Many businesses noticed a sudden decline in Google Business Profile (GBP) impressions beginning around 25 June 2025. This decrease impacted both mobile and desktop searches; however, user interactions and engagement metrics, such as calls, clicks, and requests for directions, remained steady. Google has acknowledged this issue as a known glitch affecting impression reporting and is actively working to resolve the problem.

As of 17 July, DAC observed a noticeable recovery of impressions across various GBP accounts, signalling improvements in Google’s reporting accuracy. Businesses may continue to experience incremental recovery as Google fully addresses the issue.

Why It Matters

While fluctuations in GBP impressions can cause concern, it’s crucial to recognise the difference between actual engagement and reported impressions. Stable user engagement during the glitch period indicates that visibility to potential customers was largely unaffected. Instead, the anomaly was primarily in the reporting metrics themselves.

What You Can Do

• Regularly monitor your GBP performance metrics to identify ongoing changes and improvements.
• Stay informed by following updates from your DAC account team or through Google Product Expert communications.
• Keep in mind the importance of optimising your GBP for engagement, ensuring information is accurate and current, even during periods of data irregularity.

DAC continues to track these developments closely and will provide further updates as Google resolves the issue and impressions stabilise across GBP accounts.