HomeLocal SEOGoogle Enterprise Profile UTM Tagging for Multi-Location Companies

Google Enterprise Profile UTM Tagging for Multi-Location Companies

Google UTMs once more Claire—severely?

I’ve written and spoken fairly a bit on Google UTM monitoring. That is largely as a result of entrepreneurs and enterprise house owners are higher capable of choose the worth of a Google Enterprise Profile (GBP) once they use UTM tags. For extra info on this, you may learn my UTM Tagging for GBP information or watch my Moz Whiteboard Friday.

This information is totally different.

Right here, I’ll give attention to the what and why of UTM monitoring from a multi-location enterprise perspective. I’ll cowl and deal with the problems and alternatives skilled by these managing GBPs for multi-location companies.

If that is you, then you definitely’re in the correct place—let’s dive proper in!

What’s a UTM tag?

UTM means ‘Urchin Monitoring Module’. The ‘Urchin’ half is left over from when Google acquired Urchin in 2005 and fashioned what we now know as Google Analytics. This isn’t related to this information, however by understanding it you’ll really feel intelligent, and possibly it’ll come up as a query in a pub quiz at some point.

Consider UTM tags as monitoring modules that we add to the top of our exterior hyperlinks—that are hyperlinks from different web sites that time to our personal.

We don’t add UTM tags to our inside hyperlinks as a result of that will mess up our information huge time. DON’T do it.

Why ought to I add UTM monitoring to Google Enterprise Profile?

Google Enterprise Profile Insights can inform us concerning the actions that clients and potential clients tackle our GBPs, comparable to making a telephone name, requesting driving instructions, or sending a message.

GBP Insights additionally offers a metric known as ‘Go to your web site’:

Google Business Profile Data Insights

You realize what? The ‘Go to your web site’ metric solely contains clicks on the ‘major web site’ hyperlink in your profile.

What GBP Insights doesn’t inform us is the quantity of people that click on by means of from the totally different hyperlinks in your Enterprise Profile, or what they do in your web site as soon as they get there.

With out UTM tags, visitors out of your GBP will present in Google Analytics (GA) as both ‘direct’ or ‘natural’. Sadly, this isn’t useful in case you’re making an attempt to separate out internet visitors into those who click on by means of from the common natural outcomes, and those that arrive from one of many hyperlinks in GBP.

One other bonus is that while you add UTM tagging, you may separate out your Enterprise Profile hyperlinks, clicks, and impressions out of your common natural ends in Google Search Console (GSC). This implies you may see the search phrases folks used that triggered these native natural outcomes. Yay! Extra on this later.

The place can I add UTM monitoring in Google Enterprise Profile?

GBP and the items that populate it are in a relentless state of flux as Google checks new options, monetizes beforehand free options, and so forth.

For essentially the most half, the hyperlinks accessible to you’ll rely in your major class, this will embody:

  1. Major web site
  2. Appointments
  3. Menu
  4. Place an order
  5. Discover a desk/make a reservation
  6. COVID-19 info
  7. Digital care
  8. Google Merchandise
  9. Google Posts

Let’s check out the way you would possibly use every of those choices:

Major Web site

For a single-location enterprise—or maybe a enterprise with solely a handful of places—you’d usually hyperlink to the homepage of the enterprise web site. Multi-location companies will wish to hyperlink from right here to their particular location touchdown pages, which may have been brilliantly optimized, in fact. 


The appointments URL ought to hyperlink to the web page in your web site that permits customers to ebook an appointment, normally by way of a reserving kind.

In case you don’t have a devoted web page for reserving appointments, then you definitely would possibly hyperlink to your ‘contact us’ web page as a substitute. In case you do that, then make sure that it’s clear that individuals can contact you to make an appointment.


The menu hyperlink ought to hyperlink by means of to…you guessed it…the related menu touchdown web page for that location.

Naturally, this hyperlink will solely be accessible to these within the meals and beverage industries! 

Place an Order

This must hyperlink to a web page in your web site that permits a buyer to position an order, or explains the small print of how to take action.

