As of June 2026, you can now link a Google Business Profile directly to Google Analytics 4, providing clearer insight into the data and performance.
Google has published documentation for a native integration between Google Business Profile and Google Analytics, allowing local engagement metrics, such as calls and direction requests, to appear directly in Analytics reports.
Want to know how your Business Profile is performing? Get a free SEO audit, and we’ll show you exactly where you’re leaving local search visibility on the table.
How to Connect Google Business Profile to Google Analytics 4
It takes about five minutes, and you’ll need the right access on both sides:
Access Requirements
- Analytics: Editor or Administrator role on the GA4 property.
- Business Profile: Owner or Manager permission on the profile you’re linking.
Step-by-Step Setup
- In GA4, go to Admin.
- Under Product links, click Google Business Profile links.
- Click Link.
- Follow the prompts to select the profile, or profiles, you manage.
- Review the data-sharing information and confirm.
When Will The Data Appear in GA4?
Once you’ve confirmed the link, it’s worth noting that the new Google Business Profile data won’t appear instantly; you’ll need to allow for a processing delay before it shows in the reports.
It’s also worth knowing that the rollout is still phased across accounts, so if you don’t see the Google Business Profile links option in Product links, it may not have reached you yet.
Once it is live, the collection includes cards covering seven metrics: interactions, website clicks, calls, directions, messages, bookings and menu views.
Limitations of the Google Business Profile and GA4 Integration
A few limitations are worth flagging before you build reporting around this:
- GA4 only retains Business Profile metrics for the last six months, regardless of how far back your reporting window goes.
- There’s no way to filter or segment by individual location inside this integration if you link more than one profile.
- These metrics can’t be used in GA4 Explorations, comparisons or filters. (UTM parameters are still the only route).
How to Use Google Business Profile Data Inside GA4
Having Business Profile metrics alongside your GA4 data gives you better feedback. You can now see both in the same place and start drawing cleaner conclusions about what your local optimisation efforts are producing.
Here at Marwick, we use this to close the loop between profile changes and on-site behaviour for our clients.
If we’ve recently updated your categories, refreshed your business description, or added new photos, then the tracking interactions and website clicks that follow give us a direct read on whether those changes moved the needle.
It’s also useful for matching profile-level engagement against on-site behaviour: if a location is generating strong website clicks from its Business Profile, but those sessions bounce or never convert, we’ll check that your profile doesn’t promise anything your business doesn’t quite deliver.
The same applies to review activity; if we start a push to generate more reviews, which correlates with a lift in calls or direction requests inside GA4, we have something concrete to point to.
For ongoing monitoring, the data is more than sufficient, but it’s worth building the habit of exporting Business Profile data separately if you want to retain anything beyond that for longer-term local SEO benchmarking.
What this Means for Marwick Clients
Destinations & Resorts
If you’re running a destination or resort, this update lets you see the volume of active demand and whether seasonal campaigns are generating local interest.
For resorts running ongoing local SEO, optimising for “things to do near me” searches, building out location pages and managing reviews, this gives you a way to track whether that work is translating into people actively trying to find you.
Food & Beverage
For restaurants and hospitality businesses, you can now report on profile-driven bookings and calls in the same dashboard as website conversions,
It’s also one of the most competitive local search categories there is, which makes the monitoring angle especially valuable. If a competitor opens nearby and your calls or direction requests start to dip, you’ll be able to monitor it and take action.
Outdoor Industry
If you’re in the outdoor industry, a well-optimised Business Profile can be the difference between appearing in a “[outdoor pursuit] near me” search and being invisible to it, and now there is a clean way to track whether your optimisation is driving enquiries.
Worth setting expectations that the six-month retention window means seasonal year-on-year comparisons won’t be possible. But it’s more than capable for in-season monitoring, understanding whether a push to build reviews or add new service categories is driving more calls and direction requests.
E-Commerce
Interactions, calls and direction requests will be particularly valuable for multi-location retailers and e-commerce businesses.
For brands investing in local SEO across multiple stores, optimising individual location pages, managing per-store reviews and running location-specific promotions, this gives you a consolidated view of whether that activity is generating profile-level engagement.
It’s worth flagging that if you have several stores, this integration sums all locations together. Where it earns its place is tracking whether local SEO investment across the brand is moving the right metrics over time.
Should You Link Google Business Profile to GA4?
This new update closes an insight gap and is worth setting up now to keep an active eye on your Business Profile.
If you’d like help getting this set up or want to understand what your Business Profile data is telling you, we’re happy to walk you through it and provide you with actionable insights to improve your local SEO.
