Ultimate Guide to UTM Tags for Google Business Profiles (GBP)

Introduction
If you’re managing a Google Business Profile (GBP), you already know how powerful it is for local SEO. But did you know you can take your efforts to the next level by adding UTM tags to the URLs you use on your GBP? With UTM tags, you can accurately track how much traffic, engagement, and conversions your profile is driving to your website—and measure the ROI of your local SEO strategy.

In this guide, we’ll walk you through:

1. What UTM tags are and why they matter.

2. How to create UTM-tagged URLs for your GBP.

3. Best practices for using UTM tags effectively.

What Are UTM Tags?

UTM tags (Urchin Tracking Module) are small snippets of text added to the end of a URL. These tags don’t change the functionality of the link but allow tools like Google Analytics to track where your website traffic is coming from.

When someone clicks on a UTM-tagged link, Google Analytics collects data about the source, medium, and campaign associated with the click.

Example of a URL with UTM Tags:

https://www.mojomesh.com.au?utm_source=google&utm_medium=local&utm_campaign=GBP_tracking

Why Should You Use UTM Tags on GBP?

Adding UTM tags to URLs in your GBP provides several key benefits:

• Track Traffic: Identify exactly how much website traffic comes from your GBP listing.

• Measure ROI: Determine how effective your GBP is at driving leads and conversions.

• Segment Data: Break down performance by specific campaigns, posts, or CTAs within your GBP.

Without UTM tags, all traffic from your GBP may appear as “Direct Traffic” in Google Analytics, making it hard to measure its impact.

How to Create UTM-Tagged URLs for GBP

Step 1: Understand the Key UTM Parameters

There are five UTM parameters, but for GBP tracking, these three are most commonly used:

1. utm_source: Identifies the source of traffic. Example: google.

2. utm_medium: Defines the marketing medium. Example: local.

3. utm_campaign: Tracks specific campaigns. Example: GBP_tracking.

You can also use:

• utm_term: Tracks keywords or search terms (optional).

• utm_content: Tracks specific links or CTAs (optional).

Step 2: Use a URL Builder Tool

The easiest way to create UTM-tagged URLs is to use Google’s free Campaign URL Builder:
Campaign URL Builder

1. Enter your website URL.

2. Fill in the UTM fields:

   • Source: google.

   • Medium: local.

   • Campaign: Use a descriptive name like GBP_2025_promotion.

3. Copy the generated URL.

Step 3: Shorten the URL (Optional)

If your UTM-tagged URL is long, consider shortening it using a tool like Bitly.

Where to Use UTM Tags on GBP

1. Website Link: Add the UTM-tagged URL in your GBP’s website field.

   • Example: https://www.mojomesh.com.au?utm_source=google&utm_medium=local&utm_campaign=GBP_main_profile

2. Google Posts: Use UTM tags to track traffic from specific posts.

   • Example: https://www.mojomesh.com.au?utm_source=google&utm_medium=local&utm_campaign=new_year_offer

3. Products and Services: Track clicks on product and service links.

   • Example: https://www.mojomesh.com.au/product?utm_source=google&utm_medium=local&utm_campaign=GBP_products

4. Menu or Appointment Links: If you have links to a menu, booking page, or special offers, add UTM tags to monitor performance.

Best Practices for Using UTM Tags

1. Keep Tags Consistent: Use a consistent naming structure for UTM parameters to avoid confusion in Google Analytics.

   • Example: Always use utm_source=google for GBP traffic.

2. Create a Tracking Spreadsheet: Keep a record of all UTM-tagged URLs, including the campaigns they’re associated with. This makes it easier to update or reference them later.

3. Avoid Overcomplicating Tags: Keep tags simple and descriptive. Overly complex tags can make tracking and analysis more difficult.

4. Test Your Links: Before publishing a UTM-tagged URL, test it to ensure it directs users to the correct page.

5. Monitor Analytics Regularly: Use Google Analytics to track performance and refine your GBP strategy based on what’s working.

How to Analyze UTM Data in Google Analytics

1. Log in to Google Analytics.

2. Navigate to Acquisition > Campaigns > All Campaigns.

3. Filter by the UTM parameters you set (e.g., GBP_tracking).

4. Review metrics like traffic, bounce rate, and conversions to measure the success of your GBP efforts.

Conclusion

Using UTM tags on your Google Business Profile is a simple yet powerful way to track and measure the effectiveness of your local SEO efforts. By understanding where your traffic comes from and how users interact with your GBP, you can make data-driven decisions to optimize your profile and improve ROI.

Need Help?
If you’re ready to take your GBP to the next level, Mojo Mesh specializes in local SEO and Google Business Profile optimization for Newcastle businesses.

📞 Contact Us: 0431 722 372
🌐 Visit: mojomesh.com.au

Let’s track, optimize, and grow your local visibility together! 🚀