I'm trying to implement event tracking in Google Analytics via Google Tag Manager. At the moment I can see the event being triggered in the real time report, but it doesn't show up under conversions.

These are the Tag Manager settings:

tag manager settings

And the Analytics configuration:

analytics event

What am I doing wrong?

1 Answer 1


You are using a GTM variable (in label field) inside Google Analytics. You can't use {{NLNL formID}} in Google Analytics when setting up the objective.

In order to work you must choose in label field, "Regular expression" instead of "Equal to" and use only "Form:" instead of the GTM variable.

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  • Glad to hear, please, select the answer as correct to help other users. Regards.
    – Emirodgar
    Jan 31, 2019 at 7:33

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