Google Tag Manager Triggers: What Are They & How Do You Create Them?


As a digital marketer, the value you provide is directly linked to your ability to track success.


Whether it be paid of organic marketing, tracking is essential in identifying effective and ineffective channels of marketing, messaging, targeting, conversions and so much more.


Some conversion actions are clearly defined, like someone making a purchase or submitting a registration form. But not all are clear cut.


For example, some actions like pressing a call to action button or someone clicking on “Get Directions” to find directions to a physical store are valuable to track even though they do not redirect to a new page URL.


In such cases, click-triggered conversion events can prove essential to getting the most from digital campaign optimizations.


What is a Google Tag Manager click trigger?


In its most basic form, a click trigger is used to measure anything a user might click on a website or post-click landing page.


Some of the most common reasons to use click triggers include:


i) Clicks on a phone number on a mobile website

ii) Clicks to get directions from Google Maps

iii) Clicks on a link that redirects to a new domain

iv) Clicks to submit a form that does not trigger a redirect


This list is not exhaustive by any means. There are countless scenarios in which you might opt for click triggers instead of, or in addition to, URL page views. Whatever the reason, the process for creating and troubleshooting click triggers is very similar.


How do you create a click trigger in Google Tag Manager?


The first thing you’ll need to do is create a new trigger.


Navigate to the Triggers section of Google Tag Manager (from the left-side navigation) and click “New” to create a new trigger:


Then click on “Trigger configuration” to select the trigger type. In this case, simply opt for one of the two types of click triggers: All Elements or Just Links:


The next step would be to define the trigger. In my case, I chose “All Elements” so on the next page, click on “Some Clicks”


This is where the variables previously configured will come into play. Let’s examine one way to use the Element variable configured above.


Example: Click to call


If a user visits your website on their mobile device, it’s important to know if they click the displayed phone number to make a call. Hovering over a click-to-call button previews the result in the bottom-left of the window (e.g., tel:123456789). This is used to define the trigger with the Element variable:




That’s it for Google Tag Manager triggers. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

The 4 Key Ingredients To Attract


Leave a comment