White Paper: A comprehensive analysis of Local Search 2025: Why GBP Clicks & Calls Are Declining (and How to Adapt)

Premise: GBP clicks and calls have decreased in some GBP accounts in 2025 as compared to 2024.

Scope: From over 75 GBP accounts that we manage and over 150 other GBP accounts that we have surveyed, it seems like there are a few GBP accounts that have exhibited reduced clicks and calls. Even though the respective businesses have posted higher profits.

Introduction

Local service businesses have noticed a puzzling trend: Google Business Profile (GBP) metrics for website clicks and phone calls are down in 2025 compared to 2024, even when rankings have improved. This isn’t just your business – it’s happening globally, indicating broader shifts in user behavior and Google’s interface. Several factors underpin this change:

• Rise of “Zero-Click” Interactions: A large share of Google searches now end without a click to a website. By one estimate, ~65% of searches are zero-click, especially on mobile. In local search, this often means users find the info they need (address, phone, reviews) directly on Google and take action without visiting the business’s site. In fact, the majority of local conversions (calls, direction requests) have long been “zero-click” – back in 2021, 75%+ of local search conversions for some categories happened straight from the Local Pack (calls or direction taps) with no website visit. That trend has only grown. Users are still engaging with local businesses, but less through traditional clicks.

• Behavioral Shift to Research & Verify: Consumers increasingly use Google to validate choices rather than as the only entry point. They might see your GBP listing, skim reviews and photos, but then call you later or visit in person without clicking “Website”. Many use Google like the Yellow Pages – find a name and call or go, sometimes by dialing manually or driving over, which may not register as a tracked click. If your overall business is up (more customers or sales in 2025) while GBP-reported clicks are down, it suggests customers are finding you through Google but converting off-platform. In short, people are looking without clicking, making decisions from the info at hand.

• Changing Communication Preferences: There’s also a generational and technological shift in how people contact businesses. Fewer people (especially younger users) are picking up the phone to call; many prefer messaging, online scheduling, or getting answers via web content. In a LinkedIn discussion, local SEOs noted that some customers now opt for GBP messaging or booking links instead of calls. Gen Z users are increasingly turning to social media (Instagram, TikTok) for local searches – 67% of 18–24 year-olds use Instagram to find local business info, and 62% use TikTok – which can bypass Google clicks entirely. Even those on Google might trust the star rating and then walk in or DM the business rather than clicking through to the site or calling. This behavioral shift means improved Google rankings don’t always translate into the same clicks and calls as before.

Google SERP Changes: Ads, AI & Layout Redesigns

It’s not just user behavior – Google’s own changes to the search results page (SERP) have reduced the visibility and interactivity of GBP listings in 2025. Key changes include:

• Local Pack Pushed Below New Features: The familiar 3-pack of local results is appearing further down the page in many cases. Google’s results have become more crowded with ads, AI snippets, maps, carousels, etc., which can push the map pack out of immediate view. Even if you rank #1 in the local pack, fewer people may scroll far enough to see it. As one agency observed, “while you might still rank high in the map section, fewer people may be scrolling down to see it”. In other words, your GBP visibility can suffer even with stable rankings, simply due to placement on the page.

• More Paid Ads & LSAs on Top: Google is giving more prime real estate to paid results. Local Services Ads (LSAs – those “Google Screened/Guaranteed” ads) often show above the map pack. In 2025, the prevalence of LSAs has surged – they appeared on ~11% of local queries in early 2025, but by November they showed on 31% of queries. Similarly, Google began injecting ads into the 3-pack itself (an “ad” label on one of the listings). At the start of the year, only ~1% of mobile local packs had an ad, but by late 2025 roughly 14% did. These ads come with convenient features (like a click-to-call button on LSAs) that organic listings may lack. The net effect is that some users click the ad or LSA (which don’t count as your GBP clicks), or they see the ad’s phone button and call that, bypassing your listing. Meanwhile, your organic listing is literally pushed below these revenue-generating units.

• Introduction of AI Summaries (SGE): Google has been testing AI-generated overviews at the top of search results (as part of their Search Generative Experience). These AI summaries attempt to answer the query directly on the SERP, often pulling in information about local businesses. For instance, if someone searches “best AC repair in Indio CA”, the AI overview might list a couple of top providers with details. This direct answer means the user might get what they need (business name, services, even phone number or hours) without clicking any listing. Google’s AI can even answer complex local queries in-line. Early data shows that when AI overviews are present, traffic to websites declines noticeably. Essentially, Google is trying to be the one-stop answer, which reduces the need to click through to a business site or sometimes even to the full GBP profile.

