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Google Tag Manager - Triggers

Overview

Triggers define when tags should fire in Google Tag Manager. They are the "when" component of the Tag-Trigger-Variable system that powers GTM implementations.

What Triggers Do:

  • Control when tags execute
  • Evaluate conditions based on page events and user interactions
  • Filter tag firing using conditions and variables
  • Support multiple events types (page views, clicks, form submissions, custom events)

Regular Expressions in Triggers (RE2 Format)

CRITICAL: Google Tag Manager uses RE2 (GoLang regex) format, NOT standard JavaScript/PCRE regex.

RE2 vs Standard Regex

NOT Supported in RE2:

  • ❌ Backreferences: \1, \2, \g{name}
  • ❌ Lookahead assertions: (?=...), (?!...)
  • ❌ Lookbehind assertions: (?<=...), (?<!...)
  • ❌ Conditional expressions: (?(condition)yes|no)
  • ❌ Possessive quantifiers: *+, ++

Supported in RE2:

  • ✅ Character classes: [abc], [^abc], [a-z]
  • ✅ Quantifiers: *, +, ?, {n,m}
  • ✅ Anchors: ^, $, \A, \z
  • ✅ Perl character classes: \d, \w, \s
  • ✅ Groups: (...), (?:...) (non-capturing)
  • ✅ Named groups: (?P<name>...)
  • ✅ Alternation: |
  • ✅ Case-insensitive flag: (?i)

Common RE2 Patterns for Triggers

Match Page URLs:

# Exact match
^https://example\.com/page$

# Contains specific path
/checkout/

# Query parameter present
\?utm_source=

# Multiple domains
^https://(www\.)?example\.(com|net)

# Product pages (ends with digits)
/product/\d+$

# Any subdomain
^https://[^.]+\.example\.com/

Match Click URLs:

# PDF downloads
\.pdf$

# External links (not your domain)
^https?://(?!example\.com)

# Telephone links
^tel:

# Email links
^mailto:

# File downloads
\.(pdf|docx?|xlsx?|zip)$

Match Form IDs and Classes:

# Form ID starts with "contact"
^contact

# Form class contains "newsletter"
newsletter

# Multiple form IDs
^(contact-form|signup-form|subscribe)$

Case-Insensitive Matching:

# Case-insensitive flag at start
(?i)^/checkout

# Matches: /checkout, /Checkout, /CHECKOUT
(?i)\.pdf$

# Matches: .pdf, .PDF, .Pdf

Path Matching:

# Blog posts with year/month/day structure
^/blog/\d{4}/\d{2}/\d{2}/

# Category pages with optional subcategory
^/category/[\w-]+(/[\w-]+)?$

# User profile pages
^/user/[^/]+$

# API endpoints
^/api/v\d+/

See Also:

Trigger Basics

How Triggers Work

  1. Event occurs - User action or page state change
  2. Trigger evaluates - GTM checks trigger conditions
  3. Conditions match - All filters evaluate to true
  4. Tag fires - Associated tag executes

Trigger Components

  • Trigger Type - Defines the event (Page View, Click, Custom Event, etc.)
  • Trigger Conditions - Filters that must match for trigger to fire
  • Operator - How to compare values (equals, contains, matches regex, etc.)
  • Value - The expected value to match against

Trigger Evaluation

Triggers evaluate on each GTM event:

Event: gtm.dom
  → Check all triggers for event type "DOM Ready"
  → Evaluate each trigger's conditions
  → Fire matching tags

Multiple Conditions (AND Logic)

When a trigger has multiple conditions, ALL must be true:

Condition 1: Page Path contains /checkout
AND
Condition 2: Referrer contains google.com
AND
Condition 3: Cookie - user_type - equals - premium

All three conditions must match for trigger to fire

Some/All Pages or Elements

Many triggers offer "Some" or "All" options:

All Pages:

  • Fires on every page
  • No additional conditions

Some Pages:

  • Fires only when conditions match
  • Requires at least one filter condition

Example:

Trigger Type: Page View
This trigger fires on: Some Page Views
  Page Path contains /products/
  AND
  Page Hostname equals www.example.com

Trigger Types

Pageview Triggers

Page View

Fires when GTM container loads on a page.

