Google just made local business reporting in GA4 a lot more useful.
With the new Google Business Profile integration, you can now link Google Analytics properties directly with Google Business Profiles from the Admin panel and bring key first-party GBP data into your reports.
That means local, website, and app performance can now be viewed more centrally, with dedicated reporting for metrics such as:
• GBP interactions
• Phone calls
• Bookings
• Direction requests
• Website clicks
• Messages
• Menu views
Once linked, a new Google Business Profiles reporting collection is automatically added to the Reports menu, helping businesses better understand how Search and Maps activity contributes to engagement and in-store intent.
One important detail: GBP metrics are available on a rolling 6-month window, so reports will load the most recent available profile data when the selected date range goes beyond that period.
This is a valuable step toward connecting online discovery with offline customer intent, and it should make cross-channel measurement more actionable for local businesses.
