If you’re not using UTM parameters for your Google Business Profile (GBP), you could be missing out on valuable insights that can supercharge your marketing strategy. With just a few tweaks, you can track exactly how much traffic your GBP sends to your website, monitor conversions, and optimize your listing for maximum impact.

In this guide, we’ll walk you through what UTM parameters are, how to use them with your GBP, and how to analyze the results to make data-driven decisions.

What Are UTM Parameters for Google Business Profile?

UTM parameters (Urchin Tracking Module) are small pieces of text you add to the end of a URL to track specific details about where your website traffic is coming from. They allow you to:

• Track specific sources (e.g., GBP, email campaigns, ads).
• Measure campaign performance.
• Understand user behavior.

Here’s an example of a URL with UTM parameters added:

• utm_source=gmb: Identifies traffic from Google My Business.
• utm_medium=organic: Labels it as organic (non-paid) traffic.

Adding these parameters allows you to see exactly how much traffic is coming from your GBP and what actions those visitors take on your site.

Why Should You Use UTM Parameters for Google Business Profile?

Your Google Business Profile is often the first touchpoint for potential customers. By tracking its performance, you can:

1. Identify Traffic Volume: See how many visitors your GBP drives to your website.
2. Measure Conversions: If you’ve set up goals in Google Analytics, track actions like form submissions or calls.
3. Compare Channels: Analyze GBP performance against other channels like SEO or social media.
4. Optimize Your Listing: Use the data to refine your business description, posts, and images.

How to Add UTM Parameters to Your Google Business Profile Link

1. Create a UTM-Tagged URL: Use a free tool like Google’s Campaign URL Builder to generate your UTM link. For GBP, your tags might look like this:
   • Source: gmb
   • Medium: organic
   • Campaign: (Optional, for tracking specific campaigns)

   Example:

   https://yourwebsite.com/?utm_source=gmb&utm_medium=organic

2. Update Your GBP Link:
   • Log in to your Google Business Profile Manager.
   • Edit your business’s website link.
   • Paste your UTM-tagged URL into the website field.
   • Save changes.

How to Analyze UTM Data in Google Analytics

Once your UTM parameters are live, it’s time to track their performance in Google Analytics.

1. Navigate to Traffic Reports:
   • In Google Analytics 4 (GA4), go to: Reports > Acquisition > Traffic Acquisition.
2. Filter by Source/Medium:
   • Use the table dropdown to filter results by Source/Medium.
   • Look for entries like gmb/organic to see traffic from your GBP.
3. Track Conversions:
   • If you’ve set up conversion goals (e.g., form submissions, clicks), you can measure how effective your GBP is at driving valuable actions.

Pro Tips for Optimizing Your GBP

1. Use Insights to Improve Content:
   • If traffic is low, try updating your GBP description or posting more frequently.
   • Analyze what works for high-performing periods and replicate those strategies.
2. Combine with Google Search Console:
   • Use Google Search Console to find keyword and ranking data for your GBP.
3. Monitor Trends:
   • Compare traffic over time to identify seasonality or patterns.

Why This Strategy is a Must for Your Business

By implementing UTM parameters for your Google Business Profile, you unlock a new level of insight into your website’s performance. This strategy not only helps you track traffic but also empowers you to optimize your marketing efforts and stay ahead of competitors.

Conclusion

Adding UTM parameters to your Google Business Profile is an easy yet powerful way to track and analyze your website traffic. By leveraging tools like Google Analytics and Search Console, you can make data-driven decisions that maximize your GBP’s potential.

Need help implementing UTM tracking or optimizing your online presence? At Sharibly, we specialize in helping agencies and businesses take their marketing to the next level. Contact us today to get started.