Event: gtm.js

Common Use Cases:

  • Fire tags on all pages
  • Track specific page views
  • Initialize analytics configuration

Configuration:

Trigger Type: Page View
This trigger fires on: All Pages

or

Trigger Type: Page View
This trigger fires on: Some Page Views
  Page Path contains /products/

Examples:

Name: Pageview - All Pages
Type: Page View
Fires on: All Pages
Use: Fire GA4 Config tag everywhere

Name: Pageview - Thank You Pages
Type: Page View
Fires on: Some Page Views
  Page Path matches RegEx: /(thank-you|confirmation|success)
Use: Fire conversion tags

Name: Pageview - Product Category
Type: Page View
Fires on: Some Page Views
  Page Path starts with /category/
  AND Page Path does not contain /admin/
Use: Track category page views

DOM Ready

Fires when the DOM (Document Object Model) is fully constructed but before all resources load.

Event: gtm.dom

Timing: After DOM built, before images/stylesheets fully loaded

Common Use Cases:

  • Access DOM elements before page fully renders
  • Set up event listeners
  • Modify page content early
  • Better performance than Window Loaded for tags that don't need full page load

Configuration:

Trigger Type: DOM Ready
This trigger fires on: All Pages

Example:

Name: DOM Ready - All Pages
Type: DOM Ready
Fires on: All Pages
Use: Initialize chat widget before page fully loads

Timeline:

1. GTM Container Loads → Page View (gtm.js)
2. DOM Constructed → DOM Ready (gtm.dom)
3. All Resources Loaded → Window Loaded (gtm.load)

Window Loaded

Fires when the page is fully loaded, including all resources (images, scripts, stylesheets).

Event: gtm.load

Timing: After all page resources completely loaded

Common Use Cases:

  • Tags that need complete page context
  • Performance measurements (load time)
  • Tags that shouldn't impact page speed
  • Third-party widgets that depend on full page load

Configuration:

Trigger Type: Window Loaded
This trigger fires on: All Pages

Example:

Name: Window Loaded - Home Page
Type: Window Loaded
Fires on: Some Page Views
  Page Path equals /
Use: Fire non-critical tags after page fully loads

When to Use Each Pageview Trigger:

Trigger Type Use When Performance Impact
Page View Need tag to fire immediately Low
DOM Ready Need DOM access, don't need resources Medium
Window Loaded Need full page context, non-critical tags High (delayed)

Click Triggers

All Elements

Fires when user clicks any element on the page.

Event: gtm.click

Common Use Cases:

  • Track button clicks
  • Track link clicks
  • Track custom element interactions
  • Track clicks on dynamically generated elements

Built-in Click Variables:

  • {{Click Element}} - The clicked DOM element
  • {{Click Classes}} - CSS classes of clicked element
  • {{Click ID}} - ID attribute of clicked element
  • {{Click Target}} - Target attribute value
  • {{Click URL}} - href attribute (for links)
  • {{Click Text}} - Text content of clicked element

Configuration:

Trigger Type: All Elements
This trigger fires on: Some Clicks
  Click Text equals Sign Up

Examples:

Name: Click - CTA Buttons
Type: All Elements
Fires on: Some Clicks
  Click Classes contains cta-button
Use: Track call-to-action button clicks

Name: Click - Add to Cart
Type: All Elements
Fires on: Some Clicks
  Click ID equals add-to-cart-btn
Use: Track add to cart events

Name: Click - Outbound Links
Type: All Elements
Fires on: Some Clicks
  Click URL does not contain example.com
  AND Click URL matches RegEx: ^https?://
Use: Track external link clicks

Name: Click - Download PDFs
Type: All Elements
Fires on: Some Clicks
  Click URL matches RegEx: \.pdf$
Use: Track PDF downloads

Enable Click Variables:

Variables → Configure Built-In Variables → Clicks

Just Links

Fires only when user clicks links (<a> tags with href attribute).

