The Method: Using UTM Parameters
UTM parameters are tags you add to the end of a URL. When someone clicks the tagged URL, these tags are sent to GA4, providing details about the traffic source.
Step 1: Create Your UTM-Tagged URL
- Go to Google's Campaign URL Builder: Google "Campaign URL Builder" or navigating to it directly (the exact URL can change, but it's hosted by Google).
- Fill in the Fields:
- Website URL: Enter the full URL of the landing page you want people to reach when they click the link on your GBP (e.g., https://www.yourwebsite.com or a specific landing page https://www.yourwebsite.com/local-offer ).
- Campaign Source ( utm_source ): This identifies the source of the traffic. Use google here.
- Campaign Medium ( utm_medium ): This identifies the marketing medium. Use organic as GBP is primarily an organic channel. (Some people use local or referral , but organic often fits best within GA4's default channel groupings).
- Campaign Name ( utm_campaign ): This is key for identification. Use something clear and consistent, like gbp , google_business_profile , or local_listing . Let's use gbp for this example.
- (Optional) Campaign Term ( utm_term ): Usually used for paid keywords. You can leave this blank for GBP.
- (Optional) Campaign Content ( utm_content ): Can be used to differentiate links if you had multiple website links (which GBP doesn't typically support for the main website field). You can leave this blank or use something like main_website_link .
- Generate the URL: The tool will automatically generate a URL with the parameters added. It will look something like this: https://www.yourwebsite.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp (If your URL already has a ? , the tool will use & to add parameters: https://www.yourwebsite.com/page?existing_param=value&utm_source=google&utm_medium=organic&utm_campaign=gbp )
- Copy the Generated URL: Copy the entire URL created by the tool.
Step 2: Add the Tagged URL to Your Google Business Profile
- Log in to your Google Business Profile: Go to business.google.com and sign in.
- Select Your Business: If you manage multiple businesses, choose the one you want to update.
- Find the Website Link: Navigate to the section where you edit your business information. This is typically:
- Click "Edit profile"
- Select the "Contact" tab or scroll down to the contact section.
- Update the Website Field:
- Find the field labeled "Website".
- Delete any existing URL in that field.
- Paste the full UTM-tagged URL you generated in Step 1.
- Save Changes: Make sure to click "Save" or the equivalent button to apply the changes. Google may take a short time to review and publish the update.
Step 3: Verify Tracking in GA4
- Wait for Data: It can take 24-48 hours for new traffic data using this link to appear reliably in standard GA4 reports.
- Check Realtime Reports (for quick testing):
- Open a private/incognito browser window.
- Find your business on Google Search or Maps.
- Click the website link on your Business Profile (the one you just updated).
- In GA4, go to Reports > Realtime .
- Look at the cards like "Users by Source, Medium, or Campaign" or "Event count by Event name" (look for session_start or page_view events).
- You should see traffic attributed to google / organic and Campaign gbp (or whatever you named it) within a few minutes.
- Check Acquisition Reports (after 24-48 hours):
- In GA4, go to Reports > Acquisition > Traffic acquisition .
- The primary dimension shown is usually Session default channel group .
- Your GBP traffic will likely fall under Organic Search .
- To see your specific campaign:
- Click the dropdown arrow next to Session default channel group and change the primary dimension to Session campaign .
- Look for the campaign name you set (e.g., gbp ).
- Alternatively, add a secondary dimension: Click the + sign next to the primary dimension column header, search for and select Session campaign .
- Find the rows where the Session source / medium is google / organic and the Session campaign is gbp .
- You can also check the User acquisition report using the First user campaign dimension.
Important
- Consistency: Always use the exact same utm_source , utm_medium , and utm_campaign values for your GBP link if you ever need to update the URL.
Scope: This method specifically tracks clicks on the main website link you add to your GBP profile. It does not track clicks on:
- Directions links
- Call buttons
- Google Posts (unless you manually add UTM-tagged links to URLs within your posts)
- Bookings/reservations made through Google integrations
These interactions are primarily tracked within your GBP Insights.
- Historical Data: This tracking only applies from the moment you update the link. It will not retroactively categorize past traffic.
- GA4 Setup: This guide assumes you have GA4 correctly installed and tracking basic website traffic already.
By following these steps, you'll gain much clearer visibility into how effectively your Google Business Profile drives traffic to your website within GA4.
