Sign inGet your free snapshot

Free tool

Google Business Profile UTM Builder

Without tagging, much of your Google Business Profile traffic hides inside "direct" or generic "google / organic" in analytics — so you never learn what your profile actually produces. This builder applies the widely-used GBP tagging convention to your website, appointment and menu links in one step.

Keep the default unless you track multiple locations.

At a glance

What it does, what it reads, what it cannot see

Every tool on this site states its scope in the same six lines, so you know what a result means before you act on it.

You enter
Your website address, optional appointment link, and a campaign name
You get
Tagged links for the profile website field, the appointment button and Google Posts
It reads
Nothing beyond the form
It cannot see
Your Business Profile itself; you paste the links in
It takes
Instant
Worked example

This tool’s own output on a fictional business

Generated by the tool at build time
Website
https://www.meadowbank-dental.example/
Campaign name
gbp-listing (default)

Website link (main profile field)

https://www.meadowbank-dental.example/?utm_source=google&utm_medium=organic&utm_campaign=gbp-listing

Appointment link

https://www.meadowbank-dental.example/?utm_source=google&utm_medium=organic&utm_campaign=gbp-listing-booking

Google Posts link

https://www.meadowbank-dental.example/?utm_source=google&utm_medium=organic&utm_campaign=gbp-listing-post

How to read it

Three links, one per place a Business Profile can send a visitor, all tagged google / organic so they land in the same channel Google would have credited anyway, and separated by campaign so you can see which button people use. Without the tags most Business Profile clicks are recorded as direct traffic, and the profile's own "website clicks" figure and your analytics never agree.

Meadowbank Dental is a fictional practice written for these examples: the result above is what this tool’s code produces on that page, regenerated whenever the site is built, and is not a real business’s data.

How it works

What this tool measures, and what it leaves alone

Read this before you act on a result. Every tool here states its method and its limits in the same breath.

Where to put each tagged link

In your Business Profile dashboard, replace the plain website link with the tagged version, and do the same for the appointment link if you use one. Google Posts each get the posts link. From then on, GA4 shows these visits under source "google", medium "organic", campaign "gbp-listing" (or your custom campaign), separated cleanly from ordinary search traffic.

One caution: tag the link fields only. Do not change your business name, categories or address to include tracking or keywords — that violates Google’s guidelines and risks suspension.

Questions

Common questions

Why is my GBP traffic showing as "direct"?

Mobile apps and some browsers strip referrer information from Business Profile taps, so analytics cannot tell where the visit came from and files it as direct. UTM parameters travel inside the URL itself, which is why tagging fixes it.

Related

Free tools that go with this one

Each one measures rather than guesses, works without an account, and says so when something cannot be measured.

UTM Builder

UTM parameters tell your analytics exactly where a visitor came from — which post, which email, which leaflet QR code.

Review Link Generator

The single biggest reason customers do not leave reviews is friction.

Website Visibility Checker

Enter your website address and get a measured, evidence-based report in about fifteen seconds: your HighRegard Website Score across seven areas, what is holding you back, and what to fix first.

If you need more than the tool

Tagging shows you what your profile actually produces. If the answer disappoints, the problem is usually the website those clicks land on — which is what we investigate.

Free Snapshot

Not sure the findings matter? A person checks your website and sends three specific, evidenced fixes — free, no call, no obligation.

Website Revenue Audit — £295

The full picture: up to ten pages and your customer journey checked by a person, every finding evidenced, every fix written so you or your developer can do it.

Repair Sprint — £795

No developer, no time, no interest in doing it yourself? The audit plus up to twelve fixes implemented for you, with a full change log.

And when the whole system needs rebuilding — website, trust evidence, local and AI visibility together — the founder-led HighRegard Authority Transformation (£7,495, 8 weeks, application only) is the complete version.

We use optional analytics cookies to understand how this site is used and to measure advertising. They load only if you accept. Essential functionality never depends on them. Cookie policy