7 GMB Metrics that actually matter for local business growth and 3 you should ignore

By Leela•9/29/2025

The GMB Metrics That Actually Drive Local Business Growth (And the 3 Vanity Metrics Wasting Your Time)

Last month, I had coffee with Sarah, who owns three boutique fitness studios across town. She was frustrated—spending hours each week obsessing over her Google Business Profile metrics, celebrating when her photo views hit new highs, yet somehow her actual foot traffic wasn't budging. "I'm getting thousands of profile views," she said, "but my classes are still half empty."

Sound familiar? Here's the thing: most local business owners are drowning in data that doesn't actually correlate with growth. They're tracking vanity metrics that make them feel productive while ignoring the numbers that could transform their bottom line.

After helping dozens of local businesses decode their Google Business Profile (GBP) analytics over the past few years, I've learned that success isn't about tracking everything—it's about tracking the right things. Some metrics are pure gold for predicting growth, while others are just shiny distractions.

In this guide, I'll walk you through the seven GBP metrics that actually matter for growing your local business, plus three popular metrics you should stop wasting time on. By the end, you'll know exactly which numbers deserve your attention and how to turn those insights into more customers walking through your door.

What GMB Metrics Actually Drive Local Business Growth?

Google Business Profile metrics that drive real growth are the ones that measure customer intent and action—not just passive viewing. The most valuable metrics track what people do after they find your business: do they call, visit your website, request directions, or book an appointment? These behaviors directly correlate with revenue.

The key is focusing on conversion-oriented metrics rather than awareness metrics. While it's nice to know people are seeing your profile, what really matters is whether they're taking the next step toward becoming customers.

Let's dive into which metrics deserve your daily attention and which ones are just digital distractions.

Why These Metrics Matter More Than Ever

I'll be honest—when Google Business Profile first launched (back when it was called Google My Business), the metrics felt like an afterthought. Basic view counts and the occasional phone call tracking. But today's GBP insights are incredibly sophisticated, and the businesses that understand how to read them have a massive advantage.

Consider this: 76% of people who search for a local business on their smartphone visit that business within 24 hours. That's not just a statistic—that's your revenue walking around with a device in their pocket, making split-second decisions about where to spend their money.

The businesses winning this game aren't necessarily the ones with the biggest marketing budgets. They're the ones paying attention to the right signals and adjusting accordingly. When you know which search terms bring customers to your door, which photos make people click, and what information drives phone calls, you can optimize everything else around those insights.

Here's what changed everything for me: I started treating GBP metrics like a conversation with my customers instead of just numbers on a screen. Each metric tells part of the story about what people want, how they behave, and where they get stuck in the journey from search to sale.

The 7 GMB Metrics That Actually Matter for Growth

1. Customer Actions: The Ultimate Intent Indicators

This is the big one. Customer actions—phone calls, direction requests, website clicks, and booking actions—are the closest thing you'll get to a crystal ball for predicting revenue.

When someone clicks for directions to your business, they're not just browsing. They're coming. When they call from your GBP listing, they have questions that often lead to purchases. These actions represent genuine buying intent, not casual interest.

Here's how I track customer actions effectively:

  • Phone calls: Track both the number and timing of calls. If you're getting calls during off-hours, consider extending your availability or setting up better voicemail systems
  • Direction requests: High direction requests usually correlate with good foot traffic, but if people are requesting directions but not showing up, you might have an address visibility or parking issue
  • Website clicks: These show people want to learn more, but connect this to your website analytics to see if they're actually converting once they arrive

Quick tip: I've noticed that businesses with clear calls-to-action in their GBP description see 23% more customer actions. Instead of just describing what you do, tell people exactly what to do next.

2. Search Queries: Understanding How Customers Find You

Search queries show you exactly what people type before finding your business, and this data is pure gold for understanding customer intent. GBP breaks this into three categories that each tell a different story:

Direct searches happen when people search for your business name specifically. This measures brand awareness and repeat customers. If direct searches are low, you need more branding and marketing.

Discovery searches are when people find you through category or product searches like "coffee shop near me" or "emergency plumber." These represent new customer opportunities and show how well you're competing for generic terms.

Branded searches include your business name plus other terms, like "Sarah's Fitness class schedule." These suggest people know about you but need specific information.

I always tell clients to pay special attention to discovery search terms. These reveal what people actually call your services (which might be different from what you call them) and show you keyword opportunities for your website and other marketing.

For example, one restaurant client discovered that people were finding them through searches for "late night food" rather than "fine dining"—completely changing their marketing strategy and extending their hours to capture that demand.

3. Profile Views Across Search and Maps

Profile views tell you about your visibility and reach, but here's the crucial part: you need to look at views in context with other metrics, not in isolation.

