Quick Answer: You can see your Google Business Profile data two ways. Open your profile at business.google.com and click Performance to see calls, directions, website clicks, and the exact searches people used to find you. And as of June 2026, you can link your profile to Google Analytics to see that data day by day, right next to your website numbers.
If you want to see your Google Business Profile data, the fastest way is to open your profile and click the Performance tab. In under a minute you can see how many people called you, asked for directions, clicked to your website, and, best of all, the exact words they typed to find you. There’s also a brand new way to pull all of it into Google Analytics, and we’ll cover both.
Most local business owners never look at this data, and the ones who do usually stop at the phone call count. That’s a mistake. The real gold is buried one scroll further down, and we’re going to show you exactly where.
Where to See Your Google Business Profile Data
To see your Google Business Profile data, go to business.google.com, sign in with the account that manages your profile, and click Performance. That one tab holds every metric Google tracks about how people find and interact with your listing on Search and Maps.
Inside Performance you’ll find:
- Interactions: the overall count of everything people did with your profile. Start here to get a feel for what’s happening.
- Calls: how many people called you straight from your listing.
- Directions: how many people asked Google how to get to you.
- Website clicks: how many people tapped through to your site.
- Messages and bookings: these only show up if you’ve turned those features on.
- Searches: the section almost nobody scrolls to, and the most valuable one on the whole page.
Use the date range box at the top to pick your window. Check on a desktop, too. The mobile view hides some of the good stuff, like the full search breakdown.
How to See Your Google Business Profile Search Queries
The most valuable part of your Google Business Profile data is the searches section, because it shows the exact phrases real people typed right before your profile appeared. That’s not a guess or an estimate. It’s a free list of the words your local market is actually using to find businesses like yours.
Here’s what to do with it, and it’s the single highest-value move in this whole post:
- Look at your top search queries.
- For any phrase that isn’t already one of your services, add it as a service on your profile, with a short description that includes that keyword and your city.
- Then build a matching page for that service on your website.
The reason this works so well is that the data almost always surprises you. People phrase things differently than you expect. Here’s a real example from our own profile. We’re an SEO agency, so for years we targeted “SEO agency” everywhere. Then we actually read our search query data and saw a ton of people in our area searching “SEO company” instead. So we added a section for it on our Tulsa SEO page and pointed internal links to it using that exact phrase as the anchor. Going back in and adjusting based on what the data actually says is where the big wins hide. For the full checklist on tightening your profile, see our guide on how to optimize your Google Business Profile.
How to Link Your Google Business Profile to Google Analytics
As of June 2026, you can link your Google Business Profile straight to Google Analytics, so your calls, directions, and clicks show up next to your website data in one place. Before this, Analytics could only see website clicks through UTM tags. Every call and direction request happened on your profile and stayed invisible. That gap is finally closed.
Here’s how to set it up:
- Open Google Analytics and click Admin (the gear icon, bottom left).
- Scroll to Product links.
- Click Google Business Profile links.
- Click Link, choose your profile, and confirm.
- Open Reports and you’ll see a new Google Business Profile section with seven metrics: interactions, website clicks, calls, directions, messages, bookings, and menus.
You’ll need Editor or Administrator access on the Analytics property and Owner or Manager access on the profile. The rollout is still happening account by account, so if you don’t see the option yet, it just hasn’t reached you. You can read Google’s official setup doc for the details. This is the same kind of GA4 digging we walk through in our post on whether ChatGPT is sending you traffic.
What the Google Business Profile Analytics Link Shows You
The Google Analytics link gives you a cleaner, more flexible way to watch your profile data, even though it’s the same numbers. We linked it for every client the day it dropped, and here’s where it genuinely helps.
- Day-by-day granularity. You can see each day’s metrics, not just a rolled-up total, which makes it easy to spot a sudden dip or spike.
- Flexible comparisons. Comparing one period to another is smoother in Analytics, so patterns jump out faster.
- One dashboard. Your profile actions sit right next to your website behavior, so you stop toggling between two tools.
- All seven metrics at once. Analytics shows every metric, even ones the profile dashboard hides for your business type.
How Long Does Google Business Profile Data Last?
Google’s own documentation says the Analytics link only holds 6 months of Business Profile data. But that’s not what we’re seeing. In our own account, the report pulls the full previous year, all of January through December 2025, not just the last 6 months.
So check your own date range before you trust the 6-month number. Set it to the last calendar year and see what loads. Your account may show the full year like ours does, or it may cap at 6 months if the rollout has not caught up for you yet. Either way, export your data every so often so you always have a long-term record, because Google could change this at any time.
Google Business Profile to Analytics: Limitations
Two limits are consistent no matter what your date range shows, and you should know them before you build reports around this.
- All locations get combined. If you link more than one profile, Analytics lumps them into one total. You can’t break it down by individual location, so multi-location businesses still need the profile dashboard for that.
- You can’t slice it. These metrics can’t be used in explorations, comparisons, or filters. They live in their own report and stay there.
Which Google Business Profile Metric Matters Most?
Check your interactions first, just to get a quick read on what’s happening overall. From there, the search queries are where the real work is, because they tell you exactly what to improve. That’s the data that hands you your next move.
Phone calls are the obvious one everybody looks at, and they matter. But a call count doesn’t tell you what to fix. Your search queries do. As an agency, we spend far more time in the queries than the call count, because finding the words your market uses is what actually lifts your rankings.
Is the Google Business Profile Analytics Link Worth It?
Right now the Analytics link is a nice-to-have, not a game changer. It’s the same data you already had, just in a more convenient spot with better day-to-day views. If Google added search queries or average position to it, that would change everything. For now, it’s a quality-of-life upgrade.
But here’s why we’re paying attention. Google putting more Business Profile data into its main tools is a strong signal that your profile matters more than ever heading into the AI era. Between this, Ask Maps, and AI Overviews, Google is leaning harder on profile data to decide who gets recommended. We think this is the first step toward Google handing local businesses a lot more.
Want Help Reading Your Data?
If you pull up your Performance tab and have no idea what your numbers are telling you to do, that’s exactly what we’re good at. Book a free call with GoBIG Systems and we’ll look at your profile data, your search queries, and your rankings, then show you the specific moves to make. No contracts, no fluff. We’ve helped 130+ local businesses rank #1 on Google by actually acting on this data instead of just glancing at it.
