Google Business Profile Video Analytics helps businesses understand how videos drive local customer engagement on Google Search and Maps. Here's what you need to know:
To get started, upload a short video showcasing your business, track its performance, and refine your content based on analytics. Even one well-optimized video can make a big difference in attracting local customers.
Start by uploading videos to your Google Business Profile. Once they're live, you can track their performance using Google's built-in analytics dashboard. Here's how to get started.
Before diving into analytics, make sure your profile includes videos. While both business owners and customers can upload videos, as the owner, you have full control over what appears on your profile [7].
Technical Requirements
To ensure your videos display properly, follow these guidelines:
These specifications help ensure your videos load quickly and look great on all devices.
Desktop Upload Process
To upload a video using your desktop:
The upload process for videos is similar to adding photos.
Mobile Upload Process
If you're using a mobile device:
Important Considerations
Your videos should highlight your business location, team, or services directly tied to your operations [7]. After uploading, it may take 24 to 48 hours for your video to appear on your profile [6]. Once live, videos are organized into three tabs:
If you upload multiple videos, a dedicated video subtab may appear on mobile for easier browsing [7].
Once your videos are uploaded, head to the Analytics Dashboard to track their performance.
With your videos live, the analytics dashboard provides insights to improve your local marketing efforts. You can access this data via desktop or mobile.
Desktop Access Method
Log into your Google account and search for your business name on Google Search. When your profile appears, click "View profile" and then tap the "Performance" icon [2]. This will open the analytics dashboard, where you'll find video performance data integrated with other profile insights.
Mobile Access via Google Maps
On mobile, open the Google Maps app and tap the "Business" tab in the bottom-right corner. Under the Performance section, select "See more" to view your full analytics dashboard [2].
Understanding the Analytics Interface
The Performance section provides a breakdown of how customers interact with your business. It shows:
You can review data for up to six months, helping you spot trends and measure the impact of your video content [2].
Downloading Performance Reports
For a deeper dive, you can download your performance data as a CSV file:
This report allows for custom analysis and helps you refine your content strategy.
The analytics dashboard updates frequently, providing fresh insights into how your videos - and your overall profile - are performing. Use this data to guide your future video content and improve your profile's effectiveness.
To fully understand how your videos are performing, you need to go beyond setup and access. By tracking discovery, engagement, and conversion metrics, you can get a complete picture of how well your videos attract and engage local customers. Google Business Profile video metrics are particularly useful for assessing your visibility and impact on a local level.
Discovery metrics tell you how customers are finding your business through your video content. These metrics give you a snapshot of your reach within the community and how visible your business is to potential customers.
Views and Impressions are two key numbers to watch. Views show how many times your videos have been played, while impressions count how often your videos appear in search results. Both are important, but they measure different aspects of your video's performance.
The source of these views is just as important as the numbers themselves. A high discovery rate often means customers are actively searching for services like yours, as opposed to branded searches where they already know your business.
Search vs. Maps Traffic provides insights into where your videos are performing better. Some businesses may find more success through Google Search, while others see better results on Google Maps. Comparing these channels helps you figure out where to focus your video strategy.
Geographic data adds another layer of insight by showing your local reach. It highlights which neighborhoods or areas generate the most views, allowing you to tailor your content to resonate with specific audiences.
But discovery is only the first step - understanding how viewers interact with your videos is crucial for refining your content.
Engagement metrics dive deeper into how viewers interact with your videos. They reveal whether your content is holding their attention and encouraging them to take action.
Watch Time and Retention are key indicators of how engaging your videos are. Since Google Business Profile videos are capped at 30 seconds, every moment matters. Videos that keep viewers watching until the end are more likely to drive actions like phone calls or direction requests.
Studies show that users retain 95% of a message when they watch it in a video, compared to just 10% when reading text [11]. This makes video an incredibly effective way to communicate your message.