Total profile views include both Google Search and Google Maps views, and the split between these two can reveal important insights about customer behavior:

  • High Maps views suggest people are searching while mobile and ready to visit
  • High Search views might indicate people are researching from desktop, possibly comparing options

The trend matters more than the absolute numbers. Growing profile views combined with steady customer actions is great. Growing views with declining actions suggests your profile might be showing for irrelevant searches.

What to do with this data: If your profile views are high but customer actions are low, audit your business information for accuracy and clarity. Sometimes a confusing description or unclear photos can create a leaky funnel between views and actions.

4. Website Traffic from Your Google Business Profile

This metric requires connecting your GBP to Google Analytics, but it's worth the setup time. Website traffic from GBP shows how many people want to learn more about your business beyond what your profile displays.

High website traffic from GBP combined with good on-site conversion rates creates a powerful growth engine. You're capturing people at the perfect moment—they've already shown interest by viewing your profile and taken an additional step by visiting your site.

To track this effectively:

  • Set up UTM parameters for your GBP website link
  • Create a dedicated landing page for GBP traffic if possible
  • Monitor bounce rates and session duration for GBP visitors compared to other traffic sources

I've seen businesses increase their GBP-to-website conversion rates by 40% simply by ensuring their website matches the promises and information in their GBP listing. Consistency builds trust.

5. Review Velocity and Response Rates

Everyone knows reviews matter, but most people focus on the wrong aspects. Average rating is important, but review velocity (how frequently you get new reviews) and your response rate often matter more for both rankings and customer perception.

Fresh reviews signal to Google that your business is active and engaging customers. A business with 50 recent reviews often outranks one with 200 old reviews. Review velocity also provides ongoing feedback about customer satisfaction and service quality.

Your response rate to reviews—both positive and negative—demonstrates customer service quality and can influence whether people choose your business over competitors. I respond to every review, even the brief positive ones, because it shows I care about customer feedback.

Practical tip: Don't just count five-star reviews. Pay attention to the content of three and four-star reviews—they often contain the most actionable feedback for improving your service.

6. Photo Views and Engagement

Photos are incredibly powerful for local businesses, but most owners upload images randomly without tracking which ones actually drive engagement. Photo views and the click-through rates on your images can reveal what aspects of your business most appeal to potential customers.

Different types of photos serve different purposes:

  • Interior/exterior shots help people recognize your location
  • Product photos showcase what you're selling
  • Team photos build personal connections
  • Behind-the-scenes images create authenticity and trust

I track which photos get the most views and engagement, then create more content in those styles. If your food photos consistently outperform other images, lean into food photography. If team photos generate more engagement, show more of your people.

Important note: Since Google removed some photo insights from GBP, you'll need to cross-reference with other metrics. If photo views are high but customer actions aren't increasing, your photos might be attractive but not clearly communicating what you do or how to contact you.

7. Booking and Appointment Actions (Service-Based Businesses)

For businesses that take appointments—salons, medical practices, consultants, fitness studios—booking actions from your GBP are often the highest-value metric to track. These represent people ready to convert immediately.

If your business supports online booking through your GBP, track both booking clicks and completed appointments. A high number of booking clicks with low completed bookings might indicate issues with your booking system or availability.

This metric also helps with capacity planning. If you're getting consistent booking requests during certain hours or days, consider adjusting your schedule to capture more of that demand.

How These Metrics Work Together in Practice

Here's where it gets interesting: these metrics tell different parts of the same story, and the real insights come from understanding their relationships.

Let me share an example from a client who owns an auto repair shop. His profile views were growing consistently, but customer actions were flat. When we dug deeper, we discovered:

  • Most of his discovery searches were for "cheap oil change"
  • His photos focused on complex engine repairs
  • His description emphasized high-end diagnostic services

The disconnect was clear: people searching for basic services were finding a profile that showcased premium services. We adjusted his photos to include more routine maintenance work and updated his description to mention affordable oil changes alongside the premium services. Customer actions increased by 35% in six weeks.

This is why tracking multiple metrics matters. Any single metric can mislead you, but together they reveal the complete customer journey from search to sale.

The 3 GMB Metrics You Should Stop Tracking (And Why They're Misleading)

1. Total Photo Uploads Without Context

I see business owners obsessing over uploading more and more photos, thinking quantity equals quality. But here's the reality: having 200 mediocre photos doesn't help your business more than having 20 great ones.

Google removed detailed photo insights for a reason—photo quantity alone doesn't correlate with business growth. What matters is whether your photos clearly communicate what you do, who you serve, and why people should choose you over competitors.

