How to track mailto: email clicks in GA4
When someone clicks an email address on your site, they are reaching out. GA4 does not record it automatically, but you can capture every mailto: click in a couple of minutes with Google Tag Manager.
The GTM setup
- In Google Tag Manager, add a Click trigger that fires when the link URL starts with
mailto:. - Create a GA4 event tag such as
email_clickfiring on that trigger, optionally passing the address. - Publish and confirm it in GA4 DebugView or troubleshoot if DebugView is empty.
Should it be a conversion?
It depends on your business. If email is a primary way people contact you, mark email_click as a key event. If you also run a contact form, you probably want the form submission as the real conversion and the email click as a softer secondary signal, so you do not double-count the same intent.
The same caveat as phone clicks
A mailto click only means the person opened their mail app, not that they sent anything. Treat it as intent, not a confirmed lead. Pair it with proper form submission tracking for the contacts you can actually measure end to end.
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