Call Tracking

Call Tracking Numbers on Google My Business

by Frances Miller

how to track calls from google search

SEO experts everywhere agree that creating a Google My Business page is one of the first steps to a location-based marketing strategy. It’s easy, it’s effective, and best of all, it’s 100% free. However, there are a few best practices you should know in order to optimize your GMB listing and take advantage of customer interactions that come through the platform. One of these steps is using a call tracking number on Google My Business.

For most everyone, Google has replaced the phone book and fridge magnets that we used to use to call businesses. Now we simply search and click-to-call. In fact, data shows that Google searches produce more than 40 million calls each month, many of these from click-to-call.

Here, we’ll cover the benefits of using a call tracking number on your GMB page, and how to do so with CallTrackingMetrics’ pre-set tracking source. With this extra layer of call tracking, you’ll be able to fully attribute phone calls from both Google Search and Google Maps.

google my business call tracking

Getting Started with Google My Business

If you’ve recently called a restaurant to place an order for carryout or delivery, chances are, you used Google and searched for the restaurant name or type of food you were craving. That’s Google My Business in action!

When your prospects and customers search for your business on Google or Google Maps, you’ll want them to be able to quickly find your website, address, and phone number, as well as browse photos and reviews that will help them make their decision. You can do all of this for free by visiting

The average business is found in 1,009 searches per month, with 84% of these coming from discovery searches.-BrightLocal

When customers reach your Google My Business profile, they have four main options:

  • Call your business
  • Visit your website
  • Look up directions
  • View your photos

Data shows that a quarter of actions taken on GMB listings are phone calls. With so many calls coming in from searches, it’s important to have call tracking numbers on your Google My Business profile to capture valuable data and drive sales. In the next section, we’ll get into how you can track your Google My Business phone calls to better understand your customer’s journey and your local search performance.

Read More: Why Location Based Search Matters More Than Ever

2 Benefits of Using a Call Tracking Number on Google My Business

There’s a common misconception that using a call tracking number on GMB can hurt your NAP (Name, Address, and Phone Number) consistency, or that Google will penalize you for using a tracking number. This article by Sterling Sky, Call Tracking and Local SEO-5 Myths Busted, does a great job of debunking those myths (among other common myths about call tracking and local SEO.)

Phone call volume from GMB is notable, and growing. Across a variety of industries, 16% of businesses receive more than 100 calls each month from GMB. Calls from GMB grew 22% between 2017 and 2018. And, some industries are seeing peak call volume from GMB. With this growing reliance on Google for consumers calling businesses, it’s crucial that you capture as much data from those calls as possible!  Phone calls through Google My Business are your direct line to customers interested in your product or service.

1. Know Your Caller

When it comes to monitoring and reporting on GMB calls, using a call tracking provider like CallTrackingMetrics is key. Call tracking used with Google My Business  will show your team instantly who the caller is, that they came through GMB, and what their history is with your business—all before you answer the phone. This empowers your team with valuable data that gives you first-hand insight into your customer, what their needs are, and what problem they are trying to solve. This lets teams provide personalized customer service, streamline the buying process, and create loyal customers who want to sing your praise.

2. Go Beyond Basic Reporting

Getting comprehensive data is great but putting it together is almost equally important. Various platforms have different limitations when it comes to analytics and reporting. For example, while Google does provide reporting, it’s limited as they’re only tracking calls from mobile devices—not desktop. Marketing attribution and call tracking organizations like CallTrackingMetrics go far beyond these insights to capture all call information and then feed that information back into your Google Analytics account for easy monitoring.

Certain marketing attribution and call tracking providers offer even more useful tools for agencies and marketers. For example, with CallTrackingMetrics you can also take advantage of our tools like conversation analytics, transcriptions, keyword spotting, and more.  With these advanced tools, you can garner even more valuable information about your customers, where they go for information, what interactions they’ve had with your team–both online and offline–and how you can meet their needs. Getting all of this data together in one platform enables you to do in-depth analysis and create reports to help you prove ROI on all of your marketing efforts.

Not only is it okay to use a call tracking number on Google My Business, but doing so will help you gain valuable insights from the many calls that come through your GMB page! If you are already a CallTrackingMetrics customer, read on to learn how to set up call tracking for Google My Business with your CTM account. If you’re not yet a customer, learn more about how call tracking and marketing attribution with CTM can take your marketing efforts to the next level. Or, if you’re ready to see our award-winning software in action, Book a Demo.

How to set up a call tracking number for GMB on CallTrackingMetrics:

Through a pre-set tracking source in CallTrackingMetrics, you can easily send GMB call data into Google Analytics as Events.

  1. Purchase a tracking number in your CallTrackingMetrics account and choose the Google My Business tracking source from our preset list.
  2. Update your Google My Business listing to add some UTM parameters to the URL that people click.
  3. Update the phone number on the GMB listing. Enter the tracking number in the “Primary phone” field in GMB, and add your local business number in the “Additional phone” field. By including your main business number as an additional phone number, you quell any worries about consistency and signal to Google that the number is still active.
  4. Deploy the CTM tracking code on your website so we swap out the number that normally appears for your new Google My Business tracking number. More on deploying the CTM tracking code is available here.

That’s it! Just a few steps to properly using a call tracking number on Google My Business with CallTrackingMetrics. With this, you can better understanding your local search performance and your customer’s journey. To learn more, view our popular Google integrations for advertising and Book a Demo today!