Here’s How You Can See GBP Traffic in Universal Analytics

track GBP visits analytics

Updated May 23, 2023

Local SEO can reap great rewards for your local or multi-location business, and part of that success can be attributed to having an optimized Google Business Profile. However, while tracking the success of your listing is important, the metrics in the GBP interface are unreliable.

Instead, check out the following steps to set up additional tracking to your GBP listing so that you can see the data in Google Analytics.

First, Create Your New Website URL

Within your GBP listing, you have an area where you link your website for customers to go to. This will likely be your homepage or a location page. We are going to be altering the link to include UTM (Urchin Tracking Module) parameters to send unique data to your Analytics profile.

Go to Google’s Campaign URL Builder and fill out the following fields as so:

url builder

You will want to switch out the two that are highlighted yellow with the URL you want to use and the location of your selected GBP listing. This helps filter out your different locations in Analytics.

Once you have filled out the forms, you will want to copy the generated URL they built for the next step. It will look something like this:


Next, Navigate to Your GBP Listing

Once you have signed in and are inside the Google Business Profile locations interface and have selected the listing you want to track, click on “Edit Profile” from the menu.

In the information section, you will see an area where your website link currently is. Edit the URL and replace it with the new, generated URL you copied in the previous step, then click apply:

GBP url


You will want to repeat these steps across the other locations you manage while changing out the highlighted “location” in the URL you generate.

Lastly, Check Your Data in a Few Days

It can take up to three days for Google to publish changes you make to your listings, so you may not see data in Google Analytics right away.

But after a few days have passed, you will be able to see traffic, sessions, conversions (if you have goal tracking set up), and other unique data from users who found you via your GBP listing under Acquisition > All Traffic > Source/Medium.

And you can use the search box on this page and type in “GBP” to see all location data, or use just the location name you set earlier to see just specific listing metrics.

Why Some Google Business Profile Performance Metrics Are Unreliable

When you are in the Google Business Profile interface for your locations, you have likely seen various widgets that show how many users have clicked on your listing, or details from the insights area that breaks down listing views, calls, and more.

However, while some of this data can be incredibly helpful in evaluating your listing, there are various numbers that, according to other local SEO experts, should be ignored.

Not to mention, the GBP interface does not give data on conversions, which is one of the most important metrics you should be focusing on as a business owner!

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Sarah Blocksidge

About the Author

Sarah Blocksidge

Sarah is the Marketing Director at Sixth City Marketing and has been with the company since 2016. Her main role is to attract more B2B clients for the company via various SEO, web design, and PPC strategies. Over the years, she has been mentioned on HubSpot, Search Engine Land, GoDaddy, Content Marketing Institute, Fast Company, and Mashable.

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