How to Track Conversions from Google My Business

Google My Business (GMB)
1

Tracking conversions from Google My Business (GMB) is crucial for understanding the effectiveness of your local SEO efforts and improving your marketing strategies.

Conversions can include actions like phone calls, website visits, and direction requests. Here’s a detailed guide on how to track these conversions:

1. Set Up Google Analytics

Google Analytics is a powerful tool for tracking website traffic and conversions. To track conversions from your GMB profile, follow these steps:

  1. Create a Google Analytics Account: If you don’t already have one, sign up for a Google Analytics account and add your website.
  2. Set Up Goals: In Google Analytics, navigate to Admin > View > Goals and click on New Goal. Here, you can define what constitutes a conversion (e.g., form submissions, phone calls, etc.).
  3. Use UTM Parameters: Add UTM parameters to the URLs you use in your GMB profile. This helps Google Analytics identify traffic coming from your GMB listing. For example: https://yourwebsite.com/?utm_source=GMB&utm_medium=organic&utm_campaign=local
  4. Track Events: Set up event tracking in Google Analytics to monitor specific actions (e.g., clicks on the call button). This can be done through Google Tag Manager.

2. Utilize Google My Business Insights

Google My Business provides built-in analytics called Insights, which offer valuable data on how customers interact with your listing. Here’s how to use it:

Access Insights:
Log in to your Google My Business account and select the location you want to manage. Click on Insights from the menu.
Analyze Data:
Review metrics such as searches, views, and actions. Pay particular attention to actions like website visits, direction requests, and phone calls, as these indicate conversions.

3. Track Phone Call Conversions

Phone call conversions are a significant metric for many businesses. To track these effectively:

  • Call Tracking Software: Use call tracking software like CallRail or CallTrackingMetrics. These tools assign unique phone numbers to your GMB listing and track calls made from those numbers.
  • Google Forwarding Number: If you’re using Google Ads, you can enable call reporting to track calls made through your GMB listing using a Google forwarding number.

4. Monitor Direction Requests

Direction requests indicate that potential customers are trying to visit your physical location. To track this:

  • Google My Business Insights: Under the Insights tab, look for the Direction Requests section to see how many users requested directions to your business.
  • Google Maps: Use Google Maps to see the location data and understand where your customers are coming from.

Example

Imagine you own a local bakery. You’ve set up your GMB profile and want to track how many people visit your website from your GMB listing.

1. You set up a Google Analytics account and create a goal for form submissions.

2. You add UTM parameters to your website URL in your GMB profile.

3. You regularly check Google Analytics to see the traffic source and conversion rate from GMB.

4. Additionally, you use GMB Insights to monitor direction requests and phone call data.

By following these steps, you can effectively track conversions from your Google My Business profile and make data-driven decisions to improve your local SEO strategy.

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