Short answer: What many people call Google Business Profile insights is the Performance report of your profile. It shows views on Search and Maps, the terms people searched and what they did next, from calls to bookings. Only verified profiles get it, and only owners and managers can open it.
The views in the report can be lower than the figure in Google’s emails, and Google explains why: see why the numbers don’t match.
Where to find the report
The profile has to be verified, since Google keeps performance data for verified profiles only, and you have to be signed in to the Google Account associated with it. Both owners and managers can open it. Our guides on verifying your profile and on adding a manager cover both.
On a computer
- Open your profile. Go to your Business Profile on Google Search.
- Open the report. Click Performance.
- Choose the dates. At the top, select a time period, then click Apply.
On a phone
- Open the app. Open the Google Maps app and tap Business at the bottom right.
- Open the report. Next to “Performance”, tap See more.
- Choose the dates. Select a time period at the top and tap Apply.
Next to Performance you may also see an Insights button. It’s a different thing: recommendations built from public information about your area, such as customer reviews, photos and local search trends. Google says it may not be available for every profile.
Sources: Google Business Profile Help, “Understand your Business Profile performance & insights”. Read October 24, 2026.
What each metric counts
The report only lists the metrics that apply to your business, so two profiles can show different rows. Every figure mixes organic results and Google Ads: views, searches and actions are counted whether people arrived from an ad or not. Google defines each metric this way:
- Interactions. The total of all customer interactions with your profile.
- Views. How many people viewed your profile on Search and Maps, as unique visitors.
- Searches. The search terms people used to find your business.
- Calls. Clicks on the call button of your profile. Add a phone number to get this one.
- Website clicks. Clicks on the website link of your profile.
- Directions. How many people asked for directions, without repeated taps, canceled requests or spam.
- Messages. The number of separate conversations through messages.
- Bookings. Bookings people completed, only through a booking provider.
- Booking clicks. Clicks on a hotel’s booking link. Hotels only.
- Products. Views of the products sold at your location, not of those sold online.
- Menus. Clicks on menu photos, menu links or the structured menu, counted once per user per day.
- Offers. Views of and clicks on the offers on your profile.
Offers are a type of post, and Google points this row to its help on creating them. Our guide to Google Business Profile posts explains how to publish one.
Views by platform and device
Google’s Business Profile Performance API splits views four ways: Google Search on mobile, Google Search on desktop, Google Maps on mobile and Google Maps on desktop. In each, several impressions by the same person on the same day count as one.
A customer who checks you on Maps from a phone and later on Search from a laptop can therefore count in two of those rows.
Searches and search terms
The searches list shows the words that made your profile appear. Google updates it at the start of each month, and the new month can take up to 5 days to show.
For each term, Google counts the unique people who used it that month. When very few people used a term, Google’s Business Profile Performance API gives only a threshold the real number falls below, not an exact count.
You can’t edit or remove the terms. They reflect where your profile already shows up. To change that, see our checklist on how to rank higher on Google Maps.
Sources: Google Business Profile Help on performance metrics, and Google’s Business Profile Performance API reference for daily metrics and monthly search keywords. Read October 24, 2026.
Why the numbers don’t match
Google gives four reasons why the views in the report can be lower than the number on your profile or in its email notifications:
- It counts people, not visits. The metric counts unique visitors who viewed the profile.
- Devices and platforms are capped. Someone who opens your profile on several devices and on both Maps and Search counts a limited number of times.
- One count per day. A person counts once a day, however many times they come back that day.
- Only the profile. The metric counts views of your Business Profile, not every appearance of your business on Google.
Direction requests follow the same idea. Google changed how it counts them to leave out repeated taps, requests that were canceled and spam.
Bookings depend on where they come from. Google only reports bookings managed through a booking provider, and its help on bookings says performance data isn’t available for a custom booking link you add yourself.
Compared with Google Analytics
A Business Profile can be linked to a Google Analytics property, from the Admin page of Analytics, under Product links. The numbers then appear there too, with four differences Google states:
- Six months only. Analytics shows Business Profile metrics for the last 6 months, even if you pick a longer date range.
- Added together. With several profiles linked, each metric is the sum of all of them, and you can’t filter by one profile.
