Let’s talk about something that’ll change how you track your local SEO efforts—UTM tagging for your Google Business Profile (GBP). If you’ve ever struggled to separate your GBP traffic from the rest of your organic traffic, UTM tags are your new best friend.
Now, I know what you're thinking: “UTM tags? That sounds like something a tech geek would care about.” Well, you’re right, but they should also be at the top of your to-do list if you manage GBP for multiple locations. These tags unlock powerful insights that allow you to see exactly where your website traffic is coming from, especially from GBP.
So let’s dive into the what, why, and how of UTM tagging for GBP—and how it can make your local marketing life a whole lot easier.
What Is a UTM Tag?
UTM stands for “Urchin Tracking Module”—a term left over from when Google acquired a company called Urchin back in the day. But for our purposes, think of UTM tags as little trackers you can tack onto your URLs to get better data.
These tags track where your website traffic is coming from and allow you to categorize it. It’s like putting little name tags on your visitors so you know exactly how they arrived at your website.
One key rule: Don’t use UTM tags for internal links on your site. That’ll mess up your data, big time.
Why Should You Add UTM Tracking to Google Business Profile?
So here’s the deal: Google Business Profile Insights will give you some cool stats—like how many people called you, asked for directions, or visited your website from your GBP listing. But here’s the catch: GBP doesn’t give you the full picture. You won’t know what users did once they hit your site, or how much of your traffic came from GBP versus regular organic search.
Without UTM tags, your GBP traffic just shows up in Google Analytics as “direct” or “organic,” which is about as useful as a chocolate teapot. You need to know if that traffic came from a regular search result or from someone who clicked on your GBP listing.
Here’s the kicker: Once you use UTM tags, you can track that data in Google Analytics and see exactly where your customers are coming from, what they’re doing on your site, and even which search phrases triggered your local listing.
Where to Add UTM Tracking in Your Google Business Profile
Depending on your business type, Google lets you add different URLs to your GBP. Here are some spots where you should be adding UTM tags:
1. Primary Website
For single-location businesses, this will usually link to your homepage. For multi-location businesses, you’ll want to link to a location-specific landing page. That way, you’re not sending everyone to a generic page when they’re clearly looking for your Denver or Miami branch.
2. Appointments
If you’ve got a booking system, link to it here with a tagged URL. No appointment system? You can link to your contact page, but make it clear people can use it to schedule something.
3. Menu
Restaurants, this one’s for you. Link directly to your menu page. No excuses.
4. Place an Order
If you offer online ordering, this link should go to that page. And don’t forget to tag it!
5. COVID-19 Information
This should go to a dedicated page with the latest updates on how your business is handling the pandemic—whether that’s reduced hours, service changes, or safety protocols.
6. Virtual Care
Healthcare providers offering virtual consultations can link directly to their telehealth page here. This is only available in the U.S., by the way.
How to Use UTM Tags for Your Google Business Profile Links
Now that you know where to add your links, let’s talk about how to tag them. The key to UTM tags is consistency. Here’s a breakdown of the fields you’ll be tagging:
Source: This is where the traffic is coming from. For GBP, you’ll use “google.”
Medium: This tells you what kind of traffic it is. Use “organic” here to track local organic results.
Campaign: This is where you get specific. You’ll use it to differentiate between the types of links you’re tracking, like “gbp-listing” for your primary website URL or “gbp-menu” for your menu link.
Here’s what a tagged URL might look like:
arduino Copy codeWhy You Should Care About Consistency
Here’s a pro tip: Google Analytics is case-sensitive. If you’re inconsistent with your UTM tags (like using “Organic” in one link and “organic” in another), your data will get all messed up. Stick with lowercase across the board. It’ll save you a lot of headaches.
Common Pitfalls to Avoid
A quick word of caution—don’t change the domain in your UTM-tagged URLs. If you do, Google might suspend your listing. And no one wants that.
Another thing to watch out for? Broken URLs. Always check that your URLs resolve properly and don’t throw up a 404 error. You don’t want your potential customers clicking on a dead link.
Incorporating UTM Tagging into Your Reporting
You might be wondering, “How do I make sure all of this fits into my existing reporting?” Easy—get your data and reporting teams on board. Make sure they know what you’re doing with UTM tags and how you’re structuring them.
The payoff? You’ll have cleaner, more detailed data to work with, and you’ll finally know exactly how well your GBP listings are performing.
Final Thoughts
UTM tagging for Google Business Profile might sound like a lot of work, but the insights are worth it. You’ll finally get a clear picture of how your local SEO efforts are paying off, and you’ll be able to tweak your strategy based on real data—not guesswork.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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