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.
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.
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.
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