In a world where attribution is paramount to the success of a digital advertising campaign, the technical setup of event tracking can be the most cumbersome and frustrating process. Error codes, inflated traffic numbers, missing conversions, and stray pixels can – in the words of Kanye West – make a sane man berserk. Fear not, the social wizards at Add3 have provided a step-by-step guide on how to implement the upgraded Facebook Custom Audience Pixel onto your site using Google Tag Manager.
Before you get started, we recommend installing the Facebook Pixel Helper tool that identifies any pixels that are on a page and will determine whether or not they are firing properly. Note: this tool is only available for the Google Chrome browser.
This guide will cover everything from generating your base pixel code, adding that code to all pages of your site, and establishing standard events to track specific actions. Let’s get started!
Generate your pixel code:
In Business Manager, visit the pixel page under the Tools dropdown.
Click View Pixel Code under the Actions drop down.
The Pixel Base Code is displayed; copy the whole code.
Next, go into your Google Tag Manager account and create a “New Tag”.
Paste your copied base code into the HTML field.
Rename the Tag (we recommend Facebook Base Pixel) and select All Pages from the types of triggers listed so the code will be on all pages of your site. Once you select Create Tag and Publish the changes, the base pixel has been implemented to all pages of your site! Use the Pixel Helper tool to make sure it’s firing correctly.
Below is an example of the Pixel Helper showing that the pixels are firing correctly.
Once you’ve placed the base pixel on all pages of your site, you’ll want to set up conversion and event tracking, or Standard Events as they’re called in the world of Facebook. Facebook has 9 Standard Events: ViewContent, Search, AddToCart, AddToWishlist, InitiateCheckout, AddPaymentInfo, Purchase, Lead, and CompleteRegistration. One thing to note about Standard Events is that they can track any action on the site and not necessarily what the Event name denotes (for example, you can the Lead standard event to track purchases – custom Standard Events can also be created by changing the event name between quotations in the Custom HTML code). Some events require additional parameters but for this example, we’ll use the ‘Lead’ Standard Event to track users who have completed the desired action on your site and have reached the corresponding “Thank You” or confirmation page.
To begin, create a new tag the same way you created the tag for the base pixel. Paste your pixel code into the Custom HTML field and change “PageView” to “Lead” in line 10. Next, select the trigger on which you’d like the event to fire; in this case, we selected test conversion with the URL of the Thank You page. Save the trigger, publish your changes, and you’re all set! Perform a test conversion and use the pixel helper tool to ensure all pixels are firing properly. You’ll start to see pixel traffic come through to Facebook shortly.
Once the pixels are implemented throughout your site, you can begin creating Custom Audiences, optimizing campaigns towards specific conversions, creating lookalike audiences based on specific events, and setting up advanced audience parameters to reach various users throughout the conversion path.
Each site is unique and you may run into some issues when implementing pixels so below are some helpful links to troubleshoot and fix common errors. Good luck!