Google Business Profile UTM builder
Without tags, visits from your profile blend in with your other Google traffic. Add your URL and get tagged links for each part of the profile.
Your links will appear here.
Which setting should you pick?
Inside Organic Search uses utm_source=google and utm_medium=organic. GA4's default channel group counts any session with the medium "organic" as Organic Search, so your channel report stays accurate and the campaign name separates out profile visits. This matches the setup in our guide to local SEO reporting.
Separately, as Referral uses utm_source=gbp and utm_medium=referral. GA4 files that medium under Referral. Pick it if you want profile visits out of Organic Search completely, and stick with it, because switching later splits your history.
How to add the links
- Open your Business Profile and choose to edit the profile.
- Paste the tagged link into the matching field, starting with the website link.
- Click your link from the profile and confirm the page loads and the tags stay in the address bar.
- Check that the page's canonical tag points to the clean URL, without the tags.
If you're not sure where a field is, see how to edit your Business Profile. Edits can take time to appear.
Where to see the data
In GA4, open the Traffic acquisition report and change the main dimension to Session campaign. The campaigns starting with gbp- are your profile visits. Google's URL builder help notes that values are case sensitive, so this tool writes everything in lowercase.
Tags only count people who click through to your website. Calls and direction requests stay in your Business Profile performance report.