How to Track Google Business Profile Traffic with UTM Tags (The Complete Guide)

Ever wondered what happens after someone clicks on your Google Business Profile link? Are they exploring your site, making purchases, or bouncing away? Understanding this traffic is your secret weapon for boosting local visibility and driving more customers through your digital front door.

The good news? You don’t need fancy tools or a tech degree to track this valuable data. With simple UTM parameters, you can unlock powerful insights about your local search performance that many of your competitors are completely missing.

In this guide, we’ll walk you through the simple process of setting up UTM tracking for your Google Business Profile (GBP), helping you make smarter decisions that attract more local customers to your business. Let’s get started!

Why Tracking Your GBP Traffic Matters for Local SEO

Marketing shouldn’t be complicated or based on guesswork. When you track your Google Business Profile traffic properly, you transform vague impressions into concrete data that shows exactly how visitors find and interact with your business online.

Think of UTM tracking as your business’s digital breadcrumb trail. It reveals:

• How many visitors are coming from your GBP listing
• Which actions these visitors take on your website
• How GBP visitors compare to other traffic sources
• Which optimizations actually improve your conversion rates

With these insights, you can focus your efforts on what’s working and stop wasting time on strategies that don’t deliver results.

What is a UTM Tag? (Explained Simply)

A UTM tag is like a digital name tag attached to your website links. It helps you identify exactly where your visitors are coming from when they land on your site.

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These small tracking codes don’t affect your website’s appearance or functionality at all, but they give Google Analytics the information it needs to show you valuable visitor data.

The 5 UTM Parameters You Need to Know:

1. utm_source → Tells you where visitors came from (e.g., Google, Facebook, Newsletter)
2. utm_medium → Identifies the marketing method (e.g., organic, paid, email)
3. utm_campaign → Labels your specific marketing initiative (e.g., summer_promo)
4. utm_term (Optional) → Tracks keywords for paid campaigns
5. utm_content (Optional) → Distinguishes between different links in the same campaign

Here’s what the difference looks like:

A Regular URL Without UTM Tags: https://localo.com/

The Same URL With UTM Tags: https://localo.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp_tracking

By adding these parameters, you transform a standard link into a powerful tracking tool that shows you exactly how effective your GBP listing is at driving valuable traffic.

Creating UTM Tags Made Easy

While you can manually add UTM parameters to your URLs, Google provides a handy tool that makes the process even simpler: Google's Campaign URL Builder.

This free tool walks you through creating properly formatted UTM tags by filling out a simple form. Just enter your website URL and the parameter values, and it automatically generates a tracking URL you can copy and paste into your Google Business Profile.

How to Add UTM Tracking to Your Google Business Profile in 4 Easy Steps

Don’t worry - adding UTM tracking to your GBP is surprisingly simple. Follow these steps and you’ll be tracking valuable data in no time:

Step 1: Access Your Google Business Profile

1. Sign in to Google Business Profile Manager using your Google account.
2. Alternatively, simply search for your business name or type “My Business” in Google while signed in.

Step 2: Find Your Website Link Setting

1. Click the “Edit profile” button to open your profile settings.
2. Navigate to the “Website” section where your current website URL is displayed.

Step 3: Add Your UTM Parameters

1. In the website URL field, locate your existing website address.
2. Add these UTM parameters to the end of your URL: ?utm_source=google&utm_medium=organic&utm_campaign=gbp_tracking
3. Click “Save” to update your profile with the new tracked link.

Your URL transformation should look like this: Before: https://yourbusiness.com/

After: https://yourbusiness.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp_tracking

Step 4: Verify Your Tracking is Working

1. Open Google Analytics (give it 24-48 hours to collect data).
2. Go to Reports > Acquisition > Traffic Sources .
3. Click “+” in the middle data table
4. Now you can filter by session source (“google”) or session medium (“organic”) and try to find your tagged traffic

Frequently Asked Questions About GBP Traffic Tracking

What metrics should I focus on for GBP traffic?

When analyzing your Google Business Profile traffic, pay attention to these key performance indicators:

• Session Duration → Are GBP visitors spending time exploring your site?
• Bounce Rate → Are they leaving after viewing just one page?
• Pages Per Session → How many pages do they typically explore?
• Conversion Rate → What percentage takes valuable actions like calling, filling out forms, or making purchases?

These metrics reveal whether your GBP is attracting qualified visitors who are likely to become customers.

Can I track GBP traffic in Google Search Console too?

Absolutely! Google Search Console provides additional insights about how your GBP listing performs in search results:

1. Open Google Search Console.
2. Go to Overview (left menu) > Full Report Pages .
3. Click “Pages” → Enter your UTM parameter (e.g., utm_source=google).
4. You’ll see impressions, clicks, and click-through rates for your GBP traffic.

This data shows you how often your GBP appears in search results and how compelling it is to searchers.

Turn Your GBP Insights Into Local SEO Wins

Tracking your Google Business Profile traffic isn’t just about collecting data—it’s about making smarter decisions that attract more local customers.

With proper UTM tracking, you’ll discover exactly how well your GBP listing performs compared to other marketing channels. You’ll see which website pages GBP visitors find most valuable, and you’ll identify opportunities to optimize your listing for even better results.

Ready to take your local SEO to the next level?

Set up UTM tracking today and start collecting valuable data. Compare your GBP performance against other traffic sources. Optimize your listing based on real visitor behavior, not guesswork.

Want to see how your business ranks in local search compared to competitors? Check your GBP visibility for free!

Marketing shouldn’t be complicated. With the right tracking in place, you can focus on what really matters—growing your business and serving more customers in your local area.

Article author:

Sebastian Żarnowski

Co-founder & CEO

I have been involved in local marketing for years, starting my career at KS Agency, where I also initiated the Local SEO department. Currently, as a co-founder of Localo, I am developing a tool that helps local businesses reach their customers. I share my knowledge through blogs, webinars, social media, and YouTube videos. I focus on authenticity, a practical approach, and effectiveness to support the growth of local businesses and help them connect with their customers more effectively. I value unconventional thinking and am constantly seeking new solutions in marketing.