Customer Actions after watching your videos are another critical metric. Google’s analytics dashboard tracks specific actions, such as:
Verified Google Business Profiles tend to see strong engagement. On average, they generate 66 direction requests and 50 phone calls per month [5]. Adding visuals to your profile can amplify these results - businesses with visual content receive 42% more direction requests and 35% more clicks [10].
"For our clients, it's almost 100% focused on the number of calls we're able to generate. Our clients stick with us as long as we're able to generate leads via phone calls, so we pay close attention to that." - Ryan Burch, Managing Partner at Tobie Group [3]
Once you’ve gauged viewership and engagement, conversion metrics tie these interactions to actual business outcomes. These numbers show how your video efforts translate into revenue and customer acquisition.
Lead Generation is one of the clearest ways to measure conversion. When viewers take actions like calling your business or requesting directions after watching your videos, these actions represent potential leads. In fact, 82% of consumers have purchased a product or service after watching a marketing video [11]. This highlights video’s ability to drive conversions.
UTM Parameter Tracking and Call Tracking are tools that help you connect video views to website visits and phone calls. By adding UTM parameters to your links, you can track how many visitors come to your site after watching a video. Call tracking provides similar insights by confirming which calls were prompted by your video content.
Revenue Attribution becomes easier when you combine these tracking methods. For instance, if you notice an increase in phone calls and website visits on days when your videos perform well, you can start to estimate the revenue impact of your video strategy.
Seasonal Performance is another factor to consider. Local businesses often see shifts in conversion rates during holidays, special events, or seasonal changes. Keeping an eye on these trends can help you time your video releases for maximum effect.
The bottom line? Businesses with a Google Business Profile are 70% more likely to attract local visits from nearby customers [12]. By linking video views to actions like calls, visits, and clicks, you can clearly demonstrate the role video plays in driving business growth.
"Next to a business's website, the GMB profile is the next most valuable piece of digital real estate." - Robert Messinger, Director of SEO at Dentalfone [3]
While Google Business Profile provides basic video analytics, third-party tools can take your insights to the next level with features like extended data storage, competitor analysis, cross-platform metrics, and automated reporting.
The analytics offered by Google Business Profile are helpful, but they only scratch the surface. Third-party tools give you the power to dig deeper into your video performance. For example, they allow you to store historical data for months or even years, whereas Google’s built-in analytics typically focus on recent activity. These tools also let you analyze how your videos stack up against competitors, opening the door to fresh opportunities.
Another advantage is multi-channel integration. By combining your Google Business Profile video data with metrics from platforms like Instagram and Facebook, you can get a complete picture of your video marketing efforts. Some tools even include advanced sentiment analysis, diving into customer reviews and comments to uncover how viewers feel about your content - not just how they engage with it. To help you decide which tool fits your needs, here’s a quick comparison of some top options.
The right tool depends on factors like your business size, budget, and specific goals. Here’s a breakdown of some popular options:
| Tool | Best For | Key Features | Monthly Cost | Free Trial |
|---|---|---|---|---|
| SocialPilot | Small to mid-sized businesses | GBP listing analytics, social scheduling | $42.50 | 14 days |
| Planable | Content collaboration teams | Tracks calls, bookings, direction requests, website clicks in one dashboard | $33 + $9 analytics add-on | No |
| Moz Local | Competitive analysis | Local SEO insights, competitor tracking | $16 | No |
| Synup | Reputation management | Review monitoring, listing management | $29.99 | 14 days |
| SocialBu | Content performance focus | GBP analytics, social media integration | $15.90 | 7 days |
| Humble Help Brand Boost | Small business starter package | GBP optimization, website check-up, PR features | Free | N/A |
SocialPilot is a solid choice for agencies managing multiple client profiles, offering both listing analytics and social media management. Planable excels in consolidating data like calls, bookings, and website clicks into a single dashboard, costing $42 per month with the analytics add-on. For businesses focused on local SEO, Moz Local provides strong competitor analysis tools at just $16 monthly.
