Set Up Phone Call Tracking and Goals in Google Universal Analytics

1. Create the required Tag in Google Tag Manager (Tag Configuration)

1. After logging into your Google Tag Manager Account, head to ‘Tags‘, then click on ‘New‘ to create a new Tag.
2. Give your tag any name you want (i.e. Phone Calls [ICS] )
3. Click on the ‘Tag Configuration‘ section.
4. For the ‘Tag Type‘, select ‘Google Analytics: Universal Analytics‘.
5. For the ‘Track Type‘ select ‘Event‘.
6. Enter ‘phone call‘ as the ‘Category’.
7. Enter ‘click‘ as the ‘Action‘.
8. Enter ‘contact number‘ as the ‘Label‘
9. Enter ‘10‘ as the ‘Value‘
10. Enter ‘True‘ as the ‘Non-Interaction Hit‘.

Screenshot for reference:

2. Create the required Tag in Google Tag Manager (Google Analytics Settings)

1. Under ‘Google Analytics Settings‘, select ‘New Variable‘.
2. Under ‘Tracking ID‘, enter your ‘Google Analytics tracking ID’ (This is obtained from your Google Analytics Account Settings. Not sure how to find your Tracking ID? Click here) – Please note that your Tracking ID should start with ‘UA-‘, For Example: UA-143780557-74.
3. Next, click ‘Save‘ (You will be asked to enter a variable name, you can use the default)

Screenshot for reference:

3. Create the required Tag in Google Tag Manager (Triggering)

1. Click on the ‘Triggering‘ section
2. Create a new trigger.
3. Under ‘Trigger Configuration‘, for the ‘Trigger Type‘ select ‘Click – Just Links’.
4. For ‘This trigger fires on‘, select ‘Some Link Clicks‘.
5. Then for ‘Fire this trigger when an Event occurs and all of these conditions are true‘, enter:
   – Click URL
   – starts with
   – tel:
6. Enter any name you want for this trigger (Example: ‘Click on Telephone Link’)
7. Click ‘Save‘

Screenshot for reference:

4. Save Tag and Publish

1. On the main Tag Configuration screen, click ‘Save’ to save all changes.
2. Once back on the main ‘Workspace’ screen, click on ‘Submit’, then ‘Publish’ and follow the prompts to publish all changes.
3. You are now done with Google Tag Manager and can proceed to create your ‘Goal’ in Google Analytics.

5. Create a ‘Goal’ in Google Analytics

1. Log onto your Google Analytics account and head to the ‘Admin’ area.
2. Under ‘View’, click on ‘Goals’ and click on ‘NEW GOAL’.
3. Enter any name you want for your Goal (Example: ‘Phone Call [ICS]’ )
4. For the ‘Type’ select ‘Event’
5. For the ‘Event conditions’, enter these values:
   – Category (Regular Expression): ‘phone call’
   – Action (Regular Expression): ‘click’
   – Label (Regular Expression): ‘contact number’
   – Value (Greater than): ‘0’
6. For ‘Use the Event value as the Goal Value for the conversion’, enter:
   – (NO): ’10’
7. Click ‘Save’
8. You are done!

Screenshot for reference: