Google Analytics now pulls in Business Profile metrics

Google Analytics can now pull data straight from Google Business Profile (formerly Google My Business), bringing local actions such as calls, direction requests, bookings, and website clicks into the same GA4 reports as the rest of a brand’s web analytics. Google added the integration on 8 June 2026. For teams that have long kept Business Profile performance in a separate silo, it is a step toward seeing local and on-site behaviour together.

What happened

According to Google Analytics Help, properties can now link a Google Business Profile to GA4 through the product links in the Admin area. Once linked, Analytics creates a dedicated reporting area for Business Profile data and imports seven metrics: profile interactions, calls, bookings, directions, website clicks, messages, and menu views. There are limits worth knowing up front. The data covers a rolling six-month window, the current integration does not let you segment by individual location when more than one profile is involved, and the metrics cannot be used in GA4 explorations or comparisons.

Why it matters

Google Analytics now imports seven Business Profile metrics, including calls, direction requests, bookings, and website clicks, on a rolling six-month window.

Google Analytics Help

Local interactions have always sat slightly apart from web analytics, reported inside Business Profile rather than alongside site behaviour. Bringing them into GA4 makes it easier to see the path from a local discovery to an on-site action in one tool. The caveats matter just as much: a six-month window and no per-location breakdown mean this native link is a convenience layer, not a system of record for a large estate.

A word on data governance. GA4 only fills with data once a visitor has given analytics consent, and PinMeTo’s position is that no Google tags should fire before consent. The Business Profile link does not change that. Treat consented analytics as the floor, not the ceiling, for how you measure local performance.

What this means for multi-location brands

For a brand with hundreds or thousands of locations, the headline limitation is the one that bites: no per-location segmentation inside this native link. A central team cannot use it on its own to compare how individual stores, branches, or dealerships perform, which is the question enterprise reporting usually needs to answer. The link is useful for a blended, brand-level read, but location-level measurement at scale still belongs in a system built for it, fed by the Business Profile API rather than a six-month rolling export.

The practical move is to use the GA4 link where a quick, consolidated view helps, while keeping authoritative, per-location performance in a platform that can manage and measure listings across the network without the window or segmentation limits.

The bottom line

Putting local actions in GA4 is a welcome convenience, but it is built around a single profile and a short data window. At enterprise scale, treat it as a glance, not the ledger, and keep per-location measurement in a system designed for the whole estate.