Quick answer: Google Analytics added a new Google Business Profile integration in June 2026. After linking, local businesses can see key profile actions such as calls, directions, website clicks, messages, bookings, menus and overall GBP interactions inside Google Analytics reports.
Last updated: June 28, 2026. Source: Google Analytics Help, “What’s new in Google Analytics.”
What changed?
According to Google’s Analytics release notes, the new integration lets businesses link Google Business Profiles from the Analytics Admin area. Once linked, Analytics adds a dedicated Google Business Profiles reporting collection to the Reports menu.
This matters because many local-business conversions do not happen only on the website. A customer may search on Google, open the business profile, tap directions, call, send a message, book, or click through to the website. Until now, those actions were often reviewed separately from website and app analytics.
The 7 Google Business Profile metrics now available in Analytics
- GBP interactions
- Calls
- Bookings
- Directions
- Website clicks
- Messages
- Menus
Google says the GBP metrics are available on a rolling six-month window. If your selected date range goes beyond that window, Analytics loads the most recent available data from the profile.
Who should care about this update?
This is especially useful for:
- restaurants tracking calls, menus and directions
- clinics and salons tracking bookings and calls
- home-service companies tracking directions, calls and website clicks
- local retail stores measuring profile engagement
- agencies reporting Google Business Profile performance to clients
- multi-location businesses trying to compare profile activity with website traffic
Why this is a big local SEO reporting change
Local SEO performance is often misunderstood because website sessions show only part of the customer journey. For many local searches, the Google Business Profile is the conversion page. A person may never visit your website before calling, asking for directions, or booking.
With this integration, a business can start comparing website activity and local profile activity in one reporting environment. That makes it easier to answer practical questions:
- Did local profile calls increase after new photos or posts?
- Are direction requests rising after a local SEO campaign?
- Do website clicks from the profile match changes in organic traffic?
- Which locations or campaigns create the most local actions?
Checklist: what local businesses should do now
- Open Google Analytics Admin and check whether the Google Business Profile linking option is available for your property.
- Make sure the correct Google Business Profile is verified and controlled by the same business/account team.
- Link the profile to Analytics when available.
- Open the new Google Business Profiles reporting collection inside Reports.
- Review calls, directions, website clicks, bookings, messages and menu activity for the last six months.
- Compare GBP actions with website conversions, ad campaigns and local SEO changes.
- Create a simple monthly report that separates website traffic from local-profile actions.
Simple report template
| Metric | This month | Previous month | What to check |
|---|---|---|---|
| Calls | Phone intent and lead quality | ||
| Directions | Store visit intent | ||
| Website clicks | Profile-to-site traffic | ||
| Messages | Customer questions and response speed | ||
| Bookings | Appointment conversion | ||
| Menus | Restaurant/menu interest |
Media87 note for business owners
If you run a local business, this update makes Google Business Profile reporting more serious. Your profile is not just a listing; it is a measurable conversion channel. At Media87, this is exactly the kind of signal we look at when improving local visibility, Google Business Profile performance, website conversion paths and AI-assisted reporting for businesses.
FAQ
Is Google Business Profile data now inside Google Analytics?
Yes. Google’s release notes say Analytics now supports Google Business Profile linking and adds a Google Business Profiles reporting collection after linking.
Which GBP metrics are shown?
The listed metrics are GBP interactions, calls, bookings, directions, website clicks, messages and menus.
How much historical Google Business Profile data is available?
Google says GBP metrics are available on a rolling six-month window.
Should local businesses use this instead of Google Business Profile Insights?
No. Treat it as a connected reporting view. Google Business Profile itself still matters, but Analytics can help compare profile actions with website and app metrics.
Source
Official Google Analytics release notes: What’s new in Google Analytics.