What to focus on instead: Photo engagement and how your images support customer actions. If people view your photos but don't call or visit, your images might be pretty but not persuasive.

2. Google Posts Views and Engagement

Google Posts seemed promising when they launched—a way to share updates, promotions, and news directly in your GBP. But after tracking post performance for dozens of businesses, I can tell you that post engagement rarely translates to meaningful business results.

Most Google Posts get minimal views, even lower engagement, and almost no click-throughs. The time you spend creating posts would generate better results if invested in getting more reviews, updating your photos, or optimizing your business description.

Exception: If you're in an industry where timely updates matter (like restaurants with daily specials), posts can provide value. But don't expect them to drive significant traffic or sales.

3. Questions & Answers Volume

The Q&A section of your GBP can be helpful for addressing common customer questions, but the volume of questions and answers doesn't correlate with business growth. Most customers don't scroll down to read Q&As, and many questions come from competitors or irrelevant sources.

Instead of trying to generate more Q&A activity, focus on anticipating common questions and answering them in your business description or on your website. This provides better user experience and doesn't rely on people finding the Q&A section.

Better approach: Monitor Q&As for new questions that reveal customer concerns, then address those concerns in more visible parts of your marketing.

Setting Up Your Metric Tracking System

Now that you know which metrics matter, let's talk about how to track them efficiently. I recommend checking your key metrics monthly rather than daily—GBP data needs time to show meaningful trends.

Here's my simple tracking system:

Weekly quick check (5 minutes):

  • Customer actions from the past week
  • Any new reviews that need responses

Monthly deep dive (30 minutes):

  • All seven key metrics compared to previous month
  • Search query trends and new discovery terms
  • Photo performance and opportunities for new images
  • Website traffic from GBP and conversion rates

Quarterly strategic review (1 hour):

  • Seasonal patterns and trends
  • Competitive analysis of similar businesses in your area
  • Major optimizations based on data insights

The key is consistency over perfection. I'd rather see someone track three metrics consistently than seven metrics sporadically.

Common Mistakes That Kill Your GBP Performance

Optimizing for the Wrong Audience

One of the biggest mistakes I see is businesses trying to appeal to everyone instead of their ideal customers. Your GBP should speak directly to the people most likely to buy from you, even if that means fewer total views.

A high-end salon shouldn't optimize for "cheap haircut" searches just to get more discovery traffic. Those searchers aren't going to convert, and the mismatch hurts your overall performance.

Ignoring Negative Trends in Customer Actions

Profile views can fluctuate for many reasons, but declining customer actions almost always indicate a real problem. Maybe your phone number changed, your hours are incorrect, or your photos no longer accurately represent your business.

When customer actions drop, audit your entire profile for accuracy and clarity before assuming it's just a temporary dip.

Focusing on Vanity Metrics During Slow Periods

When business is slow, it's tempting to celebrate any positive metric—even meaningless ones like photo upload counts or post views. But this can distract you from addressing the real issues affecting customer actions and conversions.

Turning Insights Into Action: A Step-by-Step Implementation Guide

Step 1: Audit Your Current Profile Before diving into metrics, ensure your GBP information is completely accurate and compelling. Incorrect hours or phone numbers will skew your data and hurt performance.

Step 2: Connect Google Analytics Set up the connection between your GBP and Google Analytics to track website traffic and conversions from your profile. This provides crucial context for your customer action data.

Step 3: Establish Your Baseline Record your current performance across all seven key metrics. This becomes your benchmark for measuring improvement.

Step 4: Identify Your Biggest Opportunity Look for the metric with the most room for improvement. If you're getting lots of profile views but few customer actions, focus on optimizing your profile content. If customer actions are good but website traffic is low, improve your website link and landing page.

Step 5: Make One Change at a Time Resist the urge to optimize everything simultaneously. Change one element, wait a month, measure the impact, then make your next adjustment. This helps you understand what actually moves the needle.

When These Metrics Don't Apply to Your Business

Not every business should track every metric with equal intensity. Here's how to prioritize based on your business model:

Retail businesses: Focus heavily on direction requests and profile views on Maps. People finding retail locations are often ready to visit immediately.

Service businesses: Prioritize phone calls and website clicks. These customers typically need to discuss their needs before purchasing.

Restaurants: Direction requests and photo engagement matter most. People choose restaurants visually and want to visit in person.

Professional services: Website traffic and booking actions (if available) provide the best insights into lead quality.

The key is understanding your customer journey and tracking the metrics that align with how people actually buy from your business type.

