Every number in your Google Business Profile report tells a specific story about how customers find and interact with your business. This complete metric glossary gives you the plain-English definition of every GBP data point, what healthy performance looks like, and what action to take when a metric is below target.
Impression Metrics: Being Found
| Metric | Definition | Healthy Benchmark | Low? Do This |
|---|---|---|---|
| Discovery impressions | Your profile appeared when someone searched for a category or service (not your name) | Growing month-on-month; should be 60-80% of total impressions | Review primary category; add keywords to description and services |
| Direct impressions | Your profile appeared because someone searched your exact business name | Stable; high ratio vs discovery can mean poor new customer acquisition | Run brand awareness campaigns; improve local press mentions |
| Maps impressions | Total views of your profile within Google Maps specifically | At least 30-40% of total impressions | Optimise for Maps: more photos, accurate pins, active posting |
| Search impressions | Total views from Google Search (desktop and mobile) | 60-70% of total for most businesses | Ensure profile is complete and website is connected |
Engagement Metrics: Converting Visibility to Action
| Metric | Definition | Industry Average | Meaning |
|---|---|---|---|
| Phone call clicks | Customer tapped your phone number to call | 2-4% of profile views | Each click is a warm lead. Low rate = wrong number or off-putting profile |
| Direction requests | Customer tapped 'Get directions' to navigate to you | 1-3% of profile views for retail | Strong intent signal — they are coming to you |
| Website clicks | Customer clicked your website link | 3-6% of profile views | Research intent before contacting. Low rate = website URL may be wrong |
| Booking clicks | Customer clicked your booking/reservation button | 0.5-2% if booking enabled | Highest-value click — direct revenue intent |
| Message clicks | Customer used the GBP messaging feature | 0.5-1.5% | If enabled, fast response is critical — 1+ hour response time hurts rating |
Review Metrics: Trust Signals
| Metric | What It Tells You | Target |
|---|---|---|
| Review count (total) | Overall trust signal volume | 50+ for established trust; 100+ for competitive markets |
| New reviews (period) | Review velocity — are customers being asked? | 4–7 per week minimum |
| Average rating | Current star average | 4.5 or above; 4.7+ is competitive target |
| Review response rate | % of reviews you have responded to | 100% — Google uses this as a ranking signal |
| Avg response time | How quickly you respond | Under 24 hours; under 1 hour for negative reviews |
| Review keyword coverage | Are reviews mentioning your services and location? | Service type and city should appear in 40%+ of review text |
Ranking Metrics: Your Position in Local Search
| Metric | Definition | What You Want to See |
|---|---|---|
| Average position | Mean Maps ranking across all tracked keywords | Below 3.0 = Local Pack territory |
| Keywords in top 3 | Number of keywords where you rank 1st, 2nd, or 3rd | Growing monthly |
| Geo-grid spread | Your ranking across different points in your service area (requires Ampli5 Pulse) | Green cells (top 3) expanding outward from your location |
| Competitor gap | Average positions behind your #1 competitor | Narrowing over time |
Content and Activity Metrics
| Metric | Definition | Target |
|---|---|---|
| Posts published | Google Posts created in the period | Minimum 4 per month (1 per week) |
| Post views | How many people saw each post | Growing; 50-200 views per post is typical |
| Post clicks | How many people clicked your post CTA | 1-5% of post views |
| Photos added | New photos uploaded in the period | Minimum 4 per month |
| Photo views | Total views on your photos | Growing; indicates visual engagement with your profile |
| Q&A answered | Q&A questions responded to | 100% — unanswered Q&As lose customers to competitors who answer |
How Ampli5 Pulse Tracks All These Metrics Automatically
Rather than navigating between Google's scattered screens and manually compiling these metrics, Ampli5 Pulse aggregates every metric on this page into a single dashboard — updated daily, with month-over-month and year-over-year trend comparisons built in. The weekly automated report highlights which metrics changed significantly and gives you a specific action plan for each.
Frequently Asked Questions
Google's tracking requires customers to tap the phone number directly on your GBP listing. Calls received from customers who copied the number and dialled manually, or who found your number on your website, are not counted in GBP metrics. The real call volume driven by your GBP is typically 2–3x higher than the tracked figure.
If you are not in the top 3 yet: focus on Discovery Impressions (category optimisation) and Review Velocity (review request system). If you are in the top 3: focus on Phone Call conversion rate — this is where rankings turn into revenue.
Monthly is the minimum — weekly if you are in a competitive market or actively running campaigns. Ampli5 Pulse generates automated reports on any schedule and sends instant alerts for significant changes so you never miss an important event between scheduled reviews.
Not at all. A well-designed report uses plain language and trend arrows rather than raw numbers. Ampli5 Pulse's dashboard is built for business owners and non-technical users — every metric has an explanation tooltip and every trend has a plain-English interpretation.
A5
Ampli5 Pulse Editorial Team
GBP Specialists · Ampli5 Digital (Google Partner) · Ahmedabad, India
Our team has managed 4,000+ Google Business Profiles across 10+ countries since 2018. Every article is based on hands-on client experience.