Event: gtm.linkClick

Optimized for: Link tracking with automatic wait time for tag to fire before navigation

Wait for Tags: GTM waits up to 2 seconds for tags to fire before following link

Common Use Cases:

  • Track navigation links
  • Track external links
  • Track file downloads
  • Outbound link tracking

Configuration:

Trigger Type: Just Links
This trigger fires on: Some Link Clicks
  Click URL contains example.com
Wait for Tags: 2000 milliseconds
Check Validation: false

Examples:

Name: Click - External Links
Type: Just Links
Fires on: Some Link Clicks
  Click URL does not contain {{Page Hostname}}
  AND Click URL matches RegEx: ^https?://
Use: Track clicks to external websites

Name: Click - Email Links
Type: Just Links
Fires on: Some Link Clicks
  Click URL starts with mailto:
Use: Track email link clicks

Name: Click - Phone Links
Type: Just Links
Fires on: Some Link Clicks
  Click URL starts with tel:
Use: Track phone number clicks

Name: Click - File Downloads
Type: Just Links
Fires on: Some Link Clicks
  Click URL matches RegEx: \.(pdf|docx?|xlsx?|zip|csv)$
Use: Track file download clicks

Settings:

  • Wait for Tags: Max time (ms) to wait before following link (default: 2000ms)
  • Check Validation: Wait for form validation before firing (default: false)
  • Enable when: Additional conditions for trigger to be active

All Elements vs Just Links:

Feature All Elements Just Links
Fires on Any element Only <a> tags
Wait for tags No Yes (prevents navigation)
Performance Lower (all clicks) Better (links only)
Use for Buttons, divs, any element Navigation, downloads

User Engagement Triggers

Element Visibility

Fires when a specific element becomes visible in the viewport.

Event: gtm.elementVisibility

Common Use Cases:

  • Track ad impressions
  • Track scroll-to-content
  • Lazy load tracking
  • Measure content engagement

Configuration:

Trigger Type: Element Visibility
Selection Method: ID / CSS Selector
Element ID: featured-product
  OR
Element Selector: .product-card

When to fire this trigger:
  ☑ Once per page
  ☐ Once per element
  ☐ Every time an element appears on screen

Minimum Percent Visible: 50%
Minimum On-Screen Duration: 1000 milliseconds

This trigger fires on: All Pages

Examples:

Name: Visibility - Hero Banner
Type: Element Visibility
Element ID: hero-banner
Fires when: Once per page
Percent Visible: 50%
On-Screen Duration: 2000ms
Use: Track hero banner impressions

Name: Visibility - Product Cards
Type: Element Visibility
Element Selector: .product-card
Fires when: Once per element
Percent Visible: 75%
On-Screen Duration: 500ms
Fires on: Some Pages
  Page Path contains /products/
Use: Track which products users view

Advanced Options:

  • Observe DOM changes - Track dynamically added elements
  • Advanced matching - Multiple selectors using CSS

Built-in Variables:

Enable Element Visibility variables:

  • {{Percent Visible}} - Percentage of element visible
  • {{On-Screen Duration}} - How long visible (ms)

Form Submission

Fires when a user submits a form.

Event: gtm.formSubmit

Common Use Cases:

  • Track form submissions
  • Track lead generation
  • Track newsletter signups
  • Fire conversion tags

Configuration:

Trigger Type: Form Submission
This trigger fires on: All Forms
  OR
This trigger fires on: Some Forms
  Form ID equals contact-form

Enable when:
  (optional conditions)

Wait for Tags: 2000 milliseconds
Check Validation: True

Examples:

Name: Form Submit - Contact Form
Type: Form Submission
Fires on: Some Forms
  Form ID equals contact-form
  OR Form Classes contains contact-form
Check Validation: True
Use: Track contact form submissions

Name: Form Submit - Newsletter Signup
Type: Form Submission
Fires on: Some Forms
  Form ID matches RegEx: (newsletter|subscribe)
Use: Track newsletter signups

Name: Form Submit - All Forms
Type: Form Submission
Fires on: All Forms
Check Validation: True
Except:
  Form ID equals search-form (handled separately)
Use: Track all form submissions except search

