fbpx

How to Add & Install Facebook Pixels using Google Tag Manager

Colin Differ

August 3, 2020

We recently wrote about how important data layers are for your paid media activity, and we thought we’d dig into a certain aspect of that which is How to Setup and install the Facebook Pixels.

What are Facebook Pixels?

Facebook Pixels and Google Tag Manager

What are Facebook Events

What kind of Facebook Events are there?

What are Object Properties in Facebook Event Pixels?

Using Enhanced Ecommerce Data Layers

What are Facebook Pixel Events?

Facebook Pixel Events allow you to track your visitors as they browse your website and perform particular actions. They can be used to define customer audiences, create dynamic ads and see how your Facebook ads are working.

What kind of Facebook Pixel Events are there?

What are Object Properties in Facebook Event Pixels?

Object PropertyValueDescription
content_categoryStringCategory of your Page or product
content_idsArray of integers or stringsProduct ID, Content ID or Transaction ID
content_nameStringName of Product or Page
content_typeStringNormally product
contentsArray of objectsThis is used when you have multiple products
currencyStringCurrency
num_itemsIntegerNumber of items bought or in basket
predicted_ltvInteger, floatPredicted Life Time Value of a trial or subscription
search_stringStringSearch string used when a user searches
statusBooleanStatus of the registration
valueInteger or floatPrice of product or revenue

Facebook Pixels and Google Tag Manager

Before we go further, Google Tag Manager is a great way of installing your Facebook Pixels, however, for some reason, GTM does not have any custom built tags for Facebook (which is really annoying), and the pixels are made up of HTML tags. However the very talented Simo Ahava has created a Facebook Tag Template which can be found here https://www.simoahava.com/analytics/create-facebook-pixel-custom-tag-template/#tip-99-create-a-facebook-pixel-template. It’s an excellent template, which you should check out when you understand a bit more about what is required for your pixels. The reason we don’t go into it here is because I believe you need to understand how to actually build your tags before you can use it. Also, because it’s not a built-in tag, there may be a point when it no longer exists or is supported, so I’m a bit cautious about using it. As I said though, it’s a really excellent template.

Using Enhanced Ecommerce Data Layers in Facebook Pixels

Data layers are pretty important to Facebook pixels, as they will provide you with the data to pass through to Facebook via the pixel

Whilst you can, of course, create Data Layers to fill, if you already have Enhanced Ecommerce Data Layers on the site you can always use them. There just needs to be a few things to change in Tag Manager. The reason for this is because the parameters in the EE Data Layers do not match those in the pixels (it would be too eBay if that was the case).

As an example, Facebook uses the Object Parameter ‘Value’ on a lot of pixels. However in the corresponding Data Layer for Enhanced Ecommerce, this would either be ‘Price’ or ‘Revenue’, therefore you’d need to create a Data Layer Variable in Tag Manager to show what the value should be. That’s simple enough for anyone who uses Tag Manager, however, it gets more complicated when the pixel needs an array as a value. For example, this is the purchase Data Layer:

<script>
fbq('track', 'Purchase', {
value: Total Revenue,
Content_ids: 'TRANSACTION ID',
currency: 'CURRENCY',
num_items: NUMBER OF ITEMS PURCHASED,
content_type: 'product',
contents: [
{
content_name: 'NAME OF PRODUCT',
id: 'PRODUCT SKU',
quantity: PRODUCT QUANTITY,
item_price: PRICE OF SINGLE PRODUCT
}
],
});
</script>

The Object Parameter ‘contents’ needs to be set in an array, but you can’t do that because the Enhanced Ecommerce data layer variables do not match the parameters required, so you will need to create a Custom JavaScript Variable so it displays how you like it.

There are two ways of doing this:

  1. Create an Array of the Data Layer Variable only. For example the contents.if Object Parameter would look like this [‘SKU1’, ‘SKU2’, ‘SKU 3]
  2. Essentially recreate the Data Layer in Google Tag Manager using the names of the Object Parameters you need.