Discover a Desk

This hyperlink ought to level to your desk scheduling web page, when you have one. Equally to the menu possibility, it’ll solely be accessible to hospitality companies. 

COVID-19 Info

COVID-19 info ought to sit on a separate web page in your website. It’s sensible to maintain this up to date with how your small business is responding to the present scenario, particularly since authorities tips are sometimes topic to vary.

Your COVID-19 info ought to embody particulars of how the pandemic is affecting the supply of services and products, if related.

Digital Care

In case you’re a healthcare group providing digital care, then you may hyperlink to the web page that particulars how this works. That is solely accessible within the US and the hyperlink will solely present on cellular.

Google Merchandise

If your small business makes use of Google Merchandise, then you definitely’ll wish to hyperlink by means of to these product pages.

Google Posts

If your small business makes use of Google Posts, then you may hyperlink by means of to a related web page.

Keep in mind, Posts can be utilized to announce new merchandise, share a particular provide, invite your clients to an occasion, and extra.

Which URLs ought to I UTM tag?

You’d assume this query would have an apparent reply. But it surely’s slightly extra nuanced.

To start with, you’ll wish to ensure that the URL resolves with a 200 standing code. Don’t hyperlink to a URL that redirects as this would possibly strip the UTM tagging from the URL. We actually don’t need that.

200 standing code: Because of this this web page is working effectively and that customers and search engines like google are simply capable of entry it. In case you’re utilizing Chrome as your browser, then you may set up this extension to examine your standing codes.

Tagging URLs isn’t a one and accomplished course of as a result of URLs could change for any variety of causes. After they do, you’ll must replace the URL at supply. I’ve misplaced rely of the variety of GBP URLs I’ve clicked on that return a 404 error (web page not discovered) or undergo a collection of redirects.

Companies typically replace the first URL however neglect concerning the appointment URL, the menu URL, and many others. If you wish to use Google Analytics to observe the habits of tourists that come to your web site from these GBP hyperlinks, then these URLs will have to be correct.

Keep in mind, in case you’re linking by means of to a URL on a third-party platform, then you definitely’re not going to see GSC or GA information for that search or that go to!

Incorporating UTM Tagging into Present Reporting Processes

You’re seemingly now asking your self, “How can I make sure that my tagging framework performs properly with any current reporting framework?”

Earlier than you implement UTM monitoring, it’s good to affirm who manages information and reporting for the enterprise you’re working with. Run your advised framework and tagging construction previous them. Are they proud of the best way you recommend tagging the supply, the medium, and the marketing campaign?

It could be that they’ll recommend you employ one thing else, during which case you may replace your tagging template accordingly.

Share the tagging template with the entire related folks in order that they’ve a file of the work you’ve accomplished. This can even enable them to look at the best way you’ve advised the enterprise tags Google Merchandise and Google Posts (if related) transferring forwards.

High Suggestions for UTM Tags

I’ve stated it earlier than and I’ll say it once more—consistency is vital.

It’s higher to spend hours fastidiously planning out your tagging construction—and checking with everybody involved that your recommendations will make sense for the enterprise—than it’s to spend days unpicking borked information.

The next suggestions will aid you to be constant along with your UTM tagging!

Use Lowercase

Google Analytics is case delicate in all of its reviews. Because of this the identical names with totally different circumstances will seem in reviews as separate entries.

I’d keep on with decrease case for simplicity. You don’t need your campaigns displaying up individually in case you combine and match higher case in your tags:

Utm Tagging Reporting

Supply: holini

Make Your UTM Parameters Straightforward to Learn

Resolve the way you’ll separate your phrases when a parameter has a number of elements.

For instance, from the under, which marketing campaign title reads greatest?




Personally, I like to make use of a splash to separate phrases within the elements of the parameter that I’m populating. The opposite choices are to make use of an underscore, or to make use of the ‘+’ signal, which can create an area between the phrases when considered in GA.