Settings:

  • Wait for Tags: Time to wait for tags before form submits (default: 2000ms)
  • Check Validation: Only fire if form passes HTML5 validation (recommended: true)

Built-in Form Variables:

Enable in Variables → Configure:

  • {{Form ID}} - Form's ID attribute
  • {{Form Classes}} - Form's CSS classes
  • {{Form Target}} - Form's target attribute
  • {{Form URL}} - Form's action URL
  • {{Form Text}} - Text content within form

Important: Never capture form field values containing PII (emails, names, phone numbers).

Scroll Depth

Fires when user scrolls to specific depths on a page.

Event: gtm.scrollDepth

Common Use Cases:

  • Measure content engagement
  • Track how far users scroll
  • Identify drop-off points
  • Understand content consumption

Configuration:

Trigger Type: Scroll Depth

Vertical Scroll Depths:
  Percentages: 25, 50, 75, 90, 100
  OR
  Pixels: 500, 1000, 2000

This trigger fires on: All Pages
  OR
This trigger fires on: Some Pages
  Page Path contains /blog/

Examples:

Name: Scroll Depth - Blog Posts
Type: Scroll Depth
Percentages: 25, 50, 75, 100
Fires on: Some Pages
  Page Path starts with /blog/
Use: Measure blog post engagement

Name: Scroll Depth - Home Page
Type: Scroll Depth
Percentages: 10, 25, 50, 75, 90
Fires on: Some Pages
  Page Path equals /
Use: Track homepage scroll behavior

Name: Scroll Depth - Long Form Content
Type: Scroll Depth
Pixels: 1000, 2000, 3000, 4000
Fires on: Some Pages
  Page Path contains /guides/
Use: Track reading depth on long guides

Built-in Scroll Variables:

Enable Scroll Depth variables:

  • {{Scroll Depth Threshold}} - The threshold that was reached (e.g., "75")
  • {{Scroll Depth Units}} - "percent" or "pixels"
  • {{Scroll Direction}} - "vertical" or "horizontal"

Best Practices:

  • Don't track too many thresholds (max 5-7)
  • Use percentages for responsive design
  • Consider page length when setting thresholds
  • Combine with time on page for engagement metrics

YouTube Video

Fires when users interact with embedded YouTube videos.

Event: gtm.video

Requires: YouTube video embedded via iframe

Common Use Cases:

  • Track video starts
  • Track video completion
  • Measure video engagement
  • Track video progress

Configuration:

Trigger Type: YouTube Video
Capture: Start, Complete, Pause, Seeking, Buffering, Progress

Add JavaScript API support to all HTML5 videos: ☑

Progress Threshold (%): 10, 25, 50, 75, 90

This trigger fires on: Some Videos
  Video URL contains product-demo

Examples:

Name: Video - All Interactions
Type: YouTube Video
Capture:
  ☑ Start
  ☑ Complete
  ☑ Pause
  ☑ Progress
Progress: 25, 50, 75
Fires on: All Videos
Use: Track all video engagement

Name: Video - Product Demo Complete
Type: YouTube Video
Capture:
  ☑ Complete
Fires on: Some Videos
  Video URL contains product-demo
  OR Video Title contains Product Demo
Use: Track product demo completion

Built-in Video Variables:

Enable Video variables:

  • {{Video Status}} - start, pause, complete, progress, etc.
  • {{Video URL}} - YouTube video URL
  • {{Video Title}} - Video title from YouTube
  • {{Video Duration}} - Total video length (seconds)
  • {{Video Current Time}} - Playback position (seconds)
  • {{Video Percent}} - Percentage watched
  • {{Video Provider}} - "youtube"
  • {{Video Visible}} - true/false if video in viewport

Supported Video Events:

  • Start - Video playback begins
  • Complete - Video finishes
  • Pause - User pauses video
  • Seeking - User scrubs to different time
  • Buffering - Video buffering
  • Progress - Reaches progress thresholds

Other Triggers

Custom Event

Fires when a specific custom event is pushed to the data layer.

