If you’re a local business owner, you’ve probably claimed your Google Business Profile (GBP)—maybe you’ve even uploaded a few photos, asked customers for reviews, or posted updates. But here’s the question most business owners can’t answer:
Is your Google Business Profile actually making you money?
In this post, we’ll break down exactly how to track ROI from your Google Business Profile—so you know what’s working, where to improve, and how to turn Google traffic into real, paying customers.
🔍 Why Tracking Your GBP ROI Matters
Most service businesses in Tucson and beyond rely heavily on word-of-mouth and referrals, but today, your Google Business Profile is your online word-of-mouth.
When someone searches “[your service] near me,” your GBP is usually the first thing they see.
Here’s why ROI tracking is critical:
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You can’t scale what you don’t measure
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Not all leads are equal—GBP leads are often high intent
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Data builds trust in your marketing investments
📈 What to Track in Your Google Business Profile
Inside your GBP dashboard (now managed through Google Search or Google Maps), look for these metrics:
🔹 Phone Calls
See how many people tapped “Call” from your listing. This is a direct lead and should be tracked like gold. (Pro tip: pair this with call tracking—see below.)
🔹 Website Clicks
Did they visit your site after seeing your profile? Use UTM tracking links to know where that traffic lands and what it does next.
🔹 Direction Requests
This is a strong buying signal, especially for storefronts or appointment-based services.
🔹 Messages
If you’ve enabled messaging, track how many inquiries come through—these are high-converting opportunities if followed up quickly.
🔹 Bookings (if applicable)
If you use Google’s booking integrations, you may see appointment data right in your GBP dashboard.
🛠️ Tools to Track Google Business Profile ROI Like a Pro
While GBP gives you high-level insights, these tools help you connect the dots from clicks to customers:
✅ Call Tracking
Use platforms like:
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CallRail
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LeadConnector (GoHighLevel)
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Twilio
These tools give you detailed info: caller ID, duration, call recording, and whether the lead converted.
✅ UTM Parameters
Add UTM codes to your website link on your GBP. This helps you track traffic in Google Analytics 4 (GA4) by source, medium, and campaign.
👉 Use Google’s UTM Builder to generate your link.
✅ Google Analytics 4 (GA4)
Set up goal tracking in GA4—like contact form submissions, clicks to call, or booked appointments.
✅ Google Tag Manager
Use this to track button clicks, form submissions, or scroll depth on your landing pages. More visibility = better decisions.
🔁 How to Turn GBP Data Into Dollars
Here’s how to go from “that’s interesting” to “that’s income”:
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Double down on what’s working (e.g., high-performing posts or services with most clicks)
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Reply to every review (positive or negative)—Google boosts profiles that engage
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Use reviews as social proof on your website and ads
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Update your services and photos monthly to stay relevant
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Ask for reviews right after service to build trust and visibility
🧰 Bonus: Free Tools & Templates
To make this easy, here’s a free resource stack:
✅ UTM Link Builder
✅ Call Tracking Setup Tutorial (coming soon!)
✅ Monthly ROI Tracker Template (spreadsheet) – DM us for the download
✅ Ready to Know What Your Google Business Profile is Really Doing?
At Local AF Marketing, we specialize in helping service businesses in Tucson and beyond dominate local search, get more 5-star reviews, and convert profile views into real appointments.
📍 Want a free ROI audit of your GBP?
Drop us a message and we’ll send you a full breakdown of how your profile is performing—and what to fix next to win more customers.