Recently, we’ve received numerous enquiries from customers and partners who have noticed a significant drop in Google views on their listings since the end of March. Today, we’ll explain what’s behind this decline.
First things first: there’s no need to worry! Your company’s visibility and reach haven’t suddenly fallen for no reason. The sharp decrease in numbers is due to Google introducing a new measurement method.
Introducing Google’s New Business Performance API – With a Practical Example
Back in March, we announced that Google had replaced its previous API with the new Google Business Performance API, which also brought changes to how Google Business Profile metrics are measured.
Previously, every view was counted as soon as your company’s map marker appeared – regardless of whether users were searching specifically for your business or simply browsing nearby listings. Even casual exploration on Google Maps could trigger a view if your marker was visible on the screen.
With the new Performance API, Google has introduced a more accurate approach. Instead of counting every interaction, it now measures unique users per day. So if someone browses Google Maps, clicks on your listing multiple times, and interacts repeatedly, only one view per day is recorded. The same rule applies to actions like route planning, website visits, or calls.
Here’s an example: imagine you’re looking for a bakery nearby using Google Search or Google Maps on your phone. You see a shop in the Local Pack and its pin on Google Maps. Previously, this would have counted as two views – but under the new system, Google records just one.
For example, if you’re looking for a bakery nearby, you’ll probably search using Google Search or Google Maps on your smartphone. In the Local Pack on the search results page, you’ll see a shop, and Google Maps will display the corresponding pin. Previously, this counted as two views – but with the new system, Google now records just one, regardless of whether you interact with the profile or not.
Google has also announced improvements in detecting malicious bot activity, ensuring cleaner and more accurate data. This may also result in noticeably lower view counts.
Additionally, you’ll no longer be able to access photo-related data and statistics for your Google Business Profile. However, the most relevant photos are still likely to appear at the top of your profile.
Curious?
The advangers are happy to help.
More meaningful insights with the new Google Business Performance API
When comparing the old API with the new Google Business Performance API, it’s clear that the latest version provides insights that weren’t available before. By tracking clicked call-to-actions (CTAs) and unique views, the click-through rate (CTR) can now be defined more accurately. This makes it easier to understand the relationship between impressions and clicks on your website, ads, or any links you’ve placed.
With the new API, you gain a better overview of profile clicks, as well as clicks from bookings and orders. It also distinguishes between desktop and mobile devices. Plus, you can see which search terms lead potential customers to your business listing.
Conclusion
The change in measurement is also reflected in the naming of the metrics. Previously, Google Maps and Search referred to views, but now they use impressions. Under the new system, only views or interactions with your company’s Google Business Profile are counted. Simply appearing as a marker on Google Maps no longer registers as a unique user.
It’s also worth noting that there’s a difference between unique user per day and per device. For example, if you log in to Google and search once on your smartphone and once on your desktop, two views will be recorded.
This shift from views to unique users per day gives you more precise insights into the performance of your listings and helps you better understand customer behaviour. Do you have questions about these changes and want to speak to an advantago representative? Our partner managers and support team are happy to help.
