Total clicks reflect the volume of all conversion actions tracked in Google Business Profile insights: Clicks for directions, to the website, and to call the location. Unsurprisingly, conversions from search dropped after the holidays, reaching a low in February. Clicks for directions have grown throughout H1 as consumers are willing to return to in-store shopping experiences in greater numbers. Clicks to the website and
clicks to call, however, have remained relatively stable and trended together.
Whether consumers are looking to visit your website, call the store, or go directly to it, your brand must deliver a seamless experience from search to their next step.