How to use the UTM Builder
- 1
Paste the page URL you want to send people to.
- 2
Pick a preset or fill in source, medium and campaign yourself.
- 3
Copy the tagged link and use it in your profile, email or post. Never use UTMs on links within your own site.
Why tag your Google Business Profile links
By default, visits from your Business Profile show up in GA4 as ordinary Google organic traffic. You can't tell how many calls, forms and bookings came from Maps versus your website rankings, so you can't tell which one to invest in.
Tagging the website link, the appointment link and the links in your posts fixes that. GA4 will report them as their own source, so you can measure Maps leads on their own.
Keep your naming consistent
UTM values are case-sensitive, so "Facebook" and "facebook" show up as two different sources. A few rules keep reports clean:
- Use lowercase for every value
- Use hyphens instead of spaces
- Agree on one name per channel and stick to it
- Use utm_content to tell apart two links in the same campaign
Where to see the data in GA4
Open Reports, then Acquisition, then Traffic acquisition, and change the dimension to Session source / medium or Session campaign. Pair it with your key events (form submits, calls, bookings) to see which links actually produce leads.
Frequently asked questions
Which UTM parameters are required?
GA4 needs utm_source and utm_medium to attribute a visit. utm_campaign is strongly recommended. utm_term and utm_content are optional.
Do UTM tags hurt SEO?
No, as long as you only use them on links from other sites and profiles. Keep them off internal links and make sure your pages have a canonical tag.
What UTM should I use for my Google Business Profile?
A common setup is utm_source=google, utm_medium=organic and utm_campaign=gbp-listing, with a different utm_content for the website button, appointments and posts.
Is my data stored?
No. The link is built in your browser and nothing is sent to a server.