If your Google review count has dropped or doesn't match what you expected, the usual reasons are that some reviews were removed by Google's filters or after a report, a reviewer deleted a review or their account, or the number hasn't updated everywhere yet. Occasionally it's a display fault on Google's side that sorts itself out within a few days. Before assuming the worst, count what's actually on your profile and compare it with your own records.
Why the number might not match what you counted
Sometimes nothing has gone missing at all, and the count simply doesn't mean what people expect it to.
- Star ratings without text count too. Google's total includes customers who left a star rating without writing anything, so it's often higher than the number of written reviews.
- Different places can show different numbers. Google Search, Google Maps and your Business Profile may not update at exactly the same time, so you can see one figure on your laptop and another on your phone for a while.
- Review widgets on your website can be out of date. Many website plugins only refresh their figures now and then, so they can lag behind Google.
- A customer may have reviewed a different listing. If there's a duplicate or old listing for your business on Google Maps, reviews on it won't appear in your main count.
Why the count goes down
When the total genuinely drops, it's because reviews have been removed. The common causes are:
- Google's automated spam filters taking down reviews they think are fake. Google says genuine reviews are occasionally caught by mistake.
- Reviews being reported and removed for breaking Google's policies, such as reviews from staff, family or anyone given something in return.
- A reviewer deleting their review, or closing their Google account, which usually takes their reviews with it.
- Google acting against fake reviews. In January 2025 Google agreed with the Competition and Markets Authority to take stronger action in the UK against businesses found using fake reviews, which can include removing reviews from a profile.
Google has also acknowledged display problems in the past where some profiles showed fewer reviews than they really had, with the numbers returning once the fault was fixed. If several businesses are reporting the same drop on the Google Business Profile community forum at the same time, that's a sign it may be one of these. Our article on why Google reviews disappear goes through each cause in more detail.
How to work out what's happened
- Note the count shown on Google Search and on Google Maps, and the date.
- Scroll through your reviews and compare them with your own records or older screenshots, to see whether specific reviews have gone.
- If you know which reviews are missing, ask one of those customers whether the review still shows in their own Google Maps contributions.
- Check for duplicate listings by searching Google Maps for your business name and postcode.
- Wait a few days and check again before contacting Google, in case it's a temporary display fault.
It helps to take a screenshot of your review count and rating at the start of each month. It takes a minute and gives you something to compare against when the number moves.
When to contact Google
If a number of genuine reviews have disappeared, they aren't coming back after a few days, and you can't explain it with any of the reasons above, contact Google Business Profile support. Google's help pages say to do this if legitimate reviews have been removed by mistake. Include the dates, the count before and after, screenshots, and the names of any customers whose reviews have gone. Be prepared for the answer that the reviews were removed under Google's policies.
If a single new review isn't showing rather than an existing one disappearing, that's a different problem, covered in our guide on why a Google review isn't showing.
Does a lower count matter?
Google says the number of reviews you have is part of how it judges a business's prominence in local results, and that more reviews and positive ratings can help your local ranking. Losing a handful of reviews won't usually make a noticeable difference to a busy profile, but it's more visible on a small one. Our article on how many Google reviews you need looks at this.
The way to rebuild a count is the same as building it in the first place. Ask every customer for an honest review, and make it easy for them. Don't try to make up the numbers with reviews from staff, friends or a paid service, as that breaks Google's rules and UK law and tends to lead to more removals. A Google review stand on the counter or a card handed over at the end of a job opens your review page on the customer's own phone, which is how Google expects reviews to be left.
Common questions
Why does my Google review count keep going down?
Usually because Google's filters or policy reports are removing reviews, or reviewers are deleting them or their accounts. Losing the odd review now and then is fairly common, as people delete reviews or close their accounts.
Why does Google show a different review count on my phone and laptop?
Different Google services and devices can take a little while to show the same figure. If it hasn't settled after a few days, check for duplicate listings.
Will the missing reviews come back?
If it's a display fault, they normally reappear once Google fixes it. Reviews removed under Google's policies or deleted by the reviewer usually don't.
Does my star rating change when reviews are removed?
Yes. Your rating is worked out from the reviews currently on your profile, so removing reviews can move it up or down.