We will be publishing a post on the code on how to do this shortly.

The Facebook Base Code Pixel (PageView)

What is the Facebook Base Code Pixel?

Where can you find the Facebook Base Code Pixel?

How to install Facebook Base Code Pixel in GTM?

What is the Facebook Base Code Pixel?

The Facebook base code (or the PageView pixel)  is the cornerstone of all Facebook tracking, without it, you will not receive any data. Regardless of what events you are trying to track, you need to install this first. Generally, its placed on every single page of the site, although obviously that’s up to you.

Where can you find the Facebook Base Code Pixel?

Whilst the code is above, you will need  to create one first at  https://business.facebook.com/events_manager

  1. Go to your Pixels tab in Events Manager.
  2. Click Create a pixel.
  3. Click Install Code Manually
  4. Click Copy code
  5. Install the base code through GTM (Below)

How to install Facebook Base Code Pixel in GTM?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Past the base code into the box
  4. Choose the All Pages Trigger
  5. Save
  6. Test and Preview
  7. Publish
<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', '{your-pixel-id-goes-here}');
fbq('track', 'PageView');
</script>
<noscript>
<img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id={your-pixel-id-goes-here}&ev=PageView&noscript=1"/>
</noscript>
<!-- End Facebook Pixel Code -->

The AddPaymentInfo Event

What is the AddPaymentInfo Facebook Event

What Object Properties does the AddPaymentInfo Facebook Pixel Event need?

How to install AddPaymentInfo Facebook Event Pixel?

What Data Layers does the AddPaymentInfo Facebook Event Pixel need?

What is the AddPaymentInfo Facebook Event

The AddPaymentInfo Facebook Event tracks when one of your users adds their payment information (credit/debit/PayPal cards etc) to your checkout funnel. This should only be added once the user has entered their entails and moved to the next step.

What Object Properties does the AddPaymentInfo Facebook Pixel Event need?

You can use the AddPaymentInfo pixel without any Object Parameters; however, the below are valid

Object PropertyRequired
content_typeNo
content_categoryNo
content_idsNo
contentsNo
currencyNo
valueNo

How to install AddPaymentInfo Facebook Event Pixel?

  1. Create Data Layer Variables for the Object Properties you will need (if necessary)
  2. Click ‘New Tag’
  3. Choose a Custom HTML Tag
  4. Paste the base code into the box
  5. Add the Data Layer Variables to the relevant Property from  the Checkout Data Layer
  6. Create Trigger which fires once the payment info has been entered
  7. Save
  8. Test and Preview
  9. Publish

To use the pixel without any parameters use the below

<script>
fbq('track', 'AddPaymentInfo');
</script>

To Add the parameters use the below:

<script>
fbq(‘track’, ‘AddPaymentInfo’, {
value: REVENUE,
currency: ‘CURRENCY’,
content_type: ‘product’,
contents: [
{
id: ‘PRODUCT SKU’,
quantity: PRODUCT QUANTITY,
item_price: PRICE OF SINGLE PRODUCT
}
],
});
</script>

What Data Layers does the AddPaymentInfo Facebook Event Pixel need?

If you are not using any Object Properties, you will not use a Data Layer, if you are, then you will need the Checkout Data Layer

The AddToCart Event

What is the AddToCart Facebook Event

What Object Properties does the AddToCart Facebook Pixel Event need?

How to install AddToCart Facebook Event Pixel?

What Data Layers does the AddToCart Facebook Event Pixel need?

What is the AddToCart Facebook Event

The AddToCart event tracks if a user adds a product to your shopping cart. For dynamic ads, this shows a deep interest and can be used to track if users add a product but don’t buy it.

What Object Properties does the AddToCart Facebook Pixel Event need?

Object PropertyRequired
content_typeNo
content_nameNo
content_idsNo
contentsNo
currencyNo
valueNo

How to install AddToCart Facebook Event Pixel?

