Google My Enterprise efficiency report including driving route requests and web site visits

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Google is slowly introducing new metrics into your Google My Business performance reports, the new Insights report. These new metrics include direction requests and website visits that are currently included in the old Insights report. Colan Nielsen discovered the change yesterday and sent me screenshots of it because I don’t see them in my business account yet.

What’s new. Even if the old Insights report had these metrics, they now come in the new version of this report, which Google calls the Performance Report. The directions metric on the performance report is slightly different in that it may show fewer requests due to new efforts by Google to combat things like “multiple taps, directions request cancellation, and spam”.

What it looks like. Here are the screenshots that Colan Nielsen sent us:

Directions to the performance reportWebsite clicks in the performance report

More details. The Google help document defines these metrics as follows:

  • Website Clicks: We plan to add the number of clicks to your website from your Company Profile to the Interactions section of the Performance page. Website clicks in performance reports in Search do not include clicks to the Google My Business websites. This means that the number of clicks shown in the Interactions section may differ from the numbers on the Insights page or in the performance reporting.
  • Directorate Requests: Company director requests are moved to the Interactions section of the Performance page. This removes direction requests from the Customer Actions chart on the Insights page.

Why we care. Learn more about how your local customers are discovering your company or your customers’ company to know which marketing strategies work and which don’t. With more data presented in new ways, you can make more informed marketing decisions.

Again, you might not see the report yet, but you can try accessing it in Google My Business under Insights in the new performance report.

About the author

Barry Schwartz is an editor at Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY-based web consulting firm. He also runs the Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry’s personal blog is called Cartoon Barry and can be followed here on Twitter.

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