UTM Parameters for Google My Business Tracking
UTM parameters, short for Urchin Tracking Module parameters, are indispensable tools for marketers seeking to gain a clear understanding of their website traffic, particularly when that traffic originates from platforms like Google My Business (GMB). These parameters are essentially short text codes appended to a website URL, acting as digital identifiers that communicate to analytics platforms, such as Google Analytics, specific details about where website visitors come from.
The concept of UTM parameters has a notable history, tracing back to Google’s acquisition of Urchin in 2005, which subsequently formed the foundation of what is now known as Google Analytics. The enduring relevance of this tracking method underscores its fundamental value in the realm of web traffic attribution.
Understanding the Core UTM Parameters
To effectively implement UTM tracking, it is essential to understand the five standard UTM parameters that are commonly used to convey information to analytics platforms: utm_source, utm_medium, utm_campaign, utm_term, and utm_content.
| Parameter Name | Description | Example Values | Relevance for GMB |
|---|---|---|---|
utm_source |
Identifies the origin of the traffic. | google, gbp |
High relevance for distinguishing GMB traffic. |
utm_medium |
Specifies the marketing method. | organic, local |
High relevance for classifying GMB traffic as unpaid. |
utm_campaign |
Names the specific campaign or source. | gmb_profile, gmb_posts |
High relevance for segmenting GMB traffic. |
utm_term |
Tracks keywords for paid campaigns. | running_shoes |
Low relevance for organic GMB traffic. |
utm_content |
Distinguishes between different links or content within the same campaign. | main_button, appointment_link, post_offer |
High relevance for tracking performance of GMB links. |
Step-by-Step Guide to Creating UTM-Tagged URLs
Creating UTM-tagged URLs for your Google My Business listing involves a straightforward process that can be completed in a few steps.
Step 1: Access Your Google Business Profile
The first step is to access your Google Business Profile. You can do this by signing in to Google Business Profile Manager using your Google account.
Step 2: Identify the URLs You Want to Track
Once you have accessed your GMB profile, navigate to the “Info” section from the left-hand menu. Here, you will find various URL fields that you can potentially track.
Step 3: Choosing the Right UTM Parameters and Values
Selecting appropriate UTM parameters and their corresponding values is crucial for effective tracking. For traffic originating from your Google My Business listing, the following standard values are generally recommended:
utm_source: Use eithergoogleorgbp.utm_medium: The recommended value isorganicas the traffic from your GMB listing is typically unpaid.utm_campaign: Employ a descriptive name such asgmb,gmb_profile, orgoogle_business_profile.
Step 4: Generating the UTM-Tagged URLs
Once you have decided on your UTM parameters and their values, you need to generate the actual UTM-tagged URLs. You can do this either manually or by using a URL builder tool.
Step 5: Implementing the UTM-Tagged URLs in Your GMB Profile
Once you have generated your UTM-tagged URLs, the final step is to implement them in your Google Business Profile.
Best Practices and Common Pitfalls
To ensure the accuracy and usefulness of your UTM tracking for Google My Business, it is important to adhere to certain best practices and be aware of common pitfalls.
- Maintaining Consistency in UTM Tagging Conventions: Always use lowercase for all UTM parameters and their values.
- Avoiding UTM Tags on Internal Links: Only use UTM parameters for external links that direct traffic to your website from other sources.
- Properly Handling Existing URL Parameters: When adding UTM parameters to a URL, check if the URL already contains parameters.
- The Importance of Testing Your UTM-Tagged URLs: After implementation, test them to ensure they are working correctly.
Conclusion
Utilizing UTM tracking for your Google My Business listing offers significant advantages, including more accurate attribution of website traffic, a deeper understanding of how users from your local listing behave on your website, and the ability to measure the performance of your GMB presence.
