Places Guide

This comprehensive guide will walk you through everything you need to know to understand, and optimise your End Customer Journey.

Table of Contents

Section 1: Why gaining control over your End Customer Journey Matters

Section 2: Key Metrics

Section 3: Health Scores

Section 4: Opportunities

Section 5: Health Scores Explained

FAQ

Section 1: Why gaining control over your End Customer Journey matters

Local marketing can often feel like a "black box"—you know it's important, but it's hard to see exactly what is working.

Gaining control means moving from guessing to knowing. By tracking the entire customer journey—from the moment someone searches for you (Awareness), to when they check your images (Consideration), to the moment they click "Get Directions" (Decision)—you can pinpoint exactly where you are winning and where you are losing potential customers.

Places enables you to:

• Prove Value: See the direct link between your location data and real customer actions.
• Spot Gaps: Identify if you are losing customers because they can't find you, or because they don't trust what they see.
• Prioritise Work: Stop guessing what to fix. Focus your team's effort on the specific stage of the journey that needs the most help.

Section 2: Key Metrics

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We break down your performance into three clear stages of the marketing funnel. Each stage has a Key Metric which give you an indication of the health for that specific phase.

• Awareness Metric: Search Result Count

What it is: The total number of times your locations appeared in search results across networks.*

Why it matters: You can't be chosen if you aren't seen. This measures your visibility.

• Consideration Metric: Profile Views

What it is: The number of times a user clicked to view your detailed profile, photos, or reviews.**

Why it matters: This shows interest. Customers have found you and are now evaluating if you are the right choice.

• Decision Metric: Action Clicks

What it is: The total count of high-intent clicks, such as "Get Directions," "Call Now," or "Website Visit."**

Why it matters: This measures conversion. It represents a customer stopping their search and starting their journey to your door.

*Currently only provided by Google

**Currently provided by Google and Apple

Section 3: Health Scores

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Your Health Scores are designed to indicate your brands current health in the platform.

While Key Metrics show you what happened in the past, Health Scores show you how well-optimised you are right now.

We calculate these scores using a "Networks First" Hierarchy:

• The Networks: We prioritise major networks (like Google and Facebook) because they drive the most traffic, and if you are not connected, your data can't have an impact.
• The Details: We look at data points like Open Hours, Photos, and Review Responses based on the network they are on.

The Three Scores:

• Awareness Score: Rates your ability to be found. It looks heavily at whether your locations are connected to major search engines and if your core data (Name, Address, Phone) is accurate.
• Consideration Score: Rates how attractive your brand looks. It focuses on "rich" data like high-quality Cover Images, Profile Photos, and your Review Rating.
• Decision Score: Rates how easy it is to become a customer. It checks for friction-reducers like accurate Open Hours, working Action Links, and responsive Messaging channels.

What we include in each score can be seen in Section 5: Health Scores Explained

Section 4: Opportunities

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The platform suggests actions based on your current health score and each possible action highlights the potential gain for the score(s) it is associated with. Actions are deeply linked the the relevant area of the product where you can complete them, making it easy for you to make a positive improvement.

The opportunities section takes the guesswork out of optimisation. The platform uses the "Networks First" logic to suggest the single most impactful task you can do right now.

• Prioritised Logic: The platform will never ask you to upload a photo to a network that isn't connected. It priorities Connections first, then Critical Data (like Open Hours), and finally Rich Content.
• Clear Ownership: Actions are categorised to help you delegate:
• • Organisation Actions: Strategic fixes (like connecting a new network) that affect the whole brand.
  • Location Actions: Tactical fixes (like answering a specific review) that can be handled by local managers or support staff.

NOTE: Some suggested actions can only be completed within products which may not currently be available for your site. Please contact PinMeTo if you would like to discuss upgrading your package.

Section 5: Health Scores Explained

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Each Health score is composed of many metrics, with a Networks First Hierarchy. A weighting system is then applied to the structure to calculate the resulting health scores.

FAQs

Q: Why can't I see Places?

A: Places is currently only available to users with the role Owner. Places primary goal is to support users who have the need to track, and share the value gained in the platform. As well as have the privileges to make platform wide change to improve the sites scores.

Q: Why do my scores go down?

A: The scores are calculated based on dynamic data, where a mixture of external factors, and optimisations, will impact them. They should be seen as a current gauge of the sites health in each stage, which can quickly change as networks update their algorithms, market movements shift what is important, or we see ways to provide enhanced optimisations.

Q: Can I hide, or change the weight of the metrics in the scores?

A: It's not currently possible to alter which measures, or measure weights, which makes up the scores. They are built on a base scoring system which is broadly relevant, then a certain aspect of dynamic alternations is applied depending on your location categories, or the content available.

Keywords

Places, Health Score, Key Metric, Conversion, Searches, Views, Actions, End Customer Journey

Updated on: 04/12/2025