UTM builder for Google Business Profile, social and print
Google Analytics can only tell you where a visitor came from when the link says so. A tap from your Instagram bio, a click in an email signature or a scan of a printed flyer often arrives with no label, and Analytics may file it under Direct, or under Unassigned when it cannot place it. A tracked link is your normal web address with a few tags on the end, called UTM tags, that name the source, the kind of link and the campaign. Put one on your Business Profile, your bio, your signature and your flyers, and each of them shows up in your reports by name.
Everything you type stays in this browser: your links are saved on this device so you can come back to them, and nothing is sent to us or anyone else. The one outside file this page loads is a free code-drawing library from cdnjs, and only when you ask for a QR code.
Build a link
Start with the page the link should open: usually your homepage, or the page for the service you are promoting. Then pick where the link will live. The tags fill in, and you can change any of them.
The full address as it appears in your browser, starting with https://.
Who sent the visit: google, facebook, flyer.
The kind of link: organic, social, email, print.
Your name for this link, so two links from the same source can be told apart.
Tells two versions apart, such as two flyer designs or two neighborhoods.
Google Analytics treats "Facebook" and "facebook" as two different sources, so this page keeps every tag lowercase, turns spaces into hyphens and drops other punctuation as you type.
This link is going on paper. Make a QR code from it below, so the tags travel with every scan.
Point your phone's camera at the code.
Scan it with two different phones before you print, and check that it opens the right page. The code redraws when you change the link.
Your links
A list of every tracked link you put out, with where it lives and the day you made it, so the names stay the same next time. It is saved in this browser only, so download it as a spreadsheet to keep a copy somewhere safe.
No links yet. Build one above and choose Add to my list.
| Where it lives | Link | Added | Actions |
|---|
Finding the visits in Google Analytics
In Google Analytics 4, open Reports, then Acquisition, then Traffic acquisition. The table's first column groups visits by channel. Click its heading and change it to Session source / medium, and your tags appear as rows such as google / organic or flyer / print. Add the campaign as a second column to tell your Google links apart.
- Give each place its own tag, and keep the names. If the flyer is flyer / print in March and door-hanger / print in June, the report splits one source into two and the totals stop meaning anything. The list above is there so you can look up what you called it last time.
- Never tag links from one page of your site to another. A tag on an internal link overwrites where the visitor really came from, so a visit that started on Google gets counted as your own homepage.
- Print tags may sit under Unassigned. The channel report sorts visits by rules Google sets, and a medium like print may not match any of them. Look your print links up by source and medium instead of by channel.
- Why Business Profile links use google and organic. Visits from your profile start on Google, so these tags keep them with the rest of your Google search traffic while the campaign name tells the listing, the booking link and posts apart. Some people prefer a medium of their own for the profile, which works too, as long as every profile link uses it.
Tagging shows you which places send visits. Getting more of those visits from the profile is the work on our Google Business Profile page and the wider local SEO it sits inside. If the visit you most want to measure is a review, our Google review request templates come with a counter card, and once you know which sources send customers, the cost per booked job calculator works out what each one costs you per job.
More free tools
- Google review request templatesWrite a review ask for text, email or the counter in your own trade's words, check it against the FTC and Google rules, and print a QR card.
- Marketing account ownership checkCheck whether your Google Ads, Business Profile, domain, website and tracking are in your name, and find out which warnings in an emailed SEO audit matter.
- Cost per booked job calculatorPut your lead sources side by side with your own numbers and see which one pays for itself and which one loses money at your margin.
Not sure your tracking tells the truth?
Send us your website and the places your links live. We will look at how your visits are being labeled, what is landing under Direct or Unassigned, and which links we would tag first. You keep the plan either way.
- A free consult. A real conversation about your business, your area and what is not working yet.
- An honest evaluation. Where you stand in search, ads and follow-up next to the businesses you lose customers to.
- A plan you keep. What we would fix first and why. It is yours whether or not you work with us.
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