• Experimental AI-Powered Local Packs: Beyond the textual summaries, Google is also piloting an “AI local pack” format on mobile. Joy Hawkins notes these are currently USA-only and showing up for ~7% of tracked keywords as of late 2025. They differ from the classic 3-pack in critical ways: only 1–2 businesses are shown, no call buttons are provided, and the businesses featured aren’t always the same as those in the regular 3-pack. This dramatically limits organic exposure. In Joy’s analysis, an AI local pack surfaced only 32% as many unique businesses as the traditional packs did. Fewer businesses displayed means fewer chances for a given company to be seen or clicked. And without a one-tap call option, users have to take extra steps to contact you. They might choose to send a message or let the AI handle the inquiry (more on that below). Overall, these AI-driven packs point to a future where being in the top 3 might not guarantee the visibility or interactions it used to.

• Call Buttons Removed or Hidden: Google has also been tweaking the interface of local listings, especially on mobile. In some industries, the green “Call” button that used to appear next to listings has been replaced with an image (photo icon) or removed entirely. For example, many saw this happen for dental practices in the past and more recently for handyman services – when Google dropped the call button, those profiles saw a sizable decline in click-to-call interactions. The agency LeadsNearby observed mid-2023 that Google was “not showing… the CALL BUTTON on a lot of searches that used to have it”. Instead, users see the listing without an obvious tap-to-call, which likely discourages impulsive calls. They might have to tap into the profile or copy the number – extra friction that results in fewer recorded calls. Google’s motivation here isn’t explicitly stated, but it could be related to testing new layouts or nudging users toward other actions (like messaging or booking, which Google can track within their ecosystem).

Google’s experimental AI-driven local result (SGE) provides an overview of providers directly on the SERP. In this example, the query was for AC repair, and the AI summary lists a recommended business with details. Notice the phone number is shown as plain text (not a clickable call button) – users would have to copy or manually dial it. Features like this fulfill the query by giving business info immediately, which reduces the need to click through to the website or even the full Google listing.

These SERP changes mean that even if your Google ranking improved, you may get fewer clicks and calls simply due to how Google displays your listing now. If an AI summary or a block of ads is consuming the user’s attention at the top, many won’t make it to your listing. And if they do see your listing but can’t call with one tap, they might engage differently (or not at all). In short, Google is keeping users on Google longer, which often translates to fewer outbound clicks for businesses. This is a classic “zero-click” dynamic, now amplified by new AI and monetization features in local search.

The Rise of AI Assistants and “Machine Customers”

Another 2025 development is the increasing role of AI in facilitating local transactions. Google’s push into AI-driven assistance is directly affecting how users interact (or don’t) with GBP listings:

• Google’s AI Calling and Messaging on Behalf of Users: Google has been expanding features like Duplex and conversational AI to handle tasks for users. For example, a new feature allows users to “Have AI check prices” or availability for local services. A user can request Google’s AI to call multiple businesses (say, hair salons or plumbers) and gather quotes, then deliver the results back to the user. In such a scenario, the AI is making the phone calls, not the human. As a result, those calls won’t show up as “click to call” interactions in your GBP insights – the customer didn’t click your listing’s call button, Google’s agent dialed your number directly. This means a potential lead might reach you (via the AI or via the user calling after receiving the AI’s report), but it bypasses the usual metrics. One analyst described this trend as the emergence of the “machine customer” – consumers delegating actions to AI assistants. Instead of manually clicking your number, a user might now just tell Google or Siri, “Book an appointment with X” or “find me a plumber,” and the AI handles it. Your business still needs to be visible and trusted for the AI to choose you, but the interaction isn’t a traditional click.

• Fewer Direct Calls from Mobile Users: Mobile has historically been where GBP shines (easy tap-to-call). But as noted, Google’s UI experiments and AI features are reducing those direct calls. Joy Hawkins’ research pointed out that the decline in interactions is largely mobile-driven – website clicks from desktop GBP profiles haven’t seen the same drop. Desktop users never had a call button (they’d see the website link), whereas mobile users did. Now with call buttons disappearing in many mobile cases, the primary action mobile users can take is shifting. They might tap the website instead (if motivated), or use alternative actions like directions or just consuming info. Importantly, some users let voice assistants handle the action: e.g., using Google Assistant voice command to “call this business” might not count as a tap on the listing either. All this contributes to the observed decline in logged calls, even though people are still searching on mobile.

