Data Overview
Google Business Profile provides three distinct report types, each capturing different aspects of how customers interact with your business listing.
Report types
Daily metrics
Daily (after ~2 AM PT)
You need historical performance trends, comparing location performance, or tracking monthly/quarterly KPIs
Search keywords
Daily (after ~2 AM PT)
You want to understand customer search behavior and optimize your listing for discoverable keywords
Reviews list
Real-time to near real-time
You monitor customer sentiment, manage reputation, or track review volume and ratings
Daily metrics — Available metrics
Performance Metrics
Business impressions (profile)
Number of times your profile appeared in Search or Maps results
Business impressions (map)
Number of times your business appeared specifically on Google Maps
Business impressions (search)
Number of times your business appeared in Google Search results
Business actions (phone)
Clicks on your phone number to initiate a call
Business actions (website)
Clicks on your website link from your profile
Business actions (directions)
Clicks on your address to get directions
Business actions (message)
Messages sent to your business through your profile
Business actions (booking)
Bookings made through your profile (if enabled)
Business actions (total)
Sum of all customer actions on your profile
Location & Dimension Metrics
Location name
The name of your verified business location
Date
The date for which data is reported
Search keywords — Available metrics
Search Data
Search keyword
The search term a customer used to find your business
Search impressions
Number of times customers saw your profile when searching this keyword
Search actions
Customer interactions (calls, website clicks, directions) triggered by this keyword
Location & Dimension Metrics
Location name
The name of your verified business location
Date
The date for which keyword data is reported
Reviews list — Available metrics
Review Data
Review text
The customer's review comment
Rating
Star rating (1–5) given by the reviewer
Reviewer name
Name of the customer who left the review
Review date
Date the review was published
Review status
Whether a response has been posted by the business
Response text
Business's response to the review (if any)
Response date
Date the business responded (if applicable)
Location & Dimension Metrics
Location name
The name of your verified business location
Common metric combinations
Track location performance over time: Pull Daily metrics with date range and location filters. Aggregate by location to compare which branches drive the most views and actions.
Monitor customer search intent: Combine Search keywords with Daily metrics for the same date range. Use a Join transformation to match search terms with their corresponding impressions and actions.
Build a reputation dashboard: Pull Reviews list from all locations and send to Looker Studio. Filter by rating or date range to identify trends in customer satisfaction.
Multi-location comparison: Pull Daily metrics for multiple locations in a single data flow. Use Append to stack data from all locations, then Aggregate to rank them by views or actions.
Use cases by role
Search Keywords help you identify which terms bring customers to your profile. Use this to optimize your business description and categories for local SEO.
Daily Metrics show which types of actions (calls vs. website clicks vs. directions) are most common, helping you prioritize what's on your profile. For example, if direction requests are high, make sure your address and parking info are clear.
Reviews provide direct customer language—use exact phrases from reviews to improve how you describe your services.
Daily Metrics let you monitor location performance in real time and spot issues (a sudden drop in impressions or actions). Track which locations need attention.
Reviews are your frontline feedback. Monitor response status to ensure no customer review goes unanswered, and use sentiment to identify service gaps.
Search Keywords help you understand what customers are looking for—if many are searching for "appointment booking" but you don't offer it, that's actionable intel.
Daily Metrics provide quantifiable KPIs: impressions, actions, and conversion proxies (direction requests often lead to foot traffic). Use these to measure marketing ROI.
Reviews & Ratings feed sentiment analysis and customer satisfaction scorecards. Track rating trends over time to assess brand health.
Multi-location data aggregated in BigQuery or Looker Studio lets you benchmark locations, forecast growth, and allocate budget based on performance.
Reviews are your primary tool. Monitor all reviews and responses to ensure timely replies and identify common complaints.
Daily Metrics show contact intent—a spike in phone calls or messages means you need adequate staffing. Use this to plan support hours.
Search Keywords reveal what customers are looking for, so you can proactively update your profile FAQs and hours to reduce support inquiries.
Platform-specific notes
Verified locations only — Only verified GBP locations will be available. Unverified or suspended locations are filtered out automatically.
Data freshness — Daily metrics and search keywords are updated after ~2 AM PT each day. Reviews are near real-time.
Date range limits — Daily metrics and search keywords support custom date ranges; reviews list pulls all reviews (no date filter available).
Organic actions only — Metrics count organic (non-paid) customer actions on your profile.
Multi-location scale — Coupler.io supports connecting 50+ locations in a single data flow. For 100+ locations, consider splitting into multiple data flows to avoid timeout errors.
API rate limits — Google's API has rate limits; if you run many data flows simultaneously, you may experience temporary delays. Stagger your scheduled refreshes.
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