  1. Create Data Layer Variables for the Object Properties you will need (if necessary)
  2. Click ‘New Tag’
  3. Choose a Custom HTML Tag
  4. Paste the below code into the box
  5. Add the Data Layer Variables to the relevant Property from  the AddToCart Data Layer
  6. Create Trigger which fires once a product has been added to the basket
  7. Save
  8. Test and Preview
  9. Publish
<script>
fbq('track', 'AddToCart', {
value: PRICE OF PRODUCT,
currency: 'CURRENCY',
content_name: 'NAME OF PRODUCT',
content_ids: 'SKU OR ID OF PRODUCT',
content_type: 'product'
});
</script>

What Data Layers does the AddToCart Facebook Event Pixel need?

You’ll need the Add To Cart data layer to complete the pixel

The AddToWishlist Event

What is the AddToWishlist Facebook Event

What Object Properties does the AddToWishlist Facebook Pixel Event need?

How to install AddToWishlist Facebook Event Pixel?

What Data Layers does the AddToWishlist Facebook Event Pixel need?

What is the AddToWishlist Facebook Event

The AddToWishlist tracks when a user adds a product to their particular list, if you have that functionality. This can be used to create custom conversions.

What Object Properties does the AddToWishlist Facebook Pixel Event need?

You can use the AddToWishlist pixel without any Object Parameters, however, the below are valid

Object PropertyRequired
content_typeNo
content_nameNo
content_idsNo
contentsNo
currencyNo
valueNo
content_categoryNo

How to install AddToWishlist Facebook Event Pixel?

  1. Create Data Layer Variables for the Object Properties you will need (if necessary)
  2. Click ‘New Tag’
  3. Choose a Custom HTML Tag
  4. Paste the below code into the box
  5. Add the Data Layer Variables to the relevant Property from  the Product Detail Data Layer
  6. Create Trigger which fires once a product has been added to the wish list
  7. Save
  8. Test and Preview
  9. Publish

To use the pixel without any parameters use the below

<script>
fbq('track', 'AddToWishlist');
</script>

 

With Object Properties it would look like below

<script>
fbq('track', 'AddToWishlist', {
value: PRODUCT PRICE,
currency: 'PRODUCT CATEGORY',
content_name: 'PRODUCT NAME',
content_category: 'PRODUCT CATEGORY',
content_ids: 'PRODUCT ID',
content_type: 'product'
});
</script>

What Data Layers does the AddToWishlist Facebook Event Pixel need?

There isn’t a specific data layer for this, but the Product Detail Data Layer should be sufficient

The CompleteRegistration Event

What is the CompleteRegistration Facebook Event

What Object Properties does the CompleteRegistration Facebook Pixel Event need?

How to install CompleteRegistration Facebook Event Pixel?

What Data Layers does the CompleteRegistration Facebook Event Pixel need?

What is the CompleteRegistration Facebook Event

The CompleteRegistration event tracks if your users subscribe to a service or subscription of any type. This could be a newsletter or creating an account.

What Object Properties does the CompleteRegistration Facebook Pixel and Event need?

You can use the CompleteRegistration pixel without any Object Parameters, however the below are valid

Object PropertyRequired
content_nameNo
currencyNo
valueNo
statusNo

How to install CompleteRegistration Facebook Event Pixel?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Paste the below code into the box
  4. Create Trigger which fires once the registration has been completed
  5. Save
  6. Test and Preview
  7. Publish

To use the pixel without any parameters use the below

<script>
fbq('track', 'CompleteRegistration');
</script>

With Object Properties it would look like below, you can remove any that are unnecessary

<script>
fbq('track', 'CompleteRegistration', {
value: VALUE TO THE BUSINESS,
currency: 'CURRENCY',
content_name: 'NAME OF SIGNUP',
status: 'StATUS OF THE REGISTRATION'
});
</script>

What Data Layers does the CompleteRegistration Facebook Event Pixel need?