• Users Getting Info Without Clicks: AI summaries (SGE) we discussed don’t just affect websites – they often pull content from GBP listings (reviews, ratings, hours) to answer user questions. If a user asks, “Is [Business Name] open now?”, the AI might answer directly using your GBP info, without the user ever clicking your profile. Likewise, if someone searches “best lawyer near me”, an AI overview might list the top lawyers and even mention their credentials gleaned from GBP or websites. In that LinkedIn discussion, one local SEO pro noted that Google is aggressively rolling out AI that can “message, verify and even book on behalf of the user”, so “the user is no longer the one clicking ‘call’”. This means the first “customer” to interact with your business might actually be an AI agent calling to inquire, as seen with Google’s price-checking calls. Your actual human customer only gets involved after the AI delivers the info. Bottom line: AI is interceding in the funnel, taking over actions that used to be manual clicks or calls.

• Continued Emphasis on Trust and Verification: If users aren’t clicking to explore your site as much, they make decisions based on what’s immediately visible – often your Google reviews, ratings, and photos. Google’s AI and voice assistants also rely on these structured data points. As one expert commented, “If you only look at the call button, you might miss that customers are now looking for other ways to talk to you… It’s not just about being seen anymore, it’s about being the most trusted choice”. Businesses with strong GBP profiles (great reviews, updated info) might still get the lead via AI or a later indirect action, even if the initial click/call isn’t counted. Conversely, if your listing’s info is wrong or your reputation is poor, AI and zero-click users will pass you over without you ever knowing. Rio SEO’s research noted that when fewer people click, the info shown upfront carries even more weight – outdated details or bad reviews can silently kill conversions before a click ever happens.

In summary, AI-driven changes are enabling users to get what they need from Google (or Google’s agent) without traditional clicks. We’re moving toward a world where Google’s AI may broker the connection between customer and business. This contributes to the decline in visible GBP interactions but doesn’t necessarily mean customers aren’t interested – rather, they’re interacting in new, less traceable ways. Local businesses need to be aware that a lot might be happening “under the hood” (AI recommendations, voice searches, etc.) that won’t show up in the old metrics.

Observation

Data Highlights: Evidence of the Decline

To quantify these trends, let’s look at some data from late 2024 through 2025:

• Automotive Service Center Study: An internal study carried out by Basar Optimization across 17 different automotive service centers revealed that the number of phone calls, on average, decreased from 2024 to 2025 but all the businesses surveyed reported that their business had increased in 2025 versus 2024.

• Law Firm Study (Sterling Sky): A study of 179 Google Business Profiles for law firms found a significant decline in click-to-call actions throughout 2025. Joy Hawkins shared that over the last two years, calls tracked via GBP have steadily dropped, and 2025 continued this slide. Interestingly, this study also noted that website clicks did not drop at the same rate – reinforcing that the biggest losses are in mobile call taps. In other words, phone call interactions are drying up more than other actions.

• Rio SEO Local Benchmarks: Rio SEO (which aggregates data across industries) reported broad declines in Q1 2025 vs Q1 2024 for local search engagement. For service-based businesses, they saw total listing clicks down ~16.8% year-over-year. Importantly, the breakdown included drops in each type of action:

  • Website clicks down ~15.4%

  • Phone call clicks down ~8.6%

  • Direction requests down ~12%These are sizable decreases. Simultaneously, listing views were down over 30% year-on-year for these businesses, meaning fewer people are even seeing the profiles (likely due to SERP changes and reduced mobile surfacing). Rio SEO explicitly noted that “searchers may have found what they needed directly in the listing or AI Overviews, no click required” to explain the drop in clicks. In other words, many customers are satisfied by what they see on Google and don’t take the extra step to engage through GBP.

• Other Verticals: The decline isn’t uniform across every industry, but the overall pattern is clear. Retail brands in Q1 2025 saw website clicks drop >18% QoQ (and presumably YOY), and Google Maps on mobile lost a huge amount of viewership (mobile map views down ~30%). Restaurants had double-digit drops in visibility and even more dramatic declines in actions like food orders (down 41% year/year) – likely as third-party apps and Google’s own features take over. One bright spot was healthcare: in Q1 2025, healthcare listings actually gained 5% in phone calls YOY (people urgently seeking doctors during flu season, for instance). But across the board, the general local search traffic cooled. As Rio SEO summarized, “Customers may be clicking less, but they’re expecting more” from the info provided. This encapsulates the new reality: a drop in clicks doesn’t necessarily mean less interest – it means consumers are more often window-shopping your business via Google, then making a choice without additional online interaction.

