Why tag your Google Business Profile link?
Without tags, most visits from your Business Profile show up in Google Analytics as ordinary “google / organic” traffic, mixed in with everyone who found you through normal search results. You can’t tell whether your profile is sending people to your website or not.
UTM tags are small labels added to the end of a link, such as utm_source=google, utm_medium=organic and utm_campaign=gbp. They don’t change the page visitors see. They simply tell your analytics where the visit came from, so your profile traffic gets its own line in your reports.
A simple naming convention that works
- Source: google. The visit came from Google.
- Medium: organic. It was free, unpaid traffic. Avoid cpc, which is reserved for Google Ads.
- Campaign: gbp. This groups every Business Profile link together.
- Content: website, appointment, menu or a branch name. This shows which link or which branch was clicked.
Whatever you choose, keep it lowercase and spell it the same way every time. Google Analytics treats GBP, gbp and Gbp as three different campaigns.
Tracking several branches
If you have a profile for each location, give each one its own link with the branch name as the content label, and point it to that branch’s page where you have one. The branch section of this tool builds all the links at once and lets you download them as a spreadsheet.
Remember that UTM tags only measure website visits. Calls, direction requests and messages from your profile are counted in the Performance section of your Business Profile, not in Analytics.