There is no specific Data Layer from the enhanced Ecommerce Data Layers, if you need one, then it is best to create one.

The Contact Event

What is the Contact Facebook Event

What Object Properties does the Contact Facebook Pixel Event need?

How to install Contact Facebook Event Pixel?

What Data Layers does the Contact Facebook Event Pixel need?

What is the Contact Facebook Event

The Content event tracks if a user gets in touch with your business. This can be through a form, email, chat functionality etc.

What Object Properties does the Contact Facebook Pixel Event need?

The Contact pixel does not use any Object Properties

How to install Contact Facebook Event Pixel?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Paste the below code into the box
  4. Create Trigger which fires once the user has contacted you
  5. Save
  6. Test and Preview
  7. Publish
<script>
fbq('track', 'Contact');
</script>

What Data Layers does the Contact Facebook Event Pixel need?

The Contact pixel does not need any data layers

The CustomizeProduct Event

What is the CustomizeProduct Facebook Event

What Object Properties does the CustomizeProduct Facebook Pixel Event need?

How to install CustomizeProduct Facebook Event Pixel?

What Data Layers does the CustomizeProduct Facebook Event Pixel need?

What is the CustomizeProduct Facebook Event

The CustomizeProduct event tracks if a user has changed any product specification or not before adding it to the basket. This could be the colour or the size or something similar to that

What Object Properties does the CustomizeProduct Facebook Pixel Event need?

The CustomizeProduct pixel does not use any Object Properties

How to install CustomizeProduct Facebook Event Pixel?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Paste the below code into the box
  4. Create Trigger which fires once the product has been changed
  5. Save
  6. Test and Preview
  7. Publish
<script>
fbq('track', 'CustomizeProduct');
</script>

What Data Layers does the CustomizeProduct Facebook Event Pixel need?

The CustomizeProduct pixel does not need any Data Layers

The Donate Event

What is the Donate Facebook Event

What Object Properties does the Donate Facebook Pixel Event need?

How to install Donate Facebook Event Pixel?

What Data Layers does the Donate Facebook EventPixel need?

What is the Donate Facebook Event

The Donate event tracks if a user donates to your organisation or charity

What Object Properties does the Donate Facebook Pixel Event need?

The Donate pixel does not use any Object Properties.

How to install Donate Facebook Event Pixel?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Paste the below code into the box
  4. Create Trigger which fires once the donation compete page has been reached
  5. Save
  6. Test and Preview
  7. Publish
<script>
fbq('track', 'Donate');
</script>

What Data Layers does the Donate Facebook Event Pixel need?

The Donate pixel does not need any Data Layers

The FindLocation Event

What is the FindLocation Facebook Event

What Object Properties does the FindLocation Facebook Pixel Event need?

How to install FindLocation Facebook Event Pixel?

What Data Layers does the FindLocation Facebook Event Pixel need?

What is the FindLocation Facebook Event

The FindLocation event tracks if a user searches for a specific location of your business. This could be a store or office.

What Object Properties does the FindLocation Facebook Pixel Event need?

The FindLocation pixel does not use any Object Properties.

How to install FindLocation Facebook Event Pixel?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Paste the below code into the box
  4. Create Trigger which fires once the local store or office page has been reached
  5. Save
  6. Test and Preview
  7. Publish
<script>
fbq('track', 'FindLocation');
</script>

What Data Layers does the FindLocation Facebook Event Pixel need?

The FindLocation pixel does not need any data layers.

The InitiateCheckout Event

What is the InitiateCheckout Facebook Event

What Object Properties does the InitiateCheckout Facebook Pixel Event need?

How to install the InitiateCheckout Facebook Event Pixel?

What Data Layers does the InitiateCheckout Facebook Event Pixel need?

What is the InitiateCheckout Facebook Event

The InitiateCheckout event tracks when a user enters your checkout funnel in any form. This will help you understand if people are starting to check out, but don’t complete.

