How to track Google Business Profile visits and enquiries
Your Google Business Profile can show how often people see your listing and click through to your website. For businesses, the next question is whether those visits lead to a quote request or consultation booking.
Adding UTM tracking labels to your website link helps Google Analytics 4 (GA4) identify visits from your profile. With enquiry tracking working too, you can see the enquiries recorded during those visits and make better decisions about your local marketing.
Before you start
You will need access to edit your Google Business Profile and a working GA4 setup on your website. If your website link already contains UTM tags, check with whoever manages your analytics before replacing them. Changing the names creates new reporting rows and can make comparisons harder.
1 Build your tracking link
Add tracking labels after your website address, as shown in this complete Click Return example:
For your business, replace https://www.clickreturn.co.uk/ with your own website address. Keep the tracking labels exactly as shown, using lowercase letters and no spaces.
| Tracking label | Value | What it tells you |
|---|---|---|
| utm_source | google_business_profile | The visit came through your profile link. |
| utm_medium | organic | The link is part of your unpaid marketing. |
| utm_campaign | google_business_profile_click | Groups visits from this website link in your reports. |
If your website address already includes a question mark, use & instead of a second ? before utm_source. Add the tracking labels before any # section link, and avoid duplicating existing UTM tags.
2 Update your Google Business Profile
Sign in to the Google Account that manages your profile. Open the profile in Google Search, select Edit profile and find the Website field. Paste in your complete tracked website address and select Save. Google reviews edits before they appear publicly.
3 Check the link works
Once the edit is live, click the Website button on your profile. Check that it opens the correct page and that the tracking labels remain in the address bar when it loads. If a redirect removes them, ask your website provider to check that GA4 can receive them.
4 Find your visits in GA4
Once visits have been recorded, open Reports > Acquisition > Traffic acquisition in GA4. Choose a date range after the link went live. Change the table’s first dropdown to Session campaign and search for google_business_profile_click.
The Sessions column shows recorded visits. You can also select Session source / medium and look for google_business_profile / organic. If the report is missing from your menu, ask your analytics administrator to add it.
5 Measure enquiries as well as visits
UTM labels identify the source of a visit. To measure enquiries, completed quote forms or confirmed bookings must also be tracked and marked as key events in GA4. Ask your website or analytics provider to configure these and test a successful submission.
In Traffic acquisition, select the relevant enquiry event in the Key events column. This shows recorded enquiry actions associated with those sessions. A phone-button click does not confirm that a call connected, and these website tags do not measure calls made directly from your Google profile.
Review visits and recorded enquiries together each month. If visits rise but enquiries do not, check that tracking works, then review whether the landing page clearly explains your service and makes it easy to get in touch. Tracking starts from implementation; it cannot relabel past visits.
Get help from Click Return
Need help setting up GA4, tracking enquiries or understanding your results? Talk to Click Return about tracking and web analytics. We can help connect your Google Business Profile activity with useful website reporting, so you can see what is contributing to enquiries.
Further guidance: Google’s UTM guide | edit your Business Profile | Traffic acquisition | GA4 key events
