Your Google Business Profile is viewable from two locations: Search and Maps.
Your profile may appear in SERPs when someone searches your business name. Potential customers may also encounter your business profile if they click on your business name when you’re featured in a local pack. Google Maps also shows Google Business Profiles. The only way to get information about how many people are seeing your GBP, where they’re seeing it, and what actions they take is with Insights and Performance.
Although some have suggested that GMB Insights data isn’t as accurate or reliable as that provided by other tools like Google Analytics or Google Search Console, that doesn’t mean it can’t still give you a better understanding of how your listing is performing in local search. Plus, it’s one of the only places to get data about your GBP. Ultimately, Insights data can help you identify what works and what doesn’t with your listing and to further optimize it to better connect with search users and potential customers.
Having a well-optimized Google Business Profile is key to local SEO success. A fully optimized profile listing will increase your visibility in local search results and make it easier for customers to connect with your business. The data provided by Google Insights can guide your optimization efforts, ensuring they’re based on solid, real-world data, and give your local SEO campaigns the best chance to succeed.