Yelp is more than a review site. For local businesses, it’s a tool that helps shape online visibility, customer trust, and even revenue.
What many Yelp users don’t realize is how much its data can tell you about customer behavior, profile visibility, and real interest in your business. It offers analytics that go far beyond surface-level metrics.
These data-driven insights help you track user actions, understand search visibility, and make smarter business decisions.
In this article, you will learn which Yelp metrics matter most, where to find them, and how to use them to support smarter marketing and business growth.
What Is Yelp Analytics?
Image Source: business.yelp.com
Yelp Analytics refers to the built-in reporting tools found in the Yelp business account dashboard. These tools give you access to real numbers based on how Yelp users interact with your business listing.
Instead of guessing what works, you can see actual user actions like clicks for directions, website visits, or calls. The data helps you understand how people find your business, what they do after landing on your Yelp page, and how that behavior changes over time.
For example, if your page views suddenly drop, it could signal a shift in search trends, a problem with your listing, or rising competitors in the same location.
Without this kind of data, businesses often miss out on clear signs to act.
Yelp’s reporting covers both organic interactions and paid activity from Yelp ads. That includes performance from features like Yelp reservations, calls to action, and photos.
Even without premium tools, the free version of Yelp Analytics shows trends in calls, reviews, and page views, giving you a clear view of real consumer behavior.
Benefits of Using Yelp Analytics
Yelp Analytics gives more than numbers. It provides direction.
For both marketing agencies and local businesses, it can show how to improve visibility, engage more consumers, and support better planning across locations.
For Marketing Agencies
Agencies working with clients in various industries need tools that give clear, quick insights. Yelp Analytics helps track how each client’s business listing performs over time.
You can access reports that show which listings get the most page views, which ones get the highest number of calls, and where user actions drop.
This makes it easier to present real results in client meetings. Agencies can use Yelp data to point out when an updated photo drives more consumer engagement or when a new response strategy improves review volume.
It also supports better decision-making when managing Yelp Ads. Instead of guessing, you can compare how different ad sets perform across locations and adjust based on results.
Yelp’s analytics system further helps agencies create reports that include both high-level trends and specific actions, which help save time and increase confidence in client strategies.
For Local Businesses
Local businesses benefit by seeing how people discover and interact with their profile.
You can track how many people viewed your Yelp page, clicked to call, or requested directions. This helps you understand when consumers are most interested in your services and what actions they take.
If traffic drops, you can check your photos, reviews, or hours to determine if updates are needed. If calls spike after a new promotion, that confirms your messaging worked.
Over time, this kind of reporting builds a clearer picture of what drives business growth.
For example, a restaurant can check if users are finding them through Yelp reservations and adjust staff scheduling based on peak interest.
Meanwhile, a repair service provider might track which days get the most direction clicks and run special deals on slow days.
Key Yelp Metrics You Should Watch
While Yelp provides many data points, some are more useful than others when it comes to spotting trends, measuring interest, and improving engagement.
Below are the key metrics you should check regularly to assess real-time performance and make better decisions
1. Page Visits
Image Source: business.yelp.com
Page visits show how many times people land on your Yelp page. This metric reflects how often your business appears in search results or is clicked through other links on Yelp.
A high number of visits signals that your listing is visible and attracting interest. If visits are low or suddenly drop, it could mean your business isn't standing out or has lost visibility to competitors.
But a visit alone doesn’t guarantee action. If users visit your page but don’t call, request directions, or click through to your website, it’s a sign that something may be missing from your profile.
If you want to bring in more visits, focus on:
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Improving your listing – Make sure your hours, services, and details are accurate and current.
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Adding new photos – High-quality images attract more attention and keep people on your page longer.
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Boosting visibility – Ask happy customers to leave reviews and respond quickly when they do. These actions help your ranking and improve trust with potential consumers.
2. Clicks
Clicks measure user interactions from your Yelp page. This includes taps or clicks to call your business, visit your website, request directions, or even send a message.
While page visits show interest, clicks reveal intent. Tracking click data helps you understand what users value.
If many people click for directions, your physical location may be a strong driver. If your website link gets the most clicks, users might be searching for details that are not available on Yelp.
Use that information to fine-tune both your Yelp profile and your off-platform presence.
You can break down clicks into these common types:
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Call clicks – When users tap the phone icon to contact you directly.
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Directions clicks – When users open your business location in their maps app.
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Yelp website clicks – When users follow the link to your external site.
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Message clicks – When users open a direct message thread with your business (if enabled).
3. Page Views
Page views show the total number of times users have loaded your Yelp page.
Unlike page visits, which track unique sessions, view count is every time the page loads, even if it’s the same person refreshing or returning.
If your page views are high, it means your listing continues to attract attention. But if those views don’t lead to clicks or direct actions, there may be something missing from your page that’s holding back conversions.
It could be a lack of recent photos, few reviews, or unclear service descriptions.
Tracking page views helps you understand if people come back to your listing more than once or if there’s a growing interest in your business over a short period of time. You can also find out if a recent campaign or review spike causes more users to visit your page or not.
4. Customer Leads
Customer leads measure how often users take meaningful action after viewing your Yelp page. These are high-value actions like placing a call, requesting a booking, or sending a message.
Leads often result in direct sales, appointments, or service requests. If your listing has plenty of traffic but few leads, it may mean users aren’t finding what they need to move forward.
