How do I track Click-to-Call interactions using Matomo Tag Manager?

Tracking visitor click-to-call interactions helps identify which pages, buttons, or campaigns generate the most interest. When website visitors click on call (tel:) links to contact your business, you can analyse engagement levels and optimise your website to improve conversions.

This guide explains how to track visitors’ intent to call using event tracking in Matomo Tag Manager.

Configure Matomo Tag Manager for Click-to-Call tracking

You can configure tracking using <a href="tel:"> links, which allows visitors to initiate phone calls directly from their device. Clicking on a telephone link (tel:) does not open a new page or trigger an analytics event, so a trigger and tracking tag must be configured to enable click-to-call tracking.

Add the All Links Click Trigger

1. In your Tag Manager container dashboard, navigate to Triggers.
2. Click Add New Trigger and select All Links Click.
3. Define the trigger condition as Click Destination URL contains tel: and save.
   

Add the Matomo Analytics Tag

1. Navigate to Tags and click Create New Tag.
2. Choose the Matomo Analytics Tag and provide a descriptive name, e.g., Matomo Call tracking.
3. The Matomo Configuration Variable is automatically linked.
4. Select the Tracking Type as Event.
5. Define the Event as you want it to appear in your Matomo Behaviour > Events reports.
6. For this example, the Event is defined as:
   Event Category: Calls
   Event Action: Click
   Event Name: Office mobile (you could set the {{ClickDestinationURL}} to show the telephone number in the report).
   
7. In the section, Configure when the tag should do this, choose the All Links Click Trigger created earlier.
8. Save the new tag and test the configuration before publishing the updated container.

Test and Validate the Configuration

Validate the tag configuration by verifying that tracking is active and data is being sent to Matomo as expected.

1. Open your website and perform test actions by clicking on your website’s call link.
2. Navigate to your Matomo dashboard and view the Visits in real-time widget and Visits Log to verify your visit and the click-to-call event is recorded.
   
3. Use the Tag Manager Preview and Debug tool to ensure the trigger fires as expected and activates the tag.
4. In the Preview, click on the Data Layer tab to verify the trigger fires only for the tel: links.

The All Links Click Trigger is an effective way to track interactions with tel: links without requiring manual event listeners (by adding JavaScript functions to your website code). By targeting clicks on all links and then filtering for telephone links, you can accurately measure when users express intent to call your business.