Facebook Pixel Purchase & Conversion Tracking with GTM

Learn how to optimize Facebook Pixel to track conversions other than ... If you have a conversion value for example of 99 dollars, and currency as USD, ... Skiptocontent Skiptocontent FacebookPixelPurchase&ConversionTrackingwithGTM JulianJuenemann November14,2020 IsyourFacebookPixeloptimizedtotrackconversionsseparatelyfromregularevents? Yourconversionsarethemostimportanteventsthatyoucantrackonyourwebsite.Butifyou’renotusingtheFacebookPixel’sPurchaseTrackingfeature,youcouldbemissingoutonimportantconversiondata. Inthelastguides,wehavesetupourFacebookBaseTrackingPixelandCustomEventTracking.NowweneedtotellFacebookwhattooptimizefor. That’swhyweneedtosetupFacebookPixelConversionTrackingalsocalledPurchaseTrackinginFacebookAds.Thus,wewillsetupFacebookPixelConversionTrackingandtransferthevalueofourconversiontoFacebook. Anoverviewofwhatwe’llcoverinthisguide: ThePurchaseEventExplainedHowtoSetPurchaseAmountDynamicallyinGTMCreatingaFacebookCustomConversionSubmitChangesandPublish Solet’sdivein. ThePurchaseEventExplained Welcomebacktoourdemoshop.Inourlastguide,wehavealreadyinstalledourFacebookBasePixel,whichyouneedtohaveinstalledinorderforotherinteractionstobepickedup.  Ire-installedthePagevieweventandtheAddToCarteventonbuttonclicksoftheAddtoCartbutton. Now,thereisonethingthatismissing,whichisveryimportantforFacebookadsi.e.purchasetracking.Forthis,gotoSetupandthenclickManuallyInstalltheCodeYourself.  WehavealreadyinstalledthisFacebookBasePixelcodeonourpageandifyouclickContinue,youhavethecustomevents.  Forconversiontracking,wewanttoselectthePurchaseevent.ForthePurchaseevent,yousimplydeploythetrackingcode.  HowtoSetPurchaseAmountDynamicallyinGTM? Ifyouhaveaconversionvalueforexampleof99dollars,andcurrencyasUSD,itwillmakeyourdatamuchbetter.Thecurrencyisusuallynotchangingbutsometimescouldbedynamicaswell. Thus,itisobviousthatnotallofourpurchasesshouldbemarkedas99dollars.YouwouldneedtodynamicallyinsertthiswiththehelpofGoogleTagManager.Sojusttogiveyouanexample,let’sgobacktoourdemoshopandbuyaproduct.  Inanyonlinestore,youwouldlandonanorderreceivedpage,orathankyoupage,whereyouwouldnormallyseehowmuchyouhavespentonyourorder. ThisistheamountthatwewanttosendovertoFacebookanddynamicallyfillintotheeventthatwesendtoFacebook. HowcanwegettheamountintoGoogleTagManagerdynamically?Well,therearedifferentmethodsandwehavediscussedtheminourguideonConversionValues.  Themostrobustwayistobuildacustomdatalayout. NowsinceI’mhereonaWoocommercestore,I’veinstalledapluginbyThomasGeiger,whichistheGoogleTagManagerforWordPress.Thispluginwillfillthedatalayerforyouautomaticallyifyouareonawebsite. Inordertoseethedatalayer,andwheretheinformationis,weneedtoenterourpreviewanddebugmode.Todothis,clickthePreviewbutton. Solet’sdothatandthengothroughanotherconversion.OnceI’mbackonthethankyoupage,Icanlookintomydatalayerandseehowitwasfilledwithvalues.  Inourcase,wehavethishugedatalayerpush,whichisthegtm4wp.orderCompletedEEC.YoucannotethatthetransactionTotalhereresemblesthetotalamountthatwasboughtbytheuser.  YoualsohaveatransactionCurrencyinhere,whichyoucoulduseifyouhaddifferentcurrenciesinyourstore.Inourcase,thatdoesn’treallychangesoIwon’tpullthisfromthedatalayer. CreateDataLayerVariable  I’mjustgoingtotrytopullthetransactiontotalfromthedatalayer.Todothis,IwillbuildavariableinGoogleTagManager. Nowvariablesarelikeplaceholders,soyoucanbuildthemdynamicallytopullthemfromplaceslikethedatalayer.IwillChoosevariabletypeasaDataLayerVariableandthiswillallowmetoