Setting up the Facebook pixel to properly track ad performance can potentially entail several steps: not just adding the universal code that goes across your site, but also tracking events and shopping cart performance.
While Google Tag Manager has provided marketers a time-saving way to implement the pixel onto the site, it doesn’t offer a default template for the Facebook pixel. Adding custom events still entails knowing which code snippets to pull and creating separate Custom HTML tags for each.
Now, Facebook offers direct integration with Google Tag Manager (along with other platforms), allowing you to create tags within Facebook Business Manager.
Setting Up Facebook/Google Tag Manager Integration
To access this new feature, navigate to the Pixels section of Business Manager from the top bar’s drop-down menu.
Next, if you haven’t yet set up your pixel, you’ll be prompted to create it.
Once you’ve created it, you’ll see a few choices for configuring it. Select “Use an Integration or Tag Manager.”
Choose “Google Tag Manager” from the options presented.
Now, you can choose to do Quick Install, in which Facebook can connect directly with your GTM account to set up the tag, or Manual Install.
Select Quick Install to configure everything through the Facebook interface.
The next box that appears will prompt you to select a GTM account and container.
Once you’ve chosen these, you can simply move ahead to deploy the pixel globally or create a specific tag.
Creating a Facebook Tag
You can choose from the standard events available within Facebook: ViewContent, Search, AddToCart, AddToWishlist, InitiateCheckout, AddPaymentInfo, Purchase, Lead, CompleteRegistration, or Pageview.
Next, you can choose to fire once per page or once per event.
Now, choose from existing GTM triggers in the Firing Options to determine when the event will fire.
Note that if you haven’t yet created a trigger, you’ll need to define that via the GTM interface (see our previous article on AdWords Tracking in GTM for a walkthrough of setting up a trigger).
In this example, we’re creating a Lead event that fires when a user hits a “thank you” page upon a form submission.
Finally, once you’ve added the tag, use the “Publish Changes” option to deploy it live. Now, you should see the tag within your GTM account and begin seeing events registering in the Facebook interface.
We’re excited about the increased ease of setup from this new integration between Facebook Ads and Google Tag Manager!
We’d love to hear your thoughts about this new feature in the comments!