Australian businesses track their Google Business Profile (GBP) performance primarily through Google’s own reporting systems, accessed directly within Google Business Profile and Google Ads, and increasingly through integrated marketing platforms. These systems collect and present data on how customers are discovering and interacting with a business’s profile online.
As of December 2025, the core reporting interface within Google Business Profile provides insights into ‘Views’ (direct views of the profile), ‘Searches’ (how often the profile appeared in search results), ‘Actions’ (clicks to the website, directions requests, phone calls, and menu views), and ‘Discover’ views (impressions from the Google Discover feed). Google Ads now includes deeper GBP integration, allowing businesses to attribute conversions – such as phone calls or form submissions – directly to GBP interactions, provided conversion tracking is set up. Currently, Google offers a ‘Performance Summary’ report, updated weekly, and more granular reports on specific actions. In 2026, Google is rolling out enhanced location-based insights, providing more detailed demographic data for Australian users, compliant with Australian privacy regulations. Third-party marketing platforms like BrightLocal and Semrush also integrate with GBP APIs to offer consolidated reporting and analysis, often with additional features like competitor analysis, but these are subscription-based services. Data is generally available with a 24-48 hour delay.
Ultimately, Google’s systems function by collecting user interaction data and presenting it to business owners as aggregated metrics, enabling them to understand profile visibility and customer engagement.
