How to add Facebook Pixel to Google Tag Manager

Last Updated: February 2, 2022

Prerequisites for adding a Facebook pixel to Google Tag Manager

  1. You have a Google Tag Manager account.
  2. Google Tag Manager is installed on your website.
  3. You have the publish permission at the GTM container level.
  4. You have an active Facebook Business Manager account.
  5. You have at least one Facebook ad account which is linked to your Facebook business manager account.
  6. You have the ‘Manage Ad Account’ access for the Facebook ad account.

Follow the steps below to add the Facebook pixel to Google Tag Manager:

Step-1: Make sure that you are already logged in to your Google Tag Manager account and that you have the ‘Publish’ permission at the container level:

‘Publish permission at the container level

Step-2: Navigate to your Facebook Business Manager account https://business.facebook.com/settings/ad-accounts/ 

Step-3: Navigate to the business/client for which you want to set up the Facebook pixel tracking:

Navigate to the business

Step-4: Make sure you have ‘Manage Ad Account‘ access

Manage Ad Account‘ access

Step-5: Click on the ‘All Tools’ drop-down menu:

All Tools drop down menu

Step-6: Click on the shortcut named ‘Events Manager’:

Events Manager 1

If your Facebook pixel is not already set up then follow the steps below, otherwise jump to step-13:

Step-7: You will be asked to create a new data source: Click on ‘Connect a Data Source’.

Connect a Data Source

Step-8: An overlay will appear like below, select ‘Web’ and then click on ‘Connect’.

Connect a Data Source 2

Step-9:  Give a name to your Facebook pixel and then click on the ‘Create Pixel’ button:

Give a name to your Facebook pixel 1

Now you have created your Facebook pixel

Step-10: Enter your website URL in the text box and then click on the ‘Check’ button:

check button

Step-11: Click on the ‘Next’ button:

easy partner integration 2

Step-12:  Click on ‘Pixel Only’ and then click on the ‘Next’ button:

Pixel Only

Now jump to step-16

Step-13: Click on your Facebook pixel:

Click on your Facebook pixel 1

Step-14: Click on the ‘Manage Integrations’ button:

Manage Integrations 1

You should now see a dialogue box like the one below:

integrations 1

Step-15: Click on the ‘Manage’ drop-down menu next to ‘Browser pixel’ and then click on ‘Add to another website’:

Add to another website 1

You should now see a window like the one below:

use a partner integration

Step-16: Click on the ‘Use a partner’ button:

Use a partner 1

Step-17: Click on ‘Google Tag Manager’:

Click on ‘Google Tag Manager

Step-18: Click on the ‘Next’ button:

Click on the ‘Next button

Step-19: Click on your Google account:

Click on your Google account

You should now see a window like the one below:

fb pixel installation

Step-20: Scroll down the window and then click on the ‘Allow’ button:

click on the ‘Allow button

Step-21: Select your Google Tag Manager account from the ‘Account’ drop-down menu and your container from the ‘Container’ drop-down menu:

Select your Google Tag Manager account 1

Step-22: Click on the ‘Finish setup’ button:

Finish setup 1

Once you click on the ‘Finish setup’ button, Facebook will automatically create a new tag in your Google Tag Manager container and publish the version live.

Facebook will automatically create a new tag in your Google Tag Manager container and publish the version live

Step-23: Navigate back to your Facebook events manager and then click on the ‘Next’ button:

Navigate back to your Facebook events manager

Step-24: Click on the button ‘Test events in Events Manager’:

Test events in Events Manager 1

You should now see a new tab opened in your browser window like the one below:

You should now see a new tab opened in your browser window 1

Step-25: Click on the ‘Test events’ tab:

Test events tab 1

Step-26: Scroll down the screen, enter your website URL in the text box and then click on the ‘Open website’ button:

Scroll down the screen

Your website should now open in a new tab in your browser window. 

Step-27: Navigate to different pages on your website.

Step-28: Navigate back to your Facebook events manager. You should now see the events being recorded:

You should now see the events being recorded 1

Step-29: Navigate back to the browser tab which shows the window ‘Connect your Google Tag Manager account to Facebook’ and then click on the ‘Finish’ button:

click on the ‘Finish button

Step-30: Navigate to ‘Apps with access to your account’: https://myaccount.google.com/permissions 

Step-31: Find and click on ‘FB Pixel Installation’:

FB Pixel Installation access

Step-32: Click on the ‘REMOVE ACCESS’ button so that Facebook can no longer access, manage or publish your GTM container versions:

REMOVE ACCESS button

That’s how you can add Facebook Pixel to Google Tag Manager.

If you want to track website/Mobile App conversions (like ‘sales’, ‘leads’, ‘signups’, ‘add to cart’, etc) generated by Facebook users on your website in your Facebook advertising account then you need to deploy the ‘Facebook pixel code’ on all of your website pages. 

Another advantage of deploying the ‘Facebook pixel code’ on your website is,  you can then create ‘custom audiences’ in your Facebook Advertising account. Through custom audiences, you can remarket your website users on Facebook.

In this article, I will show you, how to test and deploy the Facebook pixel code and Facebook event code on your website via Google Tag Manager.

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