Here is how to accurately track phone calls in Google Tag Manager:

Install GTM if you haven’t already, placing the header script as close to the <head> as possible, then the secondary script directly after the opening <body> tag.

If you have absolutely no experience with GTM, please try to follow the screenshots as closely as possible. This tutorial was written for Intermediate to Advanced Users.

Adding a new Tag

Under Tag Configuration – Select Google Analytics: Universal Analytics Tag

Set the:

  • Track Type to Event,
  • Category as Phone Call (or whatever works best for you),
  • then Action {{Click URL}} (this tells you want URL was clicked)
  • and Label {{Page URL}} (this tells you want PAGE it was clicked on)

Add a Google Analytics New Variable (if not previously setup):

Add your UA Tracking ID. This can be found in Google Analytics under:
Admin >> Tracking Info >> Tracking Code

Save + Choose a Trigger – click on the plus symbol in the top right corner.

Choose Trigger Type – Select “Just Links”

In Trigger Configuration – Select “Some Link Clicks”

Under “Fire this Trigger” select Click URL under Choose Built-In Variable…

Then, add tel: to the last input window, shown in the screenshot above. This ensures only telephone links are tracked.

Last step: Double-check settings + Publish Tag manager by clicking the Submit button to have the changes take effect.