2026 Google Business Profile Benchmarks: What the Data Shows

Google Business Profile benchmarks are industry-average metrics that show how users interact with business listings in local search. They measure key actions like website clicks, reviews, direction requests, photo engagement, and local 3-pack visibility.

Tracking these metrics is essential, but you may not know whether your numbers are strong or need improvement. Without benchmarks, it’s difficult to see if your profile is optimized to drive visibility, traffic, and revenue.

That’s why we compiled benchmarks for Google Business Profile (GBP) for 2026 using original WebFX research. These benchmarks let you compare your metrics against industry averages and see how your profile performs.

Google Business Profile benchmarks for 2026

When you have access to Google Business Profile benchmarks, it makes it easy to determine if your own metrics are where they need to be. That’s why we’re looking at several different GBP metrics below, including:

• Website clicks
• Clicks to call
• Direction requests
• Photo views
• Review ratings
• Review volume
• Post engagement rate
• Local 3-pack visibility

Here’s a quick breakdown of all those benchmarks:

Get more detailed info below!

Website clicks

What website clicks measure

Your Google Business Profile allows you to fill out a variety of business information, including a link to your website.

As a metric, website clicks measures how many people click on that link when they view your profile.

Why website clicks matter

This metric is a pretty essential one, since one of the primary goals of a Google Business Profile is to lead people back to your website. A low percentage of website clicks will likely lead to a low percentage of GBP-driven conversions on your site.

Website clicks benchmarks

For the average Google Business Profile, 4%–7% of total views result in website clicks. However, B2B services can achieve as high as 10%–12%. That means it’s particularly important for B2B companies to take advantage of GBP, even more than B2C companies.

Clicks to call

What clicks to call measures

Another button that exists in most Google Business Profiles is the “Call” button.

When clicked, it allows users to make a phone call to your business right from your profile. The “clicks to call” metric measures the percentage of views that result in one of those calls.

Why clicks to call matters

If someone calls your business, it means they’ve reached the point of becoming a lead, and are very likely ready to convert. That means if you can get someone to that point just from your GBP, it’s a big win. A high “clicks to call” rate likely means a high conversion rate, too.

Clicks to call benchmarks

The average Google Business Profile sees 5%–8% of total views end in clicks to call. For service-based businesses like plumbers and roofers, however, that number can double (10%–15%).

Direction requests

What direction requests measures

When users click the “Directions” button on a Google Business Profile, it will open up Google Maps and give them a route from their current location to that business.

As a metric, direction requests simply measures the percentage of profile viewers who take that step.

Why direction requests matter

If your business relies heavily on in-store purchases, your goal is to get people to your physical location. And when people click the “Directions” button on your profile, that’s almost certainly where they intend to go. That means a high number of direction requests often indicates a high number of store visits.

Direction requests benchmarks

3%–5% is the average percentage of GBP views that end in a direction request. For restaurants and retail, that percentage goes up to 7%–10%.

Photo views

What photo views measures

Photo views are a measure of how many users look at the business photos on a GBP when they visit it.

Why photo views matter

If users are browsing the photos on your profile, that’s a decent indicator that they’re interested in what you have to offer. That’s particularly true if the photos show off your products, or — for restaurants — if your profile features a photo of your menu.

Photo views benchmarks

Google Business Profiles that include photos earn 30%–50% more views than the average. Businesses with 10 or more photos, meanwhile, receive twice as much engagement (such as calls and messages) as the average.

Review ratings

What review ratings measures

Review ratings refer to the star ratings on Google Business Profiles.

Customers can leave reviews on your profile, and the average number of stars from all those reviews represents your overall review rating (out of 5).

Why review ratings matter

Reviews are a hugely important factor in earning trust online. If you have a ton of bad reviews on Google, you’re a lot less likely to earn new customers than if you have a solid, 5-star rating. That means you should keep an eye on your reviews to see where you stand.

Review ratings benchmarks

The average review rating across all Google Business Profiles is 4.0–4.5 stars. Even just having a rating of 4.2 or higher is enough to significantly impact your conversion rates, though.

Review volume

What review volume measures

Review volume refers to the total number of reviews on a Google Business Profile. If review rating represents quality, review volume represents quantity.

Why review volume matters

Having a good rating is important, but sample size matters. If your 5-star rating is based on a grand total of two reviews, it’s not worth that much. On the other hand, a 4.5-star rating based on hundreds of reviews is pretty incredible. That goes to show how important review volume is to track.

Review volume benchmarks

For the average business, 10–20 reviews (at minimum) are necessary to earn user trust. Active businesses earn an additional 2–5 reviews per month, however.

Post engagement rate

What post engagement measures

Similar to social media, you can create posts on your Google Business Profile.

Post engagement rate measures the percentage of viewers who engage with those posts by liking or commenting on them.

Why post engagement matters

If users are checking out your Google Business Profile posts, it indicates that they likely have a vested interest in your business. And if they’re actively engaging with those posts, that interest is even higher, making it something you’ll definitely want to track.

Post engagement benchmarks

The average engagement rate on Google Business Profile posts is 1%–3%. Posts that focus on events or special offers perform two times better, though.

Local 3-pack visibility

What local 3-pack visibility measures

When users perform local business searches in Google, they’ll typically see a local 3-pack, which displays the three top-ranking Google Business Profiles in a box.

Local 3-pack visibility refers to the percentage of relevant, local searches where a profile appears in that 3-pack.

Why local 3-pack visibility matters

If your Google Business Profile doesn’t surface in search results, none of the other metrics on this page will matter much, because your profile won’t be earning any views in the first place. You need your profile to rank well in Google, and the best way for it to do that is in a local 3-pack.

Local 3-pack visibility benchmarks

The average local 3-pack visibility is 20%–40% — that is, the average business appears in the local 3-pack for 20%–40% of relevant, local searches. However, it’s worth noting that location proximity plays a big role in how a profile ranks, so your presence in local 3-packs will naturally fluctuate across different locations.

Other Google Business Profile benchmarks to know

In addition to the major metrics we’ve already covered, here are some bonus GBP benchmarks to be familiar with:

• Response rate to messages: 80%+ expected by users
• Response time: Under 1 hour optimal
• Check-ins: 5%–10% of foot traffic
• Booking/appointment actions: 2%–4% conversion

Level up your Google Business Profile with help from the experts at WebFX

Knowing where your Google Business Profile metrics need to be is one thing. Getting them there is another. If you want help leveling up your website clicks, review rating, and more, one of the best steps you can take is to partner with a professional SEO agency like WebFX.

We have over 30 years of experience helping businesses optimize their search presence, and one of our specialties is Google Business Profile optimization. We’ll handle the workload of building out your profile while still giving you full creative control, resulting in more revenue for your company.

Interested in partnering with us for our Google marketing services? Just give us a call at 888-601-5359 or contact us online today!

Methodology

This report combines proprietary industry benchmarks (taken from in-house performance data) with select third-party competitive intelligence. The result is a fresh and accurate look at the most up-to-date Google Business Profile benchmarks across all industries.