UTM tags for GMB URL’s
Creating a free Google Analytic account will help keep track of your GMB URL’s by utilizing UTM’s.
I think that’s the shortest title I’ve ever written with the most acronyms.
Now what do they all mean and how are they connected?
Google My Business (GMB) has become an invaluable tool to business owners. When tagged, your GMB URL’s provide data that can be used to:
- track where traffic is coming from
- provide data driven value to your clients for your services
- determine where your time is best spent based on what users are clicking
- query data that reveals what’s driving impressions and clicks
How is This Accomplished?
The Urchin Tracking Module (UTM), is like a tracking code for Google. When a UTM tagged URL is clicked the source, medium, and the website it comes from gets sent to Google Analytics. As mentioned above, there’s a myriad of value to having this data and knowing where to tag is an important element to the quality of your results.
Just because a person doesn’t visit your website, resulting in a zero-click rating, doesn’t mean they haven’t spent time learning about your business. GMB provides photos, videos, location maps, products/services, all without visiting your website directly. With UTM tagging all of this information becomes available; you may have just gone from zero-clicks on your website to 50 inquiries otherwise.
Tips to Tagging
First and foremost be sure to generate and maintain consistency, whatever dashes or lines you start with, keep. Same goes for upper and lower case letters, they are reported differently in Google, by maintaining consistency allows for easier Google Analytic reporting. Keep your source and medium the same throughout; source is where the search started and the medium is how it arrived. Finally, make sure it’s clear who is managing the data so that whatever the business wants to highlight takes priority and that clicks don’t get redirected from your message and what they want.
Deciding which URL's to Tag
Determine how many locations you have and ask if you will link to:
- Just your website?
- Several landing pages?
- Products and/or services?
- An appointment link or contact us page?
- Special offers post?
Be sure that whatever you’re linking to is active and the most up-to-date version.
Time to Tag!
After checking all of the links you want to use, it’s time to tag them. Select the source you will use, GMB, determine your medium, and then your campaign (this is a description of the location of the link within your source). Once organized, it becomes easier to see what links are working best and you can track changes as Google moves posts within the profile.
Ultimately you are tagging GMB URL’s and the links that have UTM codes. Google’s Campaign URL Builder can be a great starting off point to help keep the information in order.
UTM tags are a great way to see what content generates the most traffic, and what doesn’t, helping you improve the content you decide to share. By seeing what draws the attention of your clients, you can leverage their interests and provide more of what they value. Doing this consistently is a driving force to keep people clicking back to your product, services, or content.
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