What Object Properties does the InitiateCheckout Facebook Pixel Event need?

There are no required Object Properties, but the following are valid:

Object PropertyRequired
content_categoryNo
currencyNo
valueNo
content_idsNo
content_nameNo
num_itemsNo

How to install the InitiateCheckout Facebook Event Pixel?

  1. Create Data Layer Variables for the Object Properties you will need (if necessary)
  2. Click ‘New Tag’
  3. Choose a Custom HTML Tag
  4. Paste the below code into the box
  5. Add the Data Layer Variables to the relevant Property from the Checkout Data Layer
  6. Create Trigger which fires once the 1st stage of the checkout page is reached
  7. Save
  8. Test and Preview
  9. Publish

Without any Object Properties the pixel would look like:

<script>
fbq('track', ' InitiateCheckout');
</script>

With object properties it could look like:

<script>
fbq('track', 'InitiateCheckout', {
value: VALUE OF BASKET,
currency: 'CURRENCY',
Num_items: NUMBER OF ITEMS IN BASKET,
content_type: 'product',
contents: [
{
id: 'PRODUCT SKU',
quantity: PRODUCT QUANTITY,
item_price: PRICE OF SINGLE PRODUCT
}
],
});
</script>

What Data Layers does the InitiateCheckout Facebook Event Pixel need?

The Checkout data layer is the best one to use for the InitiateCheckout event. Normally this would be the data layer which appears on the first step, although that depends on your setup

The Lead Event

What is the Lead Facebook Event

What Object Properties does the Lead Facebook Pixel Event need?

How to install Lead Facebook Event Pixel?

What Data Layers does the Lead Facebook Event Pixel need?

What is the Lead Facebook Event

This is similar to the CompleteRegistration event. It can track when someone gives you their details.

What Object Properties does the Lead Facebook Pixel Event need?

There are no required Object Properties, for the Lead event, but the below are valid:

Object PropertyRequired
content_categoryNo
currencyNo
valueNo
content_nameNo

How to install Lead Facebook Event Pixel?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Paste the below code into the box
  4. Create Trigger which fires once the thank you page is reached
  5. Save
  6. Test and Preview
  7. Publish

Without any Object Properties the pixel would look like:

<script>
fbq('track', 'Lead');
</script>

With object properties it could look like:

<script>
fbq('track', 'Lead', {
value: VALUE OF LEAD,
currency: 'CURRENCY',
content_category: 'CATEGORY OF LEAD',
content_name: 'Name of Lead'});
</script>

What Data Layers does the Lead Facebook Event Pixel need?

The lead event does not use any specific enhanced eCommerce Data Layers. You could create one for someone completes the Lead or prefill the pixel code

The Purchase Event

What is the Purchase Facebook Event

What Object Properties does the Purchase Facebook Pixel Event need?

How to install Purchase Facebook Event Pixel?

What Data Layers does the Purchase Facebook Event Pixel need?

What is the Purchase Facebook Event

The Purchase Event tracks if someone completes a purchase on the site. It should fire on your Thank You or Confirmation page.

What Object Properties does the Purchase Facebook Pixel Event need?

Object PropertyRequired
content_idsFor Dynamic Ads
currencyYes
valueYes
content_nameNo
content_typeFor Dynamic Ads
num_itemsNo
contentsFor Dynamic Ads

How to install Purchase Facebook Event Pixel?

  1. Create Data Layer Variables for the Object Properties you will need (if necessary)
  2. Click ‘New Tag’
  3. Choose a Custom HTML Tag
  4. Paste the below code into the box
  5. Add the Data Layer Variables to the relevant Property from the Purchase Layer
  6. Create Trigger which fires once the confirmation page is reached
  7. Save
  8. Test and Preview
  9. Publish
<script>
fbq('track', 'Purchase', {
value: Total Revenue,Content_ids: 'TRANSACTION ID',
currency: 'CURRENCY',
num_items: NUMBER OF ITEMS PURCHASED,
content_type: 'product',
contents: [
{
content_name: 'NAME OF PRODUCT',
id: 'PRODUCT SKU',
quantity: PRODUCT QUANTITY,
item_price: PRICE OF SINGLE PRODUCT
}
],
});
</script>

What Data Layers does the Purchase Facebook Event Pixel need?

