Google's native GBP performance data is spread across multiple screens, uses non-intuitive terminology, and provides no context for whether what you are seeing is good or bad. This guide translates every section of a GBP performance report into plain English — so you can act on it rather than just file it.
Where to Find Your GBP Performance Data
Google's performance data for your Business Profile is accessed through two routes:
- Google Search: Search your business name on Google → click "Edit profile" → click "Performance" tab
- Google Maps: Open Maps → click your profile → scroll down to "Performance"
Section 1: How Customers Search for You
| Term | What It Actually Means | Good Performance |
|---|---|---|
| Discovery searches | People found you while searching for a category, product, or service — not your specific name | This should be growing. If it's flat, your category or description needs work. |
| Direct searches | People searched specifically for your business name or address | Steady or growing. Very high direct vs discovery ratio may mean brand awareness is strong but new customer acquisition is weak. |
| Branded searches | Searches that include your brand name combined with other terms | Growing — shows brand familiarity is building over time. |
Section 2: Where Customers View Your Profile
| Metric | Plain English | What Low Numbers Mean |
|---|---|---|
| Business Profile views | Total times someone opened your full GBP listing | Low views = not ranking well enough to be seen |
| Google Search views | Views from people using Google Search | The primary view source for most businesses |
| Google Maps views | Views from people using Google Maps | Should be significant — optimise for Maps too |
Section 3: What Customers Do When They Find You
This section shows what happens after someone sees your profile. These are your most valuable metrics because they represent customer intent:
Phone calls
Direct calls made by tapping your phone number. Each call is a warm lead. If calls are low despite high views, your phone number may be wrong, your hours may be off, or your profile may not clearly communicate your service.
Direction requests
Taps on 'Get directions' to navigate to your business. For retail and hospitality businesses, this is the key metric — it represents foot traffic intent.
Website clicks
Clicks on your website link. These represent people who wanted more information before committing. If clicks are high but conversions are low, the issue is your website, not your GBP.
Bookings
Clicks on your booking button (if configured). The most direct revenue signal available in GBP data.
How to Know If Your Numbers Are Good
A single number without context is meaningless. To benchmark your performance:
- Compare to last month: The direction of change matters more than the absolute number
- Compare to your local competitors: Ampli5 Pulse's competitor intelligence shows where you stand relative to the businesses ranking above you
- Use the conversion rate test: Divide actions (calls + directions + clicks) by views. A 3–8% conversion rate is typical; below 3% suggests your profile is not compelling enough once found
| Conversion Rate | Interpretation | Action |
|---|---|---|
| Below 2% | Profile is being seen but not acting | Urgent: improve photos, description, reviews |
| 2–5% | Average performance | Focus on review volume and posting frequency |
| 5–10% | Strong performance | Maintain activity; focus on expanding impressions |
| Above 10% | Excellent | Increase ad spend and review requests to capitalise |
How Ampli5 Pulse Makes Reports Readable Without Technical Knowledge
Ampli5 Pulse pulls all your GBP performance data into a single dashboard with plain-English labels, trend arrows (↑ up 12% month-over-month), and colour-coded health indicators. You do not need to know what "discovery impressions" means — the dashboard says "New customers finding you" with a number and a direction. The monthly automated report presents the same data in a PDF your clients can read in three minutes.