UTM Link Builder for Google Business Profile
Build tagged links for your Google Business Profile website button, posts and booking link, plus your Facebook page and email newsletter, so Google Analytics 4 shows how many visits each one sends.
Free, no sign-up. Runs in your browser; nothing you type is stored unless you choose to email yourself the results.
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Email me a copy. We'll send it to your inbox with a few tips to get more from it.
Three steps, about a minute
Step 1
Enter your website URL, ideally the exact page the Business Profile button should open.
Step 2
Choose a preset such as Business Profile website button, posts or appointment link, or pick custom.
Step 3
Adjust utm_source, utm_medium, utm_campaign or utm_content if needed, then copy the tagged URL.
How the google business profile utm builder works
A UTM tag is a set of parameters added to the end of a link that tells Google Analytics 4 where a visit came from. Pick a preset and the builder fills in utm_source, utm_medium and utm_campaign, all editable, plus an optional utm_content for telling similar links apart. For the Business Profile website button it uses utm_source=google, utm_medium=organic and utm_campaign=gbp-listing, then adds them to your URL to produce one tagged link you can copy. Without tags, profile visits get lumped in with other Google organic or direct traffic, so you cannot see what the profile brings in. Keep values lowercase and consistent, because GA4 treats "GBP" and "gbp" as different values. A tag changes only how the visit is labeled in your analytics, not what visitors see.
Using the numbers like a pro: tips for local service businesses
Use separate campaign or content values for the website button, posts and booking link, so GA4 shows which part of the profile drives visits and form fills.
Keep a simple sheet of every tagged link you create, with the date and where it was placed. Consistent naming keeps reports readable a year from now.
Never put UTM tags on internal links between your own pages. They can overwrite the real source of the visit and muddy your reports.
Want us to do this for you?
Once the profile link is tagged, open Google Analytics 4 and filter by your campaign name to see the visits and form fills your Business Profile sends. Compare that with the profile's own performance data for calls and direction requests. Together they show what the profile delivers and where it needs work. We also set up key event tracking in GA4, so tagged visits connect to calls and form fills.
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UTM Link Builder for Google Business Profile questions
Should I add UTM tags to my Google Business Profile link?
Yes, for most businesses. Without tags, visits from the profile website button usually show up as Google organic traffic, mixed in with visitors from regular search results. A tagged link separates them in Google Analytics 4. The tag only changes how the visit is labeled in your reports, so customers see the same page either way.
What UTM parameters should I use for Google Business Profile?
A common setup is utm_source=google, utm_medium=organic and utm_campaign=gbp-listing for the website button, which is this tool's default. Use different campaign or content values for posts and booking links. The exact names matter less than using the same ones every time, since GA4 groups traffic by these values.
Where do I see UTM traffic in Google Analytics 4?
Open Reports, then Acquisition, then Traffic acquisition, and switch the table's main dimension to Session campaign or Session source / medium. Your gbp-listing campaign appears as its own row with sessions, engagement and key events. Allow a day or two for new data to reach the standard reports.
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