A plain-language explanation of every metric that appears in a Google Business Profile performance report — what it measures, what a healthy number looks like, and what revenue it is connected to.
The Problem This Solves in 2026
Most local businesses and agencies are either missing this entirely or doing it in the most time-consuming, error-prone way possible. This guide covers the right approach — and shows exactly how Ampli5 Pulse makes it effortless.
Impressions: The Top-of-Funnel Number
Impressions measure how many times your profile appeared in Google Search or Maps results — whether or not anyone clicked on it. Think of impressions as how often Google is showing your listing to potential customers.
| Impression Type | What It Means | Revenue Connection |
|---|---|---|
| Discovery impressions | Found you via category/service search | Direct — these are people actively looking for what you sell |
| Direct impressions | Searched your business name directly | Indirect — measures brand awareness already built |
| Branded impressions | Your name + keyword searches | Indirect — indicates reputation and repeat consideration |
Customer Actions: The Mid-Funnel Numbers
Customer actions measure what people do after they see your listing. These are higher-intent signals and more directly connected to revenue than impressions.
| Action | What It Signals | Typical Conversion Rate |
|---|---|---|
| Phone call | Highest intent — ready to enquire or book | 30–50% lead to a booking or sale |
| Direction request | Physical visit intent — very high commitment | 40–60% actually visit |
| Website click | Research intent — wants to know more | 5–10% convert on website |
| Message sent | Moderate intent — wants low-friction contact | 20–30% lead to a booking |
Review Metrics: The Trust and Ranking Numbers
Review metrics appear in your report because they directly affect both your ranking (Google uses review signals as a prominence factor) and your conversion rate (customers read reviews before deciding). Key review metrics to track:
- Review velocity — new reviews per week. Target: 4–7. Below 1/week = your profile is aging.
- Average rating — target: 4.5–4.9. Below 4.3 reduces click-through rate measurably.
- Response rate — target: 100%. Below 80% signals disengagement to Google.
- Average response time — target: under 24 hours. Over 72 hours = lost trust signal.
Ranking Metrics: The Long-Term Value Numbers
Ranking metrics tell you where you appear when customers search for your services. These are the metrics most closely connected to the volume of new customers you receive from Google.
| Metric | What It Means | Target |
|---|---|---|
| Average position | Your average ranking across all tracked keywords | Top 3 — position 1, 2, or 3 |
| Keywords in top 3 | How many of your tracked keywords rank in the Local Pack | Growing month over month |
| Rank change | Positions gained or lost vs previous period | Positive (gaining positions) |
| Geo-grid score | Your ranking across different geographic points in your area | Green dominance across full service area |
How Ampli5 Pulse Solves This Automatically
Everything described in this guide is built into Ampli5 Pulse. Connect your Google Business Profile once, and the platform handles the ongoing work: tracking your data, generating reports, alerting you to changes, and giving you clear action steps — all without any manual effort.
Ampli5 Pulse is available on Web, iOS, and Android. Start a free trial at app.ampli5pulse.com — no credit card required, setup in under 2 minutes.