You can also use lead trends to test updates. For example, a jump in booking requests after adding a Yelp waitlist or updating your contact info tells you those changes worked.
On the other hand, if leads slow down, it may be time to review your profile and compare it with other businesses in your category.
Common sources of customer leads include:
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Calls – Users who tap to call your business directly.
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Booking requests – Submissions made through reservations.
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Quote or info forms – Users asking about your services or availability.
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Messages – Conversations started through Yelp’s built-in messaging tool.
5. Average Rating
Image Source: business.yelp.com
The average rating reflects the overall satisfaction of Yelp users based on their experiences with your business. It’s calculated from the total number of reviews and their individual star ratings.
A higher Yelp rating builds trust and signals consistent quality. A lower one can push potential customers toward a competitor, even if you offer similar services. That’s why it’s important to monitor changes in your average rating over time.
Even small shifts in your rating can impact your visibility in search results and affect user behavior. For example, moving from 4.2 to 4.5 stars might bring in more views, while dropping below 4.0 could reduce leads.
Yelp’s algorithm often favors businesses with higher ratings, especially those with recent, detailed reviews.
If your rating drops, it’s important to act quickly. Look at recent feedback, spot recurring issues, and address them. Responding to reviews and fixing problems shows customers you care and helps recover trust.
Your average rating is shaped by:
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Star reviews – The total combined score from all user-submitted star ratings.
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Recent feedback – Newer reviews often carry more weight in perception.
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Volume of reviews – A consistent stream of ratings looks more credible than a small number.
6. Review Activity
Review activity tracks how often users leave feedback on your Yelp page.
The timing and tone of these comments affect how Yelp users view your business. New reviews show that your business is active and that customers are still engaging with your services.
Unlike average rating, which gives you a summary, review activity lets you see the full picture. A stream of recent positive reviews builds trust.
On the other hand, a mix of bad reviews or long gaps between them may raise red flags for potential consumers.
You should also pay attention to how often reviews come in and how you respond. Businesses that stay active in replying tend to show stronger consumer engagement.
Even a quick thank you response can make a difference. It shows future customers that you pay attention and take feedback seriously.
Pay close attention to:
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Frequency – How often new reviews are coming in.
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Tone and content – What users are saying and whether they focus on a specific product or service.
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Response activity – Whether the business replies, how fast, and how often.
7. Search Impressions
Search impressions show how often your business appears in Yelp’s search results. This metric tells you how visible your business listing is when users search for related services, categories, or keywords.
Tracking impressions helps you understand your reach within the platform. If impressions are high, your business is showing up often, which means your profile is being matched with relevant searches.
If the number is low, your visibility may be limited by weak keywords, missing content, or lower Yelp ratings compared to competitors.
Keep an eye on:
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Total impressions over time – A rising trend means growing reach
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Impression-to-click ratio – If many see your listing but few act, check what users first see in search
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Changes after profile updates – Adjusting business categories or uploading new photos can help improve visibility
Where to Find Yelp Analytics in the Native Platform
Image Source: business.yelp.com
Follow these steps to view your Yelp analytics:
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Sign in to your Yelp for business account – Use the Yelp website or mobile app to log in with your business credentials.
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Go to the overview or activity feed tab – This tab shows recent activity, including customer actions, reviews, and updates.
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Select the analytics section – Here, you’ll find your main performance metrics like page views, calls, clicks to your website, and new reviews.
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Open the Yelp reservations dashboard – If you use Yelp reservations, go to this dashboard and click the analytics tab to view booking data.
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View the Yelp ads section – If you're running Yelp ads, this section displays ad impressions, clicks, and lead activity.
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Use Yelp Fusion Insights – For deeper reporting, this tool provides extended social analytics, sentiment analysis, location data, and review trends across one or more listings.
Quickly Create Reports From Yelp Metrics and Insights With TapClicks
TapClicks connects directly with Yelp Ads, so you can track both paid and organic performance from a single platform.
Whether you manage local campaigns, regional accounts, or franchise locations, you can view results by device, location, and business category, all within the TapClicks dashboard.
You don’t need to switch tools or manually export data. TapClicks centralizes your performance data so you can take action faster.
With this integration, you can:
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Report on Yelp Ads and organic metrics in one place
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Compare campaign results across devices and locations
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Combine Yelp data with 200+ other sources in the TapClicks Connector Marketplace
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Share visual reports that clearly show ROI and campaign value
Agencies and in-house teams use TapClicks to manage campaigns, uncover insights, and make smarter marketing decisions.
Analyze Yelp's performance alongside every other platform you use. Schedule a TapClicks demo today!
FAQs About Yelp Analytics
Can you see who views your Yelp?
No, Yelp does not show the identities of individual users who view your page. You can only see total views and actions in your analytics dashboard.
How do I get Yelp data?
You can access Yelp data by logging into your Yelp for Business account. From the dashboard, you can view analytics on page views, clicks, customer actions, and ad performance. For deeper analysis, you can use third-party platforms like TapClicks to pull and report on this data.
Does anybody still use Yelp?
Yes, Yelp continues to have a large user base. Millions of people use it each month to find local businesses, read reviews, and make purchase decisions, especially in industries like food, home services, and health.
Where does Yelp get its data?
Yelp collects its data from user activity, business owner inputs, and its own ad platform. This includes reviews, photos, search behavior, page interactions, and business profile updates submitted directly through Yelp’s tools or APIs.
