Analyze Your Customers with Google My Business Insights

As an entrepreneur, you want to make sure you take every necessary step toward the growth of your business, both online and offline. We’ll be discussing what Google My Business Insights. Many consumers now rely on the power of Google, mobile apps, and other on-the-go methodologies. Business owners have become willing to improve their online presence more than ever. Without a doubt, having a profile on Google My Business is vital these days.

If you have already set up your profile, how do you know it is helping you attract new customers? Is it really effective for you? Thankfully, you do not have to guess whether or not your GMB page is doing well with the help of Insights. With Google My Business Insights, businesses can check the performance of their local listings.

Think of it this way: before a guy gives his girlfriend flowers, he wants to know first her favorite kind, her preferred color, and if she has allergies. Collecting information is necessary to make sure the girl is pleased with the gift. It is the same with Google My Business.

With the help of Insights, you will know how potential customers and existing ones are engaging with your listings. You can take the pieces of information you get from the analytics to generate unprecedented opportunities. This way, it will become easier to make more informed decisions about business-related activities, such as where you purchase local ads, which markets to expand on, and how you schedule specific locations (if you have more than one) and how you staff them.

Google My Business Insights gives you at least a bit of an edge against your competitors, because you get to see how often your listings show up. It also displays whether or not potential customers choose to click on your page after seeing the results.

How to Use Google My Business Insights for Your Business

With Insights, you can use it to track pertinent information regarding your listing. It will also tell you how and why your customers ended up on your listing when they found it on the search engine results page (SERP) through the use of “discovery” and “direct” features.

With Direct, you will know if a certain user searches specifically for your company to get more information about it. Meanwhile, Discovery tells you that a customer searched for a keyword related to your business and it organically led him or her to your page.

Google My Business also tells you the number of phone calls you may have received through the analytics. It is easy to use Google My Business Insights. You can adjust the data that you will be loaded to your dashboard if you want to see an exact date range. Similarly, you can also focus on a particular area to get specific information.

Quite recently, Google rolled out a new feature, which sends the data regarding business listings straight to their email. Therefore, whenever it is available, you can immediately see whether or not you have an effective Google My Business profile.

There are two more additions to GMB reports. The first one includes a graph that shows the hours when the business becomes busy with customers. It is similar to what already exists publicly for listings. However, companies that need instant access can easily see such information through their GMB dashboard.

The other addition is the “Return customers” graph, which is quite new and users did not have access to it before. This feature allows business owners to see the percentage of customers that visited their business at least twice during a certain period. With this report, it lets companies know if the business is thriving on their current or repeat customers. It also gives them the idea if the customers just visit once or twice on a given time period.

To summarize, businesses should care about and use Insights because it tells you how people are interacting with your listing. It answers the following questions:

  • How did your customers find you?
  • Where are they from?
  • What brought them to your page?
  • What do they do when they check your listing? Do they take your phone number to give you a call or do they request for your location?
  • How many customers viewed your listing in the past few days, weeks, or months?
  • Which parts of your listing are the most efficient?
  • Which photos get the most attention?
  • How are you doing against your competition?

Using the pieces of information you get from your analytics, you can better target people, making it easy to bring new ones to your business.

Interpreting Your Google My Business Insights Results

When you check your listing on Google My Business, you want to know how other people are reacting to it. With Insights, you will get plenty of useful information. Here are the important parts of the report and what they mean for your listing and your business:

How do customers search for your company?

When you check this circle graph, you will know whether the customers are driven to your listing directly or through discovery. Note that this chart is only for impressions as it does not report on clicks.

Direct: When your customers find your business directly, it means they searched for your company either by location or by name. You can say these impressions are due to your other forms of marketing because the user has already heard about your company. Most likely, they are your existing customers as well.

Discovery: Some users discover you through their generic searches. For example, they looked for the keywords “dentist near me” or perhaps “Italian restaurant.” If they are in the same area as you, they will find your business listing. You can say these impressions may be due to your SEO efforts.

For customers who do not know about your business, it is important you optimize your GMB listing since the results included on Discovery are from people who search for a product, service, or a relevant category.

Where do customers view your business?

Some customers use other Google services to view your listing. It can either be through Maps or search results. The graph may not make sense if you check both boxes for “Maps” or “Search” because it presents cumulative results. To avoid confusion, you should just check the graph separately. Also, note that the numbers in the “Search” also include searches used on Local Finder and not on Maps.

What common actions do customers take on your business listing?

