Running a local business in the UK means competing for attention every single day – online and offline! You should spend time on your local SEO strategy. You may have already claimed your Google Business Profile. Perhaps you’ve added location pages to your website.
But here’s the real question: how do you know if any of it actually works?
This guide breaks down how to track local SEO success in the UK using GA4 (Google Analytics). No technical jargon and no complicated formulas. Just practical steps that help you see real results.
Why Tracking Local SEO Success Matters for UK Businesses?
Almost half of all Google searches (46%) feature a local intent, according to Google. That means millions of people search for businesses like yours every single day. GA4 helps you connect the dots between your local SEO efforts and actual business results. When you track the right metrics, you stop guessing and start knowing what works.
How to Set Up GA4 for UK Local SEO Tracking
Before tracking anything, you need a proper setup. GA4 works differently from older Google Analytics versions. The focus shifts to events and user journeys rather than just pageviews.
- Create GA4 Property and Connect to Your Website: First, visit the Google Analytics website and sign in. Go to Admin> Create Property> GA4. Then, add the asked details and select your time zone (UK time zone, i.e., London), UK currency (GBP), and add the business details.
- Set up a web data stream: Go to Admin > Data Streams and select Web, where you will add your website link and a stream name.
- Enable enhanced measurement: Set the enhanced measurement options to default so that they will automatically track events, such as page views, scroll depth, and outbound clicks.
- Integrate tracking code: Copy the measurement ID that you get after creating a data stream. Then, go to your website’s settings and paste the measurement ID into the Google Analytics field (most platforms have built-in integrations or plugins). If your website doesn’t have a built-in integration, then you will need to manually copy the complete Google tag (gtag.js) code and add it to the <head> section of every page on your website (in the html code file).
- Check the “Realtime Report”: to see if data has started flowing (e.g., open the website and see activity).
How to Use GA4 to Track UK-Specific Metrics for Local SEO
- Configure UK-Local Tracking Dimensions and Filters: In Reports > Demographics > User Attributes > Region/City, check if you can see traffic by UK regions, such as London, South East England, Manchester, etc.
- Set up filters: Now, you can set up filters and create segments to isolate traffic from UK regions only. (for instance, include sessions where Country = UK)
- Review auto-tracked events: In admin > events, you can analyse events such as page_view, scroll, click_outbound.
- Set up UTM parameters for your Google Business Profile: You must have UTM parameters set up on your GBP listing so GA4 can track this data. Create a custom URL that shows when someone clicks through from your profile. This appears as “GoogleLocalListing / organic” in your reports.
- Define conversion events: If needed, define additional events via GTM. For example, “Call Click” when someone clicks the phone number, “Direction clicks”, or “Form Submit”. What actions matter most? Phone calls? Form submissions? Booking requests? Set these events as conversion events in GA4 (Admin>Conversions). This shows which traffic sources drive real business outcomes.
- Segment and organic local traffic: Go to Reports > Traffic Acquisition > Session default channel grouping, to see only traffic from organic search.
- Compare data: You can also compare data, such as UK + Organic traffic vs. non-UK vs. paid traffic.
You can also link your Google Search Console with Google Analytics. Go to Admin > Product Links > Search Console links and link your property. There, you can find query terms, impressions, click throughs, and local queries also.
Key Local SEO Metrics to Track in GA4
Traffic by City and Region
Under the User tab, you’ll find a User Attributes overview that shows location data of your website visitors’ browsers over a set period. Customise this report by city.
Google Business Profile Performance
Your Google Business Profile drives massive amounts of local traffic.
You’ll need to configure your dashboard to “Session source/medium” to monitor your GBP traffic metrics. Look for “GoogleLocalListing” as the source with organic as the medium.
User Engagement and Behaviour
Engagement metrics are vital for understanding how well your website resonates with visitors. GA4 measures engagement rate: the percentage of sessions that were more than just quick visits.
Check session duration. See which pages hold attention longest. Notice where people drop off. High engagement tells search engines your content provides value.
Landing Page Performance
Your landing page is often the first user interaction with your website. For local businesses, location pages matter most. These target specific cities or neighbourhoods you serve.
GA4 shows which landing pages attract the most traffic. Which ones convert best? Which needs improvement. Focus optimisation efforts on pages that already perform well. Fix or update pages with high bounce rates.
Conversion Tracking
The whole point of Local SEO is generating business. Track specific conversions: phone calls, contact forms, appointment bookings, and direction requests.
Set up goals for each conversion type. Watch conversion rates by traffic source. See which cities produce the most leads. This data proves ROI and guides budget decisions.
Using GA4 Insights to Improve Local SEO
Identify top-performing content: Which pages attract the most local traffic? Create more content on similar topics. Update existing pages that perform well with fresh information.
Optimise underperforming locations: See cities with low traffic or poor engagement? Add location-specific pages. Mention these areas more in the content. Build local citations and links.
Improve high-traffic, low-conversion pages: Some pages attract visitors but don’t convert them. Add clearer calls-to-action. Include phone numbers prominently. Simplify contact forms.
Check session duration. See which pages hold attention longest. Notice where people drop off. High engagement tells search engines your content provides value.
Conclusion: Tracking Local SEO Success in the UK
Check your GA4 dashboard every week at a minimum. Review your most popular pages and traffic sources. Watch for sudden changes in numbers: they usually indicate something significant happened with your site or local search presence.
Configure goals for actions you want visitors to complete. This includes calling your phone number, submitting contact forms, or requesting directions. GA4 automatically tracks these conversions after you set them up correctly.
If you still have questions, around tracking success of your local SEO strategy, or local SEO in general, contact us today!
Frequently Asked Questions
How long does it take to see results in GA4 for local SEO?
Basic traffic data appears within days of installing GA4. But meaningful patterns for local SEO need 3-6 months to show up clearly. This waiting period lets you gather enough information to spot real trends.
What's the difference between GA4 and the old Google Analytics for tracking local SEO?
GA4 tracks events instead of just counting page views. This gives you detailed information about what people actually do on your site. The new system handles mobile and desktop data much better, which really matters for local searches.
Can I track offline conversions from my local SEO efforts in GA4?
Yes, tracking offline conversions works with the right setup. You can import data about phone calls or shop purchases directly into GA4.
