How To: Track Google Business Profile Listing Traffic

One question that comes up regularly when I’m working as a local SEO consultant is how to properly measure the performance of a business listing in the search results.

Google Business Profile does provide performance insights. But in my experience, they’re limited and often misleading.

For example, between October 2025 and February 2026, my own listing supposedly appeared in fewer than 50 searches across three keywords, generating just 48 clicks.

That doesn’t align with what I see in GA4 and Search Console.

So instead of relying on the dashboard alone, I use a more reliable approach.

Add UTM Parameters to Your Website Link

When configuring your business listing, append UTM parameters to the website URL. For example:

?utm_source=googlemaps&utm_medium=organic

This tells analytics platforms exactly where the traffic came from.

You add this directly to the website field in your listing.

From that point on, every click from the listing is clearly attributed:

What This Shows in GA4

In GA4, “googlemaps / organic” will appear in your source/medium report.

In my case, this showed 167 sessions from 149 users:

Already, that’s a very different picture.

What This Shows in Search Console

In Google Search Console, you can filter by page URL containing “googlemaps” to see the queries driving impressions.

For my listing, this showed:

• 14,800 impressions
• 338 keywords

Again, far more insight than the Business Profile dashboard suggests.

The point here isn’t that Google’s data is “wrong”, it’s that it’s incomplete.

If you care about properly measuring performance, and making decisions based on data, you need to control the tracking yourself rather than relying on the dashboard.

If you’d like help setting this up, or improving how your listing performs in the first place, feel free to get in touch

About The Author

I’m Dave Ashworth — a freelance SEO and website optimisation consultant with a background in development and a focus on fixing what’s broken, improving what’s working, and helping businesses grow through clear, practical SEO.

I combine hands-on technical know-how with years of experience in analytics, content strategy and platform optimisation. Whether it’s an audit, a migration, or ongoing performance support, my work’s about making websites stronger, faster, and easier to understand — for users and for search engines.

When I’m not writing guides or sharing insights, I’m working directly with clients to solve problems, track results, and keep their sites moving in the right direction.