Google Business Profile (formerly Google My Business) controls how your business appears on Google Maps and in local search results. If someone searches “coffee shop near me” or “plumber in Brisbane,” the map pack and business listings they see are powered by Business Profile.
Squizzie pulls your Business Profile data into your reports so you can see how people find you locally, what actions they take (calls, directions, website clicks), what they search for, and what they’re saying in reviews — all alongside your WooCommerce and website data.
Why It Matters
If you have a physical location, serve a local area, or simply have a Google Business Profile listing, this data is gold. It tells you how visible you are in local search, what drives people to contact you, and what search terms lead them to your business on Maps.
Most business owners check their Business Profile dashboard once in a blue moon. With Squizzie, this data arrives in your regular reports automatically — so you actually see it, and more importantly, you see it in context with your other business metrics.
Before You Start
Connect your Google account first. Business Profile uses the same Google connection as all other Squizzie integrations. If you haven’t set that up yet, start with the Google Integrations guide.
Enable the feature toggle. Go to Tracksies > Settings > Features, find the Squizzie tile, and make sure Google Business Profile is toggled on.
You need a claimed Business Profile. Your business must have a verified Google Business Profile at business.google.com. If you haven’t claimed your listing yet, do that first — Google has a straightforward verification process.
Important: API Access Approval Required
Unlike the other Google services Squizzie connects to, the Business Profile API requires Google to explicitly approve your project for access. This is an extra step that catches most people off guard.
Here’s what you need to do:
- Go to Google’s Business Profile API setup guide
- Follow their Prerequisites section carefully
- Submit the access request form linked on that page
- Wait for approval — this can take several days
Until your project is approved, API calls will fail with a “quota exceeded” error. This error does not mean you’ve run out of API quota. It means your project hasn’t been approved yet. This is the most confusing error message in the entire Google ecosystem, and it trips up nearly everyone.
APIs to Enable
Once approved, make sure all of these are enabled in your Google Cloud project (go to APIs & Services > Library and search for each one):
- My Business Account Management API
- My Business Business Information API
- Business Profile Performance API
These should already be enabled if you followed the Google Integrations setup guide. The approval process grants your project permission to actually call them.
Setting Up
Once your Google account is connected, the feature is enabled, and your project has been approved:
- Go to Tracksies > Squizzie > Settings > Integrations
- In the Business Profile section, click Load Accounts
- Select your business account from the dropdown
- Click Load Locations to see your business locations
- Select the location you want to report on
- Click Save
- Use the Test Connection button to confirm data is flowing
If you have multiple business locations, select the primary one you want included in reports. You can change this later at any time.
Available Metrics
Connecting Business Profile adds these metrics to your reports:
- Profile Views (Total) — Total number of times your business listing was viewed across Maps and Search
- Views on Google Maps — How many people saw your profile while browsing Google Maps
- Views on Google Search — How many people saw your profile in Google Search results (the local pack, knowledge panel, etc.)
- Call Clicks — How many people tapped the “Call” button on your listing
- Website Clicks — How many people clicked through to your website from your listing
- Direction Requests — How many people requested directions to your business
- Search Keywords — The actual terms people searched when they found your business on Google
- Reviews Summary — Your Google review count, average rating, rating distribution, and recent reviews
- Business Actions (Combined) — Total of calls + website clicks + direction requests
Understanding Your Data
Maps vs Search Views
Your profile views are split between Google Maps and Google Search. The balance tells you something useful:
- High Maps views suggest people are searching for businesses near a specific location. They’re already in “find a place” mode.
- High Search views suggest people are finding you through regular Google searches — maybe by name, or through a search like “best pizza Melbourne.”
If your Maps views dominate, local SEO and your Google Maps presence are your biggest levers. If Search views dominate, your website SEO and online presence matter more.
Business Actions
Calls, website clicks, and direction requests are the actions that matter most. These are people who saw your listing and did something with it. A high view count with low actions might mean your listing needs better photos, more complete information, or more reviews.
Search Keywords
These are the actual search terms people used when they found your business. They’re different from Search Console keywords in an important way:
- Search Console keywords show what people searched to find your website in regular Google results
- Business Profile keywords show what people searched to find your business listing on Maps and in the local pack
The overlap might surprise you. Your Business Profile keywords often include terms like your business name, your category (“hair salon”), your location (“dentist Surry Hills”), or your services (“emergency plumber”). These tell you what people associate with your business in Google’s local ecosystem.
Google Reviews
Squizzie pulls in your Google review data alongside any Trustie reviews you’re collecting. This gives you a complete picture of your review presence across platforms.
The reviews summary includes:
- Total review count and average rating
- Rating distribution (how many 1-star, 2-star, etc.)
- Number of unanswered reviews
- Recent reviews with reviewer name, rating, comment, and reply status
Why unanswered reviews matter: Google has confirmed that responding to reviews improves your local search visibility. It signals that you’re an active, engaged business. Squizzie flags unanswered reviews so you can stay on top of them.
Insights
Squizzie generates advisory insights from your Business Profile data automatically:
- A breakdown of your Maps vs Search visibility split
- Your top search keyword and impression count
- Review summary with response rate
- Cross-references with Trustie review data (if Trustie is active) to show your combined social proof across platforms
Common Questions
Why do I see a “quota exceeded” error?
This almost certainly means your Google Cloud project hasn’t been approved for Business Profile API access yet. See the “API Access Approval Required” section above. The error message is misleading — it’s not about quota, it’s about approval.
How long does API approval take?
Typically a few days, but it can vary. Google doesn’t provide a specific timeline. Submit the request and check back. There’s unfortunately no way to expedite it.
Can I report on multiple locations?
Squizzie connects to one location at a time. If you have multiple locations, select the one most relevant to your primary business. You can switch between locations in settings, but each report will pull data from whichever location is currently selected.
How often does Business Profile data update?
Business Profile data has a longer delay than GA4 or Search Console — sometimes up to a week for the most recent data points. This is a limitation of Google’s API, not Squizzie. Monthly search keyword data is aggregated by month, so it’s naturally delayed.
My Google reviews show in Squizzie but not in Trustie (or vice versa). Is that normal?
Yes. Trustie collects reviews on your website (product reviews, store reviews, testimonials). Google reviews are left on your Google Business Profile. They’re separate review ecosystems. Squizzie shows both in reports so you can see your complete review landscape.
What if I don’t have a physical location?
You can still have a Google Business Profile as a service-area business. If you have a listing, Squizzie can pull data from it. If you don’t have a listing at all, you can skip this integration entirely — the rest of Squizzie works fine without it.
Can I see what my competitors’ profiles look like?
No. Business Profile data is private to the business owner. You can only see performance data for profiles you have management access to.