Website visits, calls, and direction requests from your Google Business Profile are powerful signals of customer intent. This guide shows three reliable methods to capture and analyze those clicks so you can optimize local performance.
Why Tracking Clicks from Google My Business Matters
Tracking click data from your Google Business Profile (formerly Google My Business) helps you understand exactly how customers are engaging with your listing. These clicks show who is taking action — visiting your website, calling, or requesting directions — and when they do it. That data helps you improve local SEO, increase conversions, and measure the impact of changes to your listing.
Main types of clicks
Website Clicks — Users who click through to your site from your profile.
Call Clicks — Taps on your phone number from mobile or clicks on desktop.
Directions Requests — How many people asked for directions to your location.
Messages Clicks — Chats or messages initiated from the profile (if enabled).
Method 1 — Using Google Business Profile Insights
Google’s built-in Insights (or Performance) is the first place to check for quick, direct engagement numbers. It’s free and easy to use, and it provides counts for website clicks, calls, direction requests, and messages.
Select the business location you want to review.
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Click Performance or Insights in the left-hand menu.
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Review metrics for Website, Calls, Directions, and Messages. Adjust the date range as needed.
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Placeholder: Google Business Profile Insights showing website, call, and directions clicks. Replace with your screenshot.
Pros & Cons
Pros: Free, immediate access to GMB engagement.
Cons: Limited historical depth (usually up to 6 months), and no detailed source/medium breakdown.
Pro tip: Export or screenshot Insights monthly — Google only keeps limited history. Building your own archive helps with long-term trend analysis.
Method 2 — Tracking with Google Analytics & UTM Parameters
If you want to know where
What are UTM parameters?
UTM (Urchin Tracking Module) parameters are short tags added to the end of a URL. They let Analytics identify the traffic source and attribute sessions to campaigns.
Example tagged link:
https://yourwebsite.com/?utm_source=GMB&utm_medium=organic&utm_campaign=local_clicks
utm_campaign=local_clicks (or whatever naming convention you use)
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Copy the generated URL and paste it into the Website field of your Google Business Profile.
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In Google Analytics, view campaign data:
Universal Analytics: Acquisition → Campaigns
GA4: Reports → Acquisition
(Image placeholder: Analytics campaign report)
Benefits & Drawbacks
Benefits: Precise campaign attribution, device-agnostic tracking, and long-term storage in Analytics.
Drawbacks: Requires creating and maintaining tagged links for each profile or location.
Method 3 — Call Tracking Numbers
When phone calls are a primary lead source, call tracking gives you definitive insight into how many calls come directly from your GMB listing.
How it works
Call tracking providers (for example CallRail, Twilio, or Grasshopper) supply a tracking phone number that you place on your GMB listing. Calls to that number are forwarded to your main line while being recorded and logged by the provider.
Step-by-step
Choose a call tracking provider and create an account.
(Image placeholder: Call tracking provider dashboard)
Create a new tracking number dedicated to your GMB listing.
In Google Business Profile, set the tracking number as your primary phone and add your main number as an additional phone.
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Review call logs and recordings in the provider dashboard to measure call volume and quality.
Benefits & Considerations
Benefits: Exact counts of GMB-driven calls, call duration, and optional recordings for quality checks.
Considerations: Maintain NAP consistency by keeping your real number visible in additional phone fields and documenting the reason for the temporary tracking number
Best Practices for Accurate Click Tracking
Always use UTM parameters on your website link to capture source and campaign data.
Export or archive Insight screenshots monthly for long-term trend analysis.
Benchmark before major listing changes (images, description, categories) and measure the impact after.
Segment multi-location data so you don’t mix metrics between physical branches.
Common Mistakes to Avoid
Using plain (untagged) URLs in your GMB website field.
Relying solely on Google Insights for in-depth analysis.
Not keeping separate tracking for multiple locations.
Ignoring device and time-of-day breakdowns.
Conclusion
Tracking clicks from your Google Business Profile is essential for understanding customer behavior and improving local marketing results. Start with Google Insights for a quick view, add UTM-tagged links to get campaign-level detail in Google Analytics, and use call tracking when phone leads matter most.
Once you begin capturing this data, you can make better decisions about your listing content, promotional timing, and local SEO investments.
