Google just made it easier to see how your Google Business Profile is working, and giving some business owners a new way to manage listings. One is ready to use today. The other shows you where Google is headed next.
GBP Data Finally Talks to GA4
Google Business Profile has always been a bit of an island. You could see the calls, the direction requests, the website clicks coming from your profile, but you couldn’t connect any of it to what happened next. Did that click turn into a session? A form fill? A lead? There was no native way to know. Agencies and dealers have been stitching that story together with UTM parameters and manual reporting for years.
That all changes with one of Google’s recent updates. GBP interaction data (calls, bookings, direction requests, website clicks, messages, and menu views) can now flow directly into GA4 through a dedicated collection in the Reports menu, creating Google’s first native connection between local profile engagement and on-site actions.
A few things worth noting:
Data is aggregated, not location-level. You can connect multiple profiles, but you can’t segment performance by individual store. For a single-location business, that’s irrelevant. For a dealer group running several rooftops, you’re getting a blended view across locations rather than a per-store breakdown.
History is capped at six months. You won’t be able to pull anything further back than that at launch.
Customization is limited for now. Options for adjusting the report are limited at launch.
Even with those constraints, this is a real step forward. Until now, proving that a Google Business Profile generated real website activity meant stitching together UTMs, exports, and custom reports by hand. That’s a lot less work now.
To connect: In GA4, go to Admin > Product Links, select Google Business Profile, and follow the prompts. You’ll need Editor or Admin access on the GA4 property, and Owner or Manager status on the Business Profile.
Gemini Can Now Manage Your Business Profile, If You Only Have One
The second update lets business owners connect their Google Business Profile directly to Gemini, turning profile management into a conversation. Instead of navigating the GBP dashboard, you can ask Gemini for performance summaries, get review response drafts written in your brand’s voice, update your hours, or push profile updates, all through a prompt.
Google is pairing this with Business Notebooks, an extension of Gemini’s notebook feature that can flag things like unanswered customer questions or hours that haven’t been set for an upcoming holiday, and surfaces recommendations around pricing, positioning, and promotions.
Most coverage is burying two key limitations:
- It only connects to one Business Profile at a time. This is a tool for the solo, single-location business owner, not for dealer groups or anyone managing a portfolio of listings.
- Even for single locations, Gemini is drafting and flagging, not deciding and owning. It can write a review response, but can’t decide the right tone for a customer response or for your store.
What This Means Going Forward
The GA4 integration is the one to act on now. If you manage GA4 access for your locations, connect it today. It strengthens the story around what local presence is actually driving, using a platform your team already lives in.
The Gemini integration isn’t built for multi-location operations yet, and its one-profile limitation makes it impractical for dealer groups. This still signals that Google is investing in conversational business management, and owner-operators in single-location categories may start seeing this feature. The Gemini integration may turn out to be a time saver in the future, but AI will never know your customers, your history, or your business the way you do.
We’ll continue tracking both rollouts and will share updates as the features mature.
Reunion Marketing helps automotive dealers turn local visibility into measurable business outcomes. Want a closer look at how your Google Business Profile is performing? Schedule an audit here.