As a local business, you understand the significance of having a Google My Business (GMB) listing to boost your online visibility and attract more customers. But how do you know which marketing efforts are driving traffic to your GMB profile and ultimately, your business? That’s where UTM tracking comes into play.
UTM (Urchin Tracking Module) tracking is a method of adding parameters to your URLs that track the source, medium and campaign name of traffic coming to your website. With UTM tracking in your GMB listing you can quickly identify which marketing channels are driving visitors to your profile and measure the success of local SEO initiatives.
Here’s how to enable UTM tracking for your Google My Business listing:
Step 1: Construct a URL with UTM Parameters
The initial step in creating your GMB listing requires creating a URL with UTM parameters. Use Google’s Campaign URL Builder to construct such a link with the following parameters:
- Campaign Source: This refers to the source of traffic, such as “facebook” or “google”.
- Campaign Medium: Traffic can be divided into different channels, such as “cpc” (cost per click) or “organic”.
- Campaign Name: This is the title of your campaign, such as “summer sale” or “holiday promotion”.
Step 2: Add UTM Parameters to Your GMB Listing
Once you have your UTM parameters, it’s time to add them to your Google My Business listing. Go to the dashboard, click “Info,” scroll down until the Website” section, and click the pencil icon to edit.
To include UTM tracking in your GMB listing, paste the URL created in step 1 into the website field and save changes. Now your listing should include UTM tracking information.
Step 3: Monitor Results
Now that you’ve set up UTM tracking for your GMB listing, it is easy to measure the success of your local SEO efforts. Use Google Analytics to view traffic originating from your GMB profile and the specific UTM parameters used. With this data, you can identify which marketing channels are driving most visitors to your listing and adjust accordingly.
UTM tracking is a useful tool for local businesses to assess the success of their GMB listing and SEO initiatives. By including UTM parameters in your listing, you can quickly view which marketing channels are driving traffic to your profile and make data-driven decisions to boost online visibility and attract more customers to your business.
