Google Tests Advanced Performance Reports for Business Profiles
What happened
Google is testing a completely revamped performance report section within Google Business Profiles, first reported by Search Engine Roundtable on 23 October.
The new reports break performance data into five distinct sections: an overview dashboard, engagement metrics, a detailed reviews breakdown, search trends, and audience data. The current Performance tab in GBP shows basic metrics like profile views, search queries, and direction requests — but the test version adds substantially more detail.
Key additions include top recommendations (actionable suggestions based on your profile's data), a more granular reviews section that breaks out review trends over time, and an audience section showing who's looking at your profile. The test also includes search trend data showing which terms are driving views.
The feature is currently in limited testing — not all business owners can see it yet. Google has not announced a wider rollout date.
What this means for tradespeople
If you run a Google Business Profile for your trade business, this is a significant upgrade to the data you'll eventually have access to.
Right now, most tradespeople check their GBP and see basic numbers — how many people viewed the profile, how many asked for directions. The new reports would let you see which search terms are actually finding your business (are people searching "emergency plumber" or "plumber near me"?), how your review volume is trending over time, and what kind of audience is viewing your profile.
For tradespeople competing in a tight local market, this kind of data helps you understand what's working. If your reviews are trending down, you'll spot it earlier. If a particular search term is driving most of your views, you'll know to optimise for it.
What to do about it
You can't opt in to the test — Google is rolling it out selectively. But you can prepare:
- Make sure your Google Business Profile is fully completed with accurate categories, services, hours, and photos
- Keep your review volume growing consistently — the new reports will make review trends more visible, so gaps will be harder to ignore
- Check your Performance tab regularly so you notice when the new layout appears
Source: Search Engine Roundtable
Related reading
- How to Set Up Your Google Business Profile as a Tradesperson
- How to Get More Google Reviews as a Tradesperson
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