Lesson 12: Finding Help if You Get Lost – Insights is Your Best Friend

About Insights

 

Lesson Objectives 12

In this lesson, you will learn:

  • How to navigate the Insights sections

  • How to break down Insights into valuable information

 

Tip: Google always plans to update the metrics that they share to provide the most useful data from Business Profiles.

Insights give you an inside look at how people find your business listing on the web. Because many customers find businesses on Google Search and Maps, Insights focuses on how customers use Search and Maps to find your listing, and what they do once they find it. You can get Insights for individual listings or in bulk.

One of the most valuable assets any small business has is its customer data. Most business owners know how valuable this data is. What they aren’t necessarily clear about is the multitude of sources they have available to review and capture customer data, and how much can be learned from each source.

Tip: Your data for the last few days may be slightly adjusted as Google evaluates and refines its accuracy.

How it works:

Where customers find you on Google

This section of Insights shows how many customers found you via Google Search or Google Maps. You’ll see the number of views that your listing received through each of these services:

  • View on Search: A customer found your business via Google Search. Displays as ‘Search views’ on bulk reports.
  • Views on Maps: A customer found your business via Google Maps. Displays as ‘Maps views’ on bulk reports.
  • Total views: The total views of both Google Search and Google Maps.

To view details on how many customers found your business on a specific product and day:

  1. Select the day that you’re interested in.
    • Desktop: Place your cursor over the day.
    • Mobile: Tap on the day.
  2. To the right of the graph, select the tick boxes to turn on and off filters.

Tip: This represents views of your business in various sections on Search and Maps. We’ll display the total number of views, if the same user viewed your business both on Search and on Maps, we’ll display two views.

Customer actions

This section shows how customers behave after they found your listing on Google. The graph shows how many customers completed the following types of actions when viewing your listing:

  • Visit your website: A customer views your website. Displays as ‘Website actions’ on bulk reports.
  • Request directions: A customer requests directions to your business. Displays as ‘Directions actions’ on bulk reports.
  • Call you: A customer calls your business. Displays as ‘Phone call actions’ on bulk reports.
  • Total actions: The total customer actions for website, directions and phone.

To view how many customers completed an action on a specific day:

  1. Select the day that you’re interested in.
    • Desktop: Place your cursor over the day.
    • Mobile: Tap on the day.
  2. To the right of the graph, select the tick boxes to turn on and off filters.

Tip: This graph displays the total number of times anyone clicked one of the actions (e.g. ‘request directions’). This means that a single user can request directions to a business 100 times in a single day, and we’d record 100 requests.

Direction requests

This section shows where customers are when they request directions to your business.

On the map displayed, you’ll see your location pinned and the popular places that your customers are when they ask Google Maps for directions to your address. The total number of requests broken down by city or local area are displayed as well.

You can zoom in and out on the map using the controls in the bottom right-hand corner.

Tip: This graph displays the number of unique users in each source location (i.e. postcode, city and country). This means that a single user can request directions to a business 100 times in the time period, but we’d only record one request.

Phone calls

This section displays when and how often customers called your business through your business listing.

In the Total calls graph, you can view trends of customer phone calls by Day of week or Time of day. You can use this information to see when customers call the most.

The drop-down menu in the top right-hand corner lets you adjust the time frame to see data from the last week, month, or quarter.

Tip: This represents the number of clicks on the call button on your business profile. If the user copies the number and dials it manually or ends the call before it connects, you may see discrepancies between a number of Phone Calls on the Insights page and the number of actual calls that your business receives.

Photos

This section displays the number of photos associated with your listing and how often they’re viewed compared to similar businesses in the following graphs:

  • Photo views: How many times your photos have been viewed.
  • Photo quantity: How many photos you’ve uploaded to your business listing.

The drop-down menu in the top left-hand corner lets you adjust the time frame to see data from the last week, month or quarter. Hovering over a specific day on the graph shows you data for that day only.

If there are enough businesses in the area similar to yours, there are lines on the graphs that compare your photo data with photo data to similar businesses. For example, if you manage a restaurant, your business would be compared with other restaurants in your area. On the right-hand side of the graph, you’ll see the total number of photos based on the data points that you’ve selected.

These sections have the following labels in bulk Insights reports:

  • Total owner photos
  • Owner photo views
  • Total customer photos
  • Customer photo views

Tip: This represents views of all your photos. If the same user views multiple photos, we’ll record multiple views.

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Direct = People that are searching for your business by name or location.

Discovery = People that are searching generic categories and see your listing

Branded = These are searches for a brand your business sells that return a set of results

What your business is known for

This section of Insights provides customers’ opinions of your restaurant or cafe (e.g. cosy, romantic or notable cocktails).

Since customers’ opinions are based on their experience, the information is subjective. It’s considered to be valuable to other customers, as it describes the feel & ambiance for a place. Unless proven false, we won’t remove this information.

When it comes to learning about a product or service, 70% of internet users prefer content over traditional advertising.

Types of Call to action tabs/buttons you can include on your Google Posts:

  • Book an Appointment
  • Order Online
  • Buy
  • Learn More
  • Sign Up
  • Get Offer

“If opportunity doesn’t knock, build a door.” – Mark Twain

Let’s relax and get ready for the next lesson!

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