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Get started with insights

Tip: We plan to update the metrics that we share to provide the most useful data from Business Profiles. Learn more about changes to Insights data.

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.

Tip: Your data for the last few days may be slightly adjusted as we evaluate and refine its accuracy.

How it works

Insights data includes views, searches and actions from both organic search results and Google Ads. Google Insights provides you different ways to understand how customers interact with your listing:

How customers find your Business Profile

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.
  • Discovery searches: A customer searched for a category, product or service that you offer, and your listing appeared.
  • Branded searches: A customer searched for your brand or a brand related to your business. 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.

Tip: 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'd count these as two searches (or one in each section). 

Search queries

Starting November 2020, we're moving Search Queries to performance reporting on Search. We expect this move to be complete for all users in January 2021.

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 capitalise 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 that your listing received 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 that you’re interested in.
    • Desktop: Place your cursor over the day. 
    • Mobile: Tap on the day.
  2. To the right of the graph, select the tick boxes to turn on and off filters. 

Tip: This represents views of your business in various sections on Search and Maps. We'll display the total number of views, if the same user viewed your business both on Search and on Maps, we'll display two views.

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 that you’re interested in.
    • Desktop: Place your cursor over the day.
    • Mobile: Tap on the day.
  2. To the right of the graph, select the tick boxes to turn on and turn off filters.

Tip: This graph displays the total number of times that someone clicked an action, such as 'Call'. This means that when a single user calls a business three times in a day, we record three calls.

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 drop-down menu in the top right-hand corner lets you adjust the time frame to see data from the last week, month or quarter.

Tip: This represents the number of clicks on the call button on your business profile. If the user copies the number and dials it manually or ends the call before it connects, you may see discrepancies between number of Phone Calls on the Insights page and number of actual calls that your business receives.


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 drop-down menu in the top left-hand corner lets you adjust the time frame to see data from the last week, month or quarter. 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 with other restaurants in your area. On the right-hand side of the graph, you’ll see the total number of photos based on the data points that 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

Tip: This represents views of all your photos. If the same user views multiple photos, we'll record multiple views.

What your business is known for

This section of Insights provides customers' opinions of your restaurant or cafe (e.g. cosy, 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.

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