Since updating the “Local Pack” to only show 3 results, it’s more competitive than ever to get your site listed above the rest. Whether you’re a brick-and-mortar retailer, local restaurant, or service-based agency trying to get in front of potential customers, the Stack Pack is key.
Why is it important to track local search?
For local search, businesses need to be able to segment where their traffic is coming from in order to find and safeguard strategies that work.
By putting campaign tracking on your Google My Business page, you’ll be able to know just how much traffic the Local Pack is sending you and if you were to lose your local spot (I hope this never happens to you) you’d quickly be able to diagnose the traffic impact.
Instead of spending time chasing down potential sources of your traffic drop, you can segment out the data using Google’s handy URL builder and Campaign performance dashboard.
1. Navigate to the Campaign URL Builder to create a Custom Campaign.
2. Enter your URL, campaign source, medium, and name. By including organic as your campaign medium, you’ll better be able to include GMB traffic in your organic performance reports, since GMB traffic can be considered organic.
3. Add your tracking URL to your GMB Page.
4. Search for your business and click on the ‘Website’ button. When you hover over the button, make sure the URL has updated. Verify that your new tracking URL is sending data to Google Analytics in Acquisition > Campaigns > All Campaigns.
Note: Before implementing the UTM, verify the page contains a canonical tag to prevent duplicate content.