Business Profile insights
Also called: gbp insights, gbp performance, google business profile insights, business profile performance
Google Business Profile insights (shown under the Performance view) are the metrics Google reports on how people find and act on your listing across Search and Maps: profile views, the search terms used, calls, website clicks, direction requests, messages, and bookings.
What the metrics actually tell you
The Performance dashboard splits into two views. “How people discovered you” reports profile views on Search and Maps, broken out by desktop and mobile, plus the search terms customers typed. “What people did next” reports the conversion actions: calls, website clicks, direction requests, messages, and (for eligible categories) bookings, food orders, and menu clicks.
Two things trip people up. First, the data lags. Search-term data refreshes around the start of each month and can take a few days to appear, so the most recent days always look incomplete. Second, “views” counts how many people saw your profile, not raw impressions, so a jump in views with no matching rise in calls or direction requests usually points to a relevance or trust gap, not a visibility one.
The same numbers are available programmatically through the Business Profile Performance API, which exposes daily metrics like BUSINESS_IMPRESSIONS_MOBILE_SEARCH, CALL_CLICKS, and BUSINESS_DIRECTION_REQUESTS. That is how agencies pull multi-location data into one spreadsheet instead of clicking through every listing by hand.
One naming note: Google folded the old Google My Business “Insights” tab into the “Performance” view, so “insights” and “performance” now describe the same reporting surface.
How it affects your traffic
Business Profile insights are your scoreboard for local search. The search-terms report shows whether you are getting found for the services and neighborhoods you want or only for your brand name, and the actions data shows whether that visibility turns into calls and visits. Our Local SEO work treats these numbers as the before-and-after baseline: which queries to target, which categories and photos actually move views, and where the profile leaks conversions between a view and a call.
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