Don’t Get Your Supply and Medium in a Muddle

A UTM code allows us to establish the supply, medium, and marketing campaign {that a} web site go to comes from.

Consider the trajectory of the customer from the hyperlink click on in GBP by means of to your web site as a journey.

The supply is the place the journey begins. The medium is the strategy of transport. Additionally, I consider the marketing campaign because the seat or the carriage on that methodology of transport. Whenever you incorporate all three of those dimensions, you’ll get a singular journey story.

Source Medium Campaign

In case you get the supply and the medium blended up, the visitors out of your tagged URL goes to finish up within the ‘different’ bucket in GA, and that’s very unhappy.

Utm Tagging Error Example

The way you label your medium will decide which bucket your information sits in. I all the time select ‘natural’ as that is the default channel definition that I need my GBP visitors attributed to.

For ‘supply’ I take advantage of ‘google’, however different examples of UTM tagging for GBP would possibly advocate you employ ‘native’ or one thing else. No matter you select, be constant and ensure that it doesn’t mess along with your information and reporting!

You *can* change the default channel groupings in Google Analytics to be able to tag GBP visitors with a medium of your selection, and inform Google that you really want this included as ‘natural’. Nevertheless, in case you’re managing the info for an exterior group, then don’t fiddle with any settings that may mess with the info another person is utilizing!

Be careful for ‘?’ in URLs

UTM tags usually have a ‘?’ earlier than the primary question parameter, comparable to:


If the URL you’re tagging already features a query mark, you’ll must swap out the ‘?’ firstly of your UTM tag for an ampersand as a substitute:

www.awesomedonutsnearme.com/jsp/content material.jsp?st=long_street&utm_source=google&utm_medium=natural&utm_term=gbp-listing

Google UTMs for Enterprise Profile URLs

As I already talked about, I’m utilizing ‘google’ for the supply and ‘natural’ for the medium.

I’m utilizing the ‘marketing campaign’ area to distinguish between the aim of the GBP URLs, and the ‘marketing campaign content material’ area to distinguish between the places.

Supply: google

Medium: natural

For the marketing campaign area I take advantage of the situation of the hyperlink within the GBP:

For the first web site URL:

Marketing campaign: gbp-listing

For the menu URL:

Marketing campaign: gbp-menu

For the appointment URL:

Marketing campaign: gbp-appt

For the place an order URL:

Marketing campaign: gbp-order

Because the ‘marketing campaign content material’ area is used to specify your places, I’d advise selecting the retailer codes you’re utilizing in your places within the location group. Ideally, these can be descriptive and UTM-friendly:

Advanced Information

That is one other probability to consider the reporting and information necessities of the group.

What distinctive identifiers do it’s good to embody within the marketing campaign content material area to reply questions like:

  • Do places in a selected geographic space get extra calls than others?
  • Do places in a selected geographic space generate extra on-line income by way of GBP than others?
  • Do places below a selected sort of administration (for instance franchise versus non-franchise) carry out higher than different varieties?

The Multi-Location Problem

Multi-location companies face numerous distinctive challenges, and UTM tagging isn’t any totally different!

Problems with Google UTM scalability

In my different UTM tagging template, I clarify the best way to tag your Google Merchandise.

Google states that Merchandise Editor is for small and medium-sized companies. The product listings should be manually curated within the GBP dashboard—due to this fact they’re not an awesome selection for greater companies or these with a number of enterprise listings. Google, in fact, desires bigger companies to offer information about their merchandise by way of Native Stock Advertisements (quelle shock!).

I’ve seen some multi-location companies manually curating GBP merchandise, however they’re few and much between. These companies aren’t actually the viewers for this characteristic, so that you received’t discover a tagging framework on the BrightLocal tagging template.

Posts are one other sticking level for multi-location companies. Google now permits chains (normally outlined as companies with ten or extra places that share the identical title) to create Google Posts by way of the API and publish them throughout all places. So, multi-location companies can create a Put up and push it out to all of their enterprise listings.

