[Ed. note: The following is a guest article written for Local U by Jackson Lo of Menu.ca.]
One of the biggest challenges agencies face working with small businesses is reporting. Up until now, there didn't appear to be any way for us to export our data out of Google My Business. It's not a new feature added to the Insights section. In fact, it's as easy as copy and paste.
As we all know, Insights reports on Views, Clicks, Driving Direction Requests and Phone Calls. In order to show how valuable your work is to your client, you'll want to report on these numbers and at least show that their exposure is growing. It's also important to understand the definitions and caveats behind these metrics. For instance, Views are not reported in accurate and precise figures - they are approximates. Make sure you read and understand these metrics before you begin reporting and sharing these numbers with your clients.
How to export this data
1. The first thing you want to do, if you're going through this exercise for the first time, is to set your time range to Last 90 Days for each metric.
2. Next, highlight the entire page by hitting CTRL + A.
3. Next, copy all the information you just highlighted by hitting CTRL + C.
4. Open up a blank Excel sheet and Paste Special > Text or Values Only.
5. Scroll down. Now you have 90 days worth of data!
From here, you'll be able to keep an archive of your client's data and create your own reporting graphs. Awesome or what?
Organizing the data
For this specific example, I'll show you how you can quickly group your Views data by months.
1. First, you'll want to label each data point with the name of the month. The formula is straight forward =TEXT([cell],"mmm"). See column C.
2. Next, we're going to add up all the Views data by month. For that, we're going to use a SUMIF formula =SUMIF([values in column C],[value in column E],[values in column B]).
Note: In this example, I only have two full months of data: October and November. I would leave out September and December, unless you want to show data trends by week. In that case, you'll need to manually label date ranges in cell by week.
I've attached an example here for you to download. Please note that I changed up the layout just a bit.
End result: We noticed both Views and Clicks have declined over the months -- i.e., not a pretty report to submit to a client. But, realizing that there's a decline highlights the fact that either (1) it was due to ranking drops or (2) seasonality. Now, let's go in and improve those numbers.
I believe Views and Clicks (and CTR) on your Google Listing are important metrics to make note of. Many of the conversion points, like walk-ins and phone calls don't get logged anywhere. Therefore, there is no way to report them to your clients. Insights gives us at least a bit of an edge on seeing how often our listing shows up and whether potential customers are clicking on our page.