Free GTM Trigger Builder for GA4

Scan a page or pick what to track, and get the exact Tag Manager trigger, the GA4 event tag and every step to set it up and test it. No Tag Manager? You get the GA4 code instead.

Forms, calls, clicks, downloads and scroll
Import file or step-by-step setup
Free, no signup

Not sure what to track? Scan a page and we will suggest the triggers.

What do you want to track?

Which form (optional)

Leave blank to track every form. Use the form's ID, or a class starting with a dot.

GA4 event name

generate_lead is Google's recommended event name for leads.

Measurement ID (optional)

GA4: Admin, Data streams, your stream.

Also count it as a Google Ads conversion

Your trigger

Name: Form Submit - All forms
Trigger type: Form Submission
Wait for Tags: Unticked
Check Validation: Ticked, so it fires only when nothing stops the form's normal send
Enable this trigger when: Page URL matches RegEx .*
Fires on: All Forms

Built-in variables to tick: Form ID, Form Classes

Your GA4 event tag

Name: GA4 Event - generate_lead
Tag type: Google Analytics: GA4 Event
Measurement ID: your G- ID
Event name: generate_lead
Event parameters: form_id: {{Form ID}}
Triggering: Form Submit - All forms

Set it up, step by step

Build it in Tag Manager yourself, with the settings on the right. About ten minutes.

How to set up a GTM trigger by hand (105 seconds, no sound). The screens are drawn from Tag Manager and GA4, not recorded, and the example is phone clicks; the steps below are for your goal.

Track phone clicks with Google Tag Manager. Set it up by hand, step by step, with our free GTM trigger builder.
Step 1: In the free GTM trigger builder, pick what to track. Phone number clicks. It writes the trigger, the GA4 tag and every step.
Step 2: In Tag Manager, open Variables. Click Configure. Tick Click URL.
Step 3: Open Triggers. Click New.
Step 4: Click Trigger Configuration. Choose Just Links, under Click.
Step 5: Choose Some Link Clicks, then set the condition: Click URL starts with tel:
Step 6: Name the trigger. Click Save.
Step 7: Open Tags. Click New. Click Tag Configuration. Choose Google Analytics. Then Google Analytics: GA4 Event.
Step 8: Paste your measurement ID. Event Name: phone_click.
Step 9: Click Triggering. Choose your new trigger. Name the tag. Click Save.
Step 10: Click Preview. Enter your site's address. Click Connect.
Step 11: On your site, click a phone link.
Step 12: In Tag Assistant, open Link Click: your tag fired.
Step 13: GA4 DebugView shows phone_click arrive.
Step 14: Back in Tag Manager, click Submit. Name the version. Click Publish: it is live.
Step 15: In GA4, open Admin, Key events, and click New key event. Type phone_click. Save: phone clicks now count as leads.

Check the basics
GTM is on every page (both snippets: one high in the head, one right after the opening body tag), and a Google tag with your G- measurement ID (GA4 Admin, Data streams) fires on Initialization - All Pages. In GTM, Tags lists it with the type Google Tag.
Switch on the built-in variables
In GTM, open Variables, click Configure next to Built-In Variables and tick Form ID, Form Classes.
Create the trigger
In GTM, open Triggers, click New and name it "Form Submit - All forms". Click Trigger Configuration and choose Form Submission. Set Wait for Tags: Unticked; Check Validation: Ticked, so it fires only when nothing stops the form's normal send; Enable this trigger when: Page URL matches RegEx .*. Under This trigger fires on, choose All Forms. Save.
Create the GA4 event tag
Open Tags, click New and name it "GA4 Event - generate_lead". Click Tag Configuration, choose Google Analytics, then Google Analytics: GA4 Event. Measurement ID: your G- measurement ID (GA4 Admin, Data streams). Event Name: generate_lead. Under Event Parameters, add form_id with the value {{Form ID}}. Under Triggering, choose "Form Submit - All forms". Save.
Test it in Preview mode
In GTM, click Preview, enter your site's address and click Connect. On your site, send the form with test details. Back in Tag Assistant, click the Form Submit event in the list on the left: "GA4 Event - generate_lead" should be under Tags Fired. If it is under Tags Not Fired, click it to see which condition failed.
Check it arrived in GA4
In GA4, open Admin, then DebugView (under Data display). With Preview still running, generate_lead should appear within a few seconds.
Publish the container
In GTM, click Submit, name the version "Form Submit - All forms" so you can find it later, and click Publish. Nothing goes live until you publish.
Mark it as a key event
In GA4, open Admin, Data display, Key events, click New key event, type generate_lead exactly and save. It counts from then on; standard reports can take 24 to 48 hours to show it.

