Google Business Profile Insights for Multiple Locations

If you run eight pharmacy branches across Pune, or 40 salon outlets across three states, the question from head office is always the same: which branches are bringing in customers from Google, and which are not? Google Business Profile insights answer a large part of that. Google lets you see calls, direction requests, website clicks and more for each profile, and download the numbers for multiple locations into one spreadsheet.

This guide explains what each metric means, how to download a report for many branches at once, how to set up your account so the report stays readable, and how to compare branches without drawing the wrong conclusions. Every procedural step is based on Google's own help pages, linked so you can check the current wording.

What Google Business Profile insights show for each location

Google calls the main dashboard "Performance". According to Google's help page on Business Profile performance and insights, performance data is available only for verified profiles, and only the metrics that apply to your business appear.

Metric	What Google says it counts
Interactions	A total of the interactions with your profile
Searches	The search terms people used to find your business
Views	Unique people who viewed your profile on Search and Maps
Directions	People who asked for directions to the business
Calls	Calls made from the call button (needs a phone number on the profile)
Website clicks	Clicks on your website link
Messages	The number of distinct message conversations
Bookings	Completed bookings, if you use a booking provider
Products, Menus, Offers	Views of or clicks on these sections, where they apply

A few details on that help page change how you should read the numbers:

Views are unique people, not page loads. One person is counted once per day, so the view count can be lower than the numbers in your notification emails.
Search terms update monthly. Google updates the searches data at the start of each month, and it can take up to 5 days to appear. Do not expect last week's search terms.
Ads are included. Performance data includes views, searches and actions from both organic results and Google Ads. If one branch runs local ads and another does not, keep that in mind before you compare them.
Directions are filtered. Google says it changed how direction requests are counted to account for repeated taps, cancelled requests and spam.

The words are used loosely, so it helps to separate them:

Performance is the dashboard with your metrics for one profile. Open your profile on Google Search, click Performance, pick a time period and click Apply. In the Google Maps app, tap Business, then See more next to Performance.
Insights on a single profile are suggestions Google generates from public information such as reviews, photos and local search trends. Google notes they may not be available for every profile.
Actions > Insights in Business Profile Manager is where you download performance data for several profiles at once. This is the menu a multi-location team uses most.

Most people still search for "Google Business Profile insights" when they mean the performance numbers, so that is the term we use in this guide.

How to download Google Business Profile insights for multiple locations

These are the steps from Google's performance help page:

On a computer, go to Business Profile Manager at business.google.com.
Tick the box next to each profile you want in the report.
At the top right, click Actions, then Insights.
Select a timeframe.
Click Download report. If a "Download ready" box appears at the bottom left, click Download.
Close the new tab once the download finishes.

If a column in the spreadsheet shows "***" for a profile, Google says that profile may not be enabled for downloads. Check that profile's status in Business Profile Manager before you assume the branch had zero activity.

Who on your team can download the report

Google's page on managing owners and managers lists "Download insights" as something both owners and managers can do. That means a regional marketing manager or your agency can pull branch reports without owner access. Only owners can add or remove users, so keep owner access with two or three people at head office.

Set up your account so branch reports stay readable

A spreadsheet with 60 rows called "Sharma Dental Care" is useless. A little setup before you download makes every future report easier.

Give every branch a clear store code

Google's bulk upload spreadsheet guide says each business code must be different for each business and no longer than 64 characters, and that codes are not shown to the public on Google. Use a readable pattern such as BLR-INDIRANAGAR-01 or MUM-ANDHERI-W-02, so anyone reading the report knows which branch a row belongs to.

Use labels for city, region or format

The same guide says you can add up to 10 labels per location, each up to 50 characters, and search by label in your dashboard. Useful labels for an Indian chain:

City: Bengaluru, Hyderabad, Gurgaon
Region or zone: South, West
Format: Flagship, Mall kiosk, High street
Owner: Company-owned, Franchise

With labels in place, you can filter to every franchise outlet in the West zone, tick them all and download one report for just that group.