Event: Custom event name from dataLayer.push()

Common Use Cases:

  • Track business events (purchase, signup, login)
  • Track SPA (Single Page App) page views
  • Track custom user interactions
  • Integrate with custom application logic

Configuration:

Trigger Type: Custom Event
Event name: purchase

Use regex matching: ☐

This trigger fires on: All Custom Events
  OR
This trigger fires on: Some Custom Events
  {{Transaction Value}} greater than 100

Data Layer Push:

// Push custom event to data layer
dataLayer.push({
  'event': 'purchase',
  'transactionId': 'T12345',
  'transactionTotal': 99.99,
  'transactionProducts': [
    {
      'sku': 'PROD-001',
      'name': 'Product Name',
      'price': 99.99,
      'quantity': 1
    }
  ]
});

Examples:

Name: Custom Event - purchase
Type: Custom Event
Event name: purchase
Fires on: All Custom Events
Use: Fire conversion tags on purchase

Name: Custom Event - High Value Purchase
Type: Custom Event
Event name: purchase
Fires on: Some Custom Events
  {{DLV - Transaction Total}} greater than 500
Use: Track high-value purchases separately

Name: Custom Event - Virtual Pageview
Type: Custom Event
Event name: virtualPageview
Use: Track SPA navigation

Name: Custom Event - User Login
Type: Custom Event
Event name: user_login
Fires on: Some Custom Events
  {{DLV - User Type}} equals premium
Use: Track premium user logins

Regex Matching:

Event name: (purchase|transaction|order)
Use regex matching: ☑

Matches: purchase, transaction, or order events

Best Practices:

  • Use consistent, descriptive event names
  • Use snake_case naming: user_signup, add_to_cart
  • Document all custom events
  • Push event first in data layer object

Timer

Fires at specified time intervals.

Event: gtm.timer

Common Use Cases:

  • Track engaged time on page
  • Send heartbeat events
  • Track video watch time
  • Measure time to conversion

Configuration:

Trigger Type: Timer
Event Name: engagement_timer (custom name for this timer)
Interval: 30000 milliseconds (30 seconds)
Limit: 10 times

This trigger fires on: All Pages
  OR
This trigger fires on: Some Pages
  Page Path contains /article/

Examples:

Name: Timer - Engagement Heartbeat
Type: Timer
Event Name: engagement_timer
Interval: 30000 (30 seconds)
Limit: 20
Fires on: All Pages
Use: Track engaged time on site

Name: Timer - Article Reading Time
Type: Timer
Event Name: article_timer
Interval: 15000 (15 seconds)
Limit: 40
Fires on: Some Pages
  Page Path starts with /blog/
  OR Page Path starts with /articles/
Use: Measure article reading time

Built-in Timer Variables:

  • {{Timer Interval}} - Configured interval (ms)
  • {{Event}} - Will equal the Event Name you configured

Calculating Elapsed Time:

Combine with Custom JavaScript variable:

function() {
  var interval = {{Timer Interval}};
  var limit = 20; // Your configured limit

  // Calculate elapsed time
  return interval * limit / 1000; // Returns seconds
}

Settings:

  • Event Name - Custom name to identify this timer
  • Interval - Time between fires (milliseconds)
  • Limit - Max number of times to fire (blank = unlimited)

History Change

Fires when the URL changes without a full page reload (Single Page Applications).

Event: gtm.historyChange

Common Use Cases:

  • Track SPA (Single Page App) navigation
  • Track AJAX page transitions
  • Track URL hash changes
  • Track pushState/replaceState events

Configuration:

Trigger Type: History Change

This trigger fires on: All History Changes
  OR
This trigger fires on: Some History Changes
  Page Path contains /app/

Examples:

Name: History Change - SPA Navigation
Type: History Change
Fires on: All History Changes
Use: Track virtual pageviews in React/Vue/Angular apps

Name: History Change - App Section
Type: History Change
Fires on: Some History Changes
  Page Path starts with /app/
  AND Page Path does not contain /app/admin/
Use: Track navigation within app section

When URLs Change:

The trigger fires when:

  • history.pushState() is called
  • history.replaceState() is called
  • Hash changes (#section)
  • Back/forward browser navigation (within SPA)

Common Implementation:

// In your SPA, after route change:
dataLayer.push({
  'event': 'virtualPageview',
  'pagePath': '/new-page',
  'pageTitle': 'New Page Title'
});

Built-in Variables:

Standard page variables update automatically:

  • {{Page URL}}
  • {{Page Path}}
  • {{Page Hostname}}

JavaScript Error

Fires when JavaScript errors occur on the page.

