Linking your Google Analytics property to your Google Business Profile(s) helps you see how people find and engage with your business on Google Search and Maps alongside website and app data. This integration brings key metrics from your Business Profile(s) into Google Analytics, offering a more complete view of your customer journey and the impact of your local presence.
Benefits of linking
- Centralized reporting: View key Google Business Profile (GBP) performance metrics directly within Google Analytics.
- Understand local impact: Measure how users interact with your Business Profile(s), including actions like website clicks, calls, and direction requests.
- Analyze marketing effectiveness: See correlations between your local advertising spend and Business Profile engagement, such as direction clicks.
- Holistic customer journey: Gain insights into how your Business Profile(s) contribute to traffic and engagement on your website.
- Multi-profile insights: If you manage multiple locations, you can see aggregated performance across all linked Business Profile.
Prerequisites
To create a link between Google Analytics and Google Business Profile, you need:
- Editor or Administrator role for the Google Analytics property.
- Owner or Manager permission for the Google Business Profile(s) you want to link.
Create a link
You can link your Google Analytics property to one or more Google Business Profiles from the Admin section of Google Analytics:
- In Admin, under Product links, click Google Business Profile links.
- Click Link.
- Follow the on-screen prompts to select the Business Profile(s) you manage and want to link.
- Review the data sharing information and confirm the link.
A Google Analytics property can be linked to multiple Google Business Profiles.
Data and Reports
Once linked, new reports and data will become available in your Google Analytics property:
- New reporting collection: A dedicated "Google Business Profile" collection will appear in your reports. This collection is only visible when a link exists.
- Metrics: The reports will include the following aggregated metrics from all linked Business Profile(s):
- Interactions
- Website clicks
- Calls
- Directions
- Messages
- Bookings
- Menus
- Data retention: Google Business Profile metrics are available for the last 6 months. Reports in Google Analytics can only display data within this period, even if your selected Google Analytics date range is longer.
- Multiple profiles: If multiple Business Profile(s) are linked, the metrics shown in the reports will be the sum of the data from all linked profiles.
- Metric eligibility: Google Analytics shows every available Google Business Profile metric, regardless of your business type. This is different from the Google Business Profile performance dashboard, which hides metrics that aren't relevant to your business.
New report
- Google Business Profile cards: Within the new collection, you will find cards summarizing GBP metrics.
Limitations
- Aggregated data only: If multiple Google Business Profiles are linked, you won’t be able to segment or filter GBP metrics by an individual Business Profile(s).
- Limited customization: GBP metrics cannot be used in custom explorations, comparisons, or have filters applied.
- No granular controls: There are no settings to control which specific GBP data points are shared; linking shares all the metrics listed above.
- Subproperties: This integration is not supported for subproperties.
- Link deletion: Links can only be deleted from within the Google Analytics Admin interface.
- Data freshness: Address changes made in Google Business Profiles will be reflected in Google Analytics after a short delay.
Delete a link
To stop data flow and remove the integration, you can delete the link:
- In Admin, under Product links, click Google Business Profile links.
- Find the link you wish to remove in the table.
- Click the options menu (three dots) for that link.
- Click Delete.
This action must be performed by a user with Editor or Administrator rights on the Google Analytics property.
You may review the terms of service for Google Analytics and Google Business Profile.