Google Analytics now lets you link your Google Business Profile and see calls, direction requests, bookings and more inside your reports. For local and multi-location businesses, it closes a long-standing blind spot between the map listing and the website.
Google has quietly added a way to link your Google Business Profile to Google Analytics. Once linked, the local actions that used to live in a separate dashboard now show up inside your Analytics reports. For any business that gets found on the map before it gets found on the site, this closes a real gap.
The link surfaces seven metrics: interactions, website clicks, calls, directions, messages, bookings and menus. You connect it in the Admin section under Product links. Two limits to know up front. Analytics keeps the Business Profile data for six months only, and you cannot yet segment or filter by an individual location, or use the metrics in explorations.
Why it matters
For local and multi-location businesses, the journey has always been split. The customer finds you on the map, taps to call or asks for directions, and that whole interaction happened outside the website your analytics could see. You were measuring the shopfront and missing the front door.
Pulling calls, directions and bookings into the same place as your site data means you can finally see the full local picture in one view. That changes the conversation about what your local presence is actually worth, because for a lot of trades, hospitality and services businesses the phone call from the map listing is the conversion, not a form on the site.
Local metrics now visible in Google Analytics once a Business Profile is linked, including calls, directions and bookings
What to do about it
The map and the site were always one journey. Now you can finally measure it as one.