About Insights

Insights give you an inside look at how people find your business listing on the web. Because many customers find businesses on Google Search and Maps, Insights focuses on how customers use Search and Maps to find your listing, and what they do once they find it. You can get Insights for individual listings or in bulk.

How it works

Google Insights provides you different ways to understand how customers interact with your listing:

How customers find your listing

This section of Insights shows how many customers found you and how they found you. Click or tap the chart on the dashboard to see the percentage of all customers that found you via each of these methods:

  • Direct searches: A customer directly searched for your business name or address (e.g. a customer directly searched for business’s name “Italy’s Best restaurant” on Google Maps).
  • Discovery searches: A customer searched for a category, product, or service that you offer, and your listing appeared (e.g. a customer searched for “Italian dinner nearby” on Google Search).
  • Branded searches: A customer searched for a brand related to your business (e.g. a customer looking for fast food searched for “McDonald's” and found your fast food restaurant listing). This category will only appear if your listing has appeared at least once for a branded search.
  • Total searches: The total number of direct, discovery, and branded searches.

Want to catch the eyes of people who haven't discovered your business yet? Try running an ad on Google.

Note: This graph shows you the number of people who searched for your business by name or by category. These searches are calculated individually, so if a user did a discovery search and then a direct search, we would count these as 2 searches (or one in each section). 

We’ve recently expanded our approach to how we capture your insights data for the search chart. Some businesses may see a change in volume. 

Note: Historical data will remain unchanged.

Search queries

Search queries show you the queries used to find your business on Google. In the Insights tab, you can track common terms and search trends for your business. These queries should help you create better Posts with Google and even Ads to engage your customers.

Search queries focus on the terms that your customers used to find your business on Local Search and Maps.

You’ll see the queries used in the last 7 and 28 days. To protect users' privacy, you'll only see queries that meet our privacy threshold.

Learn how to improve your local ranking on Google.

Now that you know what queries your customers are using, get started with Posts or Ads to capitalize on what you know!

Where customers find you on Google

This section of Insights shows how many customers found you via Google Search or Google Maps. You’ll see the number of views your listing received in the last 28 days through each of these services:

  • View on Search: A customer found your business via Google Search. Displays as “Search views” on bulk reports.
  • Views on Maps: A customer found your business via Google Maps. Displays as “Maps views” on bulk reports.
  • Total views: The total views of both Google Search and Google Maps.

To view details on how many customers found your business on a specific product and day:

  1. Select the day you’re interested in.
    • Desktop: Place your cursor over the day. 
    • Mobile: Tap on the day.
  2. To the right of the graph, click the checkboxes to turn on and off filters. 

Note: This graph shows you the number of people who viewed your business on Search and Maps. This is calculated per user, so if a user saw the listing on Search and then clicked to Maps, it would only count as one view. 

Customer actions

This section shows how customers behave after they found your listing on Google. The graph shows how many customers completed the following types of actions when viewing your listing:

  • Visit your website: A customer views your website. Displays as “Website actions” on bulk reports.
  • Request directions: A customer requests directions to your business. Displays as “Directions actions” on bulk reports.
  • Call you: A customer calls your business. Displays as “Phone call actions” on bulk reports.
  • Total actions: The total customer actions for website, directions, and phone.

To view how many customers completed an action on a specific day:

  1. Select the day you’re interested in.
    • Desktop: Place your cursor over the day.
    • Mobile: Tap on the day.
  2. To the right of the graph, click checkboxes to turn on and off filters.

Note: This graph displays the total number of times anyone clicked one of the actions (e.g. "request directions"). This means that a single user can request directions to a business 100 times in a single day, and we would record 100 requests.

Direction requests

This section shows where customers are when they request directions to your business.

On the map displayed, you’ll see your location pinned and the popular places you customers are when they ask Google Maps for directions to your address. The total number of requests broken down by city or neighborhood are displayed as well.

You can zoom in and out on the map using the controls in the bottom-right corner.

Note: This graph displays the number of unique users in each source location (i.e. postcode, city, and country). This means that a single user can request directions to a business 100 times in the aggregation period (7, 28, or 91 days), but we would only record one request.

Phone calls

This section displays when and how often customers called your business through your business listing.

In the Total calls graph, you can view trends of customer phone calls by Day of week or Time of day. You can use this information to see when customers call the most.

The dropdown menu in the top-right corner lets you adjust the time-frame to see data from the last 7, 30, or 90 days.

Photos

This section displays the number of photos associated with your listing and how often they’re viewed compared to similar businesses in the following graphs:

  • Photo views: How many times your photos have been viewed.
  • Photo quantity: How many photos you’ve uploaded to your business listing.

The dropdown menu in the top-left corner lets you adjust the time-frame to see data from the last 7, 30, or 90 days. Hovering over a specific day on the graph shows you data for that day only.

If there are enough businesses in the area similar to yours, there are lines on the graphs that compare your photo data with photo data to the similar businesses. For example, if you manage a restaurant, your business would be compared to other restaurants in your area. On the right side of the graph you’ll see the total number of photos based on the data points you’ve selected.

These sections have the following labels in bulk Insights reports:

  • Total owner photos
  • Owner photo views
  • Total customer photos
  • Customer photo views

What your business is known for

This section of Insights provides customers' opinions of your restaurant or cafe (e.g. cozy, romantic, or notable cocktails).

Since customers' opinions are based on their experience, the information is subjective. It's considered to be valuable to other customers, as it describes the feel & ambiance for a place. Unless proven false, we won’t remove this information.

Was this article helpful?
How can we improve it?