• Reporting Glitches vs Real Trends: It’s worth noting that Google’s reporting had some hiccups in 2025 (e.g. an impressions drop around late June due to a bug or update, and previously a “call click” data freeze). However, the declines we’re discussing aren’t just data glitches – they align with genuine behavior shifts. For example, the decline in lawyer GBP calls was measured over a year-long period, not a sudden drop tied to a single bug. Likewise, Rio SEO’s dataset is broad and points to structural changes (like mobile vs desktop usage changes, and SERP layout impacts). So while you should stay aware of Google reporting anomalies, the overall downward trend in tracked GBP interactions appears real. We’re essentially witnessing the impact of zero-click search and Google’s redesign of local results.

To visualize it: imagine 100 people used to find your listing and, say, 20 of them would click to call or visit your site. Now, maybe 90 people find your listing, and only 10 of them take a tracked action. The other 80 might be doing something else – reading your reviews, seeing your hours, maybe letting Google Assistant handle it, or choosing a competitor who had a more eye-catching presence. Your SEO might still be putting you in front of people, but the way they respond is different. This is why many businesses report “my rankings are up, but leads are down”. The leads aren’t necessarily gone; some are just harder to see or attribute in the data.

Rethinking ROI: Monitoring Marketing Impact Across Channels

With Google Business Profile insights showing less activity, it’s critical for businesses to refine how they track marketing ROI. If you’ve been leaning solely on GBP metrics to prove your local SEO’s value, it’s time to broaden the scope. Here’s how local businesses can better monitor and evaluate performance now:

• Track Actual Leads and Sales, Not Just Clicks: Ultimately, what matters is how many customers contact or visit you – even if they didn’t come through an obvious click. Start by tracking total inbound leads by source: phone calls, form submissions, chat inquiries, store visits, etc. For phone calls, you might use your phone system logs or a call tracking service (more on that next). For website inquiries, use Google Analytics/GA4 conversion tracking. Get a baseline of how many leads you generate in total each month, and from which channels (paid search, organic search, direct, referral, etc.). If your overall leads are steady or up but GBP-reported ones are down, that suggests attribution is the issue. Conversely, if overall leads are down, then something broader is amiss. By focusing on results (how many people called/booked/purchased), you won’t be misled by one platform’s reporting. Many agencies now build multi-channel dashboards that combine data – showing, for example, total leads and revenue alongside Google Analytics traffic, GBP views, and so on. This gives context: if GBP calls drop but web contact form submissions from organic search go up, you know people might be clicking through to the site instead of calling directly.

• Implement Call Tracking for Phone ROI: Phone calls are a vital lead source for local services, so use first-party call tracking to capture them. Google’s own “Call History” feature in GBP was retired in late 2024, but you can replicate this with third-party call tracking. For example, services like CallRail, CallTrackingMetrics, etc., let you use a tracking phone number on your GBP listing. Google allows this as long as you also list your real number as a secondary. The tracking number forwards to your business but captures detailed logs of every call from Google. This means even if Google’s Insights miss some clicks (or if an AI dials your number), your call tracking software will record the call and even tie it to the source “Google Business Profile”. These tools can show how call volume changes over time and even record conversations for quality. As AgencyAnalytics notes, a tool like CallRail can connect the dots from search to call to revenue, providing multi-channel attribution for calls. By having your own call data, you’re not blind if Google’s numbers fluctuate. You can directly measure, say, “How many incoming calls did we answer this month?” and compare it to past performance.

• Use UTM Tags to Track Website Clicks: When users do click the “Website” button on your GBP, make sure you know it. UTM-tag your GBP link with a source (e.g., utm_source=google&utm_medium=organic&utm_campaign=GBP) or use Google’s free URL builder. This way, in GA4 you can see exactly how many sessions and conversions came from the Google Business Profile. Sometimes GBP Insights might undercount or have delays, but your website analytics will catch the actual visits. If you notice a discrepancy – e.g., GBP says 50 website clicks in a month but GA4 shows 100 sessions via the GBP UTM link – you might suspect a Google reporting gap. More importantly, by measuring website behavior of GBP visitors (bounce rates, pages viewed, conversions), you can gauge lead quality beyond the click. For instance, if fewer people click “Website” but those who do are high-intent (converting at a higher rate), you might still be fine. Tagging also helps separate brand traffic: you can distinguish someone who clicked your website from the GBP versus someone who found your site via organic search results.

• Expand ROI Attribution Across Channels: A modern ROI evaluation looks at the full customer journey. Don’t forget that local customers might interact with multiple touchpoints:

  • They could see your Google listing, then later Google your brand name and click your website (which would show up as an organic click or even “direct” if they type the URL). GBP might get no credit, but it did assist.

  • Or they might find you on Google, then look you up on Facebook or Yelp to read more reviews, then call. The initial discovery was Google, but the last touch was something else.

