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How to track GMB in Analytics

Google My Business is your most important asset in local search. Whether you are a business owner or manage GMB for clients you want to know how many visitors to your website are coming from Google. We use Google Analytics tracking code.

How to add utm tracking to Google My Business

  • Build your utm string. CASE SENSITIVE and no-spaces!
  • utm_source=google
  • utm_medium=organic
  • utm_campaign=google-my-business
  • Track individual stores with utm_content=[store-code]
  • Combine these with an ampersand (&)
  • Append to your url with a question mark (?)
  • In your GMB dashboard, edit the website using this utm version
  • The full string looks like this, “.com/page?utm_source=google&utm_medium=organic&utm_campaign=google-my-business&utm_content=[store-code]”

What else can I track?

Foremost, we want to know how many clicks are coming from GMB. If you are using GMB Posts you can append the url the same way. Change the campaign to include “gmb-posts”, or whatever you want to call it. If you want to track Posts separately you could put that in your campaign, “gmb-post-holiday-sale-2018”, or in the content. We do the same thing for Bingplaces.

Why should I track website visits from Google My Business?

Tracking visits over time is probably a better indicator of GMB performance than rank reports. More visits generally means higher rank and/or ranking for more terms. If you’re using the GA tracking you can easily see GMB traffic in context with your other analytics. Knowing the device type is super important and filtering for device type is simple in GA (spoiler, GMB traffic is mobile). This might be the ammo you need to convince your team to make sure your GMB landing page is optimized for mobile users and conversions.

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