Places AI Guide

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

Table of Contents

1. Why gaining control over your End Customer Journey Matters
2. Dashboard

• Key Metrics
• Health Scores
• Recommendations
• Benchmarks
• Health Scores Explained
• Portfolio View & Business Units

3. Recommendations

• Listings optimisation

4. Your AI Agent

• Chat
• Listings Manager

5. FAQ

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 AI 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.
• Prioritize Work: Stop guessing what to fix. Focus your team's effort on the specific stage of the journey that needs the most help.

2: Dashboard

The Dashboard is your home screen in Places AI. Here you can see all of the most important numbers and recommended actions for your end-customer journey.

Key Metrics

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

• Performance Metric: Conversion Rate

What it is: The percentage of Profile Views that resulted in an Action Click.
Why it matters: This measures persuasiveness. It reveals how effectively your profile content (reviews, photos, details) convinces a curious browser to become a committed customer.

• 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

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-optimized you are right now.

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

• The Networks: We prioritize 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.

You can see each score in conjunction with a competitive benchmark which is made up of similar PinMeTo Accounts. More information on how we create your benchmark can be seen in Section 5: Benchmarks

What we include in each score can be seen in Section 6: Health Scores Explained

Recommendations

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The platform recommends 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 deep-linked to the relevant area of the product where you can complete them, making it easy for you to make a positive improvement. Many actions have agentic support, further enhancing fast resolution.

The top 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 categorized to help you delegate:
• • Organization 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.

Benchmarks

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Who are you being compared to? Our Benchmarking Logic*

Context is everything. A local boutique shouldn't be judged by the same standards as a global retail giant. To ensure the scores are fair and actionable, we don't use a "one size fits all" average.

The platform builds a custom Peer Group for each account. We look at three specific characteristics to find comparable businesses:

1. Your Vertical: Are you a Restaurant, a Car Dealer, or a Gym? We compare you to businesses that share your customer journey.
2. Your Size: Do you have 5 locations or 500? Operational challenges change with scale, so your benchmark should too.
3. Your Location: Markets vary. Whenever possible, we compare you to peers in your specific country or region.

How We Ensure Relevance & Privacy:

Our system is dynamic. It automatically calculates the perfect "sweet spot" for your benchmark group.

• Relevance: We always prioritize finding the most specific match possible (e.g., "Small Gyms in Sweden").
• Anonymity: We strictly enforce a "Safety in Numbers" rule. We never create a group with fewer than 3 companies. If a specific group is too small, the system intelligently widens the search (e.g., looking at "All Gyms in the Nordics") to ensure your data remains private and your benchmark remains statistically valid.

*Benchmark data is based solely on anonymised data from our own platform to make it as accurate, and relevant as possible.

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.

*For review based scores, the platform first assesses if you have reviews at all. if you don't, then that is your action and the other review scores are not considered.

Portfolio View & Business Units

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To help you analyse and compare performance across different segments of your brand, Places AI allows you to view your data at an aggregated Portfolio level.

Your Portfolio is automatically generated based on your user permissions, ensuring you only see the data relevant to you. Whether you manage multiple sub-brands or a single brand with distinct regions, you can structure your view to fit your needs:

• For Multi-Site Accounts (Multiple Accounts): If your business uses multiple PinMeTo accounts to separate different business units, your Portfolio will automatically aggregate all the accounts you have access to. This allows you to easily compare the Health Scores and Key Metrics of your different business units side-by-side.
• For Single-Site Accounts (Location Groups): If you manage a single account, you can get the exact same side-by-side comparison by using Location Groups (See: Creating Location Groups in Account Settings). By organising your locations into groups, these groups can act as your "Business Units." This exposes your Location Groups as part of your brand's hierarchy, allowing you to aggregate and compare their performance. If you do not need this hierarchy, you have the option to easily toggle it off.

The Takeaway: Regardless of whether you have a complex multi-account setup or a single-account structure, Places AI gives you the flexibility to group your locations into relevant Business Units, aggregate their data, and compare their performance from one centralized view.

3. Recommendations

Visiting the Recommendations page gives you an overview of your scores, and the actions connected to them. It's possible to filter on stage, or actions which are assigned to you. Viewing the actions details allows you to explore it's importance, decide how you would like the platform to solve it, or assign it to a colleague.

Listings optimisation

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Your PinMeTo agent can help you to optimise the customer journey across your listings by achieving 100% data completeness for:

• Short and long descriptions;
• Emails; and
• Phone numbers.

Short and long descriptions

We used large language models (AI) with existing written content (descriptions, keywords and location data) managed in PinMeTo, to generate optimised, keyword-rich descriptions for all of the networks you are connected to. We add template tags to ensure that the descriptions are localised for each location.

