Google Metrics Updates| Hitchhikers Platform

In July, 2022, Google updated the analytics available in Google Business Profile with the release of the Business Profile Performance API. Within this API, Google added new metrics, updated existing metrics, and even deprecated a few metrics. Read further to stay on top of all of the Google analytics changes and learn how to monitor your businesses’ performance within the Yext platform.

New Metrics

Google added four net new metrics with the release of the Performance API:

Metric Description
BUSINESS_CONVERSATIONS The number of message conversations received on the business profile.
BUSINESS_BOOKINGS The number of bookings received from the business profile.
BUSINESS_FOOD_ORDERS The number of food orders received from the business profile.
SEARCH_KEYWORD_IMPRESSIONS The search keywords used to find your business in Google search or maps.


Conversations, Bookings, and Food Orders are all new action types you can track on Google. To view these metrics in the Yext platform, add the Location Listings > Listings Actions metric to a report then dimension by Listings > Action. You will see a breakdown of each action type and the number of times it occurred.

Search Keywords is a bit more complicated. To best view this metric, select Location Listings > Google Search Term Impressions. Then, add a dimension for Listings > Raw Search Term. This will show you a breakdown of all of the keywords used to find your business in search or maps and how many impressions each keyword was responsible for. Note this metric updates monthly and data goes back until November 1, 2019.


Updated Metrics

Google updated five metrics with the release of the Performance API:

Metric Description
VIEWS_MAPS BUSINESS_IMPRESSIONS_DESKTOP_MAPS + BUSINESS_IMPRESSIONS_MOBILE_MAPS
VIEWS_SEARCH BUSINESS_IMPRESSIONS_DESKTOP_SEARCH + BUSINESS_IMPRESSIONS_MOBILE_SEARCH
ACTIONS_WEBSITE WEBSITE_CLICKS
ACTIONS_PHONE CALL_CLICKS
ACTIONS_DRIVING_DIRECTIONS BUSINESS_DIRECTION_REQUESTS


Google has reclassified their views metrics as business impressions. They have also renamed their actions metrics. You can see both the new and existing metrics in the Yext Report Builder. Note that Google may deprecate the existing metrics in the API at any time, so it is recommended you update any dashboards to use the new metrics.

For the views metrics, these exist in Report Builder under Location Listings > Google Maps Views and Location Listings > Google Search Views. Now, you can select Location Listings > Listings Impressions and dimension by Listings > App and Listings > Device to see a full breakdown of your impressions in Report Builder. This new dimension of device provides greater insight into how customers are viewing your listings.

Note: the new BUSINESS_IMPRESSIONS are likely lower, but directionally the same as the existing VIEWS metrics. Google has improved their duplicate traffic detection which will reduce these metric values.

For the actions metrics, these exist in Report Builder under Location Listings > Google Customer Actions. Now, you can select the Location Listings > Listings Actions metric and dimension by Listings > Action. You will see a breakdown of each action type and the number of times it occurred.


Deprecated Metrics

Google deprecated seven metrics with the release of the Performance API:

Metric Description
QUERIES_DIRECT The number of times the resource was shown when searching for the location directly.
QUERIES_INDIRECT The number of times the resource was shown as a result of a categorical search (for example, restaurant).
QUERIES_CHAIN The number of times a resource was shown as a result of a search for the chain it belongs to, or a brand it sells. For example, Starbucks, Adidas. This is a subset of QUERIES_INDIRECT.
PHOTOS_COUNT_MERCHANT The total number of media items that are currently live that have been uploaded by the merchant.
PHOTOS_COUNT_CUSTOMERS The total number of media items that are currently live that have been uploaded by customers.
LOCAL_POST_VIEWS_SEARCH The number of times the local post was viewed on Google Search.
LOCAL_POST_ACTIONS_CALL_TO_ACTION The number of times the call to action button was clicked on Google.


You will still see legacy data for queries under the Location Listings > Google Search Queries metric in Report Builder. Yext plans to keep legacy data in the platform for the foreseeable future. Google recommends using the new Google Search Term Impressions metric instead. This data is much more actionable for your business!

Finally, photo count and local posting metrics were never available in Report Builder.


Appendix

Google has indicated they have historical data available up to the following dates for each given metric. Yext will always show all historical data from the publisher network.

Metric Description
SEARCH_KEYWORD_IMPRESSIONS November 1, 2019
BUSINESS_IMPRESSIONS_DESKTOP_MAPS November 1, 2019
BUSINESS_IMPRESSIONS_MOBILE_MAPS November 1, 2019
BUSINESS_IMPRESSIONS_DESKTOP_SEARCH November 1, 2019
BUSINESS_IMPRESSIONS_MOBILE_SEARCH November 1, 2019
BUSINESS_DIRECTION_REQUESTS February 15, 2020
CALL_CLICKS February 4, 2020
WEBSITE_CLICKS February 4, 2020
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