Many forms send in the background (AJAX): they cancel the browser's normal send and post the data themselves. With Check Validation ticked, GTM then never fires; unticked, it also counts tries the server rejects. Test it in Preview first; if nothing fires, track the success message, the thank-you page or a dataLayer event instead.
If the form sits inside an iframe (HubSpot, Typeform and Jotform embeds), GTM on your page cannot see it. Set the form to redirect to a thank-you page and track that.

Load the trigger, the tag and their variables in one go with GTM's Import Container. About two minutes.

How to import a GTM trigger in two minutes (66 seconds, no sound). The screens are drawn from Tag Manager and GA4, not recorded, and the example is phone clicks; the steps below are for your goal.

Import your trigger in two minutes. One file from our free GTM trigger builder, loaded with Import Container.
Step 1: In the builder, open GTM import. Download the import file.
Step 2: In Tag Manager, open Admin. Click Import Container.
Step 3: Choose the file you downloaded.
Step 4: Choose Merge, never Overwrite. Then Rename conflicting tags, triggers and variables.
Step 5: Check the summary, then click Confirm.
Step 6: Open Tags. Open the GA4 tag. Paste your measurement ID. Click Save.
Step 7: Click Preview. Enter your site's address. Click Connect.
Step 8: On your site, click a phone link.
Step 9: In Tag Assistant, open Link Click: your tag fired.
Step 10: GA4 DebugView shows phone_click arrive.
Step 11: Back in Tag Manager, click Submit. Name the version. Click Publish: it is live.
Step 12: In GA4, open Admin, Key events, and click New key event. Type phone_click. Save: phone clicks now count as leads.

Download the import file
Click Download import file. It holds the trigger "Form Submit - All forms", the tag "GA4 Event - generate_lead" and the built-in variables they use.
Open Import Container
In GTM, open Admin and click Import Container. Choose the file, then choose Existing workspace, Default Workspace (or New, to review it in a separate workspace first).
Choose Merge, never Overwrite
Choose Merge, then Rename conflicting tags, triggers, and variables. Overwrite would replace everything already in the workspace. Check the summary lists only what this file adds, then click Confirm.
Add your measurement ID
In Tags, open "GA4 Event - generate_lead" and paste your G- measurement ID (GA4 Admin, Data streams) into Measurement ID. Save.
Test it in Preview mode
In GTM, click Preview, enter your site's address and click Connect. On your site, send the form with test details. Back in Tag Assistant, click the Form Submit event in the list on the left: "GA4 Event - generate_lead" should be under Tags Fired. If it is under Tags Not Fired, click it to see which condition failed.
Check it arrived in GA4
In GA4, open Admin, then DebugView (under Data display). With Preview still running, generate_lead should appear within a few seconds.
Publish the container
In GTM, click Submit, name the version "Form Submit - All forms" so you can find it later, and click Publish. Nothing goes live until you publish.
Mark it as a key event
In GA4, open Admin, Data display, Key events, click New key event, type generate_lead exactly and save. It counts from then on; standard reports can take 24 to 48 hours to show it.

