Profile optimisation
How to Track Calls, Visits and Leads from Your Google Business Profile
Measure what your Google profile actually brings — calls, direction requests, website visits with UTM tags, WhatsApp chats and walk-ins — with simple methods for small businesses.
By Chamko Research Team Updated 2 min read
Quick answer
Use Business Profile Performance for calls, directions and website clicks; add a UTM-tagged website link to see Google visitors in your analytics; ask new customers "how did you find us?" and note it; and compare month over month. Chamko's monthly report puts your key numbers in one PDF.
Quick answer: Use Business Profile Performance for calls, directions and website clicks; add a UTM-tagged website link to see Google visitors in your analytics; ask new customers "how did you find us?" and note it; and compare month over month. Chamko's monthly report puts your key numbers in one PDF.
The 5 things to measure
| Lead type | Where to see it |
|---|---|
| Calls | Performance → Calls |
| Direction requests | Performance → Directions |
| Website visits | Performance + UTM in analytics |
| WhatsApp chats | Ask "how did you find us?" or use a dedicated number |
| Walk-ins | Ask at billing; keep a simple tally |
Add UTM tags to your website link
Use:
https://yoursite.in/?utm_source=google&utm_medium=organic&utm_campaign=gbp_listing
Your analytics then shows exactly how many visitors came from your profile and what they did.
Ask customers
A one-line question at billing — "How did you find us?" with options Google / Instagram / friend / passing by — gives surprisingly accurate data within a month.
Turn numbers into decisions
- Calls rising, visits flat → your location is hard to find: add exterior photos and landmarks.
- Views high, actions low → improve photos, rating and description.
- Website clicks high, enquiries low → improve your website's contact options.
A simple monthly tracking sheet
Create a sheet (Google Sheets or a notebook) with one row per month:
| Month | Calls (Google) | Directions | Website clicks | Bookings/orders from Google | New reviews | Rating |
|---|---|---|---|---|---|---|
| Jan | 64 | 120 | 38 | 22 | 6 | 4.5 |
| Feb | 81 | 142 | 45 | 29 | 9 | 4.6 |
Fill it on the 1st of each month — it takes five minutes. Over a few months you'll see which actions move the numbers: a festival post, a new batch of photos, or a review drive.
Example: an AC repair business in Hyderabad
An AC repair business noticed that Google calls jumped every April and May but website clicks stayed flat. By adding a UTM-tagged link and a "Book a service" page, they found many callers first visited the website to check prices. They added a clear price list to the site and to the Google services section. Calls became more qualified — fewer "how much?" calls, more actual bookings.
Common tracking mistakes
- Comparing day-to-day numbers; Google data is noisy. Compare months.
- Counting only calls; direction requests are often the bigger number for walk-in shops.
- Not asking customers. Many people find you on Google but then call from a saved number or WhatsApp — only asking reveals that.
- Forgetting seasonality. Compare with the same month last year when you can.
Frequently asked questions
Can I see which keywords brought calls?
Performance shows search terms that showed your profile, not per-call keywords.
Is call tracking with a different number safe?
Changing your main number can hurt NAP consistency. If you use tracking numbers, follow Google's guidance and keep your main number listed as well.
How often should I review numbers?
Monthly, and compare with the same month last year for festival seasons.