Month-over-month comparison is the most actionable type of GBP analysis. It shows you whether your work from last month is paying off, whether a competitor changed something, and what to focus on in the coming month. This guide walks through exactly how to run this comparison and what to look for.
How to Run a Month-Over-Month Comparison
Pull both months' core metrics
Note: Discovery impressions, Profile views, Phone calls, Direction requests, Website clicks, Review count, Average rating, Average rank position
Calculate the percentage change for each metric
(This month − Last month) ÷ Last month × 100. A result of +15 means 15% growth; −10 means 10% decline.
Identify the 3 biggest improvements and 3 biggest declines
These are your story — what worked, what didn't.
Cross-reference with what you did differently
Did you add photos? Start posting more? Get a burst of reviews? Match actions to outcomes.
Set 3 priority actions for next month
Based on which declining metrics have the highest impact on revenue.
What to Look For in a Month-Over-Month Comparison
| If You See This... | It Probably Means... | Do This |
|---|---|---|
| Impressions up, everything else flat | Ranking improved but listing is not converting | Improve photos, description, and ensure hours are accurate |
| Calls up significantly | Good — a ranking or profile improvement is working | Identify what you did last month and do more of it |
| Reviews down | Review request system slowed or stopped | Reactivate your review-ask process immediately |
| Rating dropped (e.g. 4.7 → 4.5) | 2–3 negative reviews arrived without counterbalancing positives | Respond to negatives professionally; accelerate review acquisition |
| Rank dropped across keywords | Competitor activity, algorithm update, or profile inactivity | Run a full profile audit; check competitor profiles for changes |
| Website clicks up, calls flat | More traffic to your site but same conversion | Check your website — high clicks with flat calls usually means a website UX issue |
| Direction requests up significantly | Improving local prominence; foot traffic intent increasing | Maintain current activity level; this is a positive leading indicator |
Accounting for Seasonal Variation
To account for seasonality: also compare to the same month in the previous year (this month vs this month last year). If March this year shows fewer impressions than March last year, that is a genuine concern. If February shows fewer than January, it may simply be seasonal normalisation.
How Ampli5 Pulse Automates This Comparison
Ampli5 Pulse automatically generates month-over-month comparisons for every metric with trend arrows and percentage change. You do not need to pull data manually — the comparison is always ready in the dashboard, and the monthly automated report delivers it to you (or your clients) on the first of every month.