I would not open Google Analytics and Google Business Profile side by side and call that enhanced insights. Two dashboards can still tell the same vague story: people found you, something happened, maybe money.
What I want is one clean path from profile click to action, because most local owners do not have time to argue about which chart is prettier when the phone is not ringing.
Wire the click to a page you own
Send GBP traffic to a dedicated landing page when you can. Tag it. Watch behavior in GA4: scroll, form start, call click, purchase.
If everything dumps to the homepage, you lose the plot fast.
UTM tags are boring and useful
Use consistent UTMs on website buttons from GBP when the setup allows it. Match source, medium, and campaign names to questions you will ask next month.
Not every GBP metric needs GA. But if you run ads, promos, or multiple locations, you need shared language between tools.
Calls and direction requests need offline honesty
GA will not fully capture a phone call from a tired parent at a red light.
Ask customers how they found you. Track call tracking if calls are your business. Do not let digital charts argue with the front desk.
The mistake is chart tourism
Founders refresh reports without changing offers, hours, photos, or service pages.
Fix the listing. Fix the landing page. Then see if GA tells a different story.
The best use of Analytics here is not more widgets. The best use is proving which GBP-driven visit types pay you.
