Six public fields, tested across 3,136 business profiles in the United States and the Netherlands.
'Complete' is not a Google status but a measurable question: which fields does the Places API return? We publish coverage field by field, with its denominator, so you can hold your own profile against it.
Deep audit 26 August 2026 · free to cite under CC BY 4.0 · source: Google Maps Platform Places API
Field coverage means: the Places API returned the field at the time of measurement. A missing field can mean it was not filled in or that Google did not return it. Results describe the businesses studied.
Every percentage below uses the deep sample as its denominator, unless a figure explicitly names a single market.
23.0%
had all six fields returned
722 profiles
Deep audit · n=3,136
32.5% in the US sample versus 4.7% in the Netherlands sample.
75.1%
no editorial summary was returned
2,355 profiles
Deep audit · n=3,136
Google writes this field itself; it is not something an owner fills in, but it does show in the profile.
30.7%
Netherlands profiles with no accessibility information
US sample: 3.2%
Netherlands sample · n=1,071
The largest country gap in this study: accessibility fields were far more often not returned in the Netherlands.
88.0%
returned ten photos
56 profiles returned no photo
Deep audit · n=3,136
Ten is the maximum the API returns per profile, so this is a floor: it does not tell you how many photos a profile really has.
Share of the 3,136 studied profiles for which the Places API returned the field.
At least one photo
98.2% (3,080 profiles)
US 99.5% · Netherlands 95.7%
Regular opening hours
96.3% (3,019 profiles)
US 98.0% · Netherlands 93.0%
Phone number
94.7% (2,971 profiles)
US 97.0% · Netherlands 90.3%
Website link
90.5% (2,838 profiles)
US 90.0% · Netherlands 91.4%
Accessibility information
87.4% (2,741 profiles)
US 96.8% · Netherlands 69.3%
Google editorial summary
24.9% (781 profiles)
US 34.6% · Netherlands 6.2%
Both markets largely fill in the basics. The difference sits in the supporting fields: all six were returned for 32.5% of US profiles and 4.7% of Netherlands profiles.
Regular opening hours
Phone number
At least one photo
Website link
Accessibility information
Google editorial summary
The API returns at most ten photos per profile. 88.0% of the profiles studied hit that ceiling, so the real count is often higher.
1.8%
No photo returned
56 profiles
4.5%
1–4 photos
141 profiles
5.7%
5–9 photos
178 profiles
88.0%
10 photos (API maximum)
2,761 profiles
On average the API returned 9.31 photos per profile: 9.75 in the US sample and 8.45 in the Netherlands sample.
Further reading: the main study and becoming easier to find locally.
Each answer refers to the profiles studied and names the sample the figure comes from.
In this study we test six public fields: website, phone number, regular opening hours, at least one photo, accessibility information and an editorial summary. All six were returned for 23.0% of the 3,136 profiles studied.
The editorial summary: Google returned none for 75.1% of the profiles studied. Of the fields an owner controls, the website was missing most often (9.5%).
The API returned an average of 9.31 photos per profile, capped at ten per request. 88.0% of the profiles studied hit that cap and 1.8% returned no photo at all.
Accessibility information was returned for 87.4% of the 3,136 profiles studied: 96.8% in the US sample and 69.3% in the Netherlands sample.
We do not measure that here. This study only describes which fields Google returned. What is certain: a customer who sees no phone number or opening hours cannot use that information either.
We requested 3,136 unique Google Business Profiles through the Places API (2,065 in the US, 1,071 in the Netherlands) and recorded for each profile whether each of the six fields was returned.
Photos are counted as the API returns them, capped at ten per profile. Photo figures are therefore floors, not totals.
The coverage score in this study (averaging 84.2 out of 100) is a RecensioAI measure across these six fields. It is not a Google score and says nothing about the quality of a business.
The sample is not weighted to the true business mix of either country. Differences between markets are observed differences between the profiles studied.
This is version 1.0, published on 26 August 2026. This URL is permanent: new editions and corrections appear here rather than at a new page, so existing citations keep working.
This study is part of RecensioAI's research programme, where we keep our methodology and every edition. The main study is The State of Local Reputation 2026.
The free scan checks these same public fields on your Google Business Profile and puts them next to similar businesses nearby.
Journalists, agencies and researchers may use these aggregate figures freely under CC BY 4.0. One condition: cite the source and link back to this page.
RecensioAI (2026). What a Complete Google Business Profile Actually Looks Like (2026): field-level completeness across 3,136 profiles in the United States and the Netherlands. https://recensioai.com/profile-completeness-study
Canonical URL: https://recensioai.com/profile-completeness-study
