Google Business Profile performance report: what each number means
By Hamza Rivera, updated
Short answer: Open your Business Profile and select Performance, then pick a date range. Google lists calls, messages, bookings, directions, website clicks, views and the search terms people used. Performance data is only available for verified profiles, and search terms update at the start of each month.
The Performance tab is the report that shows what people do with your profile. Google's help page defines each number, and a few of the definitions are easy to misread.
If you want these numbers turned into a monthly report, see our Google Business Profile optimization.
How to open it
On Search, go to your Business Profile, select Performance, choose a time period and select Apply. In the Maps app, tap Business, then See more next to Performance. Google says performance data is only available for verified profiles.
What the numbers count
- Calls. Clicks on the call button on the profile. A phone number has to be on the profile for this to count.
- Messages. Separate message conversations.
- Bookings. Completed bookings, which require a booking provider.
- Directions. People who asked for directions. Google says it counts these to allow for multiple taps and cancellations.
- Website clicks. Clicks on the website link.
- Views. Profile views on Search and Maps.
- Searches. The search terms people used when your profile appeared.
Things that trip people up
- Google says views can be lower than other figures you see, because it counts unique visitors and one view per person per day.
- Search terms update at the start of each month and new data can take up to 5 days to appear.
- The data includes activity from organic search and from Google Ads.
- Only metrics that apply to your business appear.
Using it as a report
Pick a fixed date range each month, record calls, directions and website clicks, and note the top search terms. Compare like months to like. A change in a single week says little. Our guide to SEO reports shows how this fits a wider monthly report, and how Google ranks local results explains the ranking factors.
Where to go from here
If you want the numbers read for you each month, we can do that. See our Google Business Profile optimization service. Passieon is an independent agency and is not affiliated with Google.
Sources
- Business Profile Help: Understand your Business Profile performance and insights, read November 11, 2026.
Frequently asked questions
Where do I find the performance report?
On Search, open your Business Profile and select Performance. In the Maps app, tap Business, then See more next to Performance.
Why can I not see performance data?
Google says performance data is only available for verified Business Profiles.
Why are my views lower than expected?
Google says views count unique visitors, one view per person per day, so they can be lower than other figures.
How often do search terms update?
Google says the searches metric updates at the start of each month and new data can take up to 5 days to appear.
Do calls count if I have no phone number listed?
No. Google says a phone number must be on the profile for call clicks to be counted.
Does the report include paid activity?
Google says the data includes both organic search and Google Ads activity.
Want this done for your site? See what our Google Business Profile optimization page covers, or read the client results.
Read next
- Google Business Profile vs website: which one matters for local search? The profile and the website do different jobs in local search. What Google says about each, and why a local business needs both.
- How Google ranks local results: relevance, distance and prominence Google says local results rest mainly on relevance, distance and prominence, and that no one can pay for a better local ranking. What each factor means.
- Can you use a virtual office or P.O. box for a Google Business Profile? Google says P.O. boxes and remote mailboxes are not acceptable, and virtual offices are not eligible unless staffed during business hours. What the guidelines say.