A magnifying glass hovering over a Google Maps location pin with a small UTM tag attached to it and analytical charts in the background.
Google Business Profile

In today’s digital age, it’s not enough to simply have an online presence. Businesses need to understand where their traffic is coming from and which marketing efforts are driving the most valuable leads. This is where the power of tracking comes in, and when it comes to your Google Business Profile (GBP), UTM codes are your secret weapon.

What is a Google Business Profile (GBP)?

Your Google Business Profile is that informative panel that appears on the right side of the Google search results page when someone searches for your business name or category. It’s a free tool provided by Google that allows you to manage how your business information appears on Google Search and Maps.

Why is Tracking Your GBP Important?

Think of your GBP as your business’s digital storefront. Just like you’d want to know how many people walk past your physical store, how many come inside, and what they ultimately purchase, tracking your GBP provides invaluable insights into how customers are interacting with your business online. It allows you to:

  • Measure the effectiveness of your GBP optimization efforts.
  • Identify which parts of your profile are attracting the most attention.
  • Understand how customers are finding your business on Google.
  • Make data-driven decisions to improve your online presence and attract more customers.

What are UTM Codes?

UTM (Urchin Tracking Module) codes are snippets of text that you can add to the end of your URLs to track the performance of your online marketing campaigns. They work by passing information to Google Analytics, providing detailed insights into where your website traffic is coming from.

A UTM code looks something like this:

https://www.example.com/?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale

Let’s break down the different parts:

  • utm_source: This parameter identifies the source of your traffic, such as Google, Facebook, or a newsletter.
  • utm_medium: This parameter identifies the medium used to drive traffic, such as organic search, paid advertising, or email marketing.
  • utm_campaign: This parameter identifies the specific campaign or promotion that the traffic is associated with.

How to Use UTM Codes with Your GBP

While you can’t directly embed UTM codes into your GBP listing itself, there are several strategic places where you can use them to track activity originating from your profile:

1. Website URL

The most obvious place to use UTM codes is in the website URL field of your GBP. By appending UTM parameters to your website address, you can track how many people are clicking through to your website from your GBP listing.

For example, you could use the following UTM code:

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

This would tell Google Analytics that the traffic came from Google (source), through organic search (medium), and specifically from your GBP listing (campaign).

2. Posts and Offers

If you’re actively using Google My Business posts or creating special offers, make sure to include UTM codes in the links you share. This allows you to track the effectiveness of your content marketing efforts and see which posts are driving the most traffic to your website.

3. Appointment Booking Links

If you use a scheduling tool that allows you to create unique booking links, be sure to add UTM parameters to these links as well. This can help you understand how many bookings are generated directly from your GBP listing.

4. Call Tracking Numbers

While not technically a UTM code, using a call tracking number on your GBP is another effective way to monitor how many calls are generated from your profile. These numbers allow you to track call duration, caller location, and other valuable data.

Best Practices for Using UTM Codes with Your GBP

Here are some tips to ensure you’re using UTM codes effectively:

  • Be consistent with your naming conventions: Use lowercase letters, separate words with underscores, and create a system that’s easy to understand and maintain.
  • Use a URL shortener: Long UTM codes can look messy and unprofessional. Use a URL shortener like Bitly to create cleaner and more shareable links.
  • Track everything: Don’t be afraid to get granular with your tracking. The more data you collect, the better insights you’ll have into what’s working and what’s not.
  • Regularly analyze your data: Don’t just set it and forget it. Regularly check your Google Analytics reports to identify trends, spot opportunities, and make necessary adjustments to your GBP and overall marketing strategy.

Tools to Help You Create UTM Codes

Manually creating UTM codes for every link can be tedious and time-consuming. Thankfully, there are several tools available to streamline the process:

  • Google Campaign URL Builder: This free tool by Google is a simple and straightforward way to create UTM codes.
  • UTM.io: This comprehensive platform offers a range of features for creating, managing, and tracking UTM codes.
  • Terminus: This enterprise-level tool provides advanced features for B2B marketers, including UTM code management and reporting.

Conclusion

Tracking the performance of your Google Business Profile is essential for understanding its impact on your overall business goals. By leveraging the power of UTM codes, you can gain invaluable insights into how customers are finding and interacting with your business online, allowing you to optimize your profile for maximum visibility and lead generation.

Note: Zing Business Systems provides done-for-you solutions for Google Business Profiles or provides ideas and solutions for the DIY business owner.

Experience the future of business AI and customer engagement with our innovative solutions. Elevate your operations with Zing Business Systems. Visit us here for a transformative journey towards intelligent automation and enhanced customer experiences.

Author: Matt Kallunki

Background and Experience Born in North Carolina and raised in a military family that moved frequently across North America, Europe, and Hong Kong, Matt Kallunki learned the values of adaptability and resilience from an early age. He enlisted in the Army National Guard at 17, bringing dedication and commitment to his service—a trait he has carried through every opportunity since. His education at Utah Valley University and later at Utah State University, along with diverse roles in technology, hospitality, and marketing, has shaped a career marked by innovation and leadership. As a veteran, Kallunki proudly leads Zing Business Systems, a veteran-owned and operated business. Inspiration and Innovation The constant throughout Kallunki’s career has been the importance of effective marketing—an insight first gained while running his initial restaurant. This understanding guided him through various entrepreneurial and consulting roles, eventually leading to the foundation of Zing Business Systems. Here, Kallunki has harnessed emerging technologies to provide small businesses with smart, scalable communication solutions. Zing Business Systems: Bridging Technology and Opportunity Zing Business Systems turns everyday challenges into growth opportunities. The company's flagship service, the Missed Call Text Back, ensures that small businesses never miss out on potential customer engagements. Kallunki equips his clients with tools that streamline communication, allowing them to focus on what truly matters—their core business and customer relationships. Customer Impact Kallunki's technology revolutionizes how businesses interact with customers. From automotive to professional services, he helps business owners centralize operations and automate routine tasks, significantly enhancing efficiency and customer satisfaction. Looking Ahead Dedicated to continuous innovation and expansion, Zing Business Systems is committed to empowering more businesses with effective communication tools. With over two decades of marketing experience and a lifelong passion for service, Kallunki is redefining standards in business engagement and management. More About Matt In addition to his professional pursuits, Matt Kallunki is a lifelong motivated learner with a diverse array of hobbies and interests that span both creative and technical fields. From open boat sailing and spear fishing to ham radio operation and gardening, Matt's activities reflect his broad interests and relentless curiosity. A Cold War to present military enthusiast and avid reader, he also indulges in audiobooks, constantly seeking new knowledge and adventures. As a certified scuba instructor and divemaster, Matt takes his passion for exploration below the water's surface, teaching others and enjoying the serene beauty of the underwater world. His love for hands-on creation is evident in his skills in woodworking and metalworking, while his technical acumen shines through in his interests in cybersecurity and networking. Photography is another passion, capturing moments from his ventures and everyday life, showcasing his artistic eye and attention to detail. Whether it’s running marathons, launching high-powered rockets, or nurturing his garden, each hobby Matt engages in reflects a facet of his dynamic personality and relentless pursuit of growth and excellence. Connect with Matt Kallunki You can connect with Matt and learn more about his work and Zing Business Systems through various platforms: Visit https://blog.zingacp.com/about-us-page for social and medial links.