• Home
  • |
  • Blog
  • |
  • How to connect Facebook Pixel with Google Tag Manager? Complete Guide

How to connect Facebook Pixel with Google Tag Manager? Complete Guide

July 6, 2020

If you are using Paid advertising to acquire new traffic to your website, then you should consider Facebook Ads which is said to be the best alternative for Google Ads! With the help of your Facebook Business Account, you can set up Facebook Pixel code on your website to understand demographics and user interaction with the web pages and also to measure the performance of your Facebook Ad Campaigns. 

No matter what type of site you have, it’s very important to understand how people interact with your website.

So, in this comprehensive guide, we will show you how to install Facebook Pixel with the help of Google Tag Manager.

Table of Contents: 

What is Google Tag Manager(GTM)?
How important is using Google Tag Manager for your website?
What is Facebook Pixel?
Importance of setting up Facebook Pixel
Setting up Facebook Pixel through Google Tag Manager(GTM)

What is Google Tag Manager(GTM)?

Google Tag Manager is a free tool from Google that simplifies the process of installing various tracking tags on your website. You can easily manage and deploy tags (tracking pixels or snippets of code). You will be able to add, edit, and disable tags without disturbing the source code of your website. 

Now, Let’s see what tags are.

Tags: Segments of code embedded in your website to extract certain information. 

For Example, you can create a tag just to measure how long your users visit a page on your site.

Why Google Tag Manager?

Google Tag Manager simplifies the tag management process and all the tags can be managed in one place. But, it is not only a reason to use it.

  • By using Google Tag Manager in conjunction with Google Analytics, you’re able to collect much more data than you can otherwise.
  • GTM will help speed up many processes like new tags can be made rapidly
  • You can create most of your tags without writing a single line of code.
  • It allows you to control and set permissions for individual users that include view, edit, and publish. 
  • It has built-in tags for Google Analytics, remarketing, Adwords conversion, remarketing, and more.
  • Its auto event tracking feature helps you target links or buttons by attributes that are already on the link.
  • You can create your own templates with commonly used tracking codes/settings. 

And Finally!! No need for web developers, you can manage on your own or through your marketing team.

For that, you need to understand tags, triggers, and variables. 

Tags: Snippets of Javascript or tracking pixels that tell GTM what to do.

Ex: Google Analytics tracking code, Facebook Pixels, Heatmap tracking code, etc.,

 Triggers: This tells GTM when or how to fire a tag. Types of triggers to choose from include:

  • Form submission 
  • JavaScript error
  • Scroll depth 
  • Timer 
  • YouTube video
  • Pageview 
  • Click 
  • Element visibility
  • History change

Variables: Additional information GTM may need for the tag and trigger to work

What is Facebook Pixel?

The Facebook pixel is a code that you place on the backend of your website to track conversions from the Facebook ads, for optimizing ads, building target audiences for future ads, and remarketing to people who have already taken some kind of action on your website.

This code has two main parts: 

Pixel base code: Tracks all the traffic to your site

Event code: Tracks certain actions on specific pages

It will place a cookie that helps in tracking visitors on your website for whom you can advertise later which we call it as retargeting. You can also track what they’re doing on your site when they come back. This helps in getting a  better return on the money spent on Ads.

Importance of setting up Facebook Pixel

There are many reasons to use Facebook Pixel. Here are some: 

Facebook tracking pixel data help in ensuring your ads are seen by the people who are more likely to make a conversion which helps in getting better ROI(Return On Investment)

You may have wondered by seeing Facebook Ads for your favorite brand right after you see the product online. Yes! That’s retargeting. It can be done by installing FB Pixel code on your website. With the help of event tracking, you can also track your conversions. 

You can create a new set of audiences who are having similar interests and behaviors that you can use in your Ad campaigns.

