Store Locator Analytics: Which Metrics Actually Matter

Most store locators are black boxes. Customers use them, but you have no idea what they searched for, which locations they looked at, or whether they ever showed up. That’s a problem — because your store locator is one of the highest-intent touchpoints on your entire website.

Why Store Locator Analytics Matter

Someone using your store locator has already decided they want to visit a physical location. They’re past the awareness and consideration stages — they’re in “decision” mode. Understanding their behavior at this point gives you insights you can’t get anywhere else.

The 6 Metrics That Matter

1. Search Volume by Location

How many searches does each location receive? This tells you which stores have the most demand and which might be underperforming. If a location gets very few searches, it might need more local marketing or could indicate a market that doesn’t know you’re there.

2. “Get Directions” Clicks

This is the closest proxy to actual store visits you’ll get from a website. A high search-to-directions ratio means people are finding what they need. A low ratio might mean the location listing is missing information or the store is too far away.

3. Search Queries

What are people actually typing into your locator’s search bar? This reveals where your customers are, what neighborhoods they’re searching from, and sometimes what products or services they’re looking for.

4. No-Results Searches

When someone searches for a location and gets zero results, that’s a missed opportunity. Tracking these searches shows you where demand exists but you don’t have coverage. It’s market expansion intelligence for free.

5. Location Page Views

If you have individual location pages (and you should), track which ones get the most traffic. High-traffic pages with low direction clicks might need better CTAs or updated information.

6. Device Breakdown

Are most locator searches happening on mobile or desktop? Mobile searches are typically higher intent (the person might be looking for a store to visit right now), while desktop searches might be for planning ahead.

How Pinbly Tracks All of This

Pinbly’s analytics dashboard gives you all six of these metrics out of the box — no extra setup, no Google Analytics configuration, no custom event tracking. Just log in and see how your locator is performing.

You’ll also get weekly email reports summarizing your top-performing locations, most common searches, and trends over time.

Turning Data Into Decisions

Analytics are only useful if you act on them. Here are some common actions our customers take based on their locator data:

• Opening new locations in areas with high search volume but no stores
• Increasing marketing spend in areas where searches are growing
• Updating store information for locations with low engagement
• Adjusting inventory based on which locations drive the most interest

Your store locator isn’t just a feature — it’s a data source. Start treating it like one.