  • It’s important to capture these assists. In GA4, you can use the Attribution reports to see conversion paths. For example, you might find that “Google Organic > Direct” is a common path – indicating the user came from Google, left, and later returned direct to convert. That suggests Google sparked the lead even if the last click was direct.

  • You can also simply ask customers how they found you (via a small survey on your website or when speaking on the phone). It’s old-school, but many businesses find that customers will say “I found you on Google” even if the conversion was attributed to “direct” in analytics. Collect those responses to inform your strategy.

  • By attributing influence to GBP and local SEO beyond just last-click, you’ll get a more realistic picture of ROI. For instance, if you cut local SEO efforts, would your overall leads drop? Often, the answer is yes – even if at a glance the direct Google conversions seemed low, it was feeding the funnel.

• Monitor Conversion Rates and Close Rates: With fewer clicks, you want to make the most of each one. Keep an eye on conversion metrics like call answer rate (how many calls you missed vs answered) and call-to-sale rate. If calls are fewer, each one is precious. Also, track website conversion rate from GBP traffic: if 50 GBP visitors now convert as much as 100 used to, that means those who do click are coming in hotter (perhaps because casual info-seekers got their answer from the SERP, and only serious buyers click through). This kind of insight can tell you if the “drop” is mostly unqualified traffic disappearing or actual potential customers being lost. In any case, funnel efficiency is key – ensure your staff is trained to handle leads quickly, your website landing pages for local visitors are optimized, and so on, to maximize ROI from the interactions you do get.

• Look Beyond Google for ROI Signals: A resilient marketing strategy hedges against any one platform’s whims. So, start tracking how other channels contribute:

  • If you run Facebook/Instagram ads or get traffic from social media, include those in your ROI calculations. Maybe you lost some Google calls, but your Facebook campaigns or referral business went up and compensated.

  • Email marketing or repeat customers: if 2025 saw an increase in repeat business (perhaps due to your excellent service and reviews), that might offset fewer new inbound leads from Google. Track customer retention and referral rates.

  • Offline metrics: For brick-and-mortar, track foot traffic or point-of-sale data. Google might show fewer direction clicks, but your store counter might show similar or higher walk-ins – indicating many just used the map on their phone without clicking “Directions” (which happens if they know the way or use their car GPS). If possible, use Google’s “store visits” metric (available in Google Ads for some) or simply use anecdotal data (ask walk-in customers how they found you).

In essence, diversify your ROI tracking. Don’t let Google’s partial data be the sole barometer of success. By compiling data from multiple sources (website analytics, phone systems, CRMs, third-party listings, etc.), you get a truer picture of your marketing performance. This protects you from misinterpreting a Google-specific dip as a total business downturn.

Result

The Metrics That Matter Now in Local SEO

Given the new landscape, local businesses should adjust which SEO and visibility metrics they prioritize. Here are some key metrics (beyond raw GBP click counts) to focus on in 2025:

• Local Visibility & Impressions: How often is your business appearing in local search results? While Google’s “Search Impressions” in GBP can be volatile (and was less reliable during some 2025 glitches), it’s still worth watching trends. If your impressions are holding steady or growing, it means you’re being seen by as many (or more) people – even if they aren’t clicking. A decline in impressions could indicate a ranking drop or a change in search volume. Consider using tools or Google Search Console to track how often your site or profile appears for key queries. Share of local pack (how often you appear in the 3-pack for your keywords) is another visibility indicator. Some rank tracking tools can report this. Essentially, measure your presence, not just clicks. This tells you if SEO is putting you in front of people.

• On-Listing Engagements (Actions): Rather than a singular focus on “website clicks” or “calls,” look at all actions on your GBP. This includes:

  • Calls (from mobile)

  • Website clicks

  • Direction requests

  • Messages via GBP (if enabled, track how many people message you through Google)

  • Bookings or Appointments made through Google (if you use Reserve with Google or appointment links)

  • Q&A engagement (are people asking questions on your GBP and are you answering them?)

  • Clicks on products/menus (for restaurants or retailers, Google shows menu items or product catalogs that can be clicked)

  By monitoring the full spectrum, you might notice, for example, calls went down but messages went up. Or fewer people requested directions because more opted for delivery orders online. Google’s dashboard (and API) can give some of these metrics, and you might need to manually log others. The goal is to see how people choose to engage. If one metric drops but another rises, your strategy might shift to cater to that (e.g., if “Messages” are rising, ensure you have staff or systems to reply quickly and convert those). In 2025, any interaction is valuable – even if it’s not a click to your site, it’s a chance to win business.