Setting up Facebook Pixel through Google Tag Manager(GTM)

You can manually install the Facebook Pixel code by pasting it in the header of your website. But, you can also install the same code without touching the website code by connecting partner platforms that you already use like Google tag manager, Magento, Shopify, WooCommerce, Wix, WordPress, and more. 

Google Tag Manager helps you deploy tracking codes easily and manage all the tags in one place.

So, let’s look at the step-by-step process of implementing Facebook Pixel using Google Tag Manager.

Step1: start by visiting your Facebook Business Manager page where you can click on ‘Data sources’ and then click on ‘Pixels’ as shown below.


Step 2: In this step, you can add Facebook Pixel to your Business Manager by clicking on ‘ADD’

Step 3: Here, you can name your Pixel and list the website domains you would like to associate with that Pixel. After naming your Pixel, click on ‘Continue’ to move forward.


Step 4: In this step, you can choose whether to add Pixel code to your website manually or by using a partner platform or you can also send instructions to your web developer. 

Since we are installing Pixel through Google Tag Manager, you have to click on ‘Add code using a partner integration’

Step 5: You will get various options as partner platforms where you will choose ‘Google Tag Manager’

Step 6: While linking the FB Pixel code with Tag Manager, the Manual Events will be turned off. The events will be tracked on the web pages and get the complete reports on your Facebook Ads Manager Account without any manual work. You have the option to turn this feature off to track specific events from any campaign. Click on ‘Continue’

Step 7: Now, choose your Google account which has been used for setting up ‘Google Tag Manager’.

Step 8: Read the terms and conditions and proceed by clicking on ‘Allow’

Step 9: Select your Google Tag Manager account and container means your website URL you want to integrate with. 

*Note: If you are not finding correct account information, make sure you are logged in with the correct Google profile. 

Step 10: Now, the setup is complete. Facebook Pixel is connected to ‘Google Tag Manager’.

Step 11: Now, you can go back to your ‘Google Tag Manager’ page where you can click on ‘Add a new tag’

Step 12: So, here you can name your new tag and click on the tag as shown below to choose a tag type.

Step 13: The facebook Pixel integration is not directly supported by Google, you can choose ‘Custom HTML’ from the custom section.

Step 14: Enter the value for ‘tag firing priority’ which helps in determining the order in which tags should be fired. Lower the value, lower the priority is applied on the tag. 

Step 15: Now, it’s time to choose the trigger which makes the tags fire when a specified event is detected. 

Step 16: Name the trigger and click on the trigger to choose

Step 17: You can select the trigger as ‘Page View’ which triggers immediately when the browser begins to load a page. You can select for all the pages on your website or some specific pages. Then, click on ‘Save’.

Step 18: Then, click on ‘Save’ to make all the changes.

Step 19: You can search for ‘Facebook Pixel Helper’ extension and install it on your Chrome browser. You can check whether the Facebook Pixel has been installed on your website or not. 

Step 20: You can also check the status of your Facebook Pixel installation by visiting your Google tag manager page and clicking on ‘Preview’ in the top right corner as shown below:

Step 21: Now, open your website in a new tab where you can preview and debug the workspace. 

*Note: If the debug pane is not loading, try reloading your website.

Finally, you can visit Facebook analytics to check the performance.

We hope you find this useful. Visit https://www.radical.co.in/blog/ for more such updates and tutorials on Digital Marketing. 

We Immersive Radical Digimedia as a Digital Marketing Company offering Facebook Ads Management Services that has delivered wonderful results to hundreds of clients. Let us help your business to Reach new customers, create engaging content, and build relationships with your audience with the right Facebook Marketing Strategy. Get a Free Consultation with our Social Media Marketing Expert today!

Read Case study of How Immersive Radical Digimedia helped a Salon Business to  reach 40k+ people at a Nominal fee of INR 5000/-.


Share This
5 1 vote
How useful was this
Notify of
Inline Feedbacks
View all comments

Other insights you might like

; ;
Would love your thoughts, please comment.x