Google Analytics Event Tracking Via Google Tag Manager

There are plenty of advantages of event tracking with Google Tag Manager that you might not be aware of, such as:

  • You get access to clean and understandable data about specific actions on your page visits
  • Historical data is available and this can be reviewed in your last month’s campaign clicks
  • The data on event tracking is exportable to Excel or other tools for further analysis
  • Event tracking can be added to your slider links and other several non-static elements on your site
  • No additional setup required in Google Analytics to perform event tracking

You too can quickly learn how to set up Google Analytics event tracking for your website. You can do it via the Google Tag Manager and easily measure any and all relevant actions on your website that bring in more business. Let’s begin by understanding Variables, Triggers, and Tags.


There are a lot of in-built variables in the Google Tag Manager. User-defined variables can be built as well and they allow you to retrieve values on your website performance and more. These values help to increase traffic of your website.


Google Tag Manager contains various triggers such as page view triggers, click triggers and other triggers such as Custom Event and Form Submission triggers. Every trigger comes with a set of conditions that are defined by you and these are based on the Variables.


Google Tag Manager can feature various tag types either from Google Analytics, AdWords, etc., or custom tag types such as an HTML or an Image. Variables, Triggers, and Tags are all interconnected in Google Tag Manager and they are used in unison to enhance the productivity of your website.

Following Is A Brief Overview Of How Event Tracking In Google Tag Manager Can Be Done:

Start By Configuring Built-In Variables

Google Tag Manager doesn’t let you use all the pre-configured variables. You need to configure the available built-in variables for Triggers first and then activate them. This is done so that users don’t get overwhelmed. Some variables will be used more significantly and more frequently than others for your most important web analytics purposes. You can also activate or deactivate any built-in variables and that will highly depend on what variables you want for your Triggers.

Next Comes Implementing Google Analytics Tracking Code

Establishing a connection between Google Analytics and the Tag Manager is important and this process touches your Tags, Triggers, and Variables. User-Defined Variables should be set up for values that you want to retrieve more frequently. You will have to save your Google Analytics Tracking Id in a variable generated by you and this can be done by selecting the Constant variable type. Then all you have to do is enter the Id as a string.

After setting up the variable, think about triggers. If you want the Tracking Code to be active on all your pages, you can select the “All Pages” under Tags (and not Triggers). Now you have to Select Universal Analytics as your tag type.

For Tag Type, you have to select Page View. Then select the trigger All Pages under Triggering below Tag Configuration. Give a descriptive name to your tag and then Save it. Now publish the latest changes to fully activate them in Google Tag Manager. Now your Google Analytics Tracking Code will load through the Tag Manager code on all your web pages where the Tag Manager code is implemented.

Implementing Generic Click Listeners

We want to make sure that the Google Tag Manager listens for all kinds of clicks including link clicks on which the actual event tracking builds up. This allows us to track any click that occurred on our website. Ideally, two triggers for two specific click types will be required for this. First is All Elements as Click and the second is All Links – Clicks. To verify whether or not the listeners are working, you can simply enter the Preview Mode and open a page of your site in a new tab. You can enter the Google Tag Manager Debug mode to see the recorded data layer and more for better understanding.

You Have To Decide Which Events To Track

It becomes essential to prioritize on the most critical business events that impact your website and its interactions the most. It always works in your favor if you know what a particular event is worth to your business. This way you can even assign that event with a monetary value to emphasize more on its importance.

Google Analytics Event Tracking Structure

You need to make yourself familiar with the even tracking structure of Google Analytics. All your given names and/or values are recorded by Google Analytics and they become visible in its interface. There are 4 dimensions to this structure namely:

  • Event Category
  • Event Action
  • Event Label
  • Event Value

Correct Event Tracking Verification

After successfully setting up Google Analytics event tracking with Google Tag Manager you can verify whether or not these events are working as you intended them to. You can use either of the two:

  • Google Tag Manager Preview mode
  • Google Analytics real-time tracking

Google Tag Manager Preview Mode

Google Tag Manager lets us use its Preview Mode to know and understand better the values that we get from each Variable on an action such as a general click, pageview or submission of a form. The Preview mode lets you see all Tags firing on a particular event action. So to verify if the event tracking works as you intended, you will perform the actions you want to track. You can easily see if the Tag you set up for it also works.

Real-Time Tracking

In cases, where it becomes difficult to see the Tag firing you can verify if the event tracking works by using real-time analytics section. The prerequisite to it is that you will have to publish the Tag Manager version with event setup. When you perform your action, you will be able to see the event firing up in Google Analytics.

Final Thoughts

This is not an all-inclusive post on what all Event Tracking with Google Tag Manager can do for you and your business. This is but a sliver of information about how it functions. Google Analytics with its event tracking feature lets you do a lot more than this. It lets you gather important and most relevant business data and this ensures that you are not behind your competitors in any way. If you want to stay ahead of your competition and emerge as an industry leader it is essential that you understand Event Tracking with Google Tag Manager more deeply and use it to its full potential.

Google Analytics Event Tracking Via Google Tag Manager

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