Google Links Analytics and Business Profiles, Adds Local Metrics to Reports

August 24, 2026 · mediapost.com

The integration, rolled out Tuesday, lets businesses connect a Google Business Profile to a Google Analytics property directly from the Administration panel, with no tag changes needed. Seven Business Profile metrics, including interactions, calls, bookings, directions, website clicks, messages, and menu views, now appear in a dedicated collection in the GA Reports menu. The data covers a rolling six-month window, and GA displays the most recent available figures for any date range beyond that span. Google's documentation suggests multi-location businesses can link more than one profile to a single property, though the company has not stated a firm limit.

Campaigns built to drive in-store visits gain a clearer read: an advertiser can tie ad spend to calls, bookings, and direction requests inside the same view used for web and app conversions, without stitching together separate GBP Insights exports and GA reports by hand. The six-month data window caps how far back that attribution can be checked, so teams building longer-term local performance benchmarks still need to export and archive Business Profile figures on their own schedule. Marketers running multi-location brands should confirm with Google support whether their account can link more than one profile per property before rebuilding reporting around the new collection.