How to Connect Google Business Profile to GA4 (Plus What to Expect)

Google Analytics rolled out a new integration this week, connecting directly with Google Business Profile.

If you haven't linked your GBP with GA4 yet, we've put together a step-by-step walkthrough (see the seven screenshots below) to help you get set up.

Here's our honest take on it.

The reporting is a fairly weak first step, and we're hoping Google builds this out further. Right now, you can't pull this data into Explorations, and the depth falls well short of what power users need. On top of that, if you've linked multiple GBPs for sales, service, and body shop, the reporting doesn't appear to separate them out.

For now, it's very surface-level.

This integration doesn't come close to our Google Data Studio reporting for dealers (Analytics Express), which connects directly to the Google Business Profile API and pulls in roughly 10x the data this new integration offers.

Still, having your GBP insights sitting alongside your GA4 data in one dashboard has real value, and we're optimistic Google is already working on a deeper phase two.

Have you connected this integration yet? Let us know in the comments if you run into anything worth sharing.

Want to learn more about getting the most out of Google Analytics? Check out our free Automotive GA4 training on YouTube. You can also find our recently updated book, A Car Dealer's Guide to Google Analytics 4, on Amazon — complete with step-by-step instructions and color screenshots throughout.