If you're missing short or long descriptions for any of your locations, we will suggest these actions with the "Add long / short descriptions" recommended actions on the Recommendations Page in Places AI.

• Click the "Review Suggestions" button, to get started.

• On the "Draft" tab you'll be shown the generated description template including template tags. If you are unhappy with the suggestion you can click regenerate to generate a new template click apply to locations to apply this template to all locations missing a short long description.

• On the "Previews" tab, you'll be shown three examples of how the template will look when real data is inserted for the template tags.
• On the "Locations" tab you can select or deselect which locations to apply the description template to
• The "Activity log" tab shows any descriptions that you have previously published to your listings.

Email and phone data completeness

We search your data both in PinMeTo and on your local web pages to find the best matches for missing email addresses and phone numbers. All you need to do is review the results and approve the correct suggestions.

If you're missing email addresses or phone numbers for any of your locations, we will suggest this action with the "Fill missing email / phone data" button on the Places overview page. After you click the button, you will be shown suggestions.

• On the "Ready to review" tab you'll see where we have found one suitable email addresses or phone number for a location. Simply check the box next to a correct suggestion and click "apply selected changes" to publish those changes to your listings.
• On the "Needs your decision" tab you'll see where we have found more than one suitable email address or phone number for a location. Here you must choose which email or or phone number is it correct and then click "apply changes".
• On the "Input needed" tab you can manually enter email addresses or phone numbers where we are unable to find them.
• The "Activity log" tab shows any suggestions that you have previously published to your listings.

4. Your AI Agent

Chat

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Your AI agent is your local marketing assistant. It connects a powerful foundational LLM model to your PinMeTo data. You can ask your AI agent a question about your brand or locations by typing a question in the text input box at the bottom of the overview page; or you can click one of the three quick start buttons on the Dashboard customer journey cards.

• Your agent can access Location, Insights, Data Completeness, and Customer Journey overview data.
• Any costs are included as part of your PinMeTo subscription.
• Your AI assistant is "read-only" at the moment so it can't make changes to your listings.
• You can access agentic workflows to optimise your listings from the Recommendations Page. These workflows will publish changes to your listings.
• You can provide feedback in the chat by clicking the thumbs up and down buttons.
• If you want to save or share a response, you can copy an agent response by clicking the copy button underneath a response.
• You can talk to your agent in any language.

Listings Manager

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Listings Manager can identify and solve differences (conflicts) between your data and your online listings on Google, Facebook and Bing. Reducing the conflicts you need to resolve manually and keeping your online presence accurate. You can set up Listings Manager to automatically resolve Google, Facebook and Bing network conflicts to your PinMeTo data.

Getting started
In the left menu click Listings Manager. If you have an active policy on your sites, you will see the status of your active policy. If there is no active policy on your site, click Setup Listings Manager.

Risk-levels
At setup you can choose two preset risk levels:

• Conservative: Listings manager only handles low-risk differences.
• Balanced: Listings manager handles low and medium-risk differences.

Click Review setup to continue

High risk fields, such as primary Google network category and geo coordinates can never be automated. Changing these fields can lead to un-verification which affects your ability to manage the listing. We therefore require that these are reviewed by a human.

Review setup
After you have chosen your risk level, you can review your setup. Here you can change your policy by deciding, field-by-field, whether they should be Auto-handled by the policy or sent for manually reviewed in Listings.

When you are happy with your policy, click Continue. Click Back to exit the setup flow.

Confirm your policy
To activate your policy, click Activate Listings Manager. Click Back to review the policy.

Listings Manager page*
Once your policy is active you will see the status on the listings manager page.

• click Audit log to see all auto-resolved conflicts.
• click Update Policies to change your policy.
• click Run Setup Again to start the setup flow again.
• the top panel shows key metrics, explaining listings managers performance.
• recent activity shows any recent changes to the policy or any differences that have been auto resolved.
• needs manual review, shows any auto resolved differences that have been reverted by the network. We require you to review these manually because repeatedly pushing dat against a network suggestion can lead to action by the network.

Weekly email
All auto-resolved conflicts are shown in Listings Manager and sent to you via a weekly email. You can adjust your email settings here.

Manually resolving conflicts
All manual resolution of conflicts remains in Listings.

5. FAQs

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Q: Why can't I see Places AI?

A: Places AI is currently only available to users with Manger access in Listings. All Owners have access to Places AI but their experience is limited if they don't have Manager access in Listing. Places AI 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 optimizations.

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.

Q: Why can't I see all users in the "assign to" list for actions?

A: The assignment is associated with a users location access, if the user doesn't have access to locations which are generating the action, they can not complete even part of it, thus we exclude them.

Keywords

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

Updated on: 07/08/2026