Event: gtm.jsError

Common Use Cases:

  • Track JavaScript errors
  • Monitor site health
  • Debug issues in production
  • Send errors to error tracking tools

Configuration:

Trigger Type: JavaScript Error

This trigger fires on: All Errors
  OR
This trigger fires on: Some Errors
  Error Message does not contain "Non-critical warning"

Examples:

Name: JavaScript Error - All Errors
Type: JavaScript Error
Fires on: All Errors
Use: Track all JavaScript errors

Name: JavaScript Error - Critical Only
Type: JavaScript Error
Fires on: Some Errors
  Error Message does not contain "Warning"
  AND Error URL equals {{Page URL}}
Use: Track only critical errors from own code

Built-in Error Variables:

Enable Error variables:

  • {{Error Message}} - The error message text
  • {{Error URL}} - URL where error occurred
  • {{Error Line}} - Line number in source file
  • {{Debug Mode}} - true/false if GTM in debug mode

Example Error Tracking Tag:

Tag: GA4 - Event - JavaScript Error
Event Name: javascript_error
Event Parameters:
  error_message: {{Error Message}}
  error_url: {{Error URL}}
  error_line: {{Error Line}}
  page_url: {{Page URL}}
Trigger: JavaScript Error - All Errors

Filtering Noise:

Common errors to exclude:

Error Message does not contain "ResizeObserver loop limit exceeded"
Error Message does not contain "Script error."
Error Message does not contain "Non-Error promise rejection captured"
Error URL equals {{Page URL}} (exclude third-party script errors)

Trigger Configuration

Trigger Conditions and Filters

Triggers use conditions to determine when to fire. Conditions compare a variable to a value using an operator.

Condition Structure:

[Variable] [Operator] [Value]

Example:

{{Page Path}} contains /checkout

Filter Operators

String Operators

equals

  • Exact match (case-sensitive)
  • Example: {{Click ID}} equals submit-btn

does not equal

  • Not an exact match
  • Example: {{Page Hostname}} does not equal localhost

contains

  • Value contains substring
  • Example: {{Page URL}} contains /product/

does not contain

  • Value doesn't contain substring
  • Example: {{Click URL}} does not contain example.com

starts with

  • Value begins with string
  • Example: {{Page Path}} starts with /blog/

ends with

  • Value ends with string
  • Example: {{Click URL}} ends with .pdf

matches RegEx

  • Value matches RE2 regular expression
  • Example: {{Page Path}} matches RegEx ^/category/\d+$
  • IMPORTANT: Uses RE2 format (see section above)

matches RegEx (ignore case)

  • Case-insensitive regex match
  • Example: {{Click URL}} matches RegEx (ignore case) \.pdf$
  • Matches: .pdf, .PDF, .Pdf

Numeric Operators

equals

  • Numeric equality
  • Example: {{DLV - Cart Items}} equals 3

does not equal

  • Numeric inequality
  • Example: {{Random Number}} does not equal 0

less than

  • Value < number
  • Example: {{DLV - Transaction Value}} less than 50

less than or equal to

  • Value <= number
  • Example: {{Scroll Depth Threshold}} less than or equal to 50

greater than

  • Value > number
  • Example: {{DLV - Product Price}} greater than 100

greater than or equal to

  • Value >= number
  • Example: {{Video Percent}} greater than or equal to 75

Boolean Operators

is true

  • Variable evaluates to true
  • Example: {{Cookie - user_logged_in}} is true

is false

  • Variable evaluates to false
  • Example: {{Cookie - consent_given}} is false

Existence Operators

is defined

  • Variable has a value (not undefined/null)
  • Example: {{DLV - User ID}} is defined

is not defined

  • Variable is undefined/null/empty
  • Example: {{Cookie - returning_visitor}} is not defined

Using RE2 Regex in Triggers

Regular expressions enable powerful pattern matching in triggers.

