DO YOU KNOW WHICH CALLS CAME FROM GOOGLE?
Most local business owners can't say which customers came from their Google Business Profile, their website, an ad or a referral, which turns every marketing decision into a guess. You don't need expensive software to fix it. Start by asking every new customer how they found you, tag the links you control so visits show up separately in your analytics, check the numbers Google already reports for your profile, and write it all down in one place every month.
AT A GLANCE
By Conqueror Capital · Published
The short answer: ask every customer, tag your links, read the reports you already have, and record the answers in one place. A habit beats a tool.
WHY IT MATTERS
Without a record of where customers come from, it is hard to tell whether the time spent on your Google profile, your website or your social pages is paying off. Owners often keep paying for a channel out of habit, or drop one that was quietly bringing in good work. Knowing the source of each customer turns those calls into decisions.
The goal is not perfect attribution. It is a reasonable, consistent picture you can compare month to month.
1. ASK EVERY NEW CUSTOMER
Add one question to every booking, intake form and first phone call: "How did you hear about us?" Give staff a short, fixed list of answers so the data is usable, for example: Google search, Google Maps, our website, an ad, social media, a referral from a friend, a referral from another business, drove past, returning customer.
Record the answer where you already keep customer details, not on a sticky note. A column in your booking system or CRM is enough. Customers don't always remember accurately, so treat this as one signal among several rather than the final word.
2. TAG THE LINKS YOU CONTROL
Google Analytics lets you add utm parameters to a link, such as utm_source, utm_medium and utm_campaign, so you can see which campaigns refer traffic; the values appear in the Traffic acquisition report.2 Google offers a URL builder that writes the tagged link for you.2
- Your Google Business Profile website link. Tagging it, for example with source google and medium organic_profile, separates visits from your listing from other Google traffic.
- Social profile links and bio links. One tagged link per platform.
- Email newsletters and printed QR codes. A different tag for each, so a flyer can be measured on its own.
Keep the names consistent and lowercase, and write your naming rules down so everyone tags the same way. Our Google Analytics 4 setup guide covers the basics if your site isn't measured yet.
3. READ THE NUMBERS GOOGLE ALREADY GIVES YOU
Your Business Profile performance report shows how people find your profile on Search and Maps and what they do next, including views, the search terms used to find you, and actions such as calls and website clicks.1 Google notes the data is available only for verified profiles and includes interactions from both organic results and Google Ads.1
On your website, Google Analytics lets you mark important actions, such as a form submission or a tap on your phone number, as key events.3 If you run Google Ads, call conversion tracking can count calls from ads and from your website, with a minimum call length you choose.4 Our guide to tracking phone calls from Google walks through each option.
One caution: keep the same main phone number on your profile and in your listings. Google's guidelines say the number must be under the direct control of the business and shouldn't redirect users to numbers other than the business's own.5
4. ONE PLACE, ONCE A MONTH
Pick a day each month and copy the numbers into one simple sheet: new customers by "how did you hear about us" answer, profile calls and website clicks, website visits by source, form submissions and ad conversions if you run ads. Add a notes column for anything unusual, such as a holiday, a new review push or a change to your hours.
After a few months the patterns are usually clearer than any single report. That is when it makes sense to move money or time from one channel to another.
MULTI-LOCATION AND ENTERPRISE
With several locations, the same questions apply per branch. A few habits keep the data comparable:
- One naming rule for every tag. Include the location in the campaign or content value so branch traffic can be split without guesswork.
- The same answer list everywhere. Every front desk and call team uses identical "how did you hear about us" options.
- Per-location reporting. Each Business Profile has its own performance data; pull it for every branch, not just the flagship.
- Connect leads to revenue. Larger teams usually link the lead source in their CRM to booked jobs or sales, so the comparison is about value, not just volume.
Our mid-size and enterprise page explains how we set this up with larger teams.
FAQ
What is the simplest way to track where customers come from?
Ask every new customer how they heard about you, using a short fixed list of answers, and record it where you keep their details. It costs nothing and works from day one.
What is a UTM tag?
Extra text added to a link, such as utm_source and utm_medium, that tells Google Analytics where a visit came from. Google offers a free URL builder that creates tagged links.
Can I see calls from my Google Business Profile?
Yes. The performance report for a verified profile shows interactions such as calls and website clicks, along with views and the search terms people used.
Should I use a different phone number on my Google profile to track calls?
Keep your main business number on your profile and listings. Google's guidelines say the number must be under the business's direct control and not redirect to other numbers.
How often should I review lead sources?
Once a month is enough for most local businesses. Patterns usually become clear after a few months of consistent records.
SOURCES
- Google Business Profile Help, Understand your Business Profile performance & insights.
- Google Analytics Help, URL builders: Collect campaign data with custom URLs.
- Google Analytics Help, About key events.
- Google Ads Help, Set up phone call conversion tracking.
- Google Business Profile Help, Guidelines for representing your business on Google.
Platforms change often. Check the sources for the current version before acting.
KEEP READING
BOOK A STRATEGY CALL
Want to know which channels are actually bringing you customers? Book a 15-minute call and we will help you set up simple tracking you can keep.