Embedding Google Maps with UTM Tags, Gimmick or Legit Local Signal?

I’ve been testing something kind of odd lately, embedding Google Maps on client sites with UTM parameters in the share link, like ?utm_source=website&utm_medium=embed&utm_campaign=local_visibility.

A couple of SEOs I follow swear it helps Google connect on-site engagement with Maps activity, sort of reinforcing the entity relationship. Others think it’s pure snake oil, that Google treats it like any other iframe, and ignores the tags completely.

I first noticed this while poking through a client’s analytics a few days back. Weirdly enough, GSC recorded a few referral hits from the Maps link.
Could’ve been noise… or something interesting.

Here’s what I’ve seen so far, tiny sample size, so don’t quote me:

• When the embed link includes UTM tags, GSC sometimes logs referral activity from the maps link.
• One client got a slight bump in direction requests, but that might just be seasonality.
• Embedding the same UTM-tagged map across multiple pages didn’t change much at all.

Now I’m wondering if this is a real local signal… or just one of those SEO myths we talk ourselves into.

Has anyone here actually tested UTM-tagged Google Maps embeds at scale?
Did you see any connection with visibility, clickthroughs, or GBP engagement?

Would love to hear if anyone’s tracked hard data, screenshots, case studies, whatever you’ve got.
Bonus points if you’ve compared directions URLs vs. place URLs. I’m testing both right now.