The Purchase Data Layer can be used for the Purchase Pixel Event.

The Schedule Event

What is the Schedule Facebook Event

What Object Properties does the Schedule Facebook Pixel Event need?

How to install Schedule Facebook Event Pixel?

What Data Layers does the Schedule Facebook Event Pixel need?

What is the Schedule Facebook Event

The Schedule Event tracks if a user books an appointment to visit your location or arrange a call with your organisation.

What Object Properties does the Schedule Facebook Pixel Event need?

The Schedule pixel does not use any Object Properties.

How to install Schedule Facebook Event Pixel?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Paste the below code into the box
  4. Create Trigger which fires once an appointment has been made
  5. Save
  6. Test and Preview
  7. Publish
<script>
fbq('track', 'Schedule');
</script>

What Data Layers does the Schedule Facebook Event Pixel need?

The Schedule Event Pixel does not use any Data Layers.

The Search Event

What is the Search Facebook Event

The Search event tracks if a search is made on  your site. This can either be for a product or general search.

What Object Properties does the Search Facebook Pixel Event need?

There are no required Object Properties for the Search pixel, however, the below are valid:

Object PropertyRequired
content_idsNo
currencyNo
valueNo
content_categoryNo
contentsNo
search_stringNo

How to install Search Facebook Event Pixel?

  1. Create Data Layer Variables for the Object Properties you will need (if necessary)
  2. Click ‘New Tag’
  3. Choose a Custom HTML Tag
  4. Paste the below code into the box
  5. Add the Data Layer Variables to the relevant Property from the Product Impression Data Layer
  6. Create Trigger which fires once a search has been made
  7. Save
  8. Test and Preview
  9. Publish

Without any Object Properties, the pixel would look like this:

<script>
fbq('track', 'Search');
</script>

With the Object Properties, it would look like:

<script>
fbq('track', 'Search', {
value: VALUE OF SEARCH PAGE,
content_ids: 'CATEGORY OF SEARCH PAGE',
currency: 'CURRENCY',
search_string: 'TERM USED TO SEARCH'
contents: [
{
content_name: 'NAME OF PRODUCT',
id: 'PRODUCT SKU',
quantity: PRODUCT QUANTITY,
item_price: PRICE OF SINGLE PRODUCT
}
],
});
</script>

What Data Layers does the Search Facebook Event Pixel need?

You would use the Product Impression Data Layer for when the person lands on a product category page.

The StartTrial Event

What is the StartTrial Facebook Event

What Object Properties does the StartTrial Facebook Pixel Event need?

How to install StartTrial Facebook Event Pixel?

What Data Layers does the StartTrial Facebook Event Pixel need?

What is the StartTrial Facebook Event

The StartTrial Event tracks if a user starts a free test or trial of your service.

What Object Properties does the StartTrial Facebook Pixel Event need?

There are no required Object Properties but the below are valid:

Object PropertyRequired
predicted_ltvNo
currencyNo
valueNo

How to install StartTrial Facebook Event Pixel?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Paste the below code into the box
  4. Create Trigger which fires once the trial has been booked
  5. Save
  6. Test and Preview
  7. Publish
<script>
fbq('track', 'StartTrial');
</script>

With the Object Properties, it would look like:

<script>
fbq('track', 'StartTrial', {
value: VALUE OF SEARCH PAGE,
predicted_ltv: CATEGORY OF SEARCH PAGE,
currency: 'CURRENCY'
});
</script>

What Data Layers does the StartTrial Facebook Event Pixel need?

There is no set Enhanced eCommerce Data Layer, however, you can create one with the above parameters.

