How to Connect Your Google Business Profile to GA4

If you’re a business owner, you’re likely familiar with two major players in your digital toolkit: your Google Business Profile (that trusty map listing that gets you local search traffic) and Google Analytics 4 (the brain behind your website’s data).

For a long time, these two felt like separate islands. You’d check your Google Business Profile (formerly Google My Business) to see how many people called, visited your website or asked for directions. And you’d check GA4 to see how many people bought something or viewed your content.

But Google has finally made it easier to see how they play together. By connecting your Google Business Profile to GA4, you can now get a much clearer picture of your customers’ journeys.

Why Connect Google Business Profile to GA4?

Beyond just tidying up your tech stack, here’s why this matters for your business:

Unified Data: You’ll stop guessing if that customer who visited your website came from a direct Google search link or a click from your map listing. It shows up right in your GA4 reports.

Better Understanding of “Local” Traffic: You can see how often people are interacting with your business listing versus your website. Are they checking your hours on the map, then visiting your site to book an appointment? Now you can see that loop.

Smarter Decisions: When you know exactly what’s driving your local traffic, you can double down on the marketing that’s actually working.

How to Connect Your Google Business Profile to GA4

Good news: You don’t need to be a developer to get this running.

Here are the steps to take, or watch my video tutorial.

Step 1: Ensure Your Accounts are Linked

Before you dive into GA4, make sure both your Google Business Profile and your Google Analytics account are managed under the same Google email (your “admin” email). This makes Google’s life (and yours) much easier during the verification process.

If you’re not, add the same connected email across both to make the next step possible.

Step 2: Log in to Google Analytics 4

• Go to analytics.google.com/analytics and sign in.
• In the lower-left corner, click the gear icon to open Admin.
• Navigate to Product Links.
• You can access it from either:
  • the right-hand side section labelled Product Links, or
  • lower section that also contains Product Links options.

Step 3: Select the Google Business Profile link option

• Open the Google Business Profile links page.
• If a link already exists, review the existing connection first.
• If no link exists, click Link to begin creating a new connection.

Step 3: Select Your Business

• Click on the “Link” button.
• Choose from the Google Business Profile listings you have access to.
• Select the listing you manage and verify it is the correct one for the GA4 property.
• Only continue if the selected profile matches the business you want to track.

Step 4: Review and confirm the details

• Click Confirm after selecting the correct profile.
• Review the summary screen carefully to verify that the correct business profile is being linked.
• If the summary is incorrect, stop and go back before submitting.
• Click Next to review the connection details again.
• Confirm the information one final time.
• Click Submit to create the link.
• Close the dialogue once the link is created.

Step 5: Check out your Reports under “Business Profile”

• Go to the Reports section in GA4.
• Look for the new menu option called Business Profile.
• Open the report to view the connected Google Business Profile data.

What data is included in the Business Profile report

• Common metrics may include:
  • number of profiles
  • profile interactions
  • calls
  • website clicks
  • directions
  • messages
  • bookings

Note that the data in GA4 is not identical to the Google Business Profile interface, but it is useful for tracking the most important metrics.

A final pro tip

Remember, the goal isn’t more data, it’s clearer data.

Now that you’ve linked the two, spend a few minutes next week looking at your report.

Are people landing on your site from your map listing and actually converting? Or are they just browsing and bouncing?

Once you know the answer to that, you can start making your local listing/s and website work even harder for your local customers.

Need help setting this up or making sense of the data once it starts rolling in?

I’m here to help you turn those insights into actual business growth. Just reach out, and let’s get your tracking sorted.