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Tracking Your Google Business Profile Performance with Google Insights

SUGGESTED TIMING: Week 4

  • Check your performance on Google Insights
  • Add a new post or photo
  • Confirm your hours are still accurate

It’s important to check your Google Insights, even if you’re not “techy.” The good news: You don’t need to be a data expert to understand what’s working online. You just need to look at the right things. That’s where Google Insights comes in.

Your Google Business Profile isn’t just a listing. It’s also a free analytics tool that shows:

  • How people are finding your business
  • What words they typed into Google to get there
  • What actions they’re taking (calling you, clicking your site, etc.)

This kind of insight helps you make better decisions without guessing, like:

  • What kind of posts or updates to keep doing
  • Which services to highlight (based on what people are searching for)
  • Whether people are finding you on Google Search or Google Maps

When you know what’s getting attention, you can focus on what works and waste less time on what doesn’t.

To Access Google Insights

  1. Sign in to the Google account you used to claim your business profile (usually it’s a Gmail address)
  2. Go to Google.com or Google Maps and search for your business name
  3. You’ll see a business management panel appear right in the search results
  4. Click "Performance" to access your insights dashboard

Key Metrics to Watch

Once you’re in Google Insights, here are some important things to keep an eye on:

  1. How customers found you
    Did they find you on Google Search or Google Maps? This shows where your visibility is strongest and where you might want to improve.
  2. What they searched for
    These are the actual keywords people typed. 

    For example:
    • “defensive driving course online”
    • “teen driving school near me”
    • “DMV test prep”

Seeing this tells you which services to feature more in your description or posts.

  1. What actions they took

    Google tracks clicks to:
    • Call your business
    • Request directions
    • Visit your website

These actions show how well your profile is converting searches into actual contact.

What’s Next

Now that you know how to measure results and spot what’s working, you're in a great position to grow your visibility. Next, we’ll explain what separates a good Google Business Profile from a great one and go over a monthly list of to-dos to keep your profile growing long term.