Several enhancements have been released today to what was previously known as our Local Insights module in order to better align with Google's current Performance data set, add new data points for each location, and set the stage for aggregate reporting in an upcoming release.
Google updated its Local Performance reporting data set in February 2023 to add granular visibility to desktop vs mobile views. At that time, LocalClarity was updated to present the new information.
Unfortunately, Google also decided to remove daily metrics for searches, post views and clicks, and images views and clicks. Instead of simply removing the data from accounts, the platform continued to provide access to all historic data points. This update refreshes the tables and charts to present current Performance reporting KPIs.
This update encompasses several changes to enhance the performance reporting for brands of every size:
1. Chart Updates
The Local Performance charts now focus on the current data sets.
2. Depreciated Google Data
We've removed the deprecated data from Google, including daily local searches volume, Google Posts views and clicks, brands image views, and public image views.
3. New Google Data
We now provide granular visibility to the new metrics insights for the different impressions for each local listings (mobile search, mobile maps, desktop search, desktop maps). To make room in the table header, we use an "M" (for mobile) and "D" (for desktop).
4. Positive Word Ratio
You will now see your positive word ratio (displayed with the icon #) for each location. This unique KPI shows the ratio of the word count contained within 4-star and 5-star reviews versus the total word count in all the reviews over a specific period. This metric quantifies the potential impact of customer comments (not just ratings) on future purchase decisions - both negatively as positively.
5. Local Conversion Rate (LCR)
This metric is quite possibly the most important KPI you aren't tracking. LCR calculates the productivity and efficiency of your listing in converting views to actions, such as site visits, directions, and phone calls. LCR typically ranges from 1% to 5%, and provides a vital metric for monitoring and measuring your listing's ability to drive user engagement.
Your Local Conversion Rate is calculated through the following formula: Total actions / Total impressions
- Total actions include driving directions, phone calls, and website visits.
- Total impressions encompass Maps-mobile, Maps-desktop, Search-mobile, Search-desktop, as well as legacy views in maps and search (if you look for data prior to February, 2023).
While we've made substantial improvements, we are very excited about what's next for Local Performance reporting. First, we will be providing new aggregate tables so users can compare Performance at the group level similar to the current geographic breakdown. Second, we will be adding a Sentiment analysis column to the table.
If you have any further questions or require assistance, please don't hesitate to contact us at [email protected].
