Set up Meta Pixel

Which events can you track?

Prepare your data layer

• For e-commerce, follow Meta’s recommended event parameters.
• Use official plugins or custom scripts to populate the data layer for platforms like Shopify, WooCommerce, Magento, or custom builds.

Expert Tip
Use GTM’s Preview mode to inspect your data layer and verify event parameters.

To send detailed event data to Meta, create variables that extract values from your data layer:

Create custom event triggers in GTM

1. In GTM, go to Triggers and click New.
2. Select Custom Event as the trigger type
3. Enter the event name as it appears in your data layer (e.g., purchase, add_to_cart).
4. Scope the trigger as needed (e.g., All Custom Events or Some Custom Events).
5. Save your trigger.

Define data layer variables

1. Go to Variables in GTM and click New.
2. Choose Data Layer Variable.
3. Enter the data layer path (e.g., ecommerce.value, ecommerce.currency, ecommerce.items, ecommerce.transaction_id).
4. Name your variable descriptively (e.g., “DLV – ecommerce.value”).
5. Repeat for each parameter you want to send.

Configure the Meta Pixel Tag (Conversions API Tag)

1. In GTM, go to Tags and click New.
2. Select Tag Type: Custom Template or HTTP Request (for server containers), or use a dedicated Meta Pixel/CAPI template if available.
3. Enter your Meta Pixel ID and Access Token (from your Meta Events Manager).
4. Map your event name and parameters (use the variables created above). Example parameters: event_name, event_time, value, currency, content_ids, content_type, user_data
5. Link the tag to your custom event trigger.
6. Save the tag.

Expert insight:
For best match rates, include as much user data as possible (hashed emails, phone numbers, etc.) in the payload.

Test, debug, and publish

1. Use GTM Preview mode to trigger your events and inspect outgoing requests.
2. Check the Meta Events Manager in Facebook Business Suite for incoming server events and deduplication status.
3. Once confirmed, Submit and Publish your GTM container changes.

Best practices

Event Naming:
Use Meta’s standard event names for maximum reporting and optimization benefits.
‍
Parameter Completeness:
Include all recommended fields (value, currency, content_ids, user_data) to maximize match quality and attribution.
‍
Data Privacy:
Hash user identifiers (email, phone) before sending to Meta for compliance.
‍
Deduplication:
If using both browser and server events, implement the event_id parameter for proper deduplication.
‍
Debugging:
Use Meta’s Test Events tool to verify event delivery and troubleshoot issues.

Troubleshooting