Google Business Profile Insights
Insights is the former name for the performance data of a Google Business Profile: profile views, interactions such as calls, direction requests and website clicks, and the search terms people used to look for the business. In Google's current documentation these areas are called “Performance” and “Insights recommendations”; the older umbrella term “Insights” survives mainly as industry shorthand. The data can be opened in the Business Profile dashboard and in the Google Maps app. According to Google it is available only for verified business profiles.
In practice
Looking regularly at the “Searches” report reveals the language customers really use, which is worth carrying over into your own website content. Noticeable shifts in calls or direction requests are also an early indication of an opportunity or a problem. Do not look for the section under its old name: in the interface you will find it under “Performance”. As long as a profile is unverified, the performance data is not available. The figures once reported for chat messages and call history are moot: Google discontinued both features on 31 July 2024.