Listings Insights provides information about the impact and ROI of listings, as well as local performance of listings compared to competitors.

There are three components to Listings Insights:

• Performance: A visual funnel of listings conversions, using analytics information from Listings action types and user-settable ROI and cost per click metrics. Available to all Listings clients.
• Visibility: Reports on listings presence, competitor presence, and keyword performance. Available to clients with a Competitive Intelligence subscription.
• Map: An interactive geographical view of the data on the Visibility screen. Available to clients with a Competitive Intelligence subscription.

To learn how to customize the conversion rate and revenue estimates on the Performance tab, see the Set Your Conversion and Revenue Estimates on Listings Insights help article.

For an overview of all the Search Tracker metrics displayed on the Visibility and Map sections, see the Search Tracker Metrics reference.

Performance

The Performance screen displays a funnel of listings visibility (total Listings impressions), engagement (actions taken on listings), and estimated conversions (online and in-store visits, digital leads, and content engagement).

Filter the Performance screen by:

• Date range (last 30, 60, or 90 days; last year; custom range)
• Advanced options (entity or folder criteria)

Visibility

The Visibility stage of the funnel reflects the Total Listings Impressions metric for listings corresponding to the selected entities within the selected time frame. Total Listings Impressions refers to the number of times a listing appeared in search results across Google Maps, Google Search, Facebook, and the broader Publisher Network.

Click Visibility Insights to open a drawer with detailed metrics:

• The change compared to the previous time period is indicated by the icon next to the Visibility hero metric.
• By Publisher: View a breakdown of impressions attributed to Google (Maps and Search), Facebook, and the rest of the Publisher Network. Hover over each ring for an exact number.
• By Google App: See how many impressions were attributed to Google Search vs. Google Maps.
• By Google Search Term Type: See how many impressions were attributed to branded vs. unbranded search terms (e.g., "Galaxy Grill near me" vs. "restaurants near me").
• Impressions Over Time: See the change in Total Listings Impressions over the selected time period.

Engagement

The Engagement stage of the funnel reflects actions taken by users on listings for the selected entities and date range.

By default, the Engagement stage displays the Website, Driving Directions, and Click Engagement actions. For each action, the Engagement stage shows:

• The total number of each action
• The conversion rate for each action (the percentage of users who took the action and completed the corresponding conversion type in the Estimated Conversions stage)

Click Add Metric to add or remove specific actions. See the Engagement and Conversion Metrics section below for a breakdown of the available actions.

Click Engagement Insights to open a drawer with detailed metrics on the selected actions:

• The change compared to the previous time period is indicated by the icon next to the Engagement hero metric.
• By Publisher: View a breakdown of total actions attributed to Google (Maps and Search), Facebook, and the rest of the Publisher Network.
• By Action: See total numbers for the selected actions.
• Actions Over Time: See the change in each selected action metric over the selected time period.

Estimated Conversions

The Estimated Conversions stage calculates the estimated revenue from the selected actions in the Engagement stage. Conversions are grouped into four types:

• Content Engagement: Action that indicates interest in information ahead of making a purchase. Includes general interaction with content such as promotional messages, products, menus, or liking a business page.
• Digital Lead: Action that expresses interest in initiating contact with a business. Includes clicks to Apply Now and Order Now CTAs, as well as clicking to call or email.
• In-Store Visit: Action that indicates intent to visit a physical location, or confirms a physical visit if supported by the platform. Includes using Driving Directions and check-in engagement.
• Online Visit: Action that indicates intent to visit the business's website or leads to more information on the business page.

Click the pencil icon beside each conversion type to change the inputs for the estimated dollar amount. Input the desired conversion rate and estimated revenue based on your business goals.

Engagement and Conversion Metrics

Visibility

Note: The Visibility component of Listings Insights is available for accounts with a Competitive Intelligence subscription.

The Visibility tab displays reports on key metrics for your locations. Use the filter options at the top of the page to filter by keywords and timeframe, and the Advanced filter options to filter by any other entity criteria (such as region, name, etc.)

Visibility Report

This report combines three metrics to provide a holistic view of how your locations are performing in search over time:

• Share of Intelligent Search: the overall likelihood of one of your locations being clicked in search results, based on the type of search result and the position on the results page. This is the main line on the graph.
• Average First Match Position: on average, where the first result for one of your tracked locations appears on a search results page.
• Average Local Pack Position: on average, where results for your tracked locations appear within the local pack results.

Use the Breakdown by competitor toggle to compare your Share of Intelligent Search metric with individual competitors listed during Search Tracker setup. If this toggle is not selected, all competitor data will be compiled into an average.

Your Presence

This report uses Share of Intelligent Search and Total Matches to show how your locations are performing in search compared to the total search opportunity in your category.

By default, this report groups your locations by folder. Use the dropdown in the top right of the report to group by Label, State, or display by individual Entity.

Competitor Presence

This report uses Share of Intelligent Search and Total Matches filtered to local pack results only, to compare your presence to your chosen competitors. This report looks at all your tracked locations in aggregate.

Your Keyword Performance

This report displays the performance of your chosen tracked keywords based on these metrics:

• Average First Match Position
• Average Local Pack Position
• Total Matches
• Share of Intelligent Search

Map

Note: The Map component of Listings Insights is available for accounts with a Competitive Intelligence subscription.

The Map tab displays search data about your tracked locations in a visual and interactive map. Narrow results by filtering for keywords and advanced entity criteria.

Choose how to display your locations using the dropdown in the upper right of the map:

• Average First Match Position
• Average Local Pack Position
• Share of Intelligent Search
• Organic Share of Search
• Local Pack Share of Search

Each icon on the map represents one of your tracked locations, with data indicating how well the location is performing based on your chosen metric. Hover over each location to see expanded information and data on the other available metrics.