As a result of it’s solely attainable to publish in bulk by way of the API—and never by way of the GBP dashboard—companies normally handle this utilizing a third-party software, comparable to Uberall. This is the reason we haven’t included a piece on Put up tagging in our template.

Listings Administration Platforms

Companies with a number of places *can* replace their GBPs by way of the dashboard utilizing bulk location administration. Nevertheless, if these companies must make frequent modifications to their listings, they’ll seemingly handle this utilizing a third-party answer.

If that is so for your small business, or your shopper’s enterprise, you’ll certainly have just a few questions for that vendor, comparable to:

  • Does the third-party answer will let you add UTM tagging to GBP URLs?
  • Can UTM tagging be customized or does it have to be a selected format?
  • Does it will let you tag all URLs in GBP, not simply the first web site hyperlink?
  • Does it enable your small business to make Google Posts in bulk? And in that case, can additionally they be customized tagged?

After getting the solutions to those questions, you’ll have the ability to see if the template that we’ve put collectively, or the tagging framework you set along with the reporting supervisor, is viable inside that platform.

In case you’re utilizing listings administration, don’t be tempted so as to add UTM tagged URLs by way of bulk add within the GBP dashboard. These will solely stick by means of to the following time the third-party platform pushes the info they maintain in your listings again into the API.

Ever learn any of the ‘Google retains stripping the tags off of my web site hyperlink’ posts on the Google Help Discussion board? That is seemingly the reason for lots of these issues.

Claire—Present Me the Template!

Okay, OK! Right here’s the BrightLocal Multi-location UTM tagging template! Keep in mind to make your individual copy, change the title, after which add in your individual distinctive URLs.

Right here’s a run down of the tabs within the template and who they’re for!

For all companies:

START HERE—learn this sheet first, and comply with the directions.

Your Areas—that is the place you’ll populate the essential information you’ll want for every of your places. I’ve given you one instance, use this to place collectively a MASTER record.

*TOP TIP* Whenever you’ve completed, put the entire URLs you’ve entered by means of a crawler of some description (Screaming Frog or Sitebulb) and examine all of them give a 500 standing code with no redirects.

Major Hyperlinks—generates the first hyperlinks in your places.

For some companies (relies on major class):

Appt Hyperlinks

Menu Hyperlinks

Place an Order Hyperlinks

Reserve a Desk Hyperlink

Subsequent Steps

Proper. You may have your Google UTM tagged hyperlinks which have been signed off by your information and reporting lead. They’ve been put along with an understanding of the alternatives and limitations of the construction provided by your third-party itemizing supplier, when you have one.

Hooray you!

In case you’re utilizing a third-party platform that’s going to replace these URLs by way of the API, then you definitely’ll must liaise with that supplier about the way you talk the brand new URLs to them. It will most probably be by way of a grasp spreadsheet.

In case you’re utilizing the majority administration perform inside GBP Supervisor, you may obtain your small business information, replace the URLs within the sheet with those that you simply’ve generated utilizing the template, after which ‘import companies’ again into the situation group.

Monitor your listings to examine on these URLs as they get up to date and begin displaying within the locations the place your GBP options, comparable to Search and Maps. 

Google ought to replace your URLs rapidly, so examine again in a few hours to see in case your edits have gone reside.

Remaining Phrases of Warning

This information is predicated on the premise that you simply’ll be altering pre-existing URLs purely by including parameters, and in some circumstances including new URLs in fields the place you hadn’t beforehand had URLs. The area itself wants to stay unchanged.

Altering the area to one thing totally different than the area that was used for bulk verification is an enormous NO-NO and can seemingly lead to suspension.

Strive a bulk replace with a check set of about 20 at first to examine that each one modifications go easily and that none of your modifications are triggering any points.

When you’ve tagged your URLs with UTM codes, you can begin accumulating and analyzing the info in GA and GSC!

Claire Carlile
Claire Carlile is BrightLocal’s Native Search Knowledgeable. Her work at Claire Carlile Advertising and marketing, the place she helps small companies do higher at digital advertising, permits her to offer real-world abilities and experience to what BrightLocal does.


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