UTM Link Builder for Google Business Profile

Use utm_source=google, utm_medium=organic and a utm_campaign that names the link, like gbp-website or gbp-post. Add utm_content with the city or store code if you run more than one profile. Keep every value lowercase. Google says UTM values are case sensitive, so "Google" and "google" show up as two rows in your reports.

Pick organic if you want GBP visits to stay inside the Organic Search channel in GA4. GA4 puts any session with the medium "organic" there. Pick gbp if you care more about spotting the visits fast in Session source / medium. Both work. The rule that matters is using the same choice on every profile you manage.

There is no sign from Google that a tagged website link on your profile changes how you rank. The tags only tell your analytics where the visit came from. Two things can go wrong, though. A redirect may drop the tags, and some sites forget a canonical tag, so tagged copies of a page get crawled. Check both once.

Many GBP clicks happen inside the Google Maps app or on phones that pass little or no referrer. GA4 then has nothing to go on and files the visit under Direct, or blends it into Organic Search with normal results. UTM tags fix that because the source and medium travel inside the URL itself.

Open Reports, then Acquisition, then Traffic acquisition. Change the table dimension to Session source / medium and look for google / organic or google / gbp. Then add Session campaign as a secondary dimension to split the website button from posts. Expect a delay, because new data can take a day or so to show up fully.

No. UTM tags only work on web links that load a page with your analytics tag. Calls and direction requests do not open your site, so GA4 never sees them. Track those inside the Performance section of your Business Profile instead. If calls matter a lot, a tracking number is the usual answer, but list your main number as primary.

Yes, if you want to compare them. Send each profile to its own location page when you have one. Then add the city or store code as utm_content. A plumber with shops in Mesa and Tempe could use utm_content=mesa and utm_content=tempe. One GA4 report then shows which profile sends more visits.

Yes. A URL can only have one question mark, and any extra parameters join with an ampersand. This builder reads your URL, keeps the parameters already in it and adds the UTM tags in the right spot. It also replaces any old utm_ values, so you never end up with two utm_source values in one link.