Link Your Google Business Profile to GA4: New Reporting Now Available

Google has added a feature that many marketers have been waiting for. You can now link your Google Business Profile directly to Google Analytics 4. This gives you more insight into what visitors do after they find your business listing.

Where can you find the new integration?

You can find the new feature in Google Analytics 4 under Admin → Google Business Profile Links. There, select the Google Business Profile you want to link to your GA4 property. Google will then automatically handle the rest. It’s worth noting that this feature is currently missing from some sites. This is likely because Google is rolling it out as we speak, so it’s not yet available to everyone.

Here are the Google Business Profile links 

How do I link Google My Business to GA4?

Linking your GMB (Google My Business ) to GA4 is very simple. First, of course, you’ll need a GMB profile. Then, go to Admin → Google Business Profile and click “Link.”

Click here to link

Link your GMB to GA4

After selecting the link, you can choose the Google Business Profiles that you manage with your Google account. Therefore, you must manage a GMB profile.

Select the “Choose Google Business Profile listings” option here 

Select your GMB profile and click "Confirm"

Then select “Next” and “Submit.” 

What happens after linking?

After creating the link, Google adds a new report collection to your Analytics account. This report collection is called “Business Profile” and appears alongside your other reports in GA4.

Here’s what your new business profile looks like after linking your GBM to GA4!

What data will be visible?

The Business Profile report shows you how users interact with your business listing—including website clicks, phone calls, directions requests, and other interactions. This gives you faster insight into the performance of your Google Business Profile without having to constantly switch between different platforms.

Why is this update interesting?

Many businesses invest time in their Google Business Profile by collecting reviews, adding photos, and keeping their business information up to date. However, it was often difficult to report on these results in a clear and organized way. With this new integration, you can now view that data directly within GA4. This is especially useful for local businesses.

Note where you can find the data

Don’t expect this data to appear among your regular events. Google displays this data exclusively within the new Business Profile report. So you won’t find these metrics among events such as page_view, generate_lead, or purchase.

Useful for your monthly reports

Do you create monthly reports for clients or colleagues? If so, it will be much easier to demonstrate the impact of Google Business Profile. You can now show, all from a single platform, how many interactions the profile generates and how these numbers are trending. You can also, for example, compare performance over one period versus another.

Need help with GA4 or your Google Business Profile?

New features like these are making Google Analytics increasingly comprehensive. At the same time, this also makes it more difficult to interpret all the data correctly. Want to know how your website, local visibility, and online performance are doing? Request a free SEO scan. You’ll immediately gain insight into areas for improvement and opportunities to rank higher in Google.