Isolate & Analyze Your GMB

Google Business Profile (GBP) traffic is a substantial portion of automotive dealers organic traffic, especially with the rise of mobile traffic. By adding UTM tracking parameters to your GBP links you can better isolate clicks and traffic coming from your GBP and analyze your efforts. Are you working to improve your GBP map pack rankings? Are you creating GBP Posts or Products? UTM tracking is easy to implement and gives you another way to slice and dice your data.

View in analytics and GSC

To review your Google Business Profile activity based on your UTMs, you can use either Google Search Console or Google Analytics. In Google Search Console you can view data down to the keywords users typed that triggered your GBP. In Google Analytics you can see trend data and compare engagement of GBP traffic across other channels.

In this example from a Volvo Dealer In Hampton, you can see traffic from the Google Business Profile landing on specific webpages. We can also view clicks to GBP Posts and Products.

Where To Add UTM Tracking

To set up UTM tracking for GBP links you’ll need access to your GBP. Once you’re in your GBP you can add UTM tracking to the following:

• Main website link
• Appointments, menu, place an order links
• Posts, products, and offers

Additionally, you can add links for the service, parts, and collision profiles!

UTM Builder

A great starting point for Google Business Profile UTM tracking would be to simply append all GBP urls with this parameter string: ?utm_source=google&utm_medium=organic&utm_campaign=google_business_profile

The entire URL would look like this:

https://www.yourwebsite.com/?utm_source=google&utm_medium=organic&utm_campaign=google_business_profile

Be sure to check that the full URL works in a browser, such a chrome or firefox, prior to adding in your GBP.

There are many free UTM parameter builders out there you can use. As you become better experienced with UTM tracking, you can elaborate how deep and detailed you go!