When you put up your GMB listing, you will get a graph that will tell you the total number of actions (or clicks) taken, along with a description of what these actions are. As much as possible, you should look at the data one by one to avoid confusion. Here are some things to keep in mind as you examine the results:

If the number of people asking for directions seems a bit higher than what you expect, it may be because your office is in a building where other businesses are. Google counts all the driving directions for the same address.

If the views on your photos are too high, you are not alone. Google has explained that they count both the appearance of the photos in the search results, as well as the clicks or the views of the users.

You can get the total number of calls, clicks for your website, and other items if you export your data.

The actions from the Insights data help you understand the behavior of your customers. You can see how many of your customers clicked on your Google listing to call you and when they did so. You can also see how far the users travel to visit you.

How GMB and Analytics Reports Helped Businesses

Google My Business has many improvements over the last few years. Some companies used to just focus on their websites or blogs without caring much about directory listings. With Google standing strong as the top search engine for decades now –1.17 billion people using Google and at least 3.5 billion searches every day – it is hard to ignore the fact that you have to enhance your online presence through the site.

Many companies have started using GMB, and they have excellent results. If you are looking for more reasons why Google My Business should be a part of your marketing campaign, here are some examples of how your local business would benefit from it, along with its other features such as Insights:

Businesses with multiple locations

A company’s listing for five locations can still be easy to track, but what about those with 10 and above? Because Google allows businesses to update their listing for several locations, it should not be that complicated. There are some companies, however, with at least 20 locations and it becomes difficult to track how the listings perform.

Google My Business Insights has made it possible and simple to optimize data based on a local strategy. One company used Google My Business Insights to monitor engagement of their customers that take place within the search engine results pages as well as maps and their GMB listings. Insights can be accessed in just one dashboard, so the company was able to collect information about their click to calls, website visits, direction requests, and search types.

Location insights allow business owners to access data right at their fingertips without having to move from one location to another. Everything is on one page, which is helpful for businesses that need to do bulk posting, updating, and editing.

Customers looking for nearby businesses

When a user searches for a certain establishment near him or her, the search page results will show GMB profiles. For a company that sells tacos, users type in the search bar “Tacos near me” on their phone or laptop, and they get the GMB results.

The taco joint with complete GMB profile is easily on top as it contains pertinent information such as links to call, visit the website, and get directions. There are also high-quality photos featuring the staff and their most popular tacos.

For this company, it is easy to see why GMB has given them a significant impact when it comes to driving customer traffic to their business. As the company checks its listing analytics, it realizes that that most of its traffic comes from organic search results, meaning people either looked them up through their business name or location.

Marketing efforts focused on local search

Google My Business Insights prevent instances where companies improve their business listings blindly. Because analytics shows several aspects that drive traffic to a website and those that do not, business owners can update their listing according to what would work best as they market their business.

A local company learns that the business listing received 700+ clicks to calls for 30 days but customers did not bother looking at their website, it would be helpful to improve the latter part of their campaign. It can be done by adding content to the site and promoting it even more to gain more visitors.

Using the actions data collected, this particular company was able to evaluate whether or not their listings had enough information. They also used the data to determine the pain points. When the company saw that the clicks on the website are disproportionately high in relation to the driving direction clicks, it meant that the listing is under-optimized. Therefore, they used Insights to see the content their customers are interacting with. They did the same with their website, and they saw the items on the landing pages that people frequently click on.

More Tips

You can improve further depending on the data you have acquired from your Google My Business Insights. Here are some ideas:

If your “direct” searches are too high compared to your “discovery” searches, you can start enhancing your non-branded marketing techniques, such as delivering relevant content and making sure your listing has the right keywords, location, and category.

If your driving directions (and phone calls) are too high, it may be because you have placed your pin incorrectly. Your customers have to keep calling you or requesting for your location to get to your store.

If your website has so many clicks on Google My Business Insights but the traffic is low when you tracked it yourself, it may be because of your page loading slowly. Customers do not have the time and patience to wait around for it.

Business owners should take advantage of Google My Business. The free dashboard allows entrepreneurs and marketers to manage online presence in one, single place. For additional tips, check out Expert Tips on How to Optimize Your Google My Business Listing

Key Takeaways

  1. Google My Business Insights give you data about how customers found your business listing on Google Search and Maps and what actions they took.
  2. These insights can help you generate ideas on how you can improve your website, ad campaigns, social media channels, email marketing, SEO, and more.
  3. Sign into google.com/business and click “View Insights” to access direct sections of customer insights.
I’m the Software Nerd who loves to grow online businesses. Unlike the typical marketer, I run experiments and bend computers to my will to achieve my results. Learn from my successes and failures.