How to install a Facebook Pixel using Google Tag Manager

Facebook Pixcel
Gavin Bell
Blue Cliff Media
In association with
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Facebook advertising is one of your biggest business opportunities just now. But, if you’re planning to advertise on Facebook, you need to install a little piece of code into your site called the Facebook Pixel.

Well, you don’t need to... but you definitely should. The Facebook Pixel is a piece of Javascript code that goes into the header of your website and allows you to:

1. Optimise your adverts: With the Facebook Pixel, Facebook learns more about the audience you’re targeting and the objective you’re looking to hit - helping you become more efficient
2. Track everything that’s going on: The Facebook Pixel allows you to track conversions and actions people take on your site as a result of your ads
3. Build custom audiences: You’re able to create retargeting ads and audiences of people who have visited your site - similar to how you’re followed around the internet with ads after looking at products online

There are a few methods to installing the pixel. If you’re on WordPress, you can download a plugin or you use the email pixel code feature on Facebook to send instructions to your “web guy”. I’m going to show you how to install your pixel through Google Tag Manager (GTM).

Your first step is, inevitably, creating your Facebook pixel. You’ll need an ad account to do this. Firstly, go to the Pixel tab within your ads manager.

Adverts manager

Click on create a pixel, name it and hit create pixel. Voila! You now have your very own pixel.

Create pixel
Then we want to connect the pixel to our GTM account. You’ll need a GTM account to do this. GTM is effectively a way for you to manage different snippets of Javascript, such as Google Analytics, Twitter pixel, Facebook Pixel etc.

To install the pixel, go to your pixels tab again and select set up pixel. Then select Use an integration or tag manager. Select Google Tag Manager and then select Quick install.

Install pixel code
Select the Google account associated with your GTM account, select your account name and the container you’d like to use. If you don’t see any containers, you may need to create a new container within GTM.
Google Tag Manager Account
Facebook is then going to ask you to add or edit tags. If you’re just starting out, I recommend you just skip this part and install the base code across your site. This will allow you to create retargeting ads and measure results. If you’re more advanced, you can go in and add different tags depending on what events you’d like to track for your ads.

Then hit publish and the pixel code will be installed on your site!

As mentioned above, it’s important to have the pixel installed on your site for your ads to be as effective as possible. There’s a handy little tool called Facebook Pixel Helper (it’s a Google Chrome extension) that allows you to check whether your pixel is installed properly or not. If you see a green ticket, it’s happy days all round.

There you have it! How to install the Facebook Pixel using Google Tag Manager. As I mentioned above, there are other methods such as using a WordPress plugin, but this is the most efficient and best practice way to do it.

Now go and create your first retargeting ad :)

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24th May 2017 12:15

Thanks, Mate! your post really helps me to add Facebook Pixel in the website.


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10th Jul 2017 11:26

Really detailed post. Great

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