Most businesses investing in local SEO can't tell you whether it's working, because they're measuring the wrong things.
After 9 years in local marketing, I've had hundreds of conversations that go like this: a business owner who's been doing local SEO for 6 months asks me if it's working. They don't know. Their agency sends a monthly report with rankings and impressions. But those numbers don't connect to their actual business results.
The measurement problem in local SEO is real, and it's solvable. You don't need expensive analytics tools or a data science background. You need the right metrics, the right formulas, and the discipline to check them consistently.
Here's the ROI framework I actually use with clients.
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Most local SEO reports show: rankings, impressions, and clicks. These are leading indicators, they tell you about activity, not results. They don't answer the question that actually matters: did this local SEO work generate revenue that exceeded what it cost?
The fundamental measurement problem is attribution. When a customer calls your business, how do you know they found you through Google Maps vs. a referral vs. a drive-by? Most businesses don't have a system to answer that, so they end up either assuming local SEO is working or assuming it's not, neither of which is based on data.
The ROI framework in this guide solves the attribution problem without requiring complex tracking setups. It's based on the metrics that are actually measurable and the reasonable assumptions that connect them to revenue.
🛠️ Action Step: Before reading further, pull up your GBP Performance dashboard (in your Google Business Profile Manager). Screenshot it. Note three numbers: total search views, direction requests, and phone calls for the last 30 days. These are your Tier 1 metrics.
The same local search tactics apply to other verticals, including local SEO for call tracking.
Tier 1: Visibility and engagement (GBP Performance) These metrics tell you how many people are seeing and engaging with your local presence on Google. They're the earliest indicators of whether your GBP optimization is working.
Tier 2: Website and conversion metrics (Google Analytics) These metrics tell you how many people from local search are visiting your website and taking action. They bridge the gap between GBP visibility and actual customer contact.
Tier 3: Revenue attribution These are the numbers that connect to money, calls, bookings, and customers sourced from local search. They require the most setup but provide the most direct ROI measurement.
Access these in your GBP dashboard under "Performance."
Search views (impressions): How many times your GBP appeared in Google Search and Maps results. This is your reach metric, it tells you how often Google is showing your listing to searchers.
Direction requests: How many times someone tapped "Get directions" on your GBP. This is the most concrete intent signal available without call tracking, someone asking for directions is very likely visiting your business.
Phone calls: How many times someone tapped the phone button on your GBP. Note: this counts taps, not connected calls. Some percentage of these will be wrong numbers or hang-ups.
Website clicks: How many times someone clicked through to your website from your GBP.
The key trend to watch: Month-over-month growth in direction requests and phone calls. If these are growing, your local SEO is generating more customer contact. If they're flat or declining, something needs to change.
📊 Flento Data: Based on Flento's analysis of service business GBP performance, businesses that increase their review count by 10+ per month see an average 22% increase in phone calls from GBP within 60 days.
🛠️ Action Step: Set a monthly calendar reminder to pull your GBP Performance numbers and log them in a simple spreadsheet. After 3 months, you'll have a clear trend line.
In Google Analytics (GA4), you can see how much traffic comes from Google Search and specifically from local searches. Here's what to track:
Organic search sessions from local queries: In GA4, look at Acquisition → Traffic Acquisition → Organic Search. Segment by city or region to see local traffic specifically. If you have a local SEO campaign running, this should be growing over time.
Conversions from organic search: Set up conversion goals for the actions that matter most, form submissions, phone click events, booking completions. Track how many of those conversions come from organic (local) search.
Landing pages for local traffic: Which pages are receiving organic search traffic from local queries? Are those pages converting? If your "HVAC repair in Phoenix" page gets 200 organic visits per month but 0 form submissions, the page isn't working.
Setting up call tracking: For businesses where phone calls are the primary conversion, call tracking software (CallRail is the most common) routes calls through a tracking number that records source attribution. This is the only way to know for certain that a caller came from Google Maps.