Many forms send in the background (AJAX): they cancel the browser's normal send and post the data themselves. With Check Validation ticked, GTM then never fires; unticked, it also counts tries the server rejects. Test it in Preview first; if nothing fires, track the success message, the thank-you page or a dataLayer event instead.
If the form sits inside an iframe (HubSpot, Typeform and Jotform embeds), GTM on your page cannot see it. Set the form to redirect to a thank-you page and track that.

No Tag Manager on your site? This sends the same GA4 event with Google's own gtag.js code.

How to track a GA4 event without Google Tag Manager (41 seconds, no sound). The screens are drawn from Tag Manager and GA4, not recorded, and the example is phone clicks; the steps below are for your goal.

No Tag Manager? Track it with GA4 code. The same event, sent with Google's own gtag.js.
Step 1: In the builder, open GA4 code. Copy the code.
Step 2: In your site's settings, click the footer code box. Paste the code. Save, then publish your site.
Step 3: Open Tag Assistant and click Add domain. Enter your site's address. Click Connect.
Step 4: On your site, click a phone link.
Step 5: Tag Assistant shows phone_click sent to GA4.
Step 6: GA4 DebugView shows it too.
Step 7: In GA4, open Admin, Key events, and click New key event. Type phone_click. Save: phone clicks now count as leads.

<script>
document.addEventListener("submit", function (e) {
  var form = e.target;
  gtag("event", "generate_lead", { form_id: form.id });
});
</script>

Check GA4 is on the page
View your page's source and search for gtag/js?id=G-. If it is not there, GA4 is not installed directly: add it from GA4 Admin, Data streams, your stream, View tag instructions, or use the Tag Manager routes instead.
Add the code to your site
Paste the code below on every page, after the GA4 tag and before the closing body tag. In WordPress, a code snippets plugin's footer box does it; in Webflow, Site settings, Custom code, Footer code; in Shopify, theme.liquid, just before the closing body tag.
Test it with Tag Assistant
Open tagassistant.google.com, click Add domain, enter your site and connect. On your site, send the form with test details. The generate_lead event should appear in Tag Assistant and in GA4 DebugView (Admin, Data display, DebugView) within a few seconds.
Mark it as a key event
In GA4, open Admin, Data display, Key events, click New key event, type generate_lead exactly and save. It counts from then on; standard reports can take 24 to 48 hours to show it.

The submit event also fires when the server rejects the form, so this can count failed tries. The success message or thank-you page goal counts only real leads.
Forms inside an iframe (HubSpot, Typeform and Jotform embeds) cannot be seen by code on your page.

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Google Tag Manager Trigger Types

A trigger is the rule that tells Tag Manager when to fire a tag. These are the trigger types the builder uses, and what each one is good for.

Page View: Fires when a page loads. Use it for thank-you pages, with the condition Page Path contains /thank-you/. DOM Ready and Window Loaded are the same idea, later in the load. Google: Tag Manager trigger types
Click - All Elements: Hears every click on anything: buttons, images, menu items. Match the element by Click ID, Click Classes, Click Text or a CSS selector.
Click - Just Links: Hears clicks on links only. The one for phone (tel:), email (mailto:), outbound and file download links, matched on Click URL.
Form Submission: Fires when a form is sent. Forms that send in the background cancel the browser's normal send, so with Check Validation ticked it never fires for them; always test it in Preview.
Element Visibility: Fires when an element appears on screen, such as a form's success message. Tick Observe DOM changes for elements added after the page loads.
Scroll Depth: Fires as visitors pass the percentages you set, such as 25, 50, 75 and 90, and reports the one reached in Scroll Depth Threshold.
Custom Event: Fires when your site pushes a named event to the dataLayer. The most reliable trigger for leads, because the site says exactly when a form succeeded.
History Change: Fires when the address changes without a page load, in single-page apps built with React, Vue or Next.js.
GA4 event tag: The tag a trigger fires to send an event to Google Analytics. Google recommends generate_lead for leads; your own events use lowercase words joined by underscores. Google: GA4 recommended events

How to Set Up a GTM Trigger

Four steps from what you want to track to an event you can trust in GA4.

