Local SEO is a game-changer for businesses that rely on nearby customers, whether you’re running a local store, clinic, or service company.
Platforms like Google Business Profile (GBP) generate valuable traffic, but if you’re not using UTM codes, that traffic often gets lost inside your organic or direct data in Google Analytics 4 (GA4) and Google Search Console (GSC).
In this guide, I’ll show you how to properly track local traffic from GBP using UTM parameters, with examples, templates, and reporting tips.
Why Track Local SEO Traffic Separately?
When people click on your GBP links (from Maps, Search, etc.), the traffic is usually:
- Grouped under Organic Search, making it hard to see GBP-specific performance.
- Sometimes appears as Direct traffic if no UTM codes are used.
- Rarely appears as Referral traffic if improperly set up.
Without tracking your GBP traffic separately, you’re missing out on understanding how your local SEO is truly performing.
How to Track Local SEO Traffic Using UTM Codes
UTM codes are small snippets added to your URLs to help identify where your traffic is coming from.
By using UTM codes on your Google Business Profile links, you can clearly track:
- Visitors from GBP vs. general organic traffic.
- Which buttons or posts on GBP drive the most visits.
Best UTM Code Structure for GBP Tracking
| UTM Parameter | Recommended Value |
|---|---|
utm_source | |
utm_medium | organic |
utm_campaign | gbp |
utm_content | (optional – e.g., profile, post, menu, appointment) |
GBP UTM Code Templates for Accurate Tracking
| GBP Link Type | UTM Example URL | Notes |
|---|---|---|
| Website Link | https://www.yourwebsite.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp | Main website link |
| Appointment Link | https://www.yourwebsite.com/booking?utm_source=google&utm_medium=organic&utm_campaign=gbp&utm_content=appointment | For booking/appointment CTA |
| Menu Link | https://www.yourwebsite.com/menu?utm_source=google&utm_medium=organic&utm_campaign=gbp&utm_content=menu | For events or update posts |
| Offer Post CTA | https://www.yourwebsite.com/special-offer?utm_source=google&utm_medium=organic&utm_campaign=gbp&utm_content=offer | For special offers and promos |
| Event Post CTA | https://www.yourwebsite.com/event?utm_source=google&utm_medium=organic&utm_campaign=gbp&utm_content=event | For events or updates posts |
| Product Post CTA | https://www.yourwebsite.com/product?utm_source=google&utm_medium=organic&utm_campaign=gbp&utm_content=product | For GBP product post buttons |
How to Add UTM Codes to GBP
- Edit your GBP profile.
- Replace your existing website, booking, or post URLs with the UTM versions.
- Use the correct UTM for every type of link (see table above).
How to Track GBP Traffic in GA4
- Go to Reports > Acquisition > Traffic Acquisition.
- Apply these filters:
- Source = google
- Medium = organic
- Campaign = gbp
Or create a custom exploration report combining:
- Session source/medium
- Campaign
- Landing page
How to Track GBP Traffic in GSC
- Go to Google Search Console > Performance > Pages.
- Use the filter Landing Page contains
utm_campaign=gbp. - View clicks, impressions, and keywords for your GBP-driven traffic.
Pro Tips for Local SEO Tracking
- Always use
utm_medium=organicto keep traffic inside Organic reports. - Use
utm_campaign=gbpconsistently for all GBP links. - Use
utm_contentto break down posts, offers, or CTAs. - Review GA4 and GSC monthly to see your local SEO ROI.
Need Help with Local SEO or GBP Tracking?
At Whizz People, we specialise in helping local businesses and multi-location brands optimise and track their Google Business Profile performance.
We don’t stop at UTM code setup—we help you:
- Improve your local rankings on Maps & Search.
- Set up GA4 and GSC properly for local SEO insights.
- Track calls, bookings, and store visits directly from GBP.
Book a free Local SEO audit with Whizz People and let us show you exactly how much business you’re getting—and missing—from local SEO.
