Two halves: finding you and choosing you
Apple splits insights into two questions.
How did people find you? The search section counts taps on your location in search results and splits them into three types: name or brand searches, category searches and other. A high share of name searches means people already know you and are looking you up. A growing share of category searches means you’re being found by people who didn’t have you in mind, and that’s where a specific, accurate category earns its keep.
What did they do next? The place card section counts views and then interactions: Directions, Website, Call, Share, Photos, plus Showcase and Brand Actions if you have them. Directions and calls are the closest thing to a visit or a lead that Apple reports.
Maps of where people are
Spatial insights show where searches came from, and where people were when they asked for directions, by zip code. You can view them as a heat map or a list. They’re monthly only. The list shows up to 10 results and drops any that make up less than 1% of taps or fall under the privacy threshold. Use it to sanity-check your service area and local advertising, not to count individual customers.
Why numbers look low or blank
Apple protects customers by showing small counts as zero. A small business looking at one day of data may see nothing at all, even if people did tap. Apple’s own advice amounts to zooming out: longer periods are more likely to clear the threshold. Weekly breakdowns run Sunday to Saturday, and you can switch between local time (the default) and UTC.
The comparison with similar locations, labeled “Searches for brands like yours,” only appears when Apple has enough data to meet its minimum threshold.
Using them well
Check the same month each year rather than day to day. When you add a showcase or an Action, note the date and compare the following month’s taps. If you tag Action links with UTM parameters, your website analytics can show what visitors did after leaving Maps. Apple’s URL guidelines name utm_source, utm_medium and utm_campaign among the allowed tags.
If it doesn't work
- Everything shows zero: Apple shows usage below a privacy threshold as zero. Widen the date range to a month or more.
- No data right after setup: Apple says data isn't available for up to an hour after you verify the location or brand.
- The comparison with similar businesses is missing: Apple only shows it when a minimum reporting threshold is met.
- You need all locations together: use Settings > Location Reports instead of each location's Insights tab.
Questions owners ask
What's the difference between name and category searches?
Apple counts a name or brand search when someone searched for your business directly, and a category search when they searched for a product, service or category related to you. Other covers searches for cities or addresses and anything Apple can't classify.
Does Apple show how many people called?
It shows taps on Call from your place card, alongside Directions, Website, Share, Photos, Showcase and Brand Actions. That's taps, not completed calls. Apple doesn't say whether a tap led to a connected call.
Can I get a monthly summary by email?
Apple's insights guide mentions a monthly Insights recap that you turn on through your preferences. Apple's organization settings page describes it as a monthly recap for up to 25 locations, set from your account name.
How far back does data go?
For multi-location reports, Apple offers up to 14 months of history. The single-location guide doesn't state a retention limit. Download a CSV each month if you want a longer record.
Sources
- Use insights for a single location (support.apple.com)
- Use Insights location reports for multiple locations (support.apple.com)
- Manage organization details (support.apple.com)
- Action URL standards and guidelines (support.apple.com)
Checked 13 Nov 2026. When the platform changes its process we update this page and log it in What changed.