• Conversion Rate & Lead Quality Metrics: As mentioned, measure the efficiency of the traffic you do get. Key performance indicators could be:

  • GBP Conversion Rate = (Total actions from GBP / Total views of GBP) × 100. If this is steady or improving, it means you’re doing a good job turning those who see you into those who contact you. A drop might signal that your listing isn’t as compelling (maybe competitors have better reviews or Google’s new layouts distract users).

  • Call Answer Rate = (Calls answered / calls received). A low answer rate could amplify the problem – if fewer people call and you miss a chunk of those calls, you’re losing real business. Strive to keep this high.

  • Lead-to-Customer Rate = (Customers acquired / total leads). If this goes up, perhaps you’re getting fewer but higher-intent leads. If it goes down, you might be getting more tire-kickers or handling leads poorly.

  • Customer Lifetime Value (CLV) by source. Are the customers coming via Google (even if fewer) just as valuable or more valuable than before? If GBP leads still bring in high revenue on average, that channel is worth investing in, even if volume dipped. Metrics like CLV help you focus on quality, not just quantity.

  By focusing on these efficiency and quality metrics, you ensure your marketing is judged by its actual impact on the business, not just raw clicks. This mirrors how savvy agencies now report local SEO success – tying actions to outcomes rather than to vanity metrics. For instance, instead of “we got 100 website clicks”, you’d report “we converted 15 new customers from Google last month, with an average sale of $500” – which is far more meaningful.

• Reputation & Trust Indicators: In local SEO for 2025, your Google reviews, ratings, and responses are arguably as important as your rankings. They influence both whether you show up (ranking factors) and whether users choose you (conversion factors). Track:

  • Your Google star rating (and how it changes over time).

  • Total number of Google reviews, and the pace of new reviews coming in.

  • The sentiment of recent reviews (e.g., via a tool or manual check – are they mostly positive? any recurring complaints?).

  • Your response rate to reviews (Google shows if the owner responds, and timely responses can build trust).

  • Additionally, keep an eye on your profile completeness and content: number of photos, use of Google Posts, etc. These aren’t “metrics” in the traditional sense, but Google often rewards thorough, active profiles. For example, Birdeye found that businesses with lots of recent photos saw higher engagement rates (clicks, calls, etc.) than peers. So you might measure your photo count or post frequency as a KPI to improve.

  The reason these matter is because when fewer people click through, they’re making decisions right on your GBP snippet. If you have a 4.8 rating with 200 reviews and competitor has 4.2 with 50 reviews, you’re more likely to get the call or visit – even if neither of you get a website click from that search. It’s an “attraction” metric: how well does your GBP turn searchers into prospects? By improving these trust signals, you can mitigate some of the loss of traffic. For instance, a steady flow of good reviews might increase your conversion rate (more calls per view) even as total views drop. So, include reputation metrics in your marketing dashboard as a core pillar of SEO success.

• Engagement on Other Local Platforms: Google’s dominant, but don’t ignore signs from elsewhere. Are your Yelp page views up? Are people sending more Facebook messages? Metrics from Yelp, Apple Maps, Bing Places, etc., can sometimes fill in pieces of the puzzle. For example, if Apple Maps usage is rising (perhaps due to more iPhone users using Siri), you might see a slight uptick in Apple Maps direction requests or clicks. While Google still likely drives the bulk, tracking these ensures you’re not blind to a shift in user preferences. If Google’s local pack is less friendly, some users might indeed be going to Yelp or directly to mapping apps. So, watch your traffic from those sources. BrightLocal’s consumer survey data shows Google still around ~72% usage for local info, but among younger users that drops and other apps rise. So, the key metric here is share of leads from Google vs other channels – if Google’s share drops, is another channel’s share rising? Knowing this helps allocate your marketing effort smartly.

In short, the metrics that matter most now are those that reflect real engagement and reputation, rather than just exposure. Views and rankings tell you if you’re in the game, but conversions, conversion rate, and customer sentiment tell you if you’re winning. By focusing on these, you’ll get a clearer sense of how your marketing is performing in the current environment.

Shifting Your Analytics and Tech Stack for Reality

To build a resilient, modern attribution model, local businesses need to upgrade both their mindset and tools. Here are recommendations on adjusting your analytics approach and marketing tech stack in light of 2025 trends:

• Break Down Silos – Integrate Data Sources: It’s time to move beyond looking at Google Business Profile in isolation. A good first step is to integrate your data into one reporting view. Tools like Google Looker Studio (Data Studio) can combine Google Analytics, Google Ads, and GBP data (via the API or a connector) so you can see the full funnel. There are also platforms (AgencyAnalytics, Cyfe, etc.) that let you pull in Facebook, Yelp, and other channel data into one dashboard. By having all channels side-by-side, you’ll notice if, say, a drop in Google calls coincided with a rise in Facebook referrals, which could indicate a shift in how people contact you. It also helps you perform cross-channel attribution – for example, tagging leads in your CRM with “source: Google organic” if they came through any Google-related path. Modern marketing is omnichannel; your analytics should be too. Aim to track the customer journey end-to-end: from the first search impression to the final sale. That might involve using CRM software and asking customers questions, then linking that back to online data.

