TUTORIAL

How to Add UTM Tracking to Your Google Business Profile Website Link

Visits from the website button on your Google Business Profile normally land in GA4 mixed in with every other Google search visit. One tagged link separates them, so you can see how many people chose you from the map and what they did next.

Connery Davoodian · Founder, Fynl · 2026-11-03

WHAT THIS ADDSMost guides give a single tagged link and move on. This one explains the medium trade-off (organic keeps the visits in Organic Search, a custom medium moves them to Unassigned), tags the appointment and menu links separately, and shows how to compare GA4's count with the website clicks in the Profile's own Performance report.

Open the free UTM builder Download the Business Profile tracking sheet (PDF)

Why the Business Profile link is worth tagging

For many local businesses, the website button on the Google Business Profile is one of the biggest sources of visits. Without a tag, GA4 cannot tell those visits from any other click on a Google search result: they arrive from google.com and are counted as google / organic in Organic Search, next to people who found a blog post or a service page through ordinary search results.

Google does give you a click count of its own. The profile's Performance report lists website clicks, defined as the number of times people clicked the website link on your Business Profile, alongside calls, directions and views. What it cannot tell you is what those people did on the site: which page they read, whether they filled in the form or booked. A tagged link carries the visit into GA4 under its own campaign, so you can follow it.

Choosing the medium: the one real decision

The source is easy: google. The medium is where opinions differ, and it changes which channel the visits land in. GA4 sorts channels by rules on its default channel group page.

Option A: medium=organic. GA4's rule for Organic Search is a search-site source or a medium of exactly organic, so the visits stay in Organic Search, which is where they would have been without a tag. Your channel report stays comparable with last year, and the campaign (business_profile) separates the profile visits whenever you want them. This is what the free builder's Google Business Profile preset uses.

Option B: a custom medium such as gbp or local. GA4 has no rule for it, so the visits move to Unassigned in the channel report. They are easy to spot in Session source / medium, but your Organic Search total drops on the day you make the change, which can look like a ranking loss in a monthly report.

Unless you have a reason to pull those visits out of Organic Search, option A is the tidier choice. Whichever you pick, write it into your UTM naming convention and use it on every profile link.

Both work. Organic keeps the visits in the channel they were always in; a custom medium moves them to Unassigned.

Step by step: tag the profile's links

1. Build the tagged link

Open the free UTM builder, paste your home page (or the page you want profile visitors to land on), press the Google Business Profile preset and type business_profile as the campaign. Add website as the content if you plan to tag other profile links too. Copy the link. It will look like this:

https://yourbusiness.com/?utm_source=google&utm_medium=organic&utm_campaign=business_profile&utm_content=website

2. Open your profile for editing

Google's help page on editing your Business Profile says to sign in to the Google Account linked to the profile, go to your profile and select Edit profile (in the Google Maps app: Business, then Edit profile).

3. Replace the website link

Paste the tagged link into the Website field and save. Google's help asks for the full address including https://, and the builder always produces one. Google reviews edits before they go live, so the new link may take a little while to appear.

4. Tag the other links the same way

Google notes that some business categories can add more links, such as online orders, reservations or appointments. Give each its own utm_content (booking, menu, order) with the same source, medium and campaign. If your appointments link goes to a booking page, that page needs the GA4 tag for the visit to be counted.

5. Check the live link

Once the edit is live, find your profile on Google, click the website button and look at the address bar after your page loads. If the tags are there, you are done. If they vanished, your site is redirecting the address and dropping them; our guide to UTM tags missing in GA4 covers that fix.

Reading the numbers each month

In GA4, open Reports, Acquisition, Traffic acquisition, switch the first column to Session campaign and find business_profile. Note the sessions for the month. Then open your profile's Performance report for the same month and note website clicks. The sheet with this post has a 12-month log for both.

Do not expect the two to match. Performance counts clicks on the button; GA4 counts sessions on pages that carry the GA4 tag, from people whose browser let the tag run. A steady gap is normal. A sudden gap usually means the link changed: someone edited the profile and pasted the plain address back, or the site started redirecting. A sudden drop in both numbers at once is a visibility question, not a tracking one.

The next question is usually how many of those visitors became customers. On paid plans, Fynl's forms, booking pages and chat keep the source and campaign on each new lead, so Reports can show how many enquiries and won jobs came from business_profile. If you also ask happy customers for reviews, the free Google review link generator makes the direct review link for the same profile.

The UTM builder sits with the QR code generator, the calculators and the other no-cost tools on our free tools page.

DO THISTag the Profile's website link with source google, medium organic and campaign business_profile, tag the appointment or menu link with its own content value, then compare GA4's sessions with the website clicks in Performance once a month.

KEEP ITYour Business Profile's tagged links in one place, plus a 12-month log comparing Performance website clicks with GA4 sessions. Download the Business Profile tracking sheet — free PDF, no sign-up.

Questions people also ask

Should I use UTM parameters on my Google Business Profile?

Yes, on the website link and any appointment, menu or order links. Without them GA4 counts those visits as ordinary google / organic search traffic.

What UTM medium should I use for Google Business Profile?

organic keeps the visits in GA4's Organic Search channel and lets the campaign name separate them. A custom medium such as gbp works too, but GA4 then shows the visits as Unassigned in the channel report.

Where do I see Google Business Profile website clicks?

In the profile's Performance report: go to your Business Profile on Google, click Performance and choose a time period. Website clicks is the number of times people clicked the website link on your profile.

Why don't GA4 sessions match Business Profile website clicks?

They count different things. Performance counts clicks on the button; GA4 counts sessions on pages with the GA4 tag, from browsers that let it run. Watch for sudden changes rather than an exact match.

Sources

Tag your Business Profile link now

Pick the Google Business Profile preset, set the campaign, and paste the link into your profile.

Open the free UTM builder More free tool guides