Implement Facebook Pixel using Google Tag Manager

Using Google Tag Manager to implement Facebook pixel help consistently and easily track conversion and events from the website, allowing to prove the success of the advertising while building valuable data inside of Facebook that can be used for future targeting.

What Is Facebook Pixel?

Facebook Pixel is an analytics tool that helps to measure the effectiveness of Facebook marketing campaigns by understanding what users do on the site. The Facebook Pixel is just pixel code that is generated within the Facebook Ads Manager account. The default pixel will help in three main areas:

  • Conversion tracking: Facebook pixel ties conversions on the site back to specific Facebook advertising users clicked through.
  • Optimization: After installation, we can set up automatic bidding to target people who are more likely to convert.
  • Remarketing: Create custom audiences based on groups of users who came from certain ads to remarket to.

Why Should Use Facebook Pixel?

Facebook is a major social media platform that can drive a great deal of traffic to the website. By using the Facebook Pixel, we can collect insightful data regarding actions and conversions that result from Facebook traffic.

Just like in Google Analytics, we can use that data to:

  • Better justify the ad spend.
  • Better target people in the future.

Google Analytics is great, and through audiences and remarketing, we can target people around the web.
But it’s not the only platform. There will certainly be a crossover, but Facebook can provide us with:

  • A completely new audience.
  • Different experiences for promotions and ads that may perform differently.

One of the great things about Facebook Pixel is that it can be implemented on the site in many different ways, especially with Google Tag Manager.

Using Google Tag Manager

Default Code

Our first step is to generate our default Facebook Pixel in the Facebook Events Manager interface.

A popup window will appear when we create our pixel. We will be given a few options for how to implement our Facebook Pixel, and we want to choose the first option: Use an integration of the tag manager.

Choose Google Tag Manager as a solution, and then will be asked if you want to do a quick install or manual install.

We can choose to do a quick install, but for the purpose of this post, we will do a manual install. The next window will present us with instructions for implementing the base pixel code and any event code we wish to use.

Copy the base code for use in GTM.

Over in GTM, we will need to use a Custom HTML tag for our pixel code. While GTM has many built-in tags, there is not yet one for the Facebook Pixel. Therefore, we must resort to using the Custom HTML tag.

Paste the base pixel code into the tag, and name it, Facebook Pixel code (or as per your convenience). For our trigger, we will use the All Pages trigger, because we want our Facebook Pixel present on every page.

This lets us know what pages users from Facebook viewed on our site.

More About Facebook Pixel

Facebook Pixel is an analytics tool that helps measure the effectiveness of your Facebook campaigns by what users do on your site.

You will not see this data in Google Analytics, but rather in your Facebook Ads Manager account.

Using Facebook Pixel gives you the opportunity to create custom audiences based on users who came from specific ads, set up automatic bidding to target those who are more likely to convert and tie conversions back to your Facebook ads.

Using GTM to implement your Facebook Pixel is an easy way to do this, and you can reuse triggers you have already created.

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