Missing Call Data in Google Business Profile Performance Report from October 14-16

Between October 14 and October 16, 2025, many businesses experienced an unexpected gap in their Google Business Profile (GBP) performance reports, particularly concerning call data. This anomaly has raised concerns among local SEOs and business owners who rely on these insights to measure engagement and optimize their local SEO strategies.

Understanding the Google Business Profile Data Anomaly

Identifying the Specific Dates of Missing Call Data

There has been a hiccup recently with the Google Business Profile performance reports. Specifically, a noticeable gap in call data has been reported for October 14th through October 16th, 2025. This isn’t just a minor blip; it’s a period where the usual tracking of incoming calls has just stopped. This missing information can be quite concerning for businesses that rely heavily on these calls for leads and customer interaction.

Community Observations and Shared Evidence

This issue hasn’t gone unnoticed. Many in the local SEO community have been discussing it, sharing screenshots and observations across platforms like X. Several users have posted charts showing a sharp drop-off or complete absence of call data during those days. This shared evidence confirms that it’s not an isolated issue, but a wider problem affecting multiple businesses.

Previous Occurrences and Google’s Data Backfilling

This isn’t the first time something like this has happened. We’ve seen similar data gaps in Google Business Profile reports before. The news is that in the past, Google has managed to go back and fill in the missing data. So, while it’s frustrating to see the numbers disappear, there’s a reasonable hope that Google will eventually restore the lost call records. We’ll wait and see if that happens this time around.

Impact on Local SEO

This recent glitch in the Google Business Profile performance report, specifically the missing call data from October 14th to 16th, complicates local SEO efforts. When trying to figure out how well your online presence is bringing in business, having incomplete data is a big problem. It makes it challenging to see the real picture of what’s working and what’s not.

Assessing the Effect on Performance Metrics: When call data disappears, it directly impacts how we measure success, such as total calls. Any analysis based on these numbers for those specific days is unreliable. For businesses that heavily rely on phone calls, like many law firms, this gap can lead to misinformed decisions about marketing spend and strategy. 

How This Affects Attorney Marketing Network Campaigns

For attorney marketing networks, accurate data is the backbone of everything. These networks often use performance reports to allocate leads, measure client ROI, and optimize campaigns. If the call data from Google Business Profile is missing, it can skew the perceived performance of a particular firm or campaign. This might lead to:

• Misallocation of leads: Campaigns performing well might look weaker, and vice versa.
• Difficulty proving value: If a key performance indicator is missing, showing clients the direct impact of the network’s efforts becomes harder.
• Challenges in A/B testing: If you’re testing different strategies, inconsistent data makes it impossible to draw valid conclusions.

Looking Ahead: Preparing for Future Data Gaps

The missing call data from October 14-16 is a frustrating setback, but it serves as a reminder of the importance of having backup systems. Google has historically filled in missing data after such glitches, and there’s hope this situation will resolve similarly.

To avoid future disruptions, businesses should diversify their data sources, monitor performance metrics more closely, and implement third-party tracking solutions to ensure they’re never left without critical information. In local SEO and marketing, preparation is key to navigating unforeseen challenges.