Brent Barnhart
February 10, 2019

Facebook Event Tracking with Google Tag Manager

Setup Facebook Event tracking using Google Tag Manager. We'll walk you through the simple steps so that you can track button clicks, form submissions, e-commerce tracking and much more. Getting started with GTM can be a bit daunting, but with our approach you'll be analysing your site in seconds.

Anything you can do to align your social media campaigns and your on-site analytics is a huge plus, right?
After all, we want to be able to prove the ROI of our social efforts.
And we also want to know which ads and interactions result in the most revenue.
That’s where Google Tag Manager can be a game-changer, especially when it comes to Facebook ads.
For example, let’s say that somebody clicks on your latest Facebook ad. They’re then funnelled to your website or landing page, but then what happens?
The Facebook Pixel does most of the legwork to figure out what your social traffic is doing next.
But Google Tag Manager makes it simple to define and organize specific visitors as they move from Point A to Point B. The end result is a more comprehensive overview of your Facebook ad performance and what you can do to create more customers.
In this quick guide, we’ll break down how to use Google Tag Manager and the Facebook Pixel in tandem to get the most out of your Facebook ad campaigns.

How to Set Up Event Tracking with Google Tag Manager

Note: Assuming you already use Google Analytics, you don’t need to do anything special to get started in terms of your Tag Manager account.
Now, first thing’s first: you’re going to need to install the Facebook Pixel base code using Google Tag Manager.
Although this might sound complicated, it’s actually a fairly straightforward matter of copying-and-pasting.
If you want a simplified walkthrough on how to install the Pixel code on-site using Google Tag Manager, check out the video below from Measure School:
In short, you just need to copy the Pixel code from Facebook, make a few small tweaks, save and publish. You can also test your Pixel to ensure that it installed correctly (the video covers this as well).
With that out of the way, let’s get onto the good stuff: setting up event tracking and understanding how events are fired.
Start at the Facebook Pixel setup screen just as you did when setting up the Pixel base code. Select “Manually Install Pixel Code Yourself” and then select #2 to see a list of events you can choose from.
Then, choose a relevant event based on your business. For example, “Add to Cart” is a fairly universal event to track for most e-commerce stores.
You’ll then see a drop-down which allows you to copy the event code in one click. Don’t worry about variables and specific parameters of your events quite yet.
Once your code is copied, head on over to Google Tag Manager. Select “Add a new tag” and assign a name to your tag based on your event. There is no “right” format here - just make a point to note the event itself and the fact that it’s for Facebook.
Select “Tag Configuration” and then “Custom HTML” on the sidebar.
Here’s you’ll paste the event code you copied from Facebook earlier.
Now you need to select the triggers that fire off your events. Do so by selecting “Triggering.”
For this example, our event is triggered when somebody clicks a link containing the text “Add to cart.” Name your trigger to reflect your event and then hit “Save.”
As a side note, you may need to configure your variables based on the specific actions you want to track. You can find and edit these options under the “Variables” tab on the home page of Google Tag Manager (just hit “Configure” once you’re there).
Once saved, your event is good to go! You can then rinse and repeat these steps for different types of events and triggers such as form submissions or other types of clicks. With the help of the Pixel Helper Chrome extension, you can double-check that your events are being tracked appropriately.
That wasn’t so bad, was it?

What Events Can I Track from Facebook Ads?

Now that you understand how to set up event tracking, it’s time to figure out exactly what you want to track.
It really depends on what type of business you’re running and what your conversion goals are.
Below is a breakdown of all the current Facebook event types available to give you an idea of what actions you can track and tag.

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