Track Local SEO with Google Analytics

Learn how UK businesses can use Google Analytics to track local SEO performance, measure conversions and refine strategies for better results.

At Lillian Purge, we specialise in Local SEO Services and have written this actionable guide on How to use Google Analytics to track local SEO performance so you can monitor and optimise your regional marketing efforts.

Local SEO focuses on improving your website’s visibility within a specific geographic area. Whether you’re a restaurant, a tradesperson, or a local service provider, it’s important to know where your traffic comes from, how users behave, and which marketing efforts drive local results. Google Analytics helps you uncover this information and track performance over time.

Why Tracking Local SEO Performance Matters

Local SEO is not just about ranking on Google Maps or local search results. It’s about attracting customers who are most likely to visit your business, call, or make an enquiry. Without data, it’s impossible to tell which marketing strategies are working and which need adjusting.

By using Google Analytics, you can identify which areas generate the most visitors, which keywords attract local users, and how your Google Business Profile influences website traffic. This enables smarter decisions that increase local visibility and return on investment.

Setting Up Google Analytics for Local SEO

Before you can track performance, your Google Analytics account must be set up correctly. Most businesses now use Google Analytics 4 (GA4), which replaced Universal Analytics. GA4 automatically tracks many key user interactions, but local businesses need to customise certain settings to extract local insights.

1. Link Google Analytics with Google Search Console

Connecting Google Analytics with Search Console allows you to see which local search terms and queries drive traffic to your website. This helps you monitor impressions, click-through rates, and top-performing local keywords.

2. Set Up Location-Based Segments

Creating location segments lets you filter traffic by geographic area. In GA4, go to Explore > Create a new exploration > Add filter > Country/Region, City, or Metro area. Use this to track visitors from your service area and compare them with visitors from outside it.

3. Enable Conversion Tracking

For local businesses, conversions can include calls, form submissions, direction clicks, or appointment bookings. Set these up as events in GA4 by defining custom goals. Tracking these actions gives you a clear picture of how many local visitors take meaningful steps toward becoming customers.

Key Metrics to Track for Local SEO

1. Geographic Traffic Data

The Demographics > Location report in GA4 shows where your visitors come from. This is one of the most direct ways to assess local SEO performance. For example, if you run a garage in Bedford, you should see most organic traffic coming from Bedford and nearby towns. If not, your local targeting may need adjusting.

2. Organic Search Traffic

Monitoring organic traffic helps you measure how well your site ranks in local search results. In GA4, navigate to Reports > Acquisition > Traffic acquisition and filter by “Organic Search.” Watch for trends in sessions and engagement from your target area.

A consistent rise in local organic traffic usually indicates successful optimisation. Drops might suggest issues with visibility, technical SEO, or changes to Google’s local algorithm.

3. User Engagement and Behaviour

Local SEO isn’t just about clicks; it’s about engagement. Track metrics like:

  • Engagement rate: Measures how many users actively interact with your content.

  • Average engagement time: Reveals how long visitors stay on your site.

  • Pages per session: Indicates whether users explore multiple services or locations.

If engagement is low, review your landing pages and ensure they include local signals such as maps, addresses, testimonials, and clear contact options.

4. Conversions by Location

Use conversion tracking to see which cities or towns drive the most leads. This is particularly useful for multi-location businesses. For example, if one branch consistently gets more form submissions or calls, you can analyse what that page does differently perhaps stronger local content or better call-to-action placement.

5. Device and Platform Insights

Local customers often use mobile devices when searching for nearby services. In GA4, check Reports > Tech > Overview to see device breakdowns. If most local users come from mobile, ensure your site is mobile-optimised, loads quickly, and features one-click contact buttons.

Using UTM Parameters to Track Local Campaigns

UTM (Urchin Tracking Module) parameters help you measure the effectiveness of specific marketing efforts. Adding them to links allows you to track which campaigns or platforms send traffic.

For example, if you run a Facebook campaign targeting Milton Keynes, your link might look like:
https://www.yourwebsite.co.uk/?utm_source=facebook&utm_medium=paid&utm_campaign=miltonkeynes

In Google Analytics, you can then view traffic from that campaign separately and evaluate its performance against other locations.

Analysing Google Business Profile Traffic

Your Google Business Profile (GBP) is a vital local SEO tool. While Analytics doesn’t track GBP interactions directly, you can use UTM-tagged URLs in your profile’s “Website” button. This allows you to see how many visits, conversions, and actions originate from local searches or map listings.

Adding a UTM link like:
https://www.yourwebsite.co.uk/?utm_source=google&utm_medium=organic&utm_campaign=gbp
lets you measure the true impact of your GBP on website visits and local engagement.

Tracking Landing Page Performance

Each of your local landing pages whether for a service area or specific location should attract its own local traffic. In GA4, check Pages and screens to see which pages receive the most visitors. Compare engagement metrics between them to identify top performers.

Pages with strong traffic but low conversions might need better calls to action, clearer contact details, or improved local signals like embedded maps and reviews.

Measuring Calls and Form Submissions

Calls and enquiries are often the ultimate local SEO goal. If you use a call-tracking tool like CallRail or use click-to-call buttons, integrate them with Google Analytics to track how many users call from your website. Similarly, ensure all contact forms trigger conversion events when submitted.

This data lets you see not only how many leads you generate but where they originate from geographically and which landing pages perform best.

Using GA4 Explorations for Deeper Insights

GA4’s Explorations feature allows you to build custom reports focused on local SEO. You can create an exploration that filters sessions by location, source, and conversion event to visualise performance across regions.

For example, you might find that your Bedford traffic converts at twice the rate of Milton Keynes. This insight can inform where to allocate your advertising budget or where to create more location-specific content.

Common Local SEO Tracking Mistakes

  1. Not filtering out internal traffic: Visits from your own staff can distort results.

  2. Ignoring mobile data: Most local searches happen on mobile devices, yet some reports focus only on desktop metrics.

  3. Failing to track calls or map clicks: These are critical conversion signals for local businesses.

  4. Overlooking multi-location comparisons: Each area may perform differently and needs its own analysis.

Complementary Tools for Local SEO Tracking

While Google Analytics is essential, it works best alongside other local SEO tools:

  • Google Search Console: Tracks keyword performance and search impressions.

  • Google Business Profile Insights: Shows phone calls, direction requests, and map views.

  • SEMrush or BrightLocal: Offers local keyword rankings and citation tracking.

Combining these tools gives a more complete picture of your local performance.

Expert Tips for Local SEO Tracking

  1. Check location-based reports monthly to identify patterns.

  2. Set benchmarks for organic traffic, calls, and conversions by area.

  3. Use annotations in GA4 to mark local campaign launches or site updates.

  4. Regularly review top-performing cities and create more local content for those areas.

  5. Revisit your conversion setup to ensure no events are missing or double-counted.

Final Thoughts

Google Analytics is one of the most powerful tools for measuring local SEO success. When properly configured, it helps you understand where your local customers come from, what they engage with, and how they convert. By combining these insights with ongoing SEO improvements, you can strengthen your local presence, attract more nearby customers, and make smarter marketing decisions.

We have also written in depth articles on How to segment local traffic in Google Analytics and Understanding bounce rate and engagement rate in GA4 as well as our Google Analytics Hub to give you further guidance.