Google Tag Manager is great, but it’s really bloody complicated. Its user interface is not made for a marketer but instead a developer.

This is why “webmasters” stay away from it. But today I am going to show you a really easy way to setup a Google Analytics event in Google Tag Manager (this is assuming that you have already setup Google Tag Manager and Google Analytics within Tag Manager).


The Objective

First you have to decide your objective; Would you like to see how many people click “Add to Basket”,  how many people click your enquiry form, or potentially how many people click your enquiry email? This and a lot more is possible with Google Tag Manager.

For the sake of making this guide easy I’m using Calibre as an example – this is an actual trigger I have setup and using.

The requirement is simple: I want to see how many people click on the email on any of the Calibre pages, this will give me an indication of how many people have the intention of emailing us. I can then use this information to see how many people click and how many people enquire.

The step-by-step instructions are below the video



Open Google Tag Manager

  1. Create a New “Tag” on the left-hand side
  2. Tags in Optimize are effectively the “containers” of the events or triggers
  3. For this example, and most examples of tracking events you will want to use click “Tag Configuration” and then “Google Analytics
  4. I then want to select Track Type “Event”.


You’ll now see Category, Action, Label and Value come up. To be honest you can use these as you wish, but be consistent. For example:


Category – The Category of this event “Click Event” is my option

Action – The action which was taken by the user, in this example “Clicked Email”

Label – This which in this case, will be the text within the link i.e.

Value – The value, which in this case is will be the Page URL the user was on at the time

For each Tracking Parameter you will see a box to the side, this allows you to enter “Variables” basically dynamic (changing) values. For example, the Page URL



I want to set mine as follows


Category – “Click Event”

Action – “Clicked Email Address”

Label – The text within the link, so this will be the variable {{Click Text}}

Value – The {{Page URL}}

Under “Advanced Settings” you also have the opportunity to decide if this event (Tag) fires off more than once. I want to know “Once Per Page” as I want to know what pages people are clicking the email on.


Google Tag Manager Triggers

Now we get to a “Trigger” part, a trigger is basically what triggers the action, or in this case the event.

What do you want to trigger this event? A specific page, a click on a box, a click on a piece of text. In my example, it’s a click on some text.

In my case, I want it on all page – any text containing our email and I want to know if someone has clicked it, and what URL they were on at the time.


Adding A Trigger

I click on “Triggers”.

In the top right there is a plus (+) button, press this and then click the pencil to edit / add triggers. Once you click the pencil you will get a list of “default” triggers.

Under “Trigger Type” I want to select “Just Links”. I don’t want to track all links, only specific ones with our email address in, so I select “Some Link Clicks”.

Now I have the opportunity to choose to ensure it only triggers the event on a click on the text of But this could quite easily be “Live Chat”, “Add To Basket” – a number of items.

Once you’ve added the trigger, you will want to save this Trigger as “Click Email” and  then it will bring you back to the original screen.

Under “Triggers” you will now see your trigger. Once done, save the “Tag”, and click “Submit” at the top and this will automatically push it to your website.


Now every time someone clicks the email address I will know what page it is and I can cross reference this with the number of enquiries.

If people are clicking our email but not enquiring I can look into the reason why.

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