The SubmitApplication Event

What is the SubmitApplication Facebook Event

What Object Properties does the SubmitApplication Facebook Pixel Event need?

How to install SubmitApplication Facebook Event Pixel?

What Data Layers does the SubmitApplication Facebook Event Pixel need?

What is the SubmitApplication Facebook Event

The SubmitApplication event tracks if a user applies for a service or product you offer or even a job. This could be for a credit card or account etc.

What Object Properties does the SubmitApplication Facebook Pixel Event need?

There are no Object Parameters for the SubmitApplication Event.

How to install SubmitApplication Facebook Event Pixel?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Paste the below code into the box
  4. Create Trigger which fires once the application has been submitted
  5. Save
  6. Test and Preview
  7. Publish
<script>
fbq('track', 'SubmitApplication');
</script>

What Data Layers does the SubmitApplication Facebook Event Pixel need?

There are no Data Layers for the SubmitApplication Event pixel.

The Subscribe Event

What is the Subscribe Facebook Event

What Object Properties does the Subscribe Facebook Pixel and Event need?

How to install Subscribe Facebook Event Pixel?

What Data Layers does the Subscribe Facebook Event & Pixel need?

What is the Subscribe Facebook Event

The Subscribe events tracks when a user applies to a paid subscription you offer. This is similar to the StartTrial event.

What Object Properties does the Subscribe Facebook Pixel Event need?

Object PropertyRequired
predicted_ltvNo
currencyNo
valueNo

How to install Subscribe Facebook Event Pixel?

  1. Click ‘New Tag’
  2. Choose a Custom HTML Tag
  3. Paste the below code into the box
  4. Create Trigger which fires once a user subscribes
  5. Save
  6. Test and Preview
  7. Publish
<script>
fbq('track', 'Subscribe');
</script>

With the Object Properties, it would look like:

<script>
fbq('track', 'Subscribe', {
value: VALUE OF SEARCH PAGE,
predicted_ltv: CATEGORY OF SEARCH PAGE,
currency: 'CURRENCY'
});
</script>

What Data Layers does the Subscribe Facebook Event Pixel need?

There is no set Enhanced eCommerce Data Layer. However, you can create one with the above parameters.

The ViewContent Event

What is the ViewContent  Facebook Event

What Object Properties does the ViewContent  Facebook Pixel Event need?

How to install ViewContent  Facebook Event Pixel?

What Data Layers does the ViewContent  Facebook Event Pixel need?

What is the ViewContent Facebook Event

The ViewContent event tracks if users land on a main product or service page. The Event can help create Dynamic Ads.

What Object Properties does the ViewContent Facebook Pixel Event need?

Object PropertyRequired
content_idsFor Dynamic Ads
currencyYes
valueYes
content_typeFor Dynamic Ads
content_categoryNo
contentsFor Dynamic Ads

How to install ViewContent Facebook Event Pixel?

  1. Create Data Layer Variables for the Object Properties you will need (if necessary)
  2. Click ‘New Tag’
  3. Choose a Custom HTML Tag
  4. Paste the below code into the box
  5. Add the Data Layer Variables to the relevant Property from the Product Detail Data Layer
  6. Create Trigger which fires once a user lands on a product page
  7. Save
  8. Test and Preview
  9. Publish
<script>
fbq('track', 'ViewContent', {
value: PRODUCT PRICE,
currency: 'CURRENCY',
content_ids: 'SKU OR PRODUCT ID',content_name: 'NAME OF PRODUCT',
content_category: 'CATEGORY OF PRODUCT',
content_type: 'product'
});
</script>

What Data Layers does the ViewContent Facebook Event Pixel need?

The ViewContent event pixel can use the Product Detail Data Layer.

Conclusion

It can take a bit of time to set up Facebook Pixel Events, but the benefits of doing so are endless. If you would like more help with your Facebook targeting, contact our Paid Media team or if you would like help installing the Facebook Pixels, check out our Google Tag Manager services.