URL Matching Examples:

# Match checkout pages
{{Page Path}} matches RegEx: ^/checkout

# Match product pages with SKU
{{Page Path}} matches RegEx: ^/product/[A-Z0-9-]+$

# Match blog posts with date structure
{{Page URL}} matches RegEx: /blog/\d{4}/\d{2}/\d{2}/

# Match any subdomain
{{Page Hostname}} matches RegEx: ^[^.]+\.example\.com$

# Match query parameter presence
{{Page URL}} matches RegEx: [?&]utm_source=

# Match multiple page types
{{Page Path}} matches RegEx: ^/(checkout|cart|payment)

Click URL Matching:

# External links (not your domain)
{{Click URL}} matches RegEx: ^https?://(?!example\.com)

# File downloads
{{Click URL}} matches RegEx: \.(pdf|docx?|xlsx?|zip|csv)(\?|$)

# Email links
{{Click URL}} matches RegEx: ^mailto:[\w.+-]+@[\w.-]+\.\w{2,}$

# Phone links
{{Click URL}} matches RegEx: ^tel:\+?[\d\s\-()]+$

# Anchor links (same page)
{{Click URL}} matches RegEx: ^#[^/]

Element ID/Class Matching:

# Button IDs starting with "btn-"
{{Click ID}} matches RegEx: ^btn-

# Classes containing "cta" or "call-to-action"
{{Click Classes}} matches RegEx: (cta|call-to-action)

# Form IDs matching pattern
{{Form ID}} matches RegEx: ^(contact|signup|newsletter)-form$

Text Content Matching:

# Case-insensitive "buy now" or "purchase"
{{Click Text}} matches RegEx (ignore case): (buy now|purchase)

# Numbers in click text
{{Click Text}} matches RegEx: \d+

# Specific patterns
{{Click Text}} matches RegEx: ^(Sign Up|Subscribe|Join)$

Common Regex Patterns:

# Match digits
\d+

# Match word characters
\w+

# Match optional whitespace
\s*

# Match URL path segment
/[\w-]+

# Match query parameter
[?&]param=([^&]+)

# Match file extension
\.(ext1|ext2|ext3)$

# Case-insensitive
(?i)pattern

# Start of string
^pattern

# End of string
pattern$

# Optional group
(pattern)?

# Multiple occurrences
pattern{2,5}

Multiple Conditions (AND/OR Logic)

AND Logic (within a trigger):

All conditions must match:

Trigger: Pageview - Product Category Pages
Type: Page View
Fires on: Some Page Views
  {{Page Path}} starts with /category/
  AND {{Page Path}} does not contain /admin/
  AND {{Cookie - user_type}} equals customer

All three conditions must be true.

OR Logic (multiple triggers):

Create separate triggers for OR logic:

Tag: GA4 - Event - Conversion

Firing Triggers:
  - Custom Event - purchase
  - Custom Event - transaction
  - Custom Event - order_complete

Tag fires if ANY trigger matches (OR logic)

Complex Logic:

Combine AND within triggers, OR across triggers:

Trigger 1: High Value Purchase
  {{Custom Event}} equals purchase
  AND {{DLV - Transaction Value}} greater than 500

Trigger 2: Premium User Purchase
  {{Custom Event}} equals purchase
  AND {{DLV - User Type}} equals premium

Tag fires on: (Trigger 1) OR (Trigger 2)

Built-in Variables for Triggers

Enable built-in variables in Variables → Configure:

Page Variables:

  • {{Page URL}} - Full page URL
  • {{Page Hostname}} - example.com
  • {{Page Path}} - /category/products
  • {{Referrer}} - Previous page URL

Click Variables:

