At Ad-Extra we spend a lot of our time talking about Google My Business and Google Ads – which isn’t really surprising since that’s what we do. It’s kind of our thing. But what we don’t talk about as much are some of the tools we use to get the best results from those platforms for our customers. One of those tools is another in the Google family – Analytics. Most people associate Analytics with websites, but the truth is that it can be used for so much more than that – including Google My Business listings, which is what we’re here to talk about today.
What is Google Analytics?
First off, we need to know what Google Analytics is, before we can understand how Google My Business listings can benefit from it. Google Analytics is one of Google’s suite of products, designed to help businesses grow. This particular tool is all about improving the information you can get about your web performance, and helps you track and measure traffic on your website. You can also use it to generate some pretty detailed reports, which can show you where your visitors came from, what pages they visited (and in what order) and how long they stayed on each page. All of this breaks down into easy to understand graphs and data, so it’s never been easier to understand how your website is performing and where you could improve. Basically, Google Analytics is a business analytics toolbox that can give you what you need to make your website a success.
Why Does it Matter for Google My Business?
Google My Business is also a great tool – one that can help you gain new customers and awareness in the local area., But when it comes to the back-end, it leaves something to be desired. There are some basic reports available, including the number of impressions, the number of clicks on your phone number or directions button, and some other little pieces of data. All useful, but effectively in a silo. You have no way of knowing what happened to that customer once they clicked onto your website.
But if you were to link your Google Analytics account, users from Google My Business are included in the standard traffic data. This means you can see how many users came via your My Business listing and how they used your website (including which pages they viewed, for how long, what they clicked on and how many pages they viewed before acting). This is particularly important if you’re looking to improve your local search results, as you need to be able to segment where your traffic is coming from in order to find out which strategies are working for you.
So How do I Link the Two?
In order to track all of this, you need to enable something called ‘campaign tracking’ on your Google My Business page. It’s pretty simple to do too:
- Navigate to the Campaign URL Builder to create a custom campaign.
- Enter the required information (URL, campaign source, medium and name).
- Add the tracking URL generated to your Google My Business page.
- 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.
Once this is done, you will be able to see all Google My Business data within your Google Analytics reports. Just one note though – it’s important to make sure that the website URL you provide is correct, otherwise the link may fail, and you won’t get any useable data. It might also take you some time to get used to this new data feed, and to build up enough information to see patterns emerging – but don’t worry! After a little while you will see the data filtering into your reports, and learn what it all means, which in turn helps you make better decisions about your Google My Business campaigns.
At Ad-Extra, we love everything Google, so it’s no surprise that we use a Google tool to measure the success of Google My Business and Google AdWords campaigns, It’s our go-to tool, and one we encourage our customers to embrace as part of their digital marketing journey. But if all of that sounded a bit like double Dutch, or you would just like to find out more about Google Analytics, please just get in touch with the team today and book your free consultation.