Google My Business has made an update to the Insights analytics tool found in Google My Business.  This update allows business owners to see a heat map of locations from which searchers request directions to their businesses.

In an announcement by Allyson Wright, the community manager for Google My Business, Google has “made some changes to your directions heatmap.”  With these changes, the new directions heatmap should allow businesses to track which areas customers are requesting directions from and show that to you on this map at various zoom levels.  “Direction requests from some post codes may appear as blank due to user privacy consideration but are included at the city level,” Allyson said.

The help document was updated and now reads:

This section shows where on the map people request directions to your business. You’ll see your location pinned on the map, and a map that shows the most popular places from which people ask Google Maps for directions to your address. You may also see the total number of requests broken down by city or neighborhood.

On the map, you can zoom in and out on the map using the + and – icons on the bottom-right corner.

With this information, businesses should be able to get a better handle on the geographies from which they are attracting customers, which allows them to tailor their operations or marketing outreach accordingly.

Source –