A method and system is provided for identifying local businesses visited by a user. Location and movement data for a user is analyzed to identify points of interest (POIs) visited by a user, and POIs which were not visited while the user travelled to the visited POIs. The POIs are categorized as corresponding to local businesses or national/global businesses, and local business metrics are generated according to frequencies in which the user visits local businesses and/or passes over national/global businesses in favor of local businesses. Then the local business metrics are presented on the user's client computing device along with a heat map indicating frequencies in which the user visited businesses within a geographic area, and/or a cool map indicating frequencies in which the user passed by businesses within the geographic area.