Keep profiles in one business group per brand

Google describes a business group as a shared folder for your profiles and recommends one group per business or brand. Anyone added to a group gets access to all current and future profiles in it. If your city teams each created their own accounts over the years, bring the profiles together so one person can download the full picture.

How to compare branches fairly

Raw totals mislead. A flagship store on MG Road will always get more views than a kiosk in a residential area. Before you call a branch "underperforming", work through these checks:

Compare the same period. Pull the same timeframe for every branch. Festival months like Diwali, wedding season for jewellers and salons, or admission season for coaching centres can distort a month.
Compare branches with peers. Use your labels so flagships are compared with flagships and kiosks with kiosks.
Look at ratios, not just totals. Calls plus directions plus website clicks, divided by views, tells you how often people who see the profile take action. A branch with fewer views but a high action rate may just need more visibility, not a better profile.
Check for ads. If a branch ran local ads during the period, its views and actions include them, according to Google.
Check for missing fields. A branch with no phone number on its profile cannot record calls, and a branch without a booking provider will show no bookings. Zero does not always mean no demand.
Look at trends over at least three months. One weak month is noise more often than signal.

The reports in RankMonk put calls, directions and website clicks for every branch next to rank and review trends, which saves rebuilding this spreadsheet each month.

Track website clicks properly with UTM tags

Google Business Profile counts the click on your website link, but your analytics tool decides what happens after. If every branch links to your home page with no tags, branch visits get mixed in with all your other traffic.

Google Analytics' help page on campaign URLs says to always use utm_source, utm_medium and utm_campaign together, and notes that values are case sensitive, with lowercase recommended as a standard. A simple pattern for branch websites:

https://www.example.in/clinics/indiranagar/?utm_source=google&utm_medium=organic&utm_campaign=gbp-blr-indiranagar

Keep the campaign value tied to the store code, so analytics and your downloaded insights use the same branch names. Linking each profile to its own branch page, rather than the home page, also gives the visitor the address, timings and phone number they came for.

Turning the numbers into actions

Insights tell you what happened, not why. Use them to decide where to look next. These are common patterns in our experience, not rules from Google:

What you see	What to check first
Views falling at one branch	Category, hours and recent edits on that profile; nearby competitors
Views fine, calls and directions low	Phone number, hours, photos and recent reviews
Lots of direction requests, few walk-ins	Map pin location and the address shown on the profile
Website clicks high, enquiries low	The branch landing page and its contact options
One branch far ahead of its peers	What it does differently: review replies, photos, posts

When views drop, remember that Google's local ranking help page says local results are based on relevance, distance and prominence, that more reviews and positive ratings can help local ranking, and that there is no way to pay for a better local ranking. Insights show you the total, but not where you rank street by street. A geo-grid scan around each branch shows whether the drop is across the whole area or only on certain sides of the store.

For brands with dozens of outlets, it also helps to manage hours, details and reports from one multi-location dashboard, so changes and their effect sit side by side.

Frequently asked questions

Can managers see Google Business Profile insights?

Yes. Google's roles table shows that both owners and managers can download insights. Only owners can add or remove users or remove a profile.

Why are the search terms for last week missing?

Google updates the searches data at the start of each month, and it can take up to 5 days to appear. Use views and interactions for recent trends and search terms for the monthly picture.

Why do the views in my report not match the email from Google?

Views count unique people, once per person per day, and only profile views. Google says this can make the number lower than the counts in notifications.

Why does my spreadsheet show "***" for some branches?

Google says this can mean the profile is not enabled for downloads. Check that profile in Business Profile Manager.

Make the monthly branch review a habit

A useful rhythm for most chains: download Google Business Profile insights for all locations in the first week of each month, filter by label, compare peers, and pick the three branches that most need attention. Fix their profile basics first, then check where they rank on the map. Over a few months you will see which changes actually move calls and directions.

If you want branch reports, rankings and reviews in one place, book a RankMonk demo and see how your locations compare.