Google Maps Data FieldsExplained: every field, decoded
Name, NAP, category, rating, reviews, coordinates, Place ID. Here is what each Google Maps data field means, and how to turn a row of them into a lead you can sell to.
Database··7 min read
Key takeaways
A Google Maps data field is a single attribute of a business listing: one column such as name, phone, website, rating, or Place ID
Fields split into three groups: identity (name, NAP), contact (phone, website, socials), and signals (category, rating, review count, hours)
Raw fields are only the raw material. The value appears when you capture, filter, and enrich them inside a mapped CRM you can actually work from
Definition
What is a Google Maps data field?
A Google Maps data field is a single, named attribute attached to a business listing. When you open a place on Google Maps, everything you see is a separate field: the business name is one field, the phone number is another, the star rating and the number of reviews are two more. Each field is a column you can capture, compare, and filter.
Google organizes these fields the same way in its own products. The Places API place details reference returns a business as a structured object with fields for address, phone, rating, opening hours, and more. The public map view shows the same data in a friendlier layout, but the underlying fields are identical.
Understanding the fields matters because a lead list is only as useful as its columns. A spreadsheet with just names is close to worthless. A record with category, website status, rating, and review count is a qualified prospect. This is the foundation of any real local business database.
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The table below lists the fields you can reliably read from a Google Maps business listing, what each one means, and why it matters when you are prospecting. Treat it as a quick reference you can come back to.
Field
What it is
Why it matters
Name
The business title as displayed on the listing
Primary identifier and the first line of any outreach
Address
Full street address (the A in NAP)
Enables mapping, routing, and local segmentation
Phone
Public contact number (the P in NAP)
Direct channel for calls and WhatsApp outreach
Website
The linked site, or blank if none
A missing site flags a web design prospect
Category
Primary business type, for example "dentist"
Defines the niche and the pitch angle
Rating
Average star score, 1 to 5
Signals reputation and possible pain points
Review count
Total number of reviews
Shows traction and how established a place is
Hours
Opening times per day
Reveals when to call and whether the place is active
Coordinates
Latitude and longitude
Powers map plotting and route planning
Place ID
Google's stable identifier for the listing
Deduplicates records and links back to the source
CID
Legacy customer identifier for the place
Alternative stable key used in older references
Attributes
Flags such as wheelchair access or delivery
Extra qualifiers for niche targeting
Two fields deserve a closer look because people mix them up: the Place ID and the CID. Both are stable identifiers, but the Place ID is the modern key used across Google Maps Platform, while the CID appears in older map URLs. Either one lets you keep a list clean by preventing the same business from being added twice.
How the fields group
Identity, contact, and signal fields
It helps to sort the fields into three buckets, because each bucket answers a different question about a prospect.
Identity fields
Name, address, and coordinates answer "who and where". Together with the phone they form NAP data, the backbone every record is built around. Learn more in our guide to NAP data.
Contact fields
Phone, website, and any social profiles answer "how do I reach them". These fields drive your outreach channel and often reveal whether a business has a digital presence to improve.
Signal fields
Category, rating, review count, hours, and attributes answer "are they worth pursuing". These are the qualifiers you sort and filter on before you spend a minute on outreach.
Identifier fields
Place ID and CID answer "is this the same business". They keep your list free of duplicates and let you trace any row back to its exact listing on the map.
A field is not a lead. A row of raw values sitting in a CSV does nothing until you can filter it, plot it, and act on it. The gap between "I scraped some fields" and "I closed a deal" is the whole point of a real workflow.
From fields to a database
Capturing the fields the practical way
There are two ways to collect these fields. The first is the official Places API, which returns clean structured fields but requires a key, billing, and code. The second is browser-based capture, where an extension reads the fields already rendered on the map and writes them into rows. For a plain-language primer, see what browser-based scraping is.
The Vonsel Chrome extension takes the second path. You run a normal Google Maps search, click the Vonsel pop-up, and every listing lands as a structured record with all the fields above. There is no API key and no code. From there you can export to CSV or keep working inside the dashboard. The extension is the means. The mapped CRM is where the fields become a pipeline.
That is the real difference. Once your fields live in the Vonsel dashboard, each record is enriched: reviews get analyzed for pain points, the website field triggers enrichment for emails and socials, and every business can get an AI-written email tuned to its category and rating. You can reopen a previous capture to add more listings, attach fresh reviews to businesses you already saved, and see the whole territory on a map.
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Not every field carries the same weight for sales. The website field is often the most valuable one: a blank website is a clean signal for a web design or local SEO pitch. Filtering a whole city down to businesses without a website can build an entire book of prospects from a single field.
The rating and review count fields work together. A place with a strong rating but a handful of reviews may want help getting more of them. A place with a slipping rating has visible pain points, and those show up in the review text you can reference in a first email. Google's own Business Profile guidelines explain how owners are expected to maintain these fields, which is exactly why gaps in them signal opportunity.
The category field decides your angle, and the attributes refine it further. Structured this way, the fields also map cleanly onto standard schema, so if you have seen the LocalBusiness schema, most of these names will look familiar. To go deeper on turning fields into a qualified list, read our take on Google Maps data vs bought lists.
A field is a column. A contextualized record is a customer
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Google Maps data fields are the individual attributes attached to a business listing: name, address, phone, website, category, rating, review count, hours, coordinates, and identifiers like Place ID and CID. Each field is a separate column you can capture, filter, and act on.
Which Google Maps fields matter most for sales?
For outreach, the most useful fields are website (or its absence), phone, category, rating, and review count. A missing website flags a web design prospect, and review signals reveal pain points you can reference in a first email.
How do I capture Google Maps data fields without the API?
A browser-based Chrome extension reads the fields already rendered on the Google Maps page and writes them into structured rows. The Vonsel extension is free, needs no API key, and pushes each listing straight into a mapped CRM.
Add Chrome Extension