Google has announced a new integration between Google Business Profile and Google Analytics 4. Business owners and marketing teams will now be able to track key metrics - calls, website clicks, bookings, direction requests and more - directly within the analytics platform, without relying on additional tools or UTM tags.

More information about the change is already available in the Google Help Center, though keep in mind that the new features may not yet be available for all accounts as of early June 2026.

What Changes in How Google Business Profile Activity Is Tracked

Until now, you could track some interactions with your Google Business Profile by adding UTM tags. You could see how many people clicked on various links and buttons and ended up on your website. With that approach, however, you could not track phone calls or the directions users requested to your business location.

The new integration addresses exactly this problem and allows the two accounts to be linked, data to be collected, and reports to be generated showing how your Google Business Profile is actually working for you. We consider this change extremely useful for local businesses where the business profile is a source of clients, orders, visitors, bookings and so on.

Which Data Is Available in Google Analytics 4 After Connecting

When the two accounts are linked, the integration will allow you to monitor:

• Interactions - total number of all user actions
• Website clicks - how many times users clicked through to your website from the profile
• Calls - number of calls initiated directly from Google Search or Maps
• Directions - how many times directions to your location were requested
• Messages - number of messages sent through the profile
• Bookings - number of bookings made
• Menus - menu views, if a menu has been added

Important note: Google Analytics displays all metrics for all business types, even if a given metric is not relevant to the business category. By comparison, the data within Google Business Profile itself hides metrics that are not relevant to a given business. For example, if you are an accounting firm, you will not see data for "bookings" or "menu views."

How to Connect Your Google Business Profile to Google Analytics 4

The connection is made from the Admin panel in Google Analytics 4. Required permissions before you begin:

• For Google Analytics: Editor or Administrator role
• For Google Business Profile: Owner or Manager level

Go to Google Analytics 4 and click the Admin icon in the bottom left corner → In the Product Links section, look for Google Business Profile links → click Link → select the business profiles you manage and want to connect → review and confirm the data sharing information.

One Google Analytics account can be linked to multiple Google Business Profile accounts. This is useful for businesses with more than one location (restaurant chains, store networks and larger businesses).

Limitations to Keep in Mind

Despite the new features, some tracking limitations remain, as noted by Google:

• You will see aggregated data: If you have linked several Google Business Profiles (e.g. if you have different locations), you will see combined data from all of them with no ability to filter by a specific location.
• No custom analysis: Data from Google Business Profiles cannot be further segmented or customised using the reporting tools in Google Analytics 4.
• Last 6 months only: For now, data on interactions with your Google business profile will only show activity from the past six months.
• Data sync is not instant: If you update information in your Google Business Profile, that change will be reflected in GA4 reports after a short delay.
• The connection can only be discontinued from within Google Analytics 4.

What Changes for Businesses

Colleagues in marketing agencies and in-house teams will likely welcome the ability to more easily track and report on a business's local presence and positioning, without needing to compare and reconcile data from two separate platforms.

For the first time, user actions taking place directly in Google Search and Google Maps - without a click to your website - will also be visible in Google Analytics 4.

As a Google advertising partner, we also see 2 key advantages that make our work easier:

• We will be able to measure calls and bookings made to businesses within the Google environment (outside of websites and booking platforms). This will be particularly useful for restaurants, beauty studios, legal and accounting firms, construction and repair companies, medical practices and many others.
• Greater direct visibility of the link between Google Ads campaigns, engagement with Google Business Profiles and the impact for local businesses.

Businesses with many locations will benefit less from the integration, as aggregating data hides the differences between individual sites. Our recommendation for them is to continue relying on the Google Business Profile dashboard as the primary source of detailed performance data for each individual location.

Here is what we do not know yet (as of June 2026):

• The official documentation does not yet clarify whether the integration will become available to all Google Analytics 4 accounts without exception, nor whether an option for segmenting data by individual location will be added in the future (for businesses with more than one).
• Whether Business Profile data will become visible for a period longer than 6 months.

Need help setting up Google Analytics, Google Business Profile or a comprehensive SEO strategy for your business? Get in touch with DGTalents - a certified Google advertising partner with experience across dozens of digital marketing projects in Bulgaria and several international markets.

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