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.
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:
Purchase (Facebook Pixels)
Cost Per Purchase (Facebook Pixels)
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 the purchase.
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