How to Link Google My Business to Google Analytics

Connecting your Google Business Profile (formerly Google My Business) to Google Analytics is one of the smartest ways to track your local SEO efforts. By building this bridge, you can see exactly how many people discover you on Google Maps or in local search results and then click through to your website. This article will guide you step-by-step through setting up this connection and show you where to find the data in Google Analytics 4.

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Why Connect Your Google Business Profile to Google Analytics?

Before jumping into the setup, it’s worth understanding why this is so valuable. Without a proper connection, traffic from your Google Business Profile (GBP) often gets miscategorized in Google Analytics, usually ending up in the "Direct" traffic bucket. This makes it impossible to know if your local optimization efforts are working. Linking them properly gives you clear, actionable insights.

• Track Your Local Customer Journey: See the complete path users take, from finding you in a local search, exploring your profile, and finally landing on your website.
• Measure Local SEO ROI: You can definitively measure how much website traffic, engagement, and even conversions are driven by your GBP. This proves the value of keeping your profile updated.
• Refine Your Content Strategy: Discover which elements of your profile - like Google Posts, product listings, or your primary website link - are most effective at driving clicks.
• Gain Keyword and Service Insights: By tracking clicks from different parts of your profile (like promotions or service links), you can better understand user intent and what local searchers are most interested in.

In short, making this connection turns your Google Business Profile from a simple listing into a measurable marketing channel.

The Easiest Method: Using UTM Parameters

Since Google doesn't offer a direct, one-click integration between Google Business Profile and Google Analytics 4, the most reliable and industry-standard method is using UTM parameters. Don’t let the term intimidate you - a UTM parameter is just a simple tag you add to the end of your website URL. These tags tell Google Analytics exactly where the click came from.

Here’s how to create and add these tagged links to your profile, step by step.

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Step 1: Get Google's Campaign URL Builder Ready

Google provides a free tool that makes creating these tagged URLs incredibly simple. You don't have to build them by hand. Go ahead and open the Campaign URL Builder in a new tab to follow along.

You’ll see several fields. We’ll only focus on the ones needed to track your main GBP website link.

Step 2: Fill Out the Campaign URL Builder Fields

Now, let's fill in the form using a consistent framework. Using the same terms every time is critical for keeping your data clean and easy to analyze.

1. Website URL

This is the destination link. Enter the full URL of the webpage you want people to land on when they click the website button on your profile. For most, this will be your homepage.

Example: https://www.yourwebsite.com

2. Campaign Source (utm_source)

This field identifies the source of the traffic, which in this case is Google. We recommend using lowercase "google" to keep it consistent with how GA4 tracks your regular search traffic.

Example: google

3. Campaign Medium (utm_medium)

The medium explains the type of traffic. Since visitors from your Business Profile are finding you through search - just like your other organic traffic - the best practice is to use "organic." This ensures the traffic is grouped correctly within your main acquisition reports.

Example: organic

4. Campaign Name (utm_campaign)

This is where you clearly identify that the traffic is coming from your business profile. It separates it from all your other organic Google traffic. Use something simple and memorable.

Example: google_business_profile or gmb_listing

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Step 3: Generate and Copy Your Tagged URL

Once you’ve filled out those fields, the tool will automatically generate a new URL at the bottom of the page. It will look something like this:

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

This is the link you'll use in your Google Business Profile. Go ahead and copy it.

Step 4: Update Your Links in Google Business Profile

With your newly created URL copied, it's time to add it to your profile. The most important place to add it is your primary website link.

1. Go to your Google Business Profile dashboard (you can find it by searching your business name on Google while logged in).
2. Click "Edit profile."
3. Under the "Contact" section, find the "Website" field and click the pencil icon to edit it.
4. Delete your existing URL and paste the new UTM-tagged URL you just created.
5. Click "Save."

That's it! All clicks on your primary website button are now being tracked precisely.

Advanced Tracking: Tag Your GMB Posts and Products

Beyond the main website link, you can track clicks from nearly any other link you can add to your profile. This gives you much deeper insight into what content drives engagement. To do this, we'll re-use our Campaign URL builder but make a small change. We will now use the utm_content field.

The utm_content parameter is designed to differentiate between links that point to the same URL, helping you know exactly which link the user clicked on.

Let's say you're creating a Google Post about a summer sale. Your tagged URL would be built like this:

• website_url: https://www.yourwebsite.com/summer-sale
• utm_source: google
• utm_medium: organic
• utm_campaign: google_business_profile
• utm_content: july_summer_sale_post

Here are a few other ideas for utm_content:

• Appointment Link: Use utm_content=appointment_link
• Product Link: Use utm_content=product_xyz
• Services Link: Use utm_content=service_abc

By tagging these individual links, you can directly compare a general click on your main website button against a specific click from a post announcing a new product. This insight is incredibly powerful for refining your local marketing strategy.

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How to Find Your GBP Data in Google Analytics 4

After you’ve added the tagged URLs and waited a day or two for data to flow in, you can easily find your traffic in your GA4 property.

Using the Traffic Acquisition Report

The standard traffic report is the fastest way to see your results.

1. Log in to Google Analytics 4.
2. In the left-hand menu, navigate to Reports > Acquisition > Traffic acquisition.
3. The default view shows traffic grouped by Session default channel group. Above the table, click the dropdown and change the primary dimension to Session campaign.
4. You should now see the campaign name you created (e.g., google_business_profile) in the table.

Now you can see how many sessions, users, and conversions came directly from people who clicked a tagged link on your profile. If you implemented advanced tracking with utm_content, you can add a secondary dimension to see the breakdown.

• While viewing the Session campaign report, click the small blue "+" sign next to the "Session campaign" column header.
• Search for and select "Session content."
• The report will now show you the parent campaign (google_business_profile) and each of your specific content tags as a separate row (e.g., july_summer_sale_post, appointment_link).

This view gives you a complete overview of which parts of your profile are performing the best.

Final Thoughts

By using UTM parameters, you take the guesswork out of your local SEO. You’ll be able to confidently see how many visitors your Google Business Profile sends to your website, which links they click on, and how that traffic contributes to your overall business goals. It’s a simple process that adds a powerful layer of clarity to your analytics.

Connecting all of your data sources to get a clear picture of performance is often still a huge challenge. While GA4 is great, getting insights often means still having to piece together information from other platforms like your ad accounts, CRM, or e-commerce store. At Graphed, we automate all of that work. We built it so that instead of digging through reports to connect the dots, you can simply ask questions in plain English, like, "show me website sessions and sales that came from my Google Business Profile last month." We then instantly create a shareable, real-time dashboard with the answers.