If you’re new to video analytics, Humble Help’s Brand Boost Package is a risk-free option. It includes free Google Business Profile optimization, website improvements, and PR features. For multi-location businesses, Synup is a great pick for managing listings across directories at $29.99 per month, while eClincher offers enterprise-level Google Maps analytics and optimization for approximately $300 per month.
When choosing a tool, think about what matters most to your business - whether it’s competitor insights, review management, or streamlining your content scheduling. The best tool will integrate seamlessly with your current marketing efforts, helping you achieve your goals more efficiently.
To make your Google Business Profile videos work harder for you, focus on testing, timing, and delivering messages that connect with your local audience.
A/B testing is a powerful way to refine your video content and boost engagement. By comparing two versions of a video with slight differences, you can pinpoint what resonates best with your audience. The key? Test one element at a time - whether it’s the thumbnail, opening scene, or call to action.
Start by setting a clear goal. Are you aiming to increase views, encourage more clicks, or improve engagement? Once you’ve nailed down your objective, create two video versions: Version A (the original) and Version B (with a single change). Show these to similar audience groups and track metrics, such as watch time, click-through rates, or views.
"A/B testing is about isolating variables. If you test multiple changes at once, you'll never know what actually caused the improvement, or the failure. Testing one element at a time ensures that every result is actionable and leads to clear, data-driven decisions." - Peep Laja, Founder of ConversionXL [14]
Be patient. Run your test for at least two weeks to gather enough data. Cutting tests short can lead to unreliable conclusions. Google Analytics expert Avinash Kaushik emphasizes, "Patience is key. Many businesses rush to conclusions, but A/B tests need enough data to be valid. Stopping too soon leads to misleading results" [14].
Once you’ve identified the winning version, apply those successful changes across your video content. Then, move on to testing another element. Consistent testing and tweaking can lead to steady improvements in video performance over time.
In addition to testing, think about how seasonal trends and local events can inspire your video content.
Seasonal and event-driven videos are a great way to tap into the excitement of holidays and local happenings. These moments naturally put people in a buying or celebratory mindset.
Plan your videos around holidays, local festivals, and community events your customers care about. For example, a landscaping business could promote fall cleanup services in October, while a bakery might showcase Valentine’s Day treats in February. Highlight how your products or services solve timely problems or enhance seasonal celebrations.
Short videos promoting limited-time offers or flash sales can create urgency and drive immediate action [16]. For instance, a local boutique might post a video featuring exclusive holiday gift bundles, encouraging viewers to act fast before they sell out.
Local events are another goldmine for video content. If your town hosts a summer fair, film your participation or show how your business supports the community. Restaurants could share behind-the-scenes footage of event catering, while retail shops might highlight products perfect for upcoming celebrations.
"Seasonal marketing is a dynamic and effective way to keep your small business relevant and engaging throughout the year. By tailoring your marketing strategies to the seasons, you can attract new customers, retain existing ones, and drive sales." - World Synergy [15]
Get ahead of the game by starting your seasonal campaigns early. This builds anticipation and helps you capture attention before competitors. To make your videos even more effective, personalize them for different audience segments. For example, you might create separate videos for families, young professionals, or seniors, depending on your local market.
Just as seasonal videos keep your content fresh, regular updates can keep your customers informed and engaged.
Videos are an excellent way to share important updates like new hours, closures, or policy changes. Keep these updates short - ideally under 30 seconds - and focus on clarity.
Start with a straightforward statement about what’s changing, explain why, and end with a clear call to action. For example, if your store is temporarily closing, record a quick video explaining the dates, alternative contact methods, or nearby locations.
Policy updates, such as new safety measures or service changes, are also well-suited for video. A restaurant could demonstrate its updated outdoor seating arrangements, while a retail store might show how a new checkout process works. This visual approach makes changes easier to understand and builds trust with your audience.
Regular updates not only keep your customers in the loop but also signal to Google that your business is active. This can improve your search visibility [4]. Even positive news - like new product arrivals, staff additions, or facility upgrades - deserves video attention. These updates show that your business is growing and evolving.
