Running a business in today’s digital landscape requires more than great products or services—it demands actionable data. That’s where GMB insights come in. At 360 Searchvertising, we’ve seen firsthand how businesses can use Google My Business (GMB) Insights to track performance, identify trends, and make smarter decisions to grow their presence.

In this blog, we’ll walk you through the key metrics available in GMB Insights, how to interpret them, and how to use this data to drive business growth.

What Are GMB Insights?

GMB Insights is a powerful tool provided by Google to help businesses understand how customers interact with their Google My Business listing. It offers valuable data on customer behavior, such as how they find your business, what actions they take, and how they engage with your listing. Here’s why it’s crucial:

  1. Improved Decision-Making: Insights show what’s working and what needs improvement, helping you focus on strategies that drive results.
  2. Better Customer Understanding: Learn how customers find and engage with your business to tailor your marketing efforts.
  3. Enhanced Performance Tracking: Monitor changes in customer behavior over time to gauge the success of your campaigns.

A bar graph and pie chart showing GMB insights

Key Metrics in GMB Insights

Understanding the metrics in GMB Insights is the first step to leveraging them for growth. Here are some of the most important ones:

1. How Customers Search for Your Business

This metric shows whether customers find you through direct searches (by your business name) or discovery searches (by categories or services).

  • Direct Searches: These indicate that customers already know your business, reflecting strong brand awareness.
  • Discovery Searches: These show that people are finding you based on what you offer, highlighting the effectiveness of your SEO and categories.

2. Where Customers View Your Business

This section reveals if customers are finding your business on Google Search or Google Maps.

  • Google Search: High numbers here mean your business is visible to searchers on the web.
  • Google Maps: Strong visibility on Maps is critical for local businesses, especially those relying on foot traffic.

3. Customer Actions

This metric tracks what customers do after finding your GMB listing:

  • Visit Your Website: Indicates interest in learning more about your business.
  • Request Directions: Shows intent to visit your physical location.
  • Call You: Reflects high purchasing intent and trust in your services.

4. Photo Views

Photo views measure how often customers engage with the photos on your listing. High engagement often correlates with better conversions.

5. Popular Times and Customer Visits

For businesses with physical locations, this data helps identify peak hours, enabling you to staff and stock up accordingly.

Track everything from calls to directions to your business

How to Use GMB Insights for Business Growth

Once you understand the metrics, it’s time to put them to work. Here’s how we recommend using GMB insights to drive growth:

1. Optimize Your Listing Based on Search Data

If most of your traffic comes from discovery searches, focus on optimizing your categories, services, and descriptions. Highlight key offerings that align with what customers are searching for. Use keywords strategically in your listing.

For direct searches, prioritize brand awareness campaigns through ads or social media to maintain and grow your loyal customer base.

2. Enhance Your Visibility on Maps

If your GMB Insights show strong engagement on Google Maps, capitalize on this visibility by:

  • Adding accurate location details.
  • Including high-quality images that showcase your business exterior and interior.
  • Encouraging reviews to build credibility.

3. Monitor and Improve Customer Actions

Track how often customers take specific actions. If website visits are low, focus on creating a more compelling website that’s easy to navigate and provides the information users need. For businesses seeing fewer calls, consider adding click-to-call features and ensuring your contact information is prominently displayed.

4. Use Photo Views to Your Advantage

Businesses with visually appealing products or services should regularly upload high-quality photos.

  • Restaurants can showcase dishes.
  • Retailers can feature popular products.
  • Salons can display before-and-after transformations.

Engaging visuals boost customer trust and increase the likelihood of interaction.

5. Plan Around Popular Times

Use the popular times data to optimize staffing, inventory, and marketing efforts. For instance:

  • Schedule promotions or events during peak hours.
  • Run targeted ads to draw customers during slow periods.
  • Adjust employee schedules to ensure excellent customer service.

6. Analyze Trends Over Time

Don’t just look at your GMB Insights once—make it a habit to analyze trends over time. Notice patterns in customer behavior and use this data to inform long-term strategies. For example:

  • If you see a spike in calls after posting a promotion, it’s a sign that your offers resonate with customers.
  • If traffic drops, identify the cause and address it promptly.

Turn insights into action with 360Searchvertising

Let’s Turn Insights Into Action!

Unlock the full potential of GMB insights for your business starting now! At 360 Searchvertising, we specialize in helping businesses make data-driven decisions that drive growth. From understanding customer behavior to optimizing your GMB listing, we’re here to guide you every step of the way.

Don’t just track your performance—improve it! Contact us today to learn how we can help you analyze trends, boost visibility, and achieve your business goals. Let’s grow smarter together!