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Implementing Facebook Pixel via Google Tag Manager

  • Posted by Tavneet Walia
  • On January 16, 2018
  • Facebook pixel, Facebook Remarketing, Google Tag Manager, GTM

*seo stuff – Implementing Facebook Pixel via Google Tag Manager * 😀

The Importance of Facebook Pixel

Imagine this offline scenario – You own an apparel store which sells clothing for men and women. Every day, you meet and greet your customers and you even know some of them well. But one morning, instead of your regular human visitors, some black figures visit your store to shop. And now that happens everyday, all day long. No human customers anymore. Just those black figures, which you can’t even distinguish in terms of appearance, gender, age, or any physical feature, because they are all alike, all black.  Lol wtf right?

All of them are having fun at your store, loving your products, trying stuff, shopping and then leaving. At any day, you won’t even know if they are new ones or if they had visited earlier.

How then, would you know the characteristics of your customers? How would you know if more number of women are shopping, or more men? Or if most of your customers are young or middle aged?

Maybe you would know which of your products sell the most, but you would have no clue about who is buying them. You would have no clue about the type of audience that you must target in order to get more sales. Can you imagine?

Okay don’t cringe. That’s not gonna happen if you own a brick-and-mortar store. But do you own a website? If yes, there’s no way you can ‘see’ your customers while they’re exploring or shopping at your online store. It’s just like knowing that a black figure has entered your website. And it’s only legit if this thought makes you cringe. But since I’m writing about Facebook Pixel, it surely is the superhero-coming-to-the-rescue here. It gives you digital eyes, just like RedBull gives you wings. And that’s just one of the many things it does for you.

Sure we have Google Analytics and other analytics tools which collect information about visitors and you can do a doubleclick cookie integration in your GA account, but dude! Facebook knows EVERYTHING about everyone. This Mr-know-it-all knows your cousin’s wedding anniversary, and your mother’s birthday.

And in order to put this information to use, Facebook created Facebook Pixel. Facebook Pixel is a small code that we place on our website, and its function is to collect data for a myriad of goals that we can accomplish later.

The most important thing a pixel does is, umm, everything it does seems important! But okay, I’d like to describe two of the most important ones. One, it can be used for Remarketing on Facebook. You must have noticed that Facebook shows you adverts about stuff that you already have been looking for. For example, if you recently explored some online stores for track pants, be sure to see some relevant suggestions on Facebook! That’s remarketing. Facebook records your browsing activity and shows you ads based on your interests. This is accomplished by advertisers with the help of Facebook Pixel.

And remarketing has statistically been proven to improve conversion rates. Moreover, you can also use this base of past visitor to promote to them new stuff as well. This will greatly help you in refining your campaigns for optimum returns on your marketing spends.

Two, it allows you to build a lookalike audience of people who have similar interests and demographics to people who are already showing interest in your website. This means that you can target people who are similar to your current customers. It’s a great way to not only reach new people, but new potential customers.

Facebook Pixel also helps to track conversions and run effective ads. Again, so important!

Having made it clear that you must install a Facebook pixel to your website right away, let’s see how you can do it.

*seo stuff – Implementing Facebook Pixel via Google Tag Manager * 😀

Implementing Facebook Pixel via Google Tag Manager

To install a Facebook Pixel into your website through Google Tag Manager, you need access to a Facebook Business Manager account and a Google Tag Manager account. The following steps will take you through the installation process.

  • Log into your Facebook account and switch to Business Manager.
  • Open the Business Manager Menu and click on Pixels.

  • Give a name to your pixel and create it.

  • Having created the pixel successfully, you  now need to install it to your website, for which we’re using Google Tag Manager here.
  • Click on Setup and you will now be able to see a pop-up like this. Choose the first option.

  • Select Google Tag Manager from the list of tools.

  • Another pop-up will present you with the following options.

  • You can go with either of them, depending upon your convenience. If you would like to install the code manually, you’d have to copy it, create a Custom HTML tag in your Google Tag Manager Dashboard, and then paste the code under the tag’s HTML. If you go with the Quick Install, a tag gets automatically created in your GTM account.
  • Choosing Quick Install presents you with further steps which are quick, easy and smooth. Finally, publish.

  • Now log into your Google Tag Manager account to verify that the tag has been created. You’ll be able to see a Base Pixel Code tag under the Tags tab.

That’s all! The pixel starts working in a few minutes. You can now start receiving insights and tracking the performance of your website, right at your Facebook Business Manager account.

*seo stuff – Implementing Facebook Pixel via Google Tag Manager * 😀

Other Benefits

With GTM, you can not only implement this pixel but also “conveniently” pass custom data into facebook. Data like which products are users viewing, at which depth they are exiting the checkout, are they submitting any forms? etc etc

All this custom information will help you in further refining the definition of your target segment. With a refined audience segment you can expect optimum returns per penny spent. At the end of the day, its all about increasing the profits and reducing the costs and such consistent incremental optimizations can give you a huge advantage in your market.

Let me know your thoughts in the comments below.

*seo stuff – Implementing Facebook Pixel via Google Tag Manager * 😀

How we can help

Without any technical intricacies, you can install a Facebook Pixel and start collecting valuable visitor data on Facebook as well as Google Tag Manager. The next step would be to make the most out of your pixel, by deploying it for the very effective marketing techniques like Remarketing, lookalike audience and conversion tracking. And that’s what we are here for. We are a crazy team of Google and Adobe Certified Analytics Experts who eat, breathe, sleep and dream Analytics. And we’ve made it our purpose and passion to electrify your business’s potential through Analytics.

Contact us here.

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*seo stuff – Implementing Facebook Pixel via Google Tag Manager * 😀

1 Comment

Mukul Madhav
The content is enriching and knowledgeable. But I would like to know: 1.What are the risks involved with facebook pixel in terms of data security? 2.What are the chances that facebook won't use the customer traffic data generated over my website to remarket it to my competitors.

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