  • {{Click Element}} - Clicked DOM element
  • {{Click Classes}} - Element CSS classes
  • {{Click ID}} - Element ID
  • {{Click URL}} - Link href
  • {{Click Text}} - Element text content

Form Variables:

  • {{Form Element}} - Form DOM element
  • {{Form Classes}} - Form CSS classes
  • {{Form ID}} - Form ID
  • {{Form URL}} - Form action URL
  • {{Form Text}} - Form text content

Utility Variables:

  • {{Container ID}} - GTM container ID
  • {{Random Number}} - Random 0-2147483647
  • {{Environment Name}} - Live/Preview/Latest

Advanced Trigger Concepts

Trigger Groups

Combine multiple triggers to create complex firing logic.

Trigger Group:

Create a trigger group in GTM interface to:

  • Require ALL triggers in group (AND logic across triggers)
  • Simplify complex conditions

Use Case:

Fire tag only when user is logged in AND on checkout page AND cart value > $50

Trigger Firing Limits

Some triggers support limits:

Timer Trigger:

  • Limit: Maximum number of times to fire

Element Visibility:

  • Once per page
  • Once per element
  • Every time element appears

Auto-Event Variables

Many triggers create auto-event variables:

Click Triggers:

  • Automatically populate Click variables

Form Triggers:

  • Automatically populate Form variables

Video Triggers:

  • Automatically populate Video variables

Scroll Triggers:

  • Automatically populate Scroll variables

Enable these in Variables → Configure Built-In Variables.

Event Callbacks

Execute code after tag fires using eventCallback:

dataLayer.push({
  'event': 'purchase',
  'transactionId': 'T12345',
  'eventCallback': function() {
    // Execute after tags fire
    console.log('Purchase tags fired');
    // Redirect user
    window.location.href = '/thank-you';
  },
  'eventTimeout': 2000
});

Best Practices

Trigger Naming Conventions

Use consistent, descriptive naming:

[Type] - [Condition] - [Description]

Examples:

  • Pageview - All Pages
  • Pageview - Product Pages
  • Click - CTA Buttons
  • Click - External Links
  • Custom Event - purchase
  • Form Submit - Contact Form
  • Scroll Depth - Blog Posts
  • Timer - Engagement Tracking

Testing Triggers

Preview Mode:

  1. Enable Preview in GTM
  2. Navigate to test page
  3. Perform action (click, scroll, etc.)
  4. Check "Tags Fired" in debug panel
  5. Verify trigger conditions in debug panel

Debug Checklist:

  • Trigger fires at correct time
  • All conditions evaluate correctly
  • Variables populate with expected values
  • No false positives (unwanted firing)
  • No false negatives (should fire but doesn't)

Debugging Trigger Issues

Trigger Not Firing:

  1. Check trigger conditions - are they too restrictive?
  2. Verify built-in variables are enabled
  3. Check data layer for custom events
  4. Review trigger type matches event
  5. Check for blocking triggers on tag

Trigger Firing Too Often:

  1. Add more specific conditions
  2. Use "Once per page/element" for visibility triggers
  3. Add filters to exclude unwanted pages
  4. Check for duplicate triggers

Variables Not Populating:

  1. Enable built-in variables in Variables section
  2. Check variable names match exactly (case-sensitive)
  3. Verify data layer structure for DLV
  4. Check timing - is data available when trigger fires?

Performance Considerations

Minimize Click Listeners:

  • Use "Just Links" for link tracking (more efficient than "All Elements")
  • Add specific conditions to reduce evaluation overhead
  • Don't track all clicks indiscriminately

Optimize Scroll Depth:

  • Limit scroll thresholds (5-7 maximum)
  • Only enable on relevant pages
  • Use percentages for responsive design

Timer Triggers:

  • Use reasonable intervals (not < 5 seconds)
  • Set limits to prevent infinite firing
  • Only enable on necessary pages

Element Visibility:

  • Use specific selectors (ID preferred over class)
  • Enable "Observe DOM changes" only when needed
  • Limit to relevant pages

Resources

Official Documentation

Related GTM Skills

Tools

Community

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