A UK dental practice can track calls and bookings from its Google Business Profile using the free performance report, which counts taps on the call button, website clicks, direction requests and bookings made through a connected booking provider. Linking the profile to Google Analytics, marking enquiry actions as key events and tagging the profile's website link with UTM parameters then shows which visits turn into enquiries.
Most practices know roughly how busy the phones are, but far fewer can say how many of those calls started on Google Maps, or how many online bookings came from the website rather than a returning patient's saved link. Without that split, it is hard to judge whether time spent on reviews, photos or treatment pages is paying off.
This guide covers the tracking options Google itself provides, all of which are free. If you would like a specialist to set them up and report on them each month, healthcare SEO agencies such as smartseorankings.com include call and direction reporting in their Business Profile work, but every step below can be done in-house.
What does the Google Business Profile performance report show?
Google's help page on Business Profile performance defines the main interaction metrics:
- Calls: the number of times someone clicked the call button on your profile. You must have a phone number on the profile for this to be counted.
- Website clicks: the number of times people clicked the website link on your profile.
- Directions: the number of people who asked for directions, adjusted by Google for repeat taps, cancellations and spam.
- Bookings: the number of bookings completed, counted only where bookings are managed through a booking provider.
- Messages: the number of separate conversations held through messages, where available.
Performance data is only available for verified profiles. Choose a date range at the top of the report, and compare the same months year on year where you can, because dental demand rises and falls with school holidays and the end of the year.
What can the performance report not tell you?
A tap on the call button is not the same as a new patient. Some callers are existing patients changing an appointment, some hang up, and some calls are from suppliers. The report also cannot see a patient who found you on Maps, then searched your name later and rang from your website.
So treat profile metrics as a measure of interest, then use your practice management system and reception notes to measure outcomes such as new patient registrations and consultations booked.
How do you connect a Business Profile to Google Analytics?
Google now lets you link a Business Profile to a Google Analytics 4 property. Google's help page says this shares performance data such as interactions, website clicks, calls, directions, messages, bookings and menu clicks with the Analytics property, so you can see local listing activity alongside website behaviour.
To make the link, you need an administrator or editor role on the GA4 property and an owner or manager role on the Business Profile. One Analytics property can be linked to several profiles, which is useful for dental groups with more than one practice.
How should you track enquiries on the dental website itself?
Google Analytics records actions as events. Google describes a key event as an event that measures an action particularly important to the success of your business, and you mark the events that matter most as key events. For a dental website, sensible candidates are:
- a completed contact or consultation request form;
- a completed online booking, if your booking system can send a confirmation event;
- clicks on a phone number link (a tap on "call now" on mobile);
- clicks on an email link or a WhatsApp button, if you offer one.
Keep the list short. Five meaningful key events are far more useful than twenty that nobody reviews.
Why add UTM parameters to the profile's website link?
By default, visits from your Business Profile can blend into general Google traffic in Analytics. Adding campaign parameters to the website link on your profile labels those visits clearly. Google's URL builder guidance says you should always use three parameters together:
- utm_source, for example google
- utm_medium, for example organic
- utm_campaign, for example gbp_listing
Values are case sensitive, so agree a naming pattern once and keep to it. A dental group might add the branch name to the campaign value so each practice can be reported separately.
Can you use a call tracking number on your profile?
Be careful here. Google's guidelines for representing your business ask for a phone number that connects to your specific location and is under your direct control, and say to avoid numbers that redirect callers elsewhere or central call centre numbers. Before putting any tracking number on your profile, read the current guidelines and make sure the primary number patients see is the practice's own local line.
Call tracking numbers are more commonly used on websites and in advertising, where they help show which page or campaign led to a call. Whichever approach you choose, keep your name, address and phone number consistent across the profile, website and directories.
Which tool answers which question?
| Question | Where to look |
|---|---|
| How many people tapped "call" on our listing? | Business Profile performance report: Calls |
| How many asked for directions? | Business Profile performance report: Directions |
| How many profile visitors reached our website? | Performance report: Website clicks, plus UTM-tagged visits in Analytics |
| Which website visits became enquiries? | Google Analytics key events |
| How many became new patients? | Practice management system and reception records |
A simple monthly tracking checklist
- Export profile calls, website clicks, directions and bookings for the month.
- Check that key events in Analytics are still firing after any website changes.
- Compare UTM-tagged profile visits with the previous month and the same month last year.
- Match enquiry numbers with new patient registrations from reception.
- Note any changes made that month, such as new photos or a new treatment page, so trends can be explained later.
A local example
Smart SEO Rankings, a healthcare-focused SEO agency based in Dubai, publishes a Google Business Profile service for UK dental practices covering categories, services, photos and posts, review replies, duplicate listing clean-up and monthly reporting of calls and direction requests. Its site states that work runs month to month with no long-term contract.
Frequently asked questions
Does tracking calls from Google Maps cost anything?
No. The Business Profile performance report, Google Analytics 4 and UTM tagging are all free. Paid call tracking services are optional extras.
Why do profile calls not match our phone records?
The profile counts taps on the call button, not connected calls or new patients. Some taps do not turn into calls, and many callers find your number elsewhere.
Can a dental group see each practice separately?
Yes. Each location has its own profile and performance report, and one Analytics property can be linked to several profiles. Use a branch name in your UTM campaign values to separate website visits.
Who in the practice should own this reporting?
Usually the practice manager, with someone who has admin access to the profile and Analytics. If an agency manages it, make sure the practice keeps ownership of both accounts.
Sources
- Google Business Profile Help: Understand your Business Profile performance and insights
- Google Business Profile Help: Connect your Business Profile to Google Analytics
- Google Business Profile Help: Guidelines for representing your business on Google
- Analytics Help: About key events
- Analytics Help: URL builders and campaign data
General information only, not legal or marketing advice. Google's tools and policies change from time to time, so check the Google Business Profile and Analytics Help Centres for the latest guidance.
