How To: Track Google Business Profile Traffic in GA4

TL;DR:
You can track Google Business Profile traffic by adding UTM parameters to your website link. This lets you isolate Business Profile traffic in GA4 and, where the tagged URL is reported in Search Console, see the search queries and impressions associated with your listing. You can also link Google Business Profile directly to GA4 for additional performance data.

Why Track Google Business Profile Traffic Separately?

Google Business Profile provides its own performance data, but if you want to understand how much website traffic your listing actually generates, what those visitors do, and which Google searches your listing appears for, I find GA4 and Search Console much more useful.

This is something that comes up regularly when I’m working as a local SEO consultant.

For example, between October 2025 and February 2026, my own business listing reported fewer than 50 searches across just three search terms, along with 48 website clicks.

That only tells part of the story.

By adding UTM parameters to the website link in my Google Business Profile, I can isolate this traffic in GA4 and use the tagged URL in Search Console to get much more insight into the queries and impressions associated with my listing.

It’s a relatively simple addition to your analytics and tracking setup, and I’ll show you exactly how I use it below.

Can You Track Google Business Profile Traffic in GA4?

Yes. There are now two useful ways to connect Google Business Profile data with GA4.

You can link your Google Business Profile directly to GA4, which brings Business Profile performance data into Analytics.

However, I still use UTM parameters on the website link in the Business Profile. This lets me identify the actual website sessions generated by the listing and analyse what those visitors do after they arrive.

The UTM-tagged URL can also provide another useful benefit in Google Search Console, because I can use it to isolate search queries and impressions associated with the Business Profile listing.

For the tracking setup below, we’ll start with the UTM method because that’s what gives us the website traffic and Search Console data shown in my examples.

Add UTM Parameters to Your Google Business Profile Website Link

The easiest way to identify traffic from your Google Business Profile is to add UTM parameters to the website URL in your listing.

For example, I use:

?utm_source=googlemaps&utm_medium=organic

So if your website URL is:

https://example.com/

the URL added to your Business Profile would be:

https://example.com/?utm_source=googlemaps&utm_medium=organic

You add the tagged URL directly to the Website field in your Google Business Profile.

From that point on, visits generated by clicks on the website link can be identified separately from other Google organic traffic.

How To See Google Business Profile Traffic in GA4

Once the UTM-tagged website link is in place, traffic from your Google Business Profile can be identified separately in GA4.

Using my setup, this appears as:

googlemaps / organic

In my case, GA4 recorded 167 sessions from 149 users coming through the tagged Business Profile link.

That’s already a very different picture from the 48 website clicks shown in the Business Profile performance data.

More importantly, because these visits are now identifiable in GA4, I can analyse what those users actually do after arriving on the website, including the pages they visit, events they trigger and whether they convert.

That makes the UTM tracking useful for more than simply counting clicks. It lets you measure the quality and outcome of the traffic your Google Business Profile generates.

How To See Google Business Profile Queries in Search Console

The UTM-tagged URL can also give you useful insight in Google Search Console.

In the Performance report, add a page filter containing:

googlemaps

This lets me isolate Search Console data associated with the tagged URL used in my Google Business Profile.

In my case, this showed:

• 14,800 impressions
  
• 338 search queries

This is particularly useful because I’m not just seeing how many people clicked through to the website. I can see the search queries my Business Profile is appearing for, including queries that may generate impressions without a website click.

That gives me a much broader picture of the listing’s search visibility than the small number of search terms shown in the Business Profile performance report.

Link Google Business Profile Directly to GA4

Google also now lets you connect your Google Business Profile directly to GA4. Google introduced this integration in June 2026, so it’s a relatively new addition.

In GA4, go to:

Admin → Product links → Google Business Profile links

Click Link, then select the Business Profile or Profiles you want to connect. You’ll need the appropriate permissions for both GA4 and the Business Profile.

Once connected, GA4 adds a dedicated Google Business Profile reporting collection containing metrics including interactions, calls, bookings, direction requests, website clicks, messages and menu clicks.

This doesn’t replace the UTM tracking I’ve described above. I still find the UTM method useful because it identifies the website sessions generated by the listing, lets me analyse what those visitors subsequently do, and gives me the Search Console analysis shown above.

The native integration and UTM tracking therefore give you different views of your Business Profile performance, and I use them together rather than treating one as a replacement for the other.

Get a Better Picture of Your Google Business Profile Traffic

Google Business Profile’s own performance data is useful, but I wouldn’t rely on it alone to understand how your listing is performing.

Adding UTM parameters to your website link lets you identify Google Business Profile traffic in GA4, see what those visitors do after they arrive, and use Search Console to investigate the queries and impressions associated with the listing.

You can now also link Google Business Profile directly to GA4, giving you another source of performance data to compare against both.

For me, the useful part isn’t simply collecting more numbers. It’s being able to compare the different sources and get a much clearer picture of how visible the listing is and how much website traffic it actually generates.

If you’d like help tracking your Business Profile properly, or improving how your listing performs in the first place, feel free to get in touch.

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