Google announced Tuesday a global integration of Google Business Profile data into Google Analytics, providing businesses direct access to local performance metrics within their analytics reports.
The new functionality allows businesses to track seven key local metrics, including calls and direction requests, offering a more comprehensive view of customer interactions that previously required separate tracking methods.
Businesses can link their Google Business Profile to Google Analytics through the ‘Product links’ section in the Analytics Admin panel, according to Google.
The integration introduces a dedicated Google Business Profile section within Analytics reports, displaying interactions, website clicks, calls, directions, messages, bookings and menu views.
Google stated that the analytics platform will combine metrics across all linked profiles, but it will not support segmentation or filtering by individual business locations.
The company also noted that these integrated metrics cannot be utilized in explorations, comparisons or filters within Google Analytics, and the feature is not available for subproperties.
Data from Google Business Profile will be retained in Analytics for a period of six months, providing insights into recent local trends rather than long-term historical data.
Unlike the Google Business Profile dashboard, which customizes displayed metrics based on business type, the Analytics integration will show all available Business Profile metrics regardless of the specific industry.
Previously, businesses primarily relied on UTM tags within Google Analytics to track traffic originating from their Google Business Profile, mainly focusing on website clicks.
Source: Search Engine Journal
