Google Maps data extractor: what each field actually contains

What data can you extract from Google Maps?

Lead Finder extracts nine fields that Google Maps publishes for every business profile: name, phone number, full address, latitude and longitude, website URL, category, star rating, review count, and opening hours where the owner has entered them. Completeness varies sharply between them and that variation is the single most useful thing to understand before planning a campaign. Name, coordinates and category are effectively universal. Phone is close behind. Address is missing wherever a business registers a service area instead of premises. Website is present for roughly half of businesses in trade categories and almost all in professional ones. Email appears in no export, because Google business profiles have no email field at all, and anything offering it is deriving it from the linked website rather than from Maps.

Field by field, and how complete each one is

Business name, coordinates and category are present on essentially every listing, because Google requires them to place a business on the map at all. They are the columns you can build a process on without checking.

Phone is present on the large majority of listings and is the most operationally useful field in the export, since it is the channel most local businesses actually answer. Address is present unless the business registered a service area, which hides it deliberately, so blanks in that column indicate a business model rather than a data fault.

Website is the column with the widest variation by category, and it matters more than its completeness suggests, because it is the gateway to everything Maps does not hold: email addresses, specialisms, accreditations, pricing and stock. Rating and review count are always present but their meaning shifts by category, as businesses serving other businesses accumulate far fewer reviews than those serving consumers.

What no extractor returns

Email is absent from the data model, not from the tools. A Google business profile has no email field for an owner to fill in, so no extraction reads one. Products advertising email extraction are crawling the website found on the listing, which is a second and much less reliable step, and it produces nothing at all for businesses with no site.

Staff names, decision makers, company size, turnover and trading history are likewise absent. Maps describes a location and a public-facing contact route, not an organisation. Anything requiring firmographics needs a second source joined onto the extract, and the website column is usually the join key.

Related reading: how email discovery actually works , which fields are worth trusting .