How-to · Updated October 11, 2026
Tag your Business Profile website link so its visits are counted
Updated October 11, 2026
10 minutes, then Google's review time
Replace the website link on your Business Profile with the same address plus utm_source=google, utm_medium=organic and utm_campaign=business-profile. Untagged, a visit from the profile looks like any other Google search visit. Keep that source and medium so GA4 still files it under Organic Search, then read the campaign in Traffic acquisition.
Before you start
- The Google Account that manages the profile. Google says you must sign in to the account linked to the profile to edit it.
- The page the button should open, usually the home page or the page for that location, as a full address starting with https://.
- Access to the site's GA4 property, to confirm the tagged visits arrive.
Build the tagged link
The tagged link is your own page's address with three UTM parameters added, so it still opens the same page.
- Start from the full address the profile links to now, such as https://www.example.com/.
- Add ?utm_source=google&utm_medium=organic&utm_campaign=business-profile to the end. Google's Analytics help says to always use source, medium and campaign together; leaving one out shows as (not set) in reports.
- Keep every value lowercase and spelled the same wherever you use it. GA4 treats google and Google as different values, so one capital letter splits the visits into two rows.
- Keep the source google and the medium organic. GA4 files a visit under Organic Search when the source is a search site or the medium is exactly organic. A made-up source and medium, such as gbp and listing, match no channel rule, and those visits land in Unassigned.
- Leave the words shop and shopping out of the campaign name. GA4's channel rules can file a campaign named that way under Organic Shopping.
Put it on the profile
The tagged address replaces the plain one in the profile's website field, and Google reviews the edit before it shows.
- Sign in, go to your Business Profile and select Edit profile. In the Google Maps app, tap Business, then Edit profile.
- In Website, paste the full tagged address, including https://, and select Save.
- If your category offers more links, such as appointments or online orders, tag each one the same way and add a different utm_content value to each, such as utm_content=appointments, so reports tell them apart.
- Point every link at your own site, never a link shortener or another site's page. Google's guidelines rule out URLs that redirect or refer users to landing pages other than the actual business; the tagged address still opens your own page.
Google says edits usually take up to 10 minutes to review and sometimes up to 30 days. Google says updated info displays on the profile once the edit is Accepted; until then, expect visitors to keep landing on the old link. If the edit shows Not approved, the tag never goes live.
Read the visits in GA4
GA4 shows the tagged visits as their own campaign, apart from other Google search visits.
- In GA4, open the Traffic acquisition report under Acquisition.
- Switch the table's dimension to Session campaign and find the row named business-profile.
- Compare it with Website clicks on the profile's Performance page for the same dates. Expect them to differ: one counts taps on the button, the other counts sessions that loaded your page with the tag. That is a judgment about the two counts, not a figure Google publishes.
Check it worked
Once the website edit shows Accepted, search for the business on Google from a private browser window, select Website on the profile, and confirm the address bar still shows the utm parameters. A redirect on the site that drops everything after the ? drops the tag with it.
After a few days of visits, the business-profile row should appear in Traffic acquisition under Session campaign, with the session medium organic.
Why some tagged visits started with an ad
Google says Business Profile performance data includes views, searches and actions from both organic search results and Google Ads. A person who reached the profile through an ad and then selected Website may arrive carrying the profile's tag, so the campaign can count visits from the profile, not only free visits.
Where ads run, turn on auto-tagging in Google Ads so a click on the ad itself carries its click id and is counted as paid rather than looking like a search visit.
What the tag cannot see
Calls and direction requests from the profile never load your website, so no tag reaches GA4 for them. Read those on the profile's Performance page, or give the profile its own call tracking number to log the calls themselves.