Find and interpret website visit data from Google Business Profile Insights.
Module 9 · Lesson 4
Website Visit Tracking
Track and improve the website traffic driven by your Google Business Profile.
Learning Outcomes
Set up Google Analytics to track traffic specifically from Google Business Profile.
Use UTM parameters to accurately attribute website traffic to your profile.
Identify which profile features drive the most website clicks.
Key Concepts
Website Visits from Your Profile
Every time someone views your Google Business Profile and clicks on your website link, Google records it as a website visit. Your Insights dashboard shows how many of these clicks occur each month. This metric helps you understand how effectively your profile drives traffic to your website — a key step in the customer journey from search to conversion.
UTM Parameters for Accurate Attribution
To track Google Business Profile website clicks accurately in Google Analytics, add UTM (Urchin Tracking Module) parameters to your website URL in your Google Business Profile. UTM parameters are tags added to your URL that tell Google Analytics exactly where the traffic came from.
Example URL with UTM parameters: https://yourbusiness.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp
In Google Analytics, you can then filter by the campaign "gbp" to see all traffic originating from your Google Business Profile, including what pages they visited and whether they converted.
Setting Up Your UTM-Tagged URL
Use the free Google Campaign URL Builder (ga-dev-tools.google.com/campaign-url-builder) to create your UTM-tagged URL. Enter your website URL and fill in the UTM parameters: source (google), medium (organic), campaign (gbp). Copy the generated URL and paste it into the Website URL field of your Google Business Profile.
Website Quality and Conversion
Profile-driven website visitors have already demonstrated intent — they found your business in a relevant search and chose to click through. Your website now needs to convert them. Ensure your website loads in under 3 seconds on mobile, has a clear call-to-action above the fold, and matches the expectations set by your Google Business Profile (same business name, photos, services).
Step-by-Step Practice
Check your website visit data in Google Business Profile Insights for the past 3 months.
Create a UTM-tagged website URL using the Google Campaign URL Builder.
Update your profile website URL with the UTM-tagged version.
Set up a Google Analytics 4 property for your website if not already done.
After 30 days, compare website traffic data in Google Analytics with the Insights website click data.
Ian's practical tip: I have checked my current website visit data in Insights. I have created and implemented a UTM-tagged website URL. My website is set up to track Google Business Profile traffic separately. I know how to analyse the quality of profile-driven website traffic.
Practical Activity
Complete and record this task
Your Google Business Profile website URL should point to the most relevant page for incoming traffic — usually your homepage or a dedicated landing page. A landing page specifically designed for Google Business Profile visitors that matches the intent behind local searches will convert at a higher rate than a generic homepage.