GA4 Now Integrates with Google Business Profile: What It Means for Local Business Reporting

Google Analytics 4 (GA4) has introduced a new integration with Google Business Profile (GBP), making it easier for businesses to view local search performance alongside website and app data in a single reporting platform.

Here’s what the new integration does, how to set it up, and the limitations you should know before relying on it for reporting.

What Is the New GA4 Google Business Profile Integration?

The new integration allows you to link your Google Business Profile directly to GA4 through the Product Links section in the Analytics Admin area.

Once connected, a section for Google Business Profile data will be automatically added to the Menu pane on the left hand side.

Businesses can now view the following metrics:

• Interactions
• Website clicks
• Phone calls
• Direction requests
• Messages
• Bookings
• Menus

This means local engagement data that previously lived separately inside Google Business Profile can now be viewed alongside website and app performance data in GA4.

How to Set Up the Integration

To connect Google Business Profile with GA4:

• Open your GA4 property.

• Navigate to Admin.

• Under Product Links, select Google Business Profile Links.

• Click Link.

• Select the Google Business Profile account(s) you want to connect.

• Review and confirm the setup.

You’ll need at least:

• Editor access in GA4.
• Manager access to the Google Business Profile.

Current Limitations

While this is a welcome addition, there are a few limitations to be aware of.

Data Retention Is Limited

Google Business Profile metrics are currently available for only six months inside GA4. Businesses that require long-term trend analysis or year-over-year comparisons will still need to maintain separate reporting processes or exports.

Multi-Location Data Is Aggregated

For businesses managing multiple locations, the integration currently combines data across linked profiles rather than providing detailed location-level reporting within GA4.

Not a Complete Replacement for GBP Reporting

Although key metrics are available in GA4, businesses still need to use Google Business Profile directly for certain location management and profile-specific insights.

What This Means for Data Clare and Our Clients

At Data Clare, we’re excited to see Google bring Google Business Profile data directly into GA4.

Any step toward more unified reporting is a positive development, especially for local businesses that want to understand both website performance and customer interactions on Google Search and Maps.

That said, we don’t see this integration replacing dedicated Google Business Profile dashboards just yet.

Based on the current limitations, businesses that need long-term historical reporting, location-level analysis, or reporting that combines Google Business Profile data with other marketing channels will still benefit from a custom reporting solution.

For existing clients that we have developed a custom Google Business Profile dashboards for, we recommend continuing with those reporting setups for now.

They provide greater flexibility, broader data access, and more control over how performance is measured and visualized.

Likewise, for new clients looking to build comprehensive local marketing reports, we would still recommend a custom dashboard approach using GBP data until Google expands the capabilities of this integration.

The new integration is a welcome addition, but at this stage we see it as a useful reporting enhancement rather than a complete reporting solution.

Final Thoughts

The new Google Business Profile integration is not a revolutionary change, but it is a meaningful step toward unified reporting in GA4.

By bringing local engagement metrics such as calls, direction requests, bookings, and website clicks into Analytics, Google is making it easier for businesses to measure the full customer journey in one place.

There are still limitations around data retention and location-level reporting, but for local businesses and marketers, this update should make reporting simpler, more efficient, and more actionable.