Generate properly UTM-tagged URLs for your Google Business Profile to track performance in Google Analytics 4.
UTM parameters are tags added to a URL that tell Google Analytics where your traffic came from. For Google Business Profile (GBP), adding UTMs lets you see exactly which GBP actions (website clicks, directions, calls) are driving traffic and conversions in GA4.
Without UTM parameters, Google Analytics 4 often classifies GBP website clicks as direct traffic, making it impossible to measure the ROI of your local SEO efforts. UTM tracking solves this attribution problem.
| Parameter | Default Value | Purpose |
|---|---|---|
| utm_source | gbp | Identifies the traffic source (Google Business Profile) |
| utm_medium | organic | The marketing medium (organic local search) |
| utm_campaign | gbp-listing | The campaign name (your GBP listing) |
| utm_content | website/directions/call | Differentiates between GBP action types |
| utm_term | (optional) | Can hold location ID for multi-location businesses |
After generating your UTM URL: 1) Log into Google Business Profile Manager 2) Edit your business profile 3) Navigate to the "Website URL" field 4) Paste your UTM-tagged URL 5) Save changes. For posts and other GBP actions, use the generated URL in the respective link fields.