Customer Behavior in Google Maps: How to understand it

AfAccessing Performance Insights

Access performance insights, like the Customer Behavior in Google Maps, directly from the GBP on the desktop by clicking “Performance”. When you open the Google Maps app on mobile, go to the Business Profile, tap “Performance”, then “See More” to expand. A date range up to the past six months can be selected for analysis. Alternatively, you can go to business.google.com to access your business listing.

Make sure to click on “Performance”. Afterward, you should be able to see the following graph.

Performance Metrics

• Overview: Measures all interactions on the GBP, such as calls, messages, bookings, directions requests, etc.
• Discovery: How people viewed the profile and the keywords used to find the listing. Views are split between desktop and mobile.
• Calls: Tracks calls made from the GBP, mainly from mobile devices, using the click-to-call button.
• Messages: For businesses that have enabled the Messages/Chat feature, this metric shows the number of messages sent from the GBP.
• Bookings: Counts the number of completed bookings made through Google’s provider. Bookings made through other software are not tracked.
• Directions: Shows the number of people who used the GBP to get directions to the business location.
• Menu: For restaurants, this tracks the number of people who viewed the menu content on the GPB.
• Food Orders: Represents orders placed for pickup or delivery directly from the GBP using a supported Google provider.
• Website Clicks: The number of times people clicked on the website link from the GBP.
• Booking Clicks: Tracks clicks on the free hotel booking link.

Importance of Regular CheckS Of The Customer Behavior in Google Maps

Monitoring GBP performance insights is crucial for understanding customer engagement and improving marketing strategies.

My recommendation for Multi-Location Businesses

Managing many locations using Google’s internal tools for Google Business Profiles (GBPs) can be challenging and impractical for several reasons. Implementing a solid location management solution becomes critical for businesses with multiple locations. Here’s why:

1. Scalability Issues: Google’s internal tools are designed primarily for small businesses or those with limited locations. When managing multiple GBPs, the process can become cumbersome and less efficient, making it challenging to scale up.
2. Bulk Editing Limitations: While Google does offer bulk editing tools, they have limitations. For example, bulk uploads can be complex and error-prone, especially when dealing with hundreds of locations. There might also be constraints on the types of updates that can be made in bulk, leading to a need for manual adjustments.
3. Consistency and Accuracy of Information: It is vital to maintain consistent and accurate information across numerous GBPs. Manually updating each location for changes in business hours, contact information, or services can be time-consuming and prone to errors, leading to inconsistencies.
4. Performance Tracking and Analytics: Google provides fundamental performance insights, which might not be sufficient for in-depth analysis across multiple locations. A more robust system can offer detailed analytics, enabling businesses to make data-driven decisions.
5. Integration with Other Marketing Tools: Google’s tools might not integrate seamlessly with other marketing and operational tools a business uses. A comprehensive location management solution can offer integrations with CRM systems, marketing platforms, and other software, providing a unified approach to location management.
6. Response Management: Responding to reviews and customer queries for multiple locations using Google’s tools can be overwhelming. A specialized solution can streamline this process, offering centralized management of customer interactions.
7. Time Efficiency and Resource Allocation: Managing many locations individually is time-consuming. Businesses must allocate significant resources for this task, which could be utilized more effectively elsewhere.
8. Customization and Feature Limitations: Google’s internal tools may not offer the level of customization or specific features needed by larger businesses or those with unique requirements.
9. Regulatory Compliance: Ensuring compliance with local regulations can be challenging for businesses operating in multiple regions. A specialized solution can help in maintaining compliance with local laws and standards.

In summary, while Google’s internal tools help manage a few locations, they may not meet the demands of larger businesses with many locations. A robust location management solution helps maintain consistency, efficiency, and accuracy across all locations. Furthermore, it provides advanced analytics, better integration with other tools, and a more streamlined process for managing customer interactions and compliance issues.