Measuring Google Business Profile Enquiries.

Not every profile interaction is an enquiry.

A useful measurement system separates activity into stages.

Visibility

The profile appeared or was viewed in Google Search or Maps.

Interest

The person clicked through to the website, viewed photographs, checked directions or used another profile feature.

Enquiry

The person called, submitted a form, sent an email or made direct contact.

Opportunity

The enquiry came from someone who may genuinely need your service.

Appointment

The enquiry resulted in an appraisal, seller meeting or other useful business conversation.

Client

The opportunity became a listing or completed sale.

This stops profile views from being reported as though they were potential listings.

Google provides performance information for verified profiles. Depending on the business and available features, this may include:

• profile views;

• searches used to find the business;

• website clicks;

• calls;

• direction requests;

• bookings; and

• other profile interactions.

Not every metric appears for every business. Google also notes that performance information can include activity from unpaid results and Google Ads, so the figures need to be interpreted carefully. Google Business Profile Help

Review performance over a reasonable period. Weekly numbers may change sharply, particularly in a smaller local market. Monthly and quarterly comparisons are often more useful.

Link your Business Profile to a relevant website page.

This might be:

• your main sales service page;

• a local market page;

• an appraisal page;

• an agent profile; or

• a seller information centre.

Ask your website or marketing provider to add tracking information to the link. This can help your website analytics identify visitors who arrived through the profile.

The tracking should distinguish Business Profile traffic from other sources such as social media, email or online advertising.

Do not automatically direct every visitor to a general homepage.

If the profile represents an individual sales agent, the agent’s professional profile or appraisal page may be more relevant.

A strong landing page should include:

• the agent’s name and photograph;

• areas served;

• services provided;

• evidence of local experience;

• reviews or case studies;

• a clear explanation of the appraisal process;

• telephone and email details; and

• a short enquiry form.

The page should work properly on a mobile phone because many local searches occur on mobile devices.

Add a clear source option for Google Business Profile.

Do not group every online enquiry under “website” or “internet”. Useful source options may include:

• Google Business Profile;

• unpaid Google website search;

• Google Ads;

• social media;

• real estate portal;

• email marketing;

• referral partner;

• past client; and

• local signboard.

If the person visited your website through the Business Profile before completing a form, your website tracking may help record the original source.

Tracking systems are not perfect.

A person may find your profile, remember your name and call days later. They may click the telephone number but use another phone to make the call.

Include a simple question in your enquiry process:

“How did you first hear about us?”

Record the answer in the CRM. If the person mentions more than one source, note that too.

A seller may have seen a signboard, followed the agent on social media and later searched for reviews on Google. The final Google visit may have supported the decision without being the first contact.

A dedicated tracking number can help measure calls from a profile, but it must be set up properly.

Speak with your website or marketing provider before changing the public number. The real business telephone number should remain accurate and consistent across important platforms.

If call tracking is used, check:

• where the calls are coming from;

• whether calls connect correctly;

• whether missed calls are followed up;

• call duration;

• whether the caller was a genuine property owner; and

• whether the call produced an appointment.

A large number of calls has little value if most are unrelated or unanswered.

For every Google Business Profile enquiry, record:

• date received;

• caller or enquirer;

• area;

• property type;

• reason for enquiry;

• likely timing;

• person responsible for follow-up;

• whether an appointment was arranged;

• whether the opportunity progressed; and

• final outcome.

This provides a more useful picture than a monthly total of clicks.

Your report might include:

• profile views;

• searches;

• website clicks;

• recorded calls;

• completed enquiry forms;

• genuine seller opportunities;

• appraisal appointments;

• listings won; and

• completed sales connected with the profile.

Add a short note explaining anything that may have affected the figures.

For example:

“Website clicks increased after the new Paddington seller page was published, with two appraisal enquiries mentioning the local market guide.”

Do not assume that:

• more views always mean better performance;

• every call came from a potential seller;

• one quiet month means the profile is failing;

• one busy month proves a permanent change; or

• every enquiry can be credited to one source.

Property decisions often involve several contacts over a long period.

• The profile is verified.

• Performance is reviewed monthly.

• Website links contain suitable tracking.

• Visitors reach a useful landing page.

• Google Business Profile is available as a CRM source.

• Team members ask how enquiries found the business.

• Calls and forms are followed up.

• Enquiry quality is recorded.

• Appraisals and listings are connected with their sources.

• Results are reviewed over a reasonable period.

The purpose of measurement is not to create a larger report.

It is to understand whether local visibility is producing meaningful conversations and where the profile can be improved.