What is Google Business Profile?
It is Google's free tool for managing your presence in Search and Maps. For local businesses it is often more important than the website, since many people act straight from the profile: calls, directions and website clicks.
Tracking profile traffic with UTM parameters
Before the native integration, the only way to track website clicks from the profile was to add UTM parameters to its website link. UTM tracking does not capture calls or direction requests.
The native GA4 integration, new in June 2026
Google is rolling out a native link between Business Profile and GA4 that needs no UTM parameters. It imports seven interaction types: interactions, website clicks, calls, directions, messages, bookings and menu views.
How to link them
You need Editor or Admin access in GA4 and Owner or Manager access in the profile. Set it up under GA4 Admin, Product Links, and a new Business Profile report collection appears under Reports. The rollout is gradual, and profile data is kept in GA4 for only six months.
Limitations to know about
- With several profiles linked, GA4 combines their data and cannot separate it by location.
- Profile data cannot be used in Explorations, comparisons or filters.
- The integration does not work with subproperties.
Frequently asked questions
Is the integration available now?
Google began a gradual rollout in June 2026, so it may not appear in every account yet. Check Product Links in GA4 Admin.
Should I still use UTM parameters on the profile link?
Yes. UTM tags give flexible segmentation in GA4, while the native integration captures actions like calls and directions that UTM cannot.
Why do I see metrics that are not relevant to my business?
GA4 shows all seven metrics regardless of category, while the profile dashboard hides irrelevant ones. Filter them out when building reports.
Can I see data per city or store in GA4?
No. Use the Business Profile dashboard for multi-location analysis.