Tourism businesses can track how their Google Business Profile (GBP) is performing using the built‑in Performance view in Google Search and Maps. Monitoring these metrics regularly helps operators understand how visitors are discovering them and which actions—calls, website visits, bookings—they take as a result.
What is Google Business Profile performance?
The Performance view shows how customers find and interact with your Google Business Profile across Search and Maps. It focuses on activity that indicates real interest in your business, such as views, searches, calls, website clicks, directions and bookings.
Key benefits for tourism businesses include:
Clear visibility of how often your profile is seen and used across the Google Search and Maps.
Insight into which customer actions are most common (for example, calls versus directions).
A simple way to track the impact of updates to your Google Business Profile over time.
How to open Performance in Google Search
You can access performance data directly from your Google Business Profile in Google Search. This is often the quickest way to check how your profile is tracking day to day.
To view Performance in Google Search:
Sign In: Sign in to Google with the account you use to manage your Business Profile.
Search: In Google Search, search for your business name or “my business”.
Performance: In the business management panel, select Performance.
Timeframe: At the top of the screen, choose a date range (for example, last 28 days or last 6 months), then select Apply.
How to open Performance in Google Maps
If you are often on the go, you can also view performance from the Google Maps app. This can be useful for quick checks before meetings or when you are on‑site.
To view Performance in Maps:
Google Maps: Open the Google Maps app on your mobile device.
Sign In: Make sure you are signed in with the account that manages your Business Profile.
Business: At the bottom, tap 'Business'.
Performance: Next to Performance, tap 'See more'.
Timeframe: Select your preferred date range and tap 'Apply'.
Using both Search and Maps views gives a consistent picture of how visitors are engaging with your business across devices.
Key metrics for tourism businesses
The Performance view includes several metrics that help you understand both reach and engagement for your Google Business profile. For tourism businesses, the most useful metrics are listed below.
Views: Shows how many unique people viewed your profile on Search and Maps. Each person is counted once per day, even if they view your profile multiple times or across different devices.
Searches: Shows the search terms that led people to your profile, updated monthly. These terms only appear when your profile is shown for those queries, helping you understand how customers are looking for experiences like yours.
Interactions: Provides an overview of total customer interactions—combining key actions such as calls, website clicks, messages and bookings. This helps you see at a glance how effectively your profile converts views into engagement.
Calls: Counts how many times customers tapped the call button on your Business Profile. A phone number must be added to your listing for this data to appear.
Website clicks: Shows how many times customers clicked through to your website from your profile. This can indicate how many people are moving from discovery to planning or booking stages on your site.
Directions: Shows how many times people requested directions to your business. Google filters out repeated taps, cancellations and spam so this metric better reflects genuine intent to visit.
Messages: Shows how many messaging conversations started from your profile (if messaging is turned on). This highlights demand for direct, real‑time contact from potential visitors.
Bookings and booking clicks: For tourism and accommodation operators using supported booking partners, this shows completed bookings made via your profile. For hotels, it also includes clicks on free booking links.
By focusing on these metrics, tourism businesses can see whether profile updates—such as new photos, offers or seasonal content—are helping to generate more calls, clicks and bookings.
Using insights to improve your tourism listing
Regularly reviewing your Performance data helps ensure your Google Business Profile continues to work hard for your business. Many operators choose to review their key metrics monthly or at the end of each season to inform future updates.
When reviewing performance, consider:
Are views, calls or website clicks increasing after you update photos, descriptions or offers?
Which search terms most commonly surface your profile, and do your images and copy match what visitors are looking for?
Do particular locations consistently attract more directions or bookings, and what can be learned from how those profiles are presented?
By treating the Performance view as a regular health check, tourism businesses can maintain a strong, accurate and engaging presence where travellers are already searching—on Google Search and Maps.