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What is a Facebook Pixel and how to install it on a site using Google Tag Manager

2/12/2024
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What is a Facebook Pixel and how to install it on a site using Google Tag Manager

A Facebook Pixel is a piece of code you add to a website to understand the effectiveness of social media advertising better and track user activity on the site. For example, visiting a website or a specific page, adding a product to the cart, converting to a purchase, or filling out a form.

How to create a Pixel?

1. Open Facebook Ads Manager.

2. In the panel on the left, open “All tools”, then “Events Manager”.

How to create a Pixel?

3. Click the "Connect data" button.

4. Choose where to install the Pixel: Web (site), App (application), Offline (offline events), CRM, or Messaging (chats).

How to create a Pixel?

Using an example website, we'll show you how to install Pixel.

5. Add a name. For example, it can be the name of your account.

How to create a Pixel?

6. Copy the Pixel code for further installation on the site.

7. After going to the “Data sources” tab, you will see your created Pixel.

8. Next, go to Google Tag Manager (hereinafter GTM).

GTM is a tag management system that lets you quickly and easily update tracking codes and related pieces of code (collectively known as tags) on your website or mobile app.

How to install the Facebook Pixel on the site using GTM

There are several ways to add a pixel to a site using the GTM tool.

Option 1

1. Go to Google Tag Manager.

2. Open the appropriate project container.

3. Go to the “Tags” section and click “New”.

How to install Facebook Pixel on a site using GTM?

4. Add a name like “FB Pixel”.

How to install Facebook Pixel on a site using GTM?

5. In "Tag Configuration" select "Custom HTML".

How to install Facebook Pixel on a site using GTM?

6. And below, paste the code you saved from Events Manager.

How to install Facebook Pixel on a site using GTM?

7. In the "Trigger activation" item, select "All pages".

How to install Facebook Pixel on a site using GTM?

8. Click "Save" to save the tag settings.

9. Publish your changes to the Workspace section to apply the changes to your website.

How to install Facebook Pixel on a site using GTM?

10. The pixel will be triggered when the user goes to the site.

Option 2

1. Go to Google Tag Manager.

2. Open the appropriate project container.

3. Go to the “Tags” section and click “New”.

How to install Facebook Pixel on a site using GTM?

4. Add a name, for example, “FB Pixel”.

How to install Facebook Pixel on a site using GTM?

5. In "Tag Configuration", select "Discover more tag types in the Community Template Gallery".

How to install Facebook Pixel on a site using GTM?

6. In the upper right corner of the search bar, search for “Facebook Pixel”

How to install Facebook Pixel on a site using GTM?

How to install Facebook Pixel on a site using GTM?

7. Import this tag template

8. Add Pixel ID.

How to install Facebook Pixel on a site using GTM?

The Pixel ID can be copied into the Facebook advertising cabinet: go to Ads Manager, click All Tools on the left panel, and go to Events Manager. The Pixel name and ID are in the “Overview” section on the right.

How to install Facebook Pixel on a site using GTM?

9. After adding the Pixel ID to GTM, select “Activation Trigger” and “All pages”.

How to install Facebook Pixel on a site using GTM?

10. Click "Save" to save the tag settings.

11. Publish the changes in the "Submit" section to apply the changes to your website.

Checking the operation of the pixel

The first step is to install Pixel Helper for Chrome. This extension shows pixels already installed and their IDs on sites.

After installing the Pixel in Google Tag Manager and Pixel Helper, go to the site and click on the puzzle icon in the top bar.

But make sure you disable all ad-blocking services.

Pixel performance test

If you see that the Facebook pixel mark lights up green and the ID matches the set one - cheers, you've done everything.

After installing the pixel, you can receive data from the website about all visitors to evaluate the effectiveness and optimization of advertising campaigns and remarketing. Remarketing is a repeated interaction with a user who is already familiar with your brand. Do you know that feeling when you've been looking at a specific product on a website and seeing it in a Facebook ad? So, this is remarketing.

Important: if you need to gather in the audience people who, for example, filled out a form on your website, you need to configure specific events in GTM additionally.

How does it work?

  • Add a Pixel to your site.
  • Configure the event you need.
  • Launch an advertising campaign with the goal of "Conversions".
  • Facebook optimizes the ad impressions for your chosen target action.
  • Create individually configured audiences.

In addition, you will have the opportunity to create individually configured audiences: users who went to the site or performed another targeted action on the site. This way, you can re-engage people to take the action you want.

Conclusion

Facebook Pixel is an indispensable tool for improving advertising campaigns. After all, the more information we receive about customers, the more effectively we can segment the target audience and build sales funnels.

The author of the article

Nataliia Nikolaieva

Nataliia Nikolaieva

Meta Ads Specialist

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