Scan your page, or pick a goal
The scan reads your page for forms, phone and email links, buttons and file links, spots form plugins such as Contact Form 7 and Gravity Forms, and checks whether Tag Manager or GA4 is installed.
Fill in only what that goal needs
The thank-you page, the button's ID, your domain. The GA4 event name starts as Google's recommended name where one exists.
Choose how to set it up
By hand in Tag Manager with the settings shown, with an import file through Admin, Import Container, or with GA4 code if your site has no Tag Manager.
Test it before you publish
Preview mode and Tag Assistant show the tag firing; GA4 DebugView shows the event arriving. Publish only when both work, then mark leads as key events.

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GTM Trigger Builder Questions

What is a trigger in Google Tag Manager?

A trigger is the rule that tells Tag Manager when to fire a tag: on a page view, a click, a form submission, a scroll or a custom event. Each trigger has a type and usually a condition, such as Click URL starts with tel:.

What is the difference between a tag, a trigger and a variable?

The tag is what runs, such as a GA4 event or a Google Ads conversion. The trigger says when it runs. Variables hold the details both use, such as Click URL or Page Path.

How do I track form submissions in Google Tag Manager?

Start with the Form Submission trigger and test it in Preview. If it does not fire, which is common with forms that send in the background, track the thank-you page or the success message instead. The builder writes all three.

Why is my GTM form submission trigger not firing?

Forms that send with AJAX (Contact Form 7, Elementor, Gravity Forms with AJAX on, most React forms) cancel the browser's normal send and post the data themselves. With Check Validation ticked the trigger then never fires; unticked, it also counts tries the server rejects. Forms inside iframes (HubSpot, Typeform) cannot be seen at all. Use Element Visibility on the success message, a thank-you page, or a dataLayer event from the form.

What is the difference between Click - All Elements and Click - Just Links?

Just Links hears links only, and reports the link even when an icon inside it was clicked. All Elements hears every click on anything, so it is the one for buttons, but it reports the innermost element that was clicked.

How do I track phone number clicks with Google Tag Manager?

Use a Click - Just Links trigger that fires when Click URL starts with tel:, and a GA4 event tag such as phone_click. Mark the event as a key event in GA4 so phone clicks count as leads.

Can I track GA4 events without Google Tag Manager?

Yes. Choose GA4 code and the builder writes the gtag.js code that sends the same event, to paste on your site after the GA4 tag. Tag Manager is easier to change later, but the code works on its own.

How do I import the file into Tag Manager?

In GTM, open Admin, Import Container, choose the file and your workspace, then choose Merge and Rename conflicting tags, triggers, and variables. Never choose Overwrite, which replaces everything already in the workspace.

What does the site scan look at?

It reads one page's HTML: forms and the plugins behind them, embedded forms, phone and email links, calls to action, file links, and the Tag Manager and GA4 codes. It does not run scripts or log in, and results are kept for 15 minutes only.

How do I test a trigger before publishing?

Click Preview in GTM, connect to your site, do the action, and check the tag is under Tags Fired in Tag Assistant. Then open GA4 DebugView and watch the event arrive. Publish only after both.

Which events should be key events in GA4?

Leads: form submissions, calls and booked appointments, so GA4 reports them and Google Ads can import them. Leave clicks, scroll depth and downloads as plain events.

Is this GTM trigger builder free?

Yes, with no sign-up. The builder runs in your browser; only the optional scan sends a page address to our server.

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Free GTM Trigger Builder for GA4

Google Tag Manager Trigger Types

How to Set Up a GTM Trigger

Scan your page, or pick a goal

Fill in only what that goal needs

Choose how to set it up

Test it before you publish

More Free Tools

When You Want It Done for You

PPC management

Digital marketing services

SEO services

GTM Trigger Builder Questions

Find Out Where Your Ad Budget Goes

Get your free PPC audit