How to measure traffic coming from Google My Business?

There is currently no default source for Google My Business links. Google indicates the same referrer (the parameter that determines the source of the visit) for traffic coming from the classic Google search engine and for traffic coming from Google My Business (for example, clicks on the Website button in your Business Profile). As a result, this traffic cannot be separated reliably using referrer-based source detection alone.

To measure the number of visitors coming from your Google My Business link, add campaign parameters to the website URL you configure in your Google Business Profile. This creates a tracking link that Piano Analytics can use to distinguish this traffic from standard Google Search visits.

Recommended approach: tag the Google Business Profile website URL

Update the URL used in your Google Business Profile (typically the Website button) to include campaign markers (natural or marketing). When users click this link, Piano Analytics can attribute the visit to the campaign markers you provided.

Option 1: Organic source (natural)

This approach is useful when you want to treat Google My Business as an “organic-like” origin.

• Add a marker that identifies the origin (for example, origin=googlemybusiness) to the URL used in your Google Business Profile.

• In Piano Analytics, create a source group based on origin=googlemybusiness so this traffic is grouped and reported as its own source.

Option 2: Marketing source (campaign tracking)

This approach is recommended when you want explicit campaign reporting (campaign name, medium/type, etc.).

• Tag the URL with marketing campaign markers (at_medium and at_campaign or utm_medium and utm_campaign).

This ensures Google My Business traffic is distinguishable in campaign reporting and can be analyzed alongside other marketing efforts.