A year-end Google Business Profile check-up for 2027
The last week of the year is a good time to look back before you plan ahead. Your Google Business Profile has a built-in report that shows how people found you and what they did next. Most owners never open it. Here's how to use it for a quick year-end review.
Where to find your Performance report
Open your Business Profile on Google Search and click Performance. Choose a time period and click Apply. You can also find it in the Google Maps app: tap Business, then See more next to Performance.
You'll need to be signed in with the account linked to your profile, and the profile has to be verified.
What the numbers mean
| Metric | What Google counts |
|---|---|
| Views | How many people viewed your profile on Search and Maps |
| Searches | The search terms people used to find your profile |
| Calls | Clicks on the call button on your profile |
| Directions | Requests for directions to your business |
| Website clicks | Clicks on the website link on your profile |
| Messages | The number of separate conversations through messages |
| Bookings | Bookings completed through a connected booking provider |
| Interactions | The total across your actions, such as calls, directions and website clicks |
A few details from Google help you read these correctly. Views count unique visitors, so one person is counted once per day at most. Directions leave out repeated taps, cancelled requests and spam. Search terms update at the start of each month and can take up to five days to appear, so December's terms may not show until early January.
Five questions to ask your report
- Which months were busiest? Compare your holiday period with the rest of the year. If December views rose but calls didn't, check that your phone number and holiday hours were right.
- What did people search for? Look at the search terms. Are people finding you by your name, or by what you do? If a service you offer never shows up, check that it's clear on your profile.
- What did people do next? Some businesses get mostly direction requests. Others get website clicks or calls. That tells you which detail on your profile matters most to your customers.
- Did your offers and posts get seen? If you ran Offer posts, Google reports views and clicks on them.
- Is there a gap? Lots of views but few actions can point to missing information, old photos or unanswered reviews.
Managing several locations
If you manage more than one profile, you can download a report for all of them. In Business Profile Manager on a computer, tick the profiles you want, click Actions, then Insights, choose a time frame and click Download Report.
Three goals for 2027
Keep your plan simple. Based on what Google says helps local profiles, these three cover most of it:
- Keep your details accurate all year, including special hours for every holiday.
- Ask every customer for a review, using your review link or QR code, and never with an incentive.
- Reply to every review, good or bad, promptly and personally.
The third goal is where most small businesses fall behind by February. Wimi helps you keep it. Connect your profile once, and Wimi replies to your Google reviews in your own voice, the same day. You can start on the free plan with no credit card needed.
Start free – Wimi replies to your Google reviews in your voice. Free for up to 7 replies a week per location.
Mahnoor Akram, GTM Lead at Wimi
Mahnoor Akram writes about local discovery and reputation for independent restaurants at Wimi.
