Google is testing a completely redesigned performance reports section inside Google Business Profiles, adding engagement, reviews, search trend and audience metrics alongside top recommendations and a more detailed breakdown of review data. Search Engine Roundtable reported the test on October 23 with screenshots shared by two people who can already see it — Jaikishan Raturi of Wisevu, who sent light-mode screenshots, and Syed Amir, who shared dark-mode screenshots plus a walkthrough video — while Google itself has not announced the change and it is not yet visible to everyone.
The sighting comes a day after Google rolled out its new Business Home portal, and Search Engine Roundtable notes the two are different — though somewhat duplicative — efforts. This test focuses specifically on the reporting businesses get about how customers discover and interact with their listings.
What the new reports show
The revamped reports section is broken into several distinct views, each with its own metrics. The overview section gives a top-level summary of performance, and right inside that overview Google now includes a recommendations section — suggested actions meant to improve the listing’s performance.
The engagement section tracks how customers interact with the profile: calls, messages, bookings, direction requests and website clicks, presented with more granularity than the current report. The reviews section goes deeper than today’s version, breaking review data out in more detail rather than showing only aggregate counts and average ratings.
There are also dedicated audience and search-trend sections. Audience shows who is finding the business, while search trends surfaces the queries and discovery patterns driving visibility. Together the sections read like a proper analytics dashboard rather than the relatively thin reporting Business Profiles has offered until now.
How the test was spotted
Barry Schwartz, who runs Search Engine Roundtable, says he does not see the new reports in his own accounts yet — a common pattern with Google’s limited tests, which roll out to small slices of users before any wider release. The details come from two named contributors: Jaikishan Raturi of the agency Wisevu, who passed along the light-mode screenshots, and Syed Amir, who posted dark-mode screenshots and a video walkthrough on X.
Because the sighting is based on real screenshots from live accounts rather than mockups or rumours, it carries the direct-observation evidence the desk usually requires for test coverage. Still, Google has said nothing publicly, and as with all interface tests, there is no guarantee this version — or any version of it — ever rolls out broadly.
Why it matters
For local businesses and the agencies that manage their listings, performance data is the basis for every decision about where to spend effort: which photos to refresh, which reviews to respond to, which services to highlight. A reporting upgrade that separates engagement from discovery, breaks reviews into finer detail and adds audience and trend views would give owners a much clearer picture of what is actually driving foot traffic and calls.
The timing is notable, too. Google has been steadily expanding what Business Profiles can do — Google Posts have been moving higher in the local knowledge panel — and richer reporting is the natural counterpart to richer listing features. If this test graduates, expect agencies to rebuild their local reporting templates around the new metrics.
Background
Google Business Profiles is the free tool that powers how businesses appear on Google Search and Maps, and its performance reports have historically been basic: impressions, a few interaction counts and review totals. Google has been modernising the local stack through 2026, from the Ask Maps Q&A replacement to new profile management portals, so a reporting overhaul fits the pattern of giving local businesses analytics closer to what advertisers get in Google Ads.
Source: Search Engine Roundtable
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