• Embrace Multi-Touch and Probabilistic Attribution: Rigid last-click models can mislead in a zero-click world. Consider using GA4’s data-driven attribution, which automatically assigns credit to various touchpoints based on probability. If that’s too complex, even a simple multi-touch model (like giving 50% credit to first touch and 50% to last touch) can be more fair for local SEO efforts. For example, if Google Business Profile is often the first touch (discovery) but not the last, a first-touch model will highlight its importance. There are also marketing attribution tools and CRMs (like HubSpot, Salesforce with Attribution add-ons) that help with this. For a small business, this might be overkill, so even manually tracking a few known customer paths can help illustrate the point. The key is to educate your team or stakeholders that a drop in direct Google conversions doesn’t equal a drop in Google’s influence. Use whatever data you have to show assisted conversions. If you can, track metrics like “Store visit rate” or use Google’s Local conversion actions (in Ads you can set up local actions tracking). These can attribute in-person visits or calls to prior ad clicks – which, while not covering organic, at least gives a fuller picture of Google’s impact beyond website clicks.

• Invest in First-Party Analytics Tools: Relying on Google’s provided metrics alone (GBP Insights, etc.) is risky, as we’ve seen. Ensure you have first-party analytics in place:

  • GA4 is essential for your website – configure conversions (like contact form submissions, quote requests, etc.) and attribute them properly.

  • Set up Google Search Console – it can show you queries where you appeared and got clicks to your site. If clicks from branded queries are up while GBP clicks are down, that could mean more people search your name and click the organic result (maybe after seeing your GBP info). Search Console data can hint at these patterns.

  • Use CRM or even a simple spreadsheet to track leads and their sources (as identified by web forms or call tracking or asking the caller). This becomes your truth data to compare against marketing channel reports.

  • If possible, explore Google’s Business Profile API or analytics tools built on it. Some tools (like Jepto, which Joy Hawkins used in her study, or BrightLocal, etc.) can pull long-term trends from GBP Insights. They might allow you to see multi-location data, compare time periods, and download your data for analysis. By having raw data, you can smooth out anomalies (e.g., average things over quarters) to see real trends.

• Adapt Your Tech Stack to New Interactions: With more customers opting for non-traditional interactions (like messaging), consider adding tools to capture those:

  • If you haven’t, enable Google Business Messages on your profile and ensure you have the Google Business app or a method to respond. Then track how many inquiries come through messaging. Some CRMs can integrate with GBP messaging so that those chats are logged like leads.

  • If you’re in an industry where Google’s “Request a Quote” or booking features show up, integrate with them or at least monitor them. For example, if you’re a home services business, Google might show a “Request a Quote” button that goes via Google’s Local Services (in some regions). Make sure you’re set up to receive and respond to those, and then treat them as leads in your tracking.

  • Chatbots and AI: As AI search grows, be prepared to capture traffic from those sources too. While still small, some businesses are looking at “referrals from Bard or Bing Chat” – you might start seeing weird referral sources in analytics. It’s worth keeping an eye on any new source of traffic or leads.

  • Call Recording/Transcription & Analysis: To better tie calls to outcomes, tools that transcribe calls can help identify if a call was a good lead, a spam, or a repeat customer. Over time, you might find that while total calls dropped, the qualified calls didn’t drop as much. This kind of insight can reassure you that you’re not losing as many real opportunities as it seems. Some call tracking systems offer AI scoring of calls or integration with CRMs to mark which calls resulted in appointments or sales.

• Align KPI Dashboards with Business Goals: Revamp your reporting to focus on metrics that leadership cares about – usually revenue, ROI, and growth. Instead of reporting just “Google My Business clicks” in your marketing reports, report multi-channel lead sources and ROI. For example:

  • “Organic Search (SEO) – 50 leads, $30k revenue, ROI X%” – and within that, break down “Local SEO/GBP influenced – estimated 30 leads” (maybe through first touch attribution or survey data).

  • Highlight metrics like cost per acquisition (if you can approximate your SEO spend and attribute leads to it). If GBP is undercounting direct leads, using a blended cost per lead for “SEO/organic” that accounts for all those indirect leads will present a more accurate picture.

