Working tool · published
Google Business Profile measurement checklist
A privacy-safe checklist for profile links, campaign parameters, calls, website actions, booking paths, and downstream lead reconciliation.
Reviewed 2026-07-20 · National guidance, Austin proofBrowser checklist
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The task and the failure mode
Built for: Eligible local businesses measuring Business Profile activity beyond platform interaction counts.
Profile dashboards and website analytics often disagree, and ungoverned tracking links fragment landing URLs or expose inconsistent campaign names.
Workflow
- 01Verify profile eligibility and factual accuracy.
- 02Choose stable campaign naming for website and booking links.
- 03Test call, direction, message, and booking paths.
- 04Reconcile profile, analytics, call, and CRM totals.
- 05Report known attribution coverage and gaps.
Evidence to retain
- Current profile fields approved by the owner.
- UTM convention and tested destination URLs.
- Aggregate lead-stage reconciliation.
Release checklist
- Correct business identity
- Website link UTM
- Booking link UTM
- Call routing test
- Landing-page canonical behavior
- GA4 key events
- CRM source mapping
- Monthly discrepancy review
Boundaries and caveats
Profile metrics and analytics use different measurement rules.
Never add tracking parameters that contain customer or employee information.
Primary sources
- Google Business Profile representation guidelinessupport.google.com
- Google Analytics: Collect campaign data with custom URLssupport.google.com
- Google Analytics: About key eventssupport.google.com