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How to connect Google Business Profile (GMB) to Google Looker Studio for local SEO reporting

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To connect Google Business Profile to Google Looker Studio (formerly Google My Business), go to Create report (or to the Looker Studio community connectors gallery), choose the Google Business Profile integration by Porter Metrics, connect your Google account, connect your Google account, choose your Google Business Profile locations, see the list of fields available, and generate a default report template to monitor your Local SEO performance and automate your marketing reports.

By the end of the tutorial, you’ll know:

  1. 3 free and paid ways to connect Google Business Profile to Looker Studio
  2. Customize  your Google Business Profile reports
  3. Available Google Business Profile metrics and dimensions
  4. Custom Google Business Profile metrics and dimensions
  5. Free Google Business Profile Report templates for Google Looker Studio
How to connect Google Business Profile to Looker Studio

Free and paid ways to connect Google Business Profile to Looker Studio

You can connect Google Business Profile to Looker Studio through a connector (suggested for this tutorial), or importing data first to a Google Sheet automatically or manually. 

As an additional resource, learn to connect any data to Looker Studio, or, if you present any problems during the setup, go to our troubleshooting guide.

Google Business Profile connector for Looker Studio

The advantage of using a direct connector is that you can create charts by freely combining metrics and dimensions, without managing queries or Sheets in between, making it faster and easier to build reports. 

In a nutshell, follow these steps when using a Google Business Profile connector for Looker Studio

Go to  the Porter Metrics onboarding or the Google Looker Studio connectors gallery and choose the Google Business Profile connector (by Porter). 

Connect the same Google account you’re using on Google Looker Studio. 

Click on Authorize to connect Porter and Google. 

Connect the Google account with access to your Google Business Profile locations. It doesn’t need to be the same one as the one from Google. 

Optionally, connect other Google accounts to connect Google Business Profile locations your profile doesn’t have permissions for. 

Close the authentication popup and go back to Looker Studio.

Choose the Google Business Profile locations profiles to bring on the report and click on Connect

See the fields and go to Create report.

Download our free Google Business Profile report template for Looker Studio, and start a 14-day free trial:

Importing Google Business Profile data  on Google Sheets

The advantage of using Google Sheets as integration is instant load time when querying small amounts of data, and guaranteed stability, as you’re using Google’s native integrations. 

With Sheets, also, you can edit your data. For instance, you could set goals, agency markups or commissions. 

As a downside, connecting to Google Sheets first hinders the use of templates and removes data granularity (i.e. freely combining metrics and dimensions when creating charts). 

Use the Porter Metrics Google Sheets add-on to automatically import your Google Business Profile data on a Google Sheet to later connect that Google Sheet to a Looker Studio report

Uploading a CSV file

As a free option, manually download your Google Business Profile data as a CSV file and import it on a Google Sheet, but:

  • Data won’t refresh and update automatically
  •  Up to100 uploads
  • Max 100MB per CSV
  • All CSV files structure must be identical

Customize  your Google Business Profile reports

To continue with the report setup, you can add a new page on the report template just downloaded, or create a new report from scratch, and go to the Edit view.

If you opt to create a new report, here’s  how to connect again your data on Looker Studio

Adding charts

Add scorecards, time series, tables, pie charts, and more chart types to visualize your data. 

Scorecards

Scorecards are the most simple way to display your data, by only showing a metric. 

Go to Insert, choose a scorecard, and paste it in the canvas. 

We’ll use Website clicks as the metric that corresponds to the visibility on Facebook, along with Reach

Create 2 more scorecards by repeating the process or copy-pasting the original scorecard.

Optionally, use Total search impressions and Reviews, or +100 fields available on the Google Business Profile  API

Time series 

Time series charts are useful to visualize trends over time. 

Go to InsertTime series.

Use date as date dimension. Use Website clicks as the metric

Optionally, use other date dimensions like month, week, day of week. 

Tables 

Tables are the most flexible and complete way to visualize data, letting you add as many metrics and dimensions as you want. 

Go to InsertTable. 

Use Review comment and Review star rating as dimension; Use Review time to respond as the metric

Bar charts, pie charts, and maps

Both bar charts and pie charts let you visualize your data by breakdowns. Bar charts are better for cardinal and ordinal data; pie charts are better for nominal data

Go to InsertPie chart.  

  • For the bar chart, use Review star rating as the dimension
  • For the pie chart, use Review star rating as the dimension.
  • For the map, use Locality or Region as the geo dimension

Comparisons

Add goals, reference lines, or conditional formats to compare your data and add context. 

Comparison date range

Select the scorecards and set Previous Period as the comparison date range. 

Reference lines

Select the time series Go to Style – Add a Reference line, choose Metric as type, and Average, as aggregation. 

<div style=”position: relative; padding-bottom: calc(49.748261474269825% + 44px); height: 0;”><iframe src=”https://app.supademo.com/embed/5QqgWCVgmoV76LjKWLmFt” frameborder=”0″ webkitallowfullscreen=”true” mozallowfullscreen=”true” allowfullscreen style=”position: absolute; top: 0; left: 0; width: 100%; height: 100%;”></iframe></div>

Conditional formatting

Select the time series Go to Style – Conditional formatting, choose Color scale and any metric. 

