinct qualitative measurement in your report. To clarify, you could be a law firm in Seattle that doesn’t have to worry about your ice cream melting but could be down on call volume but up on call quality. Make sense?

This takes us full circle to the complexity of marketing and why we’re glad that we have Kalyn, Taylor, and Andrew to explain it to the masses. Keep an eye on your Google Business Profile Report but remember that it’s merely a snapshot of information, expressed in percentages, that doesn’t necessarily tell you the whole story.