Tracking Website Sales in Facebook via Google Tag Manager

In this article I will show you, how to track the sales generated on your website by Facebook users in Facebook via Google Tag Manager

Following is the process in a nutshell:

Step-1: Deploy Facebook default pixel code on your website via GTM

Step-2: Add data layer on the order confirmation page which pull sales data from your shopping cart.

Step-3: Pull sales data from the data layer via a data layer variable.

Step-4: Send ‘Purchase’ Facebook event to Facebook along with the sales data.

Step-5: Test the Facebook pixels

Step-6: Add the purchase columns to your Facebook report.

Step #1: Deploy Facebook default pixel code on your website via Google Tag Manager

I have explained this step in great detail in this article: Learn to set up Facebook Tracking via Google Tag Manager

Step #2: Add data layer on the ‘order confirmation’ page which push sales data from your shopping cart

If you are already using a data layer to measure product purchase via enhanced ecommerce tracking then this step is optional.

Otherwise add the following data layer code in the head section (<head>…</head>) of your ‘order confirmation’ page, above the GTM container code:

<script type=”text/javascript”>

dataLayer = [{

‘revenue’: 24.35

}];

</script>

Ask your developer to pull the sales data from your shopping cart on page load.

He is going to add some server side script to the data layer in order to complete this task.

Get the E-Book (62 Pages)

Step #3: Pull sales data from the data layer via a data layer variable

Create a new data layer variable in GTM and name it ‘Product Revenue’.

Use following similar configuration:

This data layer variable is meant to pull sales data from your order confirmation page.

Note: The data layer variable name used in your data layer may be something other than ‘revenue’. If that is the case then use that data layer variable name.

Step #4: Send ‘Purchase’ Facebook event to Facebook along with the sales data

#1 Create a new custom HTML tag in GTM and name it ‘Sending Website Sales generated by Facebook users to Facebook’.

#2 Add following code in the HTML text box:

<script>

fbq(‘track’, ‘Purchase’, {

value: {{Product Revenue}},

currency: ‘USD’

});

</script>

The whole set up may look like the one below:

#3 Click on ‘Advance Settings’ and then click on ‘Tag Sequencing’:

#4 Select the checkbox named Fire a tag before Sending Website Sales generated by Facebook users to Facebook fires’ and then select ‘Facebook default pixel code’ in the ‘Setup Tag’:

Here ‘Facebook default pixel code’ is the tag I created to fire Facebook pixel code via GTM.

You can find more details about creating this tag from this article ‘Learn to set up Facebook default pixel code via Google Tag Manager

Through ‘tag sequencing’ feature of GTM, I am making sure that the Facebook ‘Purchase’ event is fired after the Facebook default pixel code has fired.

If you try to fire the Facebook ‘Purchase’ event before the Facebook default pixel code is fired then the event will not be triggered.

#5 Select the checkbox Don’t fire Sending Website Sales generated by Facebook users to Facebook if Facebook default pixel code fails’.

The whole set up may look like the one below:

#6 Fire this tag only on the order confirmation page:

#7 Test whether this tag fire on the order confirmation page. If it does then publish the container.

Step #5: Test the Facebook pixels

Navigate to the ‘order confirmation’ page and then with the help of the ‘Facebook Pixel Helper chrome extension’ test whether or not the ‘Facebook default pixels’ and ‘Purchase pixels’ are firing and what sales value is being sent to Facebook:

Note: If the ‘Facebook default pixels’ and/or ‘purchase pixels’ are not firing on the ‘order confirmation page’ then the sales data won’t pass to Facebook.

Step #6: Add the purchase columns to your Facebook report

#1 Navigate to your Facebook Adverts Manager page, click on the ‘Performance’ drop down menu and then select ‘Customise Columns’:

#2 Type ‘Purchase’ in the search box and then select the following three check boxes:

  1. Purchase (Facebook Pixels)
  2. Cost Per Purchase (Facebook Pixels)
  3. Purchase Conversion Value (Facebook Pixels)

Here,

Purchase (Facebook Pixels) => number of purchases

Cost Per Purchase (Facebook Pixels) => average cost of each purchase

Purchase Conversion Value (Facebook Pixels) => the total value of purchase

Related Articles

Learn about the Google Analytics Usage Trends Tool

The Google Analytics usage trend is a new tool which is used to visualise trends in your Google Analytics data and to perform trend analysis.


Do you want to Learn Web Analytics in 8 Weeks?

  • Learn and Master Web Analytics, Conversion Optimization & Google Analytics from Industry Expert in 8 weeks.
  • Lifetime access to the course + Lifelong FREE course updates.
  • New study material added every few months (lifelong learning).
  • Up to date training material.
  • Most exhaustive course on Google Analytics on the internet.
  • Hundreds of Assessments to test your learning.
  • Your 24/7, 365 days a year reference source.
  • Learn at your own pace and from any place.

Take your Analytics knowledge to the next level. Checkout my Best Selling Books on Amazon

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Himanshu Sharma

Certified web analyst and founder of OptimizeSmart.com

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

  • Over eleven years' experience in SEO, PPC and web analytics
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of OptimizeSmart.com and EventEducation.com

I am also the author of three books:

error: Alert: Content is protected !!