Include your contact information in the video description and encourage viewers to reach out with any questions. Use analytics to determine the best times to post and evaluate how well your updates are performing. Videos with clear calls to action are especially effective because they guide viewers toward the next step, whether it’s visiting your website or making a purchase [4].
If you’re new to video updates, consider tools like Humble Help’s free Brand Boost Package, which includes Google Business Profile optimization. This can help you set up effective video communication strategies to complement your website and PR efforts.
Google Business Profile video analytics can play a key role in boosting local customer engagement and driving conversions. With 46% of Google searches being local and 80% of local mobile searches leading to conversions [17], the potential for video content to impact your business is huge. Let’s break down the key takeaways and outline actionable steps to get started.
First, focus on understanding your metrics. Pay attention to discovery, engagement, and conversion data to identify which videos resonate most with your audience. Ensure your videos meet the technical requirements: keep them under 30 seconds, no larger than 75 MB, and in at least 1280x720 resolution [1].
Your first step should be claiming and fully optimizing your Google Business Profile. A well-maintained profile significantly increases calls, directions, and website clicks compared to incomplete profiles [19]. Fill out all business details accurately, upload high-quality photos and videos, and actively encourage customer reviews [20].
Next, create three types of short videos to connect with potential customers: a business tour, an "about us" introduction, and a quick overview of your key offerings [1]. These videos should feature real people talking about your products or services, making your business feel approachable and authentic [1]. Combine these video strategies with regular updates to keep your profile fresh and impactful.
Consistency is key. Post regularly to show that your business is active, and keep your content relevant by tying it to current events or seasonal trends [13]. Add at least one new photo every week and refresh your video content periodically [19]. Use SEO-friendly keywords in your posts, and experiment with call-to-action buttons like "Book Now", "Get Offer", or "Call Now" to identify what drives the best results [13].
Don't forget to track your progress. Use profile insights and analytics tools to monitor performance and adjust your strategy. Pay close attention to the search terms that lead customers to your profile and optimize for high-performing keywords [18]. Keep in mind that an average Business Profile gets around 1,260 views per month with just 59 actions taken - less than a 5% conversion rate [19]. Your aim should be to surpass these averages through strategic video content and consistent updates.
If managing your Google Business Profile feels overwhelming, consider working with services like Humble Help. They specialize in helping small businesses with Google Business Profile optimization, website creation, local SEO, and PR strategies to amplify your local marketing efforts.
Start simple: create one video this week, track its performance, and refine your approach. Your local customers are searching for businesses like yours - make sure your videos are the reason they choose you.
To get the best results from Google Business Profile video analytics, focus on key metrics like views, engagement rates, and audience retention. These numbers can reveal which types of videos your audience enjoys the most, giving you a clear direction for future content. For instance, videos like customer testimonials or behind-the-scenes glimpses often help build trust and create stronger relationships with viewers.
Keeping your video content fresh and experimenting with short, attention-grabbing clips can boost your profile's visibility in local search results. High-quality, relevant videos don’t just attract more views - they also encourage interactions, which can translate into more foot traffic and inquiries from potential customers. By regularly reviewing performance and fine-tuning your video strategy, you can turn these insights into meaningful growth for your business.
If you want your Google Business Profile videos to catch attention and leave a lasting impression, here are some essential tips to keep in mind:
By applying these strategies, your videos can grab attention, encourage customer interaction, and build trust with your audience.
Third-party tools can take your Google Business Profile video analytics to the next level by adding features like competitor analysis, automated performance tracking, and cross-platform insights. Many of these tools also sync with social media and other platforms, giving you a more comprehensive view of your video performance while uncovering patterns in customer behavior and engagement.
For small businesses, these tools are especially handy when Google's built-in analytics fall short. Whether you're juggling multiple locations, keeping an eye on competitors, or automating tasks like scheduling content, these tools can simplify your workflow. The result? A smoother process for improving local SEO, drawing in more customers, and driving business growth.
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