Google links Business Profile and Analytics for unified local reporting

Google added a native connection between Google Business Profile and Google Analytics that gives agencies a cleaner way to tie local visibility to business results. Once a Google Analytics property is linked to one or more Business Profiles, a new Google Business Profile collection appears in Analytics and shows aggregated data from every connected listing, including interactions, website clicks, calls, directions, messages, bookings and menus.

For agencies that manage franchises, multi-location brands and other local clients, the shift is less about convenience than margin. Local SEO work has often been trapped inside separate interfaces, with profile activity, site traffic and app data living in different places. Google’s new setup puts those signals into one reporting environment, which makes it easier to explain whether Business Profile optimization is feeding leads, calls or store visits, not just views. Google also said the reports can show correlations between local ad spend and Business Profile engagement, including direction clicks.

The integration is useful, but it is not a complete cure for location-level reporting. Google Analytics can be linked to multiple Google Business Profiles, yet the metrics are aggregated across the linked profiles, so teams lose some per-location segmentation inside the native view. Google also said the Business Profile metrics in Analytics are available for the last six months only, which means agencies that want longer trend lines will need to set the link up early and preserve exports if they plan to show year-over-year performance.

Google Business Profile already offered its own performance reporting for verified listings, with views, searches and actions from organic search results and Google Ads, plus profile actions such as calls, website clicks, directions, messages and bookings. Google said those metrics appear only for verified profiles and that some data arrives on a delay. The new Analytics link matters because it narrows the gap between Google’s local listing reporting and its broader measurement stack, just as Google Analytics has become the company’s main reporting hub after Universal Analytics stopped processing new data on July 1, 2023, with historical reporting available only until July 1, 2024.

The timing also fits the way local discovery is changing. BrightLocal’s 2025 Local Consumer Review Survey said consumers are increasingly turning to Instagram, TikTok and AI tools such as ChatGPT to research local businesses, while Backlinko cited SOCi data showing that 8 in 10 US consumers search for a local business online at least once a week and 32% do so daily. Backlinko also cited Google data showing that Google Search and Google Maps remain the most frequently used tools for local search. For agencies, that makes the new Business Profile collection more than a reporting tweak. It is a stronger case for local SEO retainers, franchise analytics and location-level performance reviews that speak the language of revenue.