We consider two measurements to be of central importance in assessing engagement with online profiles. The first is user actions as an indicator of conversion intent. No metric is a clearer signal of intent to purchase than action metrics like clicks for directions or clicks to call. Other action metrics, such as likes and shares on social platforms, also indicate strong engagement with the brand. The second metric we examine is the proportion of searches that result in actions. Our data shows, for example, that in 2019, 2.9% of users who searched for a business in GMB subsequently took an action such as a click for directions, click to call, or click to the business website. Such metrics can be used as a benchmark for brands to assess their own performance, both at specific moments in time and historically.