For Facebook ads on websites or apps, businesses need to install the Pixel code to track and measure conversion effectiveness. Based on the data collected, businesses can target more accurately and create relevant content to maximize conversion rates. There are several ways to integrate Facebook Pixel into a website to track conversions, but implementing it through Google Tag Manager is the simplest way that anyone can do. Follow the article below from Optimal FB Agency to learn how to add Facebook Pixel to Google Tag Manager!
What is Facebook Pixel?
It is a tracking and analytics tool created by Facebook that allows you to measure the behavior of visitors on your website. Facebook Pixel is a piece of JavaScript code embedded in the website to track conversion actions that customers take on the site after clicking on a Facebook ad. If visitors visit the website and take actions like purchasing, Facebook Pixel will record information about that action.
This tool provides important user data and helps marketers better understand their behavior on your site. This data is used to track conversions, optimize ad campaigns, and define target audiences. Facebook Pixel is an essential feature for advertisers to measure the effectiveness of a business’s conversion ads on Facebook.
How does Facebook Pixel work?
Facebook Pixel is the link between Facebook ads and your website. In this course, Facebook Pixel acts like a camera that tracks and records all actions when someone clicks on an ad and visits the website. It then reports back to Facebook so you can measure and evaluate the effectiveness of the ads you have set up.
Thanks to the Pixel, Facebook can provide you with a detailed and accurate report. You will know who visited your website and what actions they took. Furthermore, the metrics Facebook compiles will assist businesses in managing performance and engagement levels on the website. Additionally, Facebook Pixel can retarget specific audiences when combined with custom audiences. The more conversions that occur on the website, the more effectively Facebook will deliver ads to those most likely to take action. In addition, please see more information about How to add Facebook Pixel to Google Tag Manager?
Benefits of Facebook Pixel for businesses
During the optimization of a Facebook ad campaign, Facebook Pixel plays a crucial role, specifically in:
Tracking customer behavior
With Facebook Pixel, advertisers can track user behavior after visiting the website, such as pages viewed, products added to the cart, orders placed, etc. By recording users’ actions when visiting the website, the pixel helps businesses make informed decisions to improve and retain customers, increasing site traffic. Based on this data, advertisers will better understand the target audience and the customer’s purchasing journey, allowing them to adjust their ad strategy to target the right people interested in the business’s products or services, optimizing effectiveness.
Optimizing ad campaigns
With the data collected by Facebook Pixel, advertisers can optimize their advertising campaigns in many ways. Specifically, increase or decrease the budget for each ad group or ad, improve ad content, and target the right audience. Continuous optimization will help businesses improve the effectiveness of advertising campaigns and optimize costs.
Measuring ad effectiveness
Through Facebook Pixel, advertisers can see which ad creatives attract customers and provide the highest conversion potential. This tool helps track conversion rates and measure the effectiveness of each ad campaign. By identifying which campaigns are effective, businesses can determine the cost per result and allocate their budget accordingly for the best outcomes.
Creating custom audiences
Based on user behavior data collected by Facebook Pixel, advertisers can create custom audiences for more precise ad targeting. Additionally, businesses can expand their customer base by creating lookalike audiences, which are groups of people with characteristics similar to current customers. This saves time and effort compared to manually searching for new customers.
Supporting remarketing campaigns
Facebook Pixel can track and record the journey of visitors to the website and store potential customer data. You can use this data to run remarketing campaigns targeting those who have previously visited the site, encouraging them to return and complete a desired action. Remarketing is a perfect campaign to increase customer retention, brand awareness, and ultimately boost conversion rates and maximize revenue.
How to add Facebook Pixel to Google Tag Manager?
How to create a Facebook Pixel?
To create a Facebook Pixel, you must have a Facebook BM (Business Manager) account. After creating the account, go to Facebook BM via the link: https://business.facebook.com/settings/. In the left menu, select All Tools, then scroll down to choose Event Manager. In the Event Manager interface, select the ad account you want to link Pixel to, then click the Data Sources button.
In the Connect to a New Data Source section, select Web and then click Connect. Next, name your Facebook Pixel and click Create Pixel. Now, check Partner Integrations by entering the website URL you want to track, then click Check. Here, choose how the Facebook Pixel will connect to the website: prioritize selecting the Conversion API and Meta Pixel, then click Next. After that, set up the Conversion API to connect site activities and choose Manual Setup, then click Next.
Click Continue and select Event Type and Event Details. In the “Customer Information Parameters section, choose the information you want Facebook Pixel to track, then click Continue. Review the setup process for Facebook Pixel and select Continue. After that, you can view the installation guide for Facebook Pixel, then click Continue Pixel Setup.
How to add Facebook Pixel Using Google Tag Manager
Step 1: Create a Google Tag Manager Account and add it to the website
To install Google Tag Manager on your website, you need an admin account to embed the code (tag) into the and tags. Additionally, you need to register a Google Tag Manager account at the link: https://tagmanager.google.com/. Access the link and click Create Account, then set up the account with the required information and click Create. Google will present a service usage agreement, click I Agree and then Yes.
At this point, retrieve the Google Tag Manager code and embed it on your website as per Google’s instructions. If you are not a web developer or administrator, send the code to them to embed it in the and tags of the website. You should install Google Tag Assistant to verify that Google Tag Manager has been successfully installed on the website.
Step 2: Get the Pixel Code from Facebook Business Manager
Go to Business Manager and click the menu, then find and select Business Settings. Next, choose Data Sources, select Pixel, and click the Add button to create a new Pixel code. After clicking Continue, the Pixel code will be generated immediately. If you forget to take the code, you can find it by selecting Menu and Event Manager. Next, click Add Event or Continue Pixel Setup and choose Add Code Manually. To retrieve the Pixel code, select Copy Code.
Step 3: Add Facebook Pixel Code to Google Tag Manager
In this step, you need to create a new Google Tag Manager tag with the custom HTML tag type. Then paste the Facebook Pixel code into the custom HTML tag. After that, select the All Page trigger to make the tag active on all pages when users visit your website, then click Save. Finally, click the Submit button, then Publish to activate the Facebook Pixel tag.
Note when implementing Facebook Pixel via Google Tag Manager
By adding Facebook Pixel to Google Tag Manager, you can manage and optimize user behavior tracking effectively. However, to ensure that the data collected is complete and accurate, you should:
- Use a custom Facebook Pixel tag template for easier management.
- Besides tracking page views, you should also track events. With the available custom events, you can build audiences and conversions.
- Ensure the privacy policy for visitors only sends data to Facebook with consent.
- Always preview and check changes in Google Tag Manager before implementation to ensure they work correctly. Use the preview mode, Facebook Pixel Helper, and Event Manager’s Test Events feature.
- Consider using advanced matching and user attributes.
Facebook Pixel is a critical tool that provides user data to help advertisers optimize campaigns and improve conversion rates. With the detailed guide on adding Facebook Pixel to Google Tag Manager that we’ve shared here, you can successfully apply Pixel code to your website for easy conversion tracking.
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FAQ
You can verify if Meta Pixel has been successfully deployed by using Facebook’s Meta Pixel Helper tool. This tool will display if the Pixel is activated and sending events correctly. Besides, you can check the Event Manager to ensure Meta tracks and receives events.
If you notice that the Meta Pixel is not functioning correctly, try refreshing your browser by pressing Cmd+Shift+R on a Mac or Ctrl+Shift+R on a Windows PC. This action clears the cache and reloads the page, which may resolve any cache-related issues. You can also carefully check the configuration in Google Tag Manager to ensure the Pixel ID and trigger are correctly set up.