Adding controls

Use dropdowns, search bars, data range controls, or parameters to make your reports interactive by applying filters. Learn more about controls

Date range controls 

Go to Add a control – Dropdown. Choose Date range control to visualize your marketing data daily, weekly, monthly, etc. 

Dropdowns

Go to Add a control – Dropdown. Choose Location name as the dimension to filter your physical locations. 

Design 

To influence your team or clients, design and white-label your marketing dashboards. Also, follow our recommendations on designing marketing reports

Shapes

Use rectangles or circles to draw sections or headers. Right-click the rectangleOrder – Send to back.

Text

Use text to add headers, chart titles, or complementary analysis or comments to your charts. 

Go to Text on the Looker Studio menu and paste it in the header of the report. Customize the font family and size.

Colors 

Customize the colors of every single chart. 

Select the scorecard and go to Style. Change the value size, colors, backgrounds, and borders. 

Optionally, select and copy a chart, and copy-paste its style in another chart with right-click – paste special – Paste style only

Logo

Change the current logo or add your own by choosing Image and uploading a PNG file

Theme and layout

Change your report’s canvas size, navigation menu, background colors, and default charts’ style.

To customize the theme, go to Theme and Layout – Theme. Choose one of the default templates or customize it. 

To customize the layout, go to Theme and Layout – Layout.

  • View mode: set the header visibility to Initially hidden; set the navigation type to the left; and set the mode to fit to width and remove the margin to make your report mobile-friendly.
  • Canvas size: we’d suggest 1024×768 for a slide view, or 900×1200 for a vertical view. 

Navigation

You can create multiple pages for your report, divide them by sections, and add icons. 

Go to Page – New page. On Page settings,  you can do any customization at a page level, without impacting the whole report. 

Share

Share your Google Looker Studio reports with an audience through permissions, links, embeds, PDF, or email schedules. 

Permissions

Grant editor or viewer permissions to users with Google accounts within or outside your company. 

Schedule delivery

To schedule an automatic report delivery, go to Share – Schedule delivery.

Set the subject, recipients, pages, filters, start date, and frequency to send your reports via email.

Download PDF

Download a PDF version of your reports and, optionally, exclude pages. 

We encourage you to take our Google Looker Studio tutorial for marketers and learn to present your marketing reports

Google Business Profile metrics and dimensions

As reference, see the Google Business Profile fields list and suggestions for choosing Google Business Profile KPIs

The Google Business Profile connector for Google Looker Studio offers all the  +100 metrics and dimensions available on the Google Business Profile API,, including: 

Google Business Profile metrics

Google Business Profile metrics include:

  • Conversion: Messenger metrics, check-ins
  • Engagement: post engagement, reactions, video metrics
  • Visibility: Impressions, reach, followers, likes 

Google Business Profile dimensions

To monitor your Google Business Profile performance, break down your data by dimensions. 

The dimensions type offered by Facebook  include: 

  • Profile or account: break down by Google Business Profile locations Profile if connecting multiple accounts
  • Posts: break down by post and include images, message, type, and comments
  • Audience: break down followers  by gender, age, and region

For analyzing Google Business Profile data  with breakdowns, some popular use cases are:

  • Best-performing posts
  • Profile growth monitoring
  • Audience report
  • Best-performing post type and media type
  • Break down your social media data by topics or hashtags

Custom Google Business Profile metrics and dimensions

Often, you need to calculate your own metrics:

  • You have a different way to calculate formulas
  • Need to clean and filter data
  • Need to combine from other data sources

To analyze Google Business Profile data and get accurate marketing KPIs, customize metrics on your Looker Studio reports. 

Custom metrics with calculated fields

With Google Looker Studio, you can create custom formulas like done on Sheets. With Google Business Profile data, some popular use cases include calculating your own:

Custom dimensions with REGEX

Regular Expressions (or REGEX) on Google Looker Studio let you create custom dimensions to tag or group your data in ways not available by default from the data sources. 

Some popular use cases of REGEX for Google Business Profile are grouping by reviews by topics. 

Tag, group, or categorize social media content by topics/hashtags with Google Looker Studio (2023)

Clean your data with filters

Set filters at chart, page, or report level

Select the scorecards (or any chart), go to Setup – Add a filter. 

Name your filter, set to Include, Review comment that CONTAINS “bad”. 

With this filter, you’ll visualize reviews that contain the word “bad”, which might indicate dissatisfaction. 

Blend data for cross-channel reporting

To fully visualize your funnel or calculate general marketing KPIs accurately, you may need to blend data on Looker Studio from ads, social media, CRM, e-commerce, or GA4. 

You can blend Google Business Profile data with other social media data sources such as Google Business Profile, TikTok, Twitter, or LinkedIn. 

How to blend social media data on Google Looker Studio (2023)

Free Google Business Profile report templates for Looker Studio

To download a Google Looker Studio report template, go to the report, click on the ellipsis icon in the top-right-corner, click on Make a copy, connect a new data source that matches the original data source, and Copy report

Suggested: Google Business Profile report templates for Looker Studio:

Meet the author

Picture of Juan Bello

Juan Bello

Juan Bello the co-founder and CEO of Porter Metrics, is a dedicated marketer who founded the company to help marketers make faster, data-driven decisions without the need for developers or wasting time and money⁠. He has a focus on helping marketing agencies and SMB marketing teams centralize and visualize their data on Looker Studio and Google Sheets without coding or complex setups.

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