  • Incorporate customer lifetime value when advocating for local marketing. For instance, maybe the volume of new customers from Google is slightly down, but those you got were higher-value clients (e.g., a big legal case or a high-ticket repair job). Emphasize quality in reports: “We acquired 10 new customers via Google this quarter, down from 12 last year, but their combined value is 20% higher.” This shifts the narrative from just decline to optimized performance.

  • Set up alerts on key metrics – many tools allow this. If call volume from Google drops sharply one week, you’d get an alert and can investigate (was it a reporting outage? or did your listing get suspended or drop in ranking?). Staying on top of anomalies ensures you can separate one-off issues from real trends.

• Train and Align Your Team: A resilient model isn’t just tools, it’s people. Ensure your marketing team (or agency) and sales team communicate. If sales notices a drop in inquiries, marketing can correlate it with what they see in analytics. Or if marketing sees a drop in one metric, they can ask sales “Are you hearing anything different from customers? Are fewer people mentioning Google?” Sometimes front-line staff have qualitative insight (e.g., “Actually, a lot of people this month said they found us via a voice search on their Google Home device.”) – that’s gold for attribution in a new channel. Encourage a culture of asking customers for feedback on how they found you and documenting that. Over time, that builds a first-party dataset of lead sources that can validate (or challenge) what the digital metrics say.

• Diversify Marketing Efforts (Based on Data): If your analysis shows GBP isn’t driving as much as before, it might be time to invest more in other channels while continuing to support GBP. For instance, Joy Hawkins’ 2026 outlook suggests running Google Ads and LSAs to supplement lost organic opportunities. Your ROI calculations might find that paying for an ad click (which guarantees a top spot with a call button) yields good returns, especially as organic gets pushed down. Similarly, if social media or email shows better engagement with your audience, allocate some budget and tracking there. The idea is to use your improved attribution model to make informed decisions about budget allocation. You might find your marketing ROI is better when spread across a few channels rather than relying mostly on GBP traffic as in the past. This makes your lead generation more resilient to any single platform’s changes.

By updating your analytics and tech stack in these ways, you essentially future-proof your marketing attribution. You’ll be equipped to measure what matters, even as Google (and consumer behavior) continues to evolve. Instead of panicking because one metric fell, you’ll have a holistic view to understand why and to adjust strategy. The businesses that thrive in this new era will be those that combine data-driven insight with adaptability – using first-party data and broad metrics to steer their marketing decisions, rather than just trusting the surface-level numbers from any one channel.

Conclusion: Building a Modern, Resilient Local Marketing Model

The local search landscape in 2025 has undoubtedly changed – fewer straightforward clicks from Google Business Profile doesn’t necessarily mean fewer customers, but it does demand a smarter approach to tracking and strategy. Businesses must recognize that user behavior is evolving toward less obvious, less trackable interactions. Google’s own changes (AI summaries, new SERP layouts, more pay-to-play elements) are accelerating this “zero-click” phenomenon.

To succeed now, local service businesses should focus on meeting customers where they are and measuring what truly counts. That means ensuring your GBP listing is rich, accurate, and trustworthy so that if a customer’s only interaction is seeing your rating and one snippet of info, it’s compelling enough to win them. It also means expanding your view of ROI – looking at the whole funnel of customer touchpoints and not over-relying on one platform’s data. By leveraging first-party tracking (for calls, site visits, etc.) and by adjusting your KPIs toward real outcomes (leads and sales), you’ll get clarity on your marketing performance even as attribution gets more complex.

In practical terms, build a marketing attribution model that is multi-channel and resilient:

• Combine data from GBP, website analytics, ads, and offline sources to see the full picture of customer acquisition.

• Prioritize metrics like conversion rates, customer lifetime value, and reputation health, which reflect the quality of your marketing, not just the quantity of clicks.

• Stay agile with your tactics: if Google’s landscape gives you less free exposure, consider supplementing with Google Ads or other channels, and track those ROI figures. If users shift to messaging, be ready to capture and convert on that front.

• Continue investing in local SEO fundamentals (accurate listings, fresh content, review generation) because even if clicks are down, visibility and trust in Google’s ecosystem remain crucial – many AI-driven engagements and referrals will still hinge on your business being prominent and well-regarded in the database of local businesses.

Remember, the goal is to make sure when a customer needs a service, your business is the one they choose, whether that happens via a direct website click, a phone call, a message, or an AI assistant doing the legwork. By updating how you monitor and respond to marketing performance, you can confidently navigate the decline of easy GBP attribution and build a robust pipeline of customers across all channels. In the end, it’s not about chasing clicks; it’s about cultivating conversions and relationships in the new local search reality. Make every interaction count – even the ones that never register as a click – and you’ll thrive through 2025 and beyond.