Free GBP Tool: Sign In With Google
Free GBP Audit Tool for Google Business Profile
Most GBP audits guess from the public listing. This one reads your own profile. Sign in with the Google account that manages it, pick a location and run a checklist across 9 sections. Every check shows the exact values Google returned, so you can see why it passed or failed. No AI is involved, and nothing is stored.
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ℹ️ Our request for Google Business Profile API access is still waiting on Google's approval. Until it comes through, you may see a quota or permission error after sign in. That error comes from Google, and the tool shows it as is. Please try again later. You can run 10 audits per day.
How the GBP Audit Works
Four steps, and most audits finish in under a minute.
Sign in with Google
Use the Google account that owns or manages the Business Profile you want to audit.
Pick a location
Choose the profile from the list of locations your account can manage.
Run the audit
The tool reads the profile through Google Business Profile APIs and runs the checklist.
Fix and export
Work through the next steps, then download the PDF report or export a CSV.
The tool asks Google for the business.manage permission because that is the only scope that opens these APIs. It only reads with it. Your sign in lasts one hour at most, and Disconnect revokes it at once.
What the Google Business Profile Audit Checks
The checklist is the one I use on client profiles. It is split into 9 sections, and each check lands as pass, warning, fail, check by hand or info.
Profile basics
Verification and open status, name, address or service area, phone, website link with UTM tags, opening date, regular hours and holiday hours for the next 60 days.
Description
Whether you have one, whether it runs 250 to 750 characters, and whether it holds a URL or phone number Google would reject.
Categories
Primary category set and at least 2 additional ones. Need ideas? Try the GBP category finder.
Services and attributes
Services listed, 1 to 20 service areas, attributes and payment options.
Photos
Logo, cover, interior, exterior and team photos, total count, newest upload date and pixel size. Interior and exterior skip for service area businesses with no storefront.
Posts
Total posts, the newest post date and whether you have run an Offer post. Rejected posts are ignored.
Reviews
Total and average rating, newest review date, overall reply rate, and replies on every 1 and 2 star review.
Website schema
Fetches the website on your profile, looks for LocalBusiness markup and compares its name, phone and address with the profile.
Check by hand
Products, booking link, real versus stock photos and competitors. The APIs cannot answer these, so the tool tells you where to look.
GBP Audit Checklist Thresholds
Some numbers come from Google. Others are my own rules from client work, and the table says which is which.
| Item | Pass rule | Where it comes from |
|---|---|---|
| Description | Pass at 250 to 750 characters, no links or phone numbers | Google says no links of any type are allowed (guidelines). 750 is the field limit. |
| Categories | Primary set, plus 2 or more additional | Google allows up to 9 additional categories (bulk upload help). |
| Owner photos | 10 or more, newest within 30 days | Our checklist rule, based on what I see on profiles that win the map pack. |
| Photo size | 720 x 720 px or larger; fail under 250 x 250 | Google lists 250 x 250 as the minimum and 720 x 720 as recommended (photo help). |
| Posts | Newest post within 7 days, one Offer post | Our checklist rule. Posts are easy to forget, so the window is short. |
| Reviews | Newest review within 30 days, 90% or more replied, every 1 and 2 star replied | Our checklist rule. Unanswered bad reviews are the first thing a new customer reads. |
| Service areas | 1 to 20 areas | Google accepts at most 20 service areas. |
What a GBP Audit Tool Cannot See
An honest audit should tell you its blind spots. Products and booking links are not in the Business Profile APIs this tool calls. The API cannot tell a real job photo from a stock image either. And competitor data would need the Places API, which we do not use.
A few features you may still see in older checklists are gone. Google ended chat and call history on July 31, 2024 (Google help), and the Q&A API was shut down in November 2025. So this audit does not score them. Photo geotags are also out, because Google strips EXIF data from uploads.
ℹ️ If one of the APIs fails for your profile, the related checks switch to check by hand and show Google's error. They are left out of the score.
How This Compares to Other GMB Audit Tools
Different tools answer different questions. Here is where each kind fits.
| Type | Data source | Good for |
|---|---|---|
| This tool | Your own profile, through Google Business Profile APIs after sign in | Owner level data like reply status and photo dates, with evidence per check |
| Browser extensions such as GMB Everywhere | The public listing on Google Search and Maps | Quick looks at any profile, including competitors, plus category and review views |
| Paid local suites such as BrightLocal or Local Falcon | Their own crawlers and rank grids | Rank tracking by map grid, citations and reports for many clients |
Use this audit for your own profile, and a public listing tool for competitor checks. They work well side by side.
How to Read Your Score and Next Steps
Your score is the weight you earned divided by the weight of every scored check. Verification weighs the most, since an unverified profile barely shows up. Categories come next. A warning earns half its weight. Say a Denver plumber has a 180 character description: that check warns, and the fix tells them to add main services and the area they serve.
Next steps list every failed check, heaviest first. Start at the top. Below that sit the ongoing tasks: reply to new reviews within 48 hours, send your Google review link after each job, post every week and add real photos each month.
If the website schema check fails, test the page with the local schema checker. If your UTM check fails, build a tagged link with the GBP UTM builder. To check that your name, address and phone match across the web, run the NAP consistency checker.
Frequently Asked Questions
What is a GBP audit?
A GBP audit is a check of your Google Business Profile against a list of best practices. It looks at basics like name, phone and hours, then categories, description, photos, posts and reviews. The goal is a short list of fixes. This tool reads your profile from Google and marks each item as pass, warning, fail or check by hand.
Is this GBP audit tool free?
Yes. There is no plan to buy and no credit card. You can run up to 10 audits a day from one connection, which is enough for a business owner or a small agency checking client profiles. Each audit shows the score on screen, and you can export the full result to CSV or print it to PDF.
Why do I need to sign in with Google?
The audit reads data that only the owner or a manager can see, such as review reply status and photo upload dates. Google only shares that through its Business Profile APIs after you sign in. We ask for the business.manage permission and use it to read. The tool never edits, posts or replies on your profile.
Can I audit a competitor’s profile?
No. You can only audit profiles your Google account owns or manages. Competitor data would need the Places API or scraping, and this tool uses neither. The audit lists competitor comparison as a check by hand item. Search your main service on Google Maps and compare the top three profiles with your own results.
Do you store my Business Profile data?
No. Your profile is read from Google when you click Run audit and sent straight to your browser. Nothing is saved on our server. The Google access token sits in a secure cookie for one hour at most, and we never request offline access. Click Disconnect to remove it and revoke access right away.
How is the GBP audit score calculated?
Each scored check has a weight. Verification counts most, then categories, then NAP and reviews, then photos, posts and description. A pass earns the full weight and a warning earns half. Check by hand and info items are left out of the score, so a missing API answer never pulls your number down.
Why does a check say check by hand?
Some things are not in the Business Profile APIs. Products, booking links, real versus stock photos and competitor data all fall in that group. When Google does not return a field the tool needs, it says so instead of guessing. You get the reason and a short fix so you know where to look in your profile.
Does the audit check geotags in my photos?
No, because Google strips EXIF data, including GPS tags, when photos are uploaded. There is nothing left for the API to read. Geotagging your own copies can still help with your website images. Use the bulk photo geotagger for that, but do not expect it to change how Google treats photos on the profile.
Want geotags on your website photos? See the bulk photo geotagger.
Find What Your Profile Is Missing
Sign in, pick a location and get your fix list in about a minute.
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