💡 Pro Tip: If you're not ready to set up formal call tracking, ask every inbound caller "How did you find us?" during the intake process. Train your front desk to log this in your CRM or a simple spreadsheet. Even informal source tracking gives you attribution data you don't currently have.
This is where ROI actually lives. The goal is to answer: "Of the revenue we generated this month, how much is attributable to local SEO?"
The direction request conversion method: Direction requests are your most reliable proxy for actual visits. For businesses where foot traffic or in-person visits are the primary conversion path (restaurants, retail, salons), this formula estimates visits from Google:
Estimated visits from Google = Direction requests × Your direction-to-visit conversion rate
What's your direction-to-visit conversion rate? For most businesses, it's 60–80%, most people who ask for directions actually show up. Test this assumption by counting direction requests in a month and comparing to new customer entries if you track them.
The call conversion method: For businesses where phone calls are the primary conversion (home services, healthcare, legal):
Revenue from Google = Phone calls × Your call-to-customer conversion rate × Average job value
Example: A plumbing company gets 40 GBP phone calls per month. Their call-to-booked-job rate is 35% (accounting for wrong numbers, non-starters, and shoppers who don't book). Their average job value is $450.
Monthly revenue from Google Maps = 40 × 35% × $450 = $6,300/month
If their local SEO investment costs $500/month, their ROI is ($6,300 - $500) / $500 = 1,160%.
The Flento Local SEO ROI Formula:
Monthly Revenue from Local SEO = (GBP Phone Calls × Call-to-Customer Rate × Average Job Value) + (Direction Requests × Visit Rate × Average Transaction Value)
Local SEO ROI = (Monthly Revenue from Local SEO - Monthly Local SEO Cost) / Monthly Local SEO Cost × 100
For a business spending $800/month on local SEO:
The exact numbers will vary by industry and market. The framework is what matters, plug in your actual numbers.
Where this formula is imperfect: It doesn't account for repeat customers (a new customer acquired through Google may come back 5 more times, making their lifetime value much higher than a single transaction). It also doesn't account for calls that don't connect or direction requests that don't result in visits. Treat the formula as a conservative lower bound on actual ROI.
You don't need a complex analytics setup to measure local SEO ROI. The minimum viable measurement system:
Week 1:
Monthly cadence:
Quarterly review:
🛠️ Action Step: Set up a simple Google Sheet with columns: Month, Search Views, Phone Calls, Direction Requests, Estimated Revenue, Cost, ROI. Fill in today's baseline numbers. Start measuring next month.
Flento's dashboard consolidates the metrics scattered across Google Business Profile, Google Analytics, and your review platforms into a single monthly view. The performance dashboard tracks GBP impressions, calls, direction requests, and review growth over time, with month-over-month comparisons built in.
For agencies using Flento, the client reporting feature generates shareable monthly reports that show all three tiers of metrics, visibility, engagement, and conversion actions, in a format clients can understand without needing to log into multiple platforms.
✅ Done? Get your full local SEO performance dashboard in one place → Try Flento free
How long before local SEO ROI becomes measurable? For most businesses, meaningful data takes 60–90 days. The first 30 days is mostly baseline-setting. By month 3, you should have enough trend data to make informed judgments about what's working.
What's a good local SEO ROI benchmark? For home service businesses with average jobs over $300, ROI of 500–1,500% is common for well-executed local SEO campaigns. For restaurants and retail with lower average transactions, ROI is typically lower in pure dollar terms but still strongly positive.
How do I account for organic rankings vs. Maps rankings separately? GBP Performance data is specific to Maps/local performance. Google Analytics organic data includes both Maps-driven website visits and standard organic rankings. For a clean separation, use UTM parameters on your GBP website link, you can tag your GBP website button to track those visits separately in GA4.
Should I include the value of repeat customers in my ROI calculation? If you have data on average customer lifetime value, yes, use it instead of single transaction value. A dental patient acquired through Google is worth far more than their first appointment fee. Using lifetime value gives you a more accurate (and typically more favorable) ROI picture.
