GMB UTM essentials
- The concept: Add a code to the links in your Google listing
- Utility: Isolating local traffic from classic organic traffic
- The method : Google Campaign URL Builder
- Profit : Measure the ROI of your local presence
Google My Business is an essential showcase for local businesses. But without a UTM, your listing's traffic mixes with classic organic traffic. Tag your links to accurately measure the impact of your local presence.
Why tag your GMB links?
Without UTM, you see "google / organic" in GA4 without distinguishing what comes from your local listing. With the right settings, you can identify exactly how many visits and conversions come from your GMB profile.
Or integrate your UTMs
Main links
- Link to your website
- Appointment button
- Online order link
Publications
- Promotional posts
- News and events
- Learn more" buttons
Creating your UTM link
Use Google's Campaign URL Builder. Enter your URL, then the parameters: source=google, medium=gmb, campaign=main_page (or call_button, post_promo...). Copy the generated link and paste it into your form.
Analyze results
In GA4, you'll find your data in the Acquisition > Campaigns reports. You'll be able to answer some key questions: does your GMB record generate more customers than your SEO classic? Which posts work best?