Meta Pixel tag

Tag Manager

Note: In versions below 16.23.0, this tag is called Facebook Pixel.

When you run campaigns on Facebook or Instagram, you may want to measure the results of your advertising and deliver ads to people who visited your website. To make it happen, you need to install the Meta pixel to your website.

The pixel will see a visitor coming from a Facebook or Instagram ad, record their actions and send this information to Facebook > Events Manager. This way it’ll measure the conversion. At the same time, the pixel will send data about your site visitors and their behavior. With this data you’ll be able to define an audience for remarketing with Facebook and Instagram ads.

In this article, we’ll show you how to install a pixel, set up conversions and remarketing using Piwik PRO Tag Manager and the Meta Pixel tag.

Find your Meta pixel

First, you need to create a pixel in Meta Business Suite and copy it’s ID.

To find the pixel, follow these steps:

  1. Log in to Meta Business Suite.
  2. Navigate to Menu > Events Manager.
  3. Click Connect Data Sources and select Web.
  4. Select Meta Pixel and click Connect.
  5. Add your Pixel Name.
  6. Enter your website URL to check for easy setup options.
  7. Click Continue.
  8. Now your pixel is ready.
  9. Next to the website name, you’ll see your Meta Pixel ID. 

Set up the Meta Pixel tag

Once you have your pixel ready, it’s time to add it to your site using Piwik PRO Tag Manager.

To set up the Meta Pixel tag, follow these steps:

  1. Log in to Piwik PRO.
  2. Go to Menu > Tag Manager.
  3. Click Add a tag.
  4. Name the tag and select the following type: Meta Pixel.
  5. Click Next.
  6. Paste the pixel ID.
    Meta Pixel tag in Piwik PRO
  7. Leave the Event field as is. This option is needed when you create a tag for tracking specific actions that visitors take on your website.
  8. In Advanced tag settings, choose Consent type. Set it up if you use a consent form on your site. This tag will fire only for visitors who accept the selected consent type.
  9. Respect opt-out and DNT is turned on by default. Leave it as is, if you want to respect visitors who set Do-Not-Track in their browsers, or visitors who opt out of tracking using our opt-out form.
  10. Enable document.write is turned off by default. Toggle this option, if your tag needs document.write.
  11. In Flight dates, set the date and time when the tag is fired.
  12. In Tag triggers, click Choose existing trigger and pick All page views because you want to fire the global site tag on every page of your website.
  13. When you’re done, click OK for the trigger.
  14. Click Save for the tag.
  15. Test your tag in debug mode.
  16. When you’re happy how the tag works, click Publish.

Check if your pixel is working

After the pixel is installed, check that it is working properly.

To check the pixel, follow these steps:

  1. Log in to Meta Business Suite.
  2. Navigate to Menu > Events Manager.
  3. Click Details in the Pixel tab.
  4. If the pixel is working, the status will be Active and you’ll see activity reported on the dashboard.

Set up events for tracking actions with tags

After you’ve placed the pixel to your website, you can add Facebook events to track specific actions people take on your website. This can be done in two ways:

  • Add the Meta Pixel tag with an action trigger in Piwik PRO Tag Manager.
  • Create Custom Conversions in Meta Business Suite.

To add a Meta Pixel tag with an action trigger, follow these steps:

  1. Log in to Piwik PRO.
  2. Go to Menu > Tag Manager.
  3. Click Add a tag.
  4. Name the tag and select the following type: Meta Pixel.
  5. Click Next.
  6. Paste the pixel ID and select the event type. 
    Meta Pixel tag in Piwik PRO
  7. In Advanced tag settings, choose Consent type. Set it up if you use a consent form on your site. This tag will fire only for visitors who accept the selected consent type.
  8. Respect opt-out and DNT is turned on by default. Leave it as is, if you want to respect visitors who set Do-Not-Track in their browsers, or visitors who opt out of tracking using our opt-out form.
  9. Enable document.write is turned off by default. Toggle this option, if your tag needs document.write.
  10. In Flight dates, set the date and time when the tag is fired.
  11. In Tag triggers, click Add a trigger to set up a trigger for your tag. The trigger should be defined as the event you want to capture. For example, add an item to a cart.
  12. Adjust trigger conditions.
  13. When you’re done, click OK for the trigger.
  14. Click Save for the tag.
  15. Test your tag in debug mode.
  16. When you’re happy how the tag works, click Publish.

To create the Custom Conversion on Meta Business Suite, follow these steps:

  1. Log in to Meta Business Suite.
  2. Navigate to Menu > Events Manager > Custom Conversions.
  3. Click Create Custom Conversion.
  4. Name the custom conversion.
  5. Add rules for your custom event. You can add multiple parameters by clicking and.
  6. Select a category for your custom conversion.
  7. Optionally, set the conversion value. 
  8. Click Create.

Conversion tracking report

Once the tracking of ad conversion is done, the pixel will capture and send data to Meta Business Suite and the results will appear in ad reports.

To view conversions of your Facebook or Instagram ads, follow these steps:

  1. Log in to Meta Business Suite.
  2. Navigate to Menu > Ads Manager.
  3. Select CampaignsAd Sets or Ads, depending on what you want to view.
  4. Select the Columns drop-down menu.
  5. Select Customize Columns and select the boxes next to the actions that are important to you.
    Facebook Pixel tag in Tag Manager in Piwik PRO
  6. Click Apply and you’ll see these columns in table with ads. 

Create an audience for Facebook or Instagram ads

Additionally to tracking conversions, you’ll be able to create a new audience for ads, basing on data collected from your site. Using conditions like page URL, the time spent on your site or defined events, you’ll precisely define a group of people you want to target with your campaigns.

To create a new audience for Facebook or Instagram ads, follow these steps:

  1. Log in to Meta Business Suite.
  2. Navigate to Menu > Audiences.
  3. Click the Create a Custom Audience.
  4. Click Website.
  5. Set conditions for your audience.
  6. Name the audience.
  7. Click Create audience

Once the audience is ready you can use it to create a new campaign on Facebook or Instagram. You can create as many audiences as you like.

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