A marketing dashboard per location shows on one screen how visible each location is and what that delivers: views in Maps and search, call clicks, reviews, website visits, leads and ad spend. It is included in every package, from Basic upwards. Head office sees the whole chain, the franchisee sees their own location.
Why do franchise chains need a dashboard per location?
Online marketing for a chain takes place in dozens of places at once: Business Profiles, Apple Maps, Bing, social media, ad accounts and the website. Every platform has its own report. Without one overview, nobody knows which location is falling behind and why.
How big that gap can be became clear in our Local SEO Benchmark Franchise Chains 2026: only 40% of the Business Profiles we examined were fully completed. Differences like that between locations only stand out when you put them side by side. The dashboard does exactly that.
Which metrics does the dashboard show per location?
We split the metrics into two groups. Visibility tells you whether people find the location. Results tell you whether they then get in touch. More background on each metric can be found in KPIs for online franchise marketing.
| Metric | Why | How we measure it |
|---|---|---|
| Views in Maps and search | The basis of local visibility | Data from Google Business Profile, Apple Business Connect and Bing Places |
| Call clicks and direction requests | Direct intent to visit or call | Actions per profile and per location page |
| Reviews and response time | Trust and customer care | Count and time to reply per location |
| Visibility in AI assistants | More and more people ask an assistant for advice | Fixed test prompts per region in ChatGPT, Gemini and Copilot |
| Website visits and leads | Shows what visibility delivers | Analytics with a filter per location page |
| Ad spend per lead | Return on paid reach | Spend divided by enquiries per location |
Who sees what in the franchise brand's dashboard?
Not everyone needs the same information. Head office wants to compare and steer; the franchisee wants to know how their own location is doing. That is why there are three views.
| View | For whom | What you see |
|---|---|---|
| Chain | Head office leadership and marketing | All locations side by side, with a ranking per metric |
| Region | Regional managers | The locations in their area and the differences between them |
| Location | Franchisee | Own figures, monthly trend and concrete action points |
Managing by exception
With a hundred locations you do not read a hundred reports. The dashboard flags locations that deviate, such as a drop in views or a review that has not yet been answered. That is where the conversation starts. For the role of head office, see also online marketing for head offices.
Work together on measurable results, not on an annual contract. Start with the free visibility scan.
How do we use AI in reporting per location?
Collecting data from many platforms is work that AI can speed up well. We use it to combine data, flag anomalies and draft a short summary per location. A specialist checks that summary before the monthly report is sent. We also record the answers AI assistants give to our fixed test prompts every month, as part of Generative Engine Optimisation for chains. More on the division of work between people and machines can be found in AI-driven marketing for chains.
Where does reporting for franchise chains often go wrong?
The most common mistake is too many figures without a conclusion. A thirty-page report does not get read. Other pitfalls: profiles not linked to the right location, so figures add up incorrectly, and missing channels. Locations that are on Google but not on Apple Maps or your chain listings in Bing miss part of the picture. That is why, at the start, we check that every profile is linked to the right location.
A final pitfall is measuring without agreeing what you will do with the results. We agree in advance which threshold triggers action, for example a review left unanswered for more than a day or a location whose views fall two months in a row. That turns the dashboard into a to-do list rather than a pretty picture.
Fictional example: three locations in the dashboard
Below is an invented snapshot of three locations of the same franchise brand. It shows how the dashboard makes differences visible.
| Metric | Location A | Location B | Location C |
|---|---|---|---|
| Views in Maps per month | 4,200 | 1,100 | 3,800 |
| Call clicks and direction requests | 310 | 60 | 270 |
| Average response time to reviews | 10 hours | 6 days | 20 hours |
| Leads via the location page | 45 | 8 | 39 |
| Action point | Keep going | Complete the profile and respond to reviews | Refresh photos |
What does the dashboard per location cost?
The dashboard and the monthly report are part of every package, including Basic. So you do not pay for them separately. Which metrics are filled depends on the services you take, such as reputation management per location or advertising. See the packages at transparent prices per location and the channels at our online marketing services.
What does a location outside the Google Maps top 3 cost you?
This calculation uses Dutch figures instead of American click-through rates. The average revenue per franchise location comes from the Dutch Franchise Association (NFV) statistics, reference year 2025. Nobody can say in advance exactly how much revenue a location loses without a top position in Google Maps, with a Google Business Profile that is not in order, or without proper review management. So you calculate a scenario per cause: a few percent of revenue going to a more visible competitor. Add them up and you see the combined cost.
| Sector | Revenue per location per year | 1% revenue missed | 3% revenue missed | Growth package (€4,800 a year) as share of revenue |
|---|---|---|---|---|
| All sectors (average) | €1,445,000 | €14,450 | €43,350 | 0.33% |
| Services | €480,000 | €4,800 | €14,400 | 1% |
| Hospitality | €1,230,000 | €12,300 | €36,900 | 0.39% |
| Health care | €1,270,000 | €12,700 | €38,100 | 0.38% |
| Non-food retail | €1,750,000 | €17,500 | €52,500 | 0.27% |
| Food retail | €2,910,000 | €29,100 | €87,300 | 0.16% |
| Other brands | €680,000 | €6,800 | €20,400 | 0.71% |
- 6 of the 100 largest Dutch franchise chains reply to a Google review within 24 hours; the average response time is 6.8 days and 90% has no demonstrable review management process.
- Only 40% of the 500 Google Business Profiles examined is fully completed.
- In the measurement one review was viewed around 15,000 times on average: an unanswered complaint stays visible to thousands of people.
- 42% of consumers would rather not do business with a company that never replies to reviews (BrightLocal 2026).
Sources: NFV Franchise Statistics, reference year 2025 (34,937 locations, €50.5 billion revenue); Local SEO Franchise Benchmark 2026 (100 largest chains, 500 profiles); sector model on franchiseseo.nl (in Dutch). The percentages are scenarios you choose, not a measurement or a promise. We do not promise rankings or revenue.
Questions about the marketing dashboard per location
Does the dashboard per location cost extra on top of a package?
Can a franchisee view only their own location?
Which sources does the dashboard draw its data from?
How often are the figures in the dashboard updated?
Do I also get an explanation of the figures, or just charts?
Can I use the dashboard in meetings with franchisees?
What happens to our data if we stop?
Does the dashboard also show the results of franchisee recruitment?
Do you also measure visibility in ChatGPT and other AI assistants?
Can the franchise brand's existing reports be included in the dashboard?
Sources
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
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