- Every metric. Analytics lists every Business Profile metric whatever your type of business, while the Performance report hides the ones that don’t apply.
- Fewer tools. These metrics can’t be used in explorations or comparisons, or filtered.
Analytics receives interactions, website clicks, calls, directions, messages, bookings and menu clicks. While the link is active, your Performance page shows a banner saying aggregated data is being shared.
Sources: Google Business Profile Help on performance metrics, bookings through a provider and the Google Analytics link, and Analytics Help on connecting a Business Profile. Read October 24, 2026.
Download your performance data
To compare periods or locations in a spreadsheet, download the report from the Business Profile Manager. It works for one profile or several at once:
- Open the Manager. On your computer, go to the Business Profile Manager.
- Pick the profiles. Check the box next to each profile you want.
- Open the export. At the top right, click Actions, then Insights.
- Pick the dates. Select the timeframe for the data.
- Download. Click Download Report. If a “Download ready” box appears at the bottom left, click DOWNLOAD.
Columns filled with “***” can mean the profile isn’t enabled for downloads. The Manager’s status column then shows Download not enabled. Google’s fix is to review the business information and finish what’s pending, such as verification or Google updates waiting for your approval.
RememberThe Performance report counts people, not visits, and it mixes organic results with Google Ads. A view is one person on one day, a call is a click on the call button, and searches arrive once a month. Compare the same metric over the same kind of period, inside the same tool.
Before you read a drop in your numbers, check:
- The profile is still verified, and you’re signed in with the account that manages it.
- The phone number is on the profile, or calls can’t be counted.
- Bookings go through a booking provider, not only a custom link.
- The new month of searches has had its 5 days to arrive.
- You’re not comparing the report with Analytics, which sums linked profiles and keeps 6 months.
Sources: Google Business Profile Help on performance data and on the status of profiles in the Business Profile Manager. Read October 24, 2026.
Quick answers
Why can’t I see the Performance report?
Google gives two conditions in its help. Performance data exists only for verified Business Profiles, and you have to be signed in to the Google Account associated with the profile, as an owner or a manager. So a profile still waiting for verification has no report yet, and neither does someone signed in with another account.
Do the numbers include people who came from my Google Ads?
Yes. Google says performance data includes views, searches and actions from both organic search results and Google Ads. Its help describes no way to split the two inside the report. Keep that in mind when you compare a month with ads running against a month without them, since the extra views and calls may come from the ads.
Why is a metric missing from my report?
Google only shows the metrics that apply to your business. Some also need a setup: calls need a phone number on the profile, bookings need a booking provider, and booking clicks exist for hotels only. Products only count items sold at your location, not online, and menus count clicks on your menu content.
When do the search terms update?
Once a month. Google updates the searches metric at the start of each month, and it can take up to 5 days to show. Each term counts unique people in that month. If the new month still looks empty in its first days, wait out those 5 days before you compare it with earlier months.
Can I see these numbers in Google Analytics?
Yes, if you link the profile from the Admin page of Analytics, under Product links. You need the Editor or Administrator role there and to be an owner or manager of the profile. Analytics keeps the last 6 months, adds linked profiles together and can’t filter them one by one.
Want someone to read the numbers with you?
Our local SEO service is the monthly work on your Google Business Profile, your reviews, your listings and your website. Its monthly report gives your position in Google Maps for up to 15 searches we pick with you. It adds the calls, direction requests and website clicks that came from your profile. For a business in Miami, see local SEO in Miami.
Sources
- “Understand your Business Profile performance & insights”, Google Business Profile Help, read October 24, 2026.
- “Connect your Business Profile to Google Analytics”, Google Business Profile Help, read October 24, 2026.
- “Connect Google Business Profile (GBP) to Google Analytics”, Analytics Help, read October 24, 2026.
- “Set up bookings through a provider”, Google Business Profile Help, read October 24, 2026.
- “Understand your Business Profile status for bulk uploads”, Google Business Profile Help, read October 24, 2026.
- “DailyMetric”, Google Business Profile APIs reference, read October 24, 2026.
- “Method: locations.
searchkeywords. , read October 24, 2026.impressions. monthly. list”, Google Business Profile APIs reference