Seasonal Patterns and What They Mean

After tracking GBP metrics for several years, I've noticed that most local businesses have predictable seasonal patterns that can inform strategy:

January: High search volume as people look for solutions to New Year problems and goals Summer months: Increased Maps usage as people search while mobile and traveling November-December: Higher website clicks as people research before holiday purchases

Understanding your business's seasonal patterns helps you prepare for busy periods and adjust expectations during slower times. Don't panic if your metrics dip during your industry's typical slow season—use that time to optimize for the next busy period.

Advanced Strategies for Competitive Markets

In highly competitive markets, small optimizations can make a big difference. Here are some advanced techniques I use for clients in crowded industries:

Hyper-local optimization: Instead of competing for "restaurant" searches, optimize for "restaurant downtown" or "restaurant near [local landmark]."

Timing-based optimization: If your customer action data shows peak activity during specific hours, consider adjusting your posting schedule and business hours to capture more of that demand.

Competitor gap analysis: Use your search query data to identify terms your competitors might be missing, then create content and optimize your profile around those opportunities.

Frequently Asked Questions

How often should I check my Google Business Profile metrics? Check customer actions weekly for immediate issues like broken phone numbers, but do comprehensive metric analysis monthly. Daily checking leads to overreacting to normal fluctuations.

What's a good conversion rate from profile views to customer actions? This varies by industry, but 5-15% is typical for most local businesses. Restaurants and retail often see higher rates, while professional services may see lower rates but higher-value conversions.

Should I worry if my profile views are decreasing? Not necessarily. Focus on customer actions first. Sometimes decreasing views with steady actions means you're attracting more qualified traffic, which is actually better for business.

How do I know if my photos are working? Track photo views in relation to customer actions. If photo views are high but actions are low, your photos might be attractive but not clearly showing what you do or how to contact you.

Can I improve my discovery searches? Yes, by optimizing your business description with terms people actually search for. Use your search query data to identify popular discovery terms, then incorporate those naturally into your profile.

What should I do if customer actions suddenly drop? First, verify all your business information is accurate—phone number, hours, address. Then check if Google made any changes to your profile or if competitors have improved their profiles.

How important are reviews compared to other metrics? Reviews affect both rankings and customer trust, making them crucial. But focus on review velocity (getting new reviews regularly) rather than just total review count.

Should different business locations track different metrics? If you have multiple locations, each should track the same core metrics but may see different patterns based on local competition and customer behavior.

How do I connect Google Analytics to my Business Profile? In your Google Analytics account, set up UTM parameters for your GBP website link, or use Google Analytics 4's built-in Google Business Profile reporting if available.

What's the difference between Search views and Maps views? Search views happen when people find you through regular Google search results. Maps views occur when people search specifically in Google Maps, often indicating higher intent to visit.

Measuring Success: What Good Performance Looks Like

After working with dozens of local businesses, here's what healthy GBP performance typically looks like:

Growing customer actions month over month, even if the growth is small. Consistency matters more than dramatic spikes.

Balanced traffic sources between direct, discovery, and branded searches. Too much reliance on any single source creates vulnerability.

Strong correlation between profile views and customer actions. If views grow but actions don't, something in your profile isn't converting browsers into prospects.

Regular review activity with high response rates. This shows ongoing customer engagement and active management.

Photo engagement that supports your business goals. Food photos for restaurants, product photos for retail, team photos for service businesses.

Remember, "good" performance varies by industry, location, and business model. Your goal should be consistent improvement in the metrics that correlate with your actual revenue, not hitting arbitrary benchmarks.

Wrapping Up: Your Next Steps

Here's what I want you to take away from this guide: Google Business Profile metrics are incredibly powerful when you focus on the right ones. Customer actions, search queries, profile views, website traffic, review velocity, photo engagement, and booking actions tell the complete story of how people find and interact with your business online.

Stop wasting time on vanity metrics like total photo uploads, Google Posts engagement, and Q&A volume. These numbers might make you feel productive, but they don't correlate with business growth.

Start with one metric that needs improvement in your business. If you're not getting enough phone calls, optimize your profile for the search terms that drive calls. If people aren't visiting your website, improve your website link and landing page experience. If direction requests are low, make sure your address and location photos are clear and accurate.

The businesses that succeed with local SEO aren't necessarily the ones with the biggest budgets—they're the ones paying attention to what their customers actually want and optimizing accordingly. Your GBP metrics are like having a direct conversation with your market. Listen to what they're telling you, and adjust your approach based on their behavior, not your assumptions.

Remember Sarah from the beginning of this article? After we shifted her focus from vanity metrics to customer actions and booking requests, her class bookings increased by 60% in three months. She stopped celebrating meaningless photo views and started optimizing for the metrics that actually filled her studios.

Your customers are already telling you exactly how to grow your business through their search behavior and interactions with your profile. The question is: are you listening to the right signals?