Creating a New Custom Event (B2B / B2C)
Expertise in Google Tag Manager is required before following the next steps. If you don't have access to someone who has experience with Google Tag Manager, we are happy to link you to one of our partners to help you set up Custom Events. Get in touch via: support@billygrace.com or send a chat to support via the in-app messenger.
Set up a Custom Event
In this guide, we walk you through the steps required in Google Tag Manager. You can use other tagging tools as well; the process remains largely the same.
First, you need to create a trigger that fires when your chosen event is completed. In this example, we use the submission of a contact form. In practice, however, the Custom Event can represent any commercial goal on your website.
Important: Events in Billy Grace are deduplicated. If an event is triggered twice within a short timeframe, it will only be counted once. We therefore recommend always adding a unique event ID to your custom event. This unique ID will automatically be used when filtering events.
For this example, we will use the ‘thank you page’ URL as the trigger. When a user completes a form on the Billy Grace website, they are redirected to: billygrace.com/thank-you/.
Reaching this page tells us that the form has been successfully completed. In Google Tag Manager, we will therefore create a trigger that fires when a user lands on this page.
For any event setup, you will need the Billy Grace – Web Event template. You can import it from the Template Gallery.
1. Import the Billy Grace Web Event template
In Google Tag Manager, go to Workspace → Templates → Search Gallery
Search for Billy Grace – Web Event
Select the template and click Add to workspace
2. Create the trigger based on the thank-you page
Navigate to Triggers and click New
Give the trigger a clear name, for example: Trigger | Form Thank You
Select Trigger Type → Page View
Under This trigger fires on, choose Some Page Views.
Configure the condition:
Page URL
Contains
The suffix of your thank-you page
Example: thank-you, thankyou, order-completed, or form-success, etc.
Click Save
3. Create a new tag using the Billy Grace Web Event template
We will now create a tag that sends the event data to the Billy Pixel. This tag will use the trigger you created in the previous step.
Navigate to Tags and click New
Assign a clear name to the tag
Click Tag Configuration and select the Billy Grace – Web Event template
4. Configure your event
Choose an Event Name
This name should match the name of your Custom Event in Billy Grace
If you haven’t created the Custom Event yet: no worries — the Pixel will automatically create new incoming Custom Events, which will appear under Settings → Custom Events in Billy Grace.
Fill in the event parameters (optional but recommended):
transaction_id → Used for deduplication
value → The value will appear as the conversion value in reporting
Follow formatting guidelines:
Use numbers only (e.g., 100 instead of $100)
For decimals, use a dot (e.g., 199.99)
currency → If you want to apply currency conversion, enter the currency code here
Under Triggering, select the form completion trigger you created earlier
Click Save
Publish your changes by clicking Submit to push the updated Tags and Triggers live
5. Activate your events in Billy Grace
Once the events are firing on your site, you can activate them inside the platform.
Go to Settings → Custom Events on app.billygrace.com
You will see:
Existing Custom Events
Newly detected events from the Pixel
You can:
Create new Custom Events, or
Activate events that were detected automatically
After activation, these events become selectable as Goal filters in your reports
Selecting a goal will show the performance of that specific event
Frequently Asked Questions
After configuring Custom Events, we get uncaught reference errors in the inspect console?
This can happen because the Billy Pixel isn't initialized yet when the Custom Event fires. In this case we advise to add tag sequencing to the Custom Event in which you set the Pixel to always fire before the Custom Event. Below, a more detailed explanation on how to do this.
I installed the tags correctly in Tag Manager, I tested them in Debug mode, but they are not coming in Billy Grace. What can I do?
You probably need to change the settings of your Tag Manager Tags. We want the Billy Grace Pixel to fire before the event occurs. How do I fix this?
Go to Tags in Google Tag Manager.
Open the tag you want to configure.
Go to Advanced Settings.
Open Tag Sequencing.
Enable Fire a tag before <your custom event tag> fires.
Select your Billy Grace Pixel as the Setup Tag.
Save your changes.
Repeat these steps for every Billy Grace-related tag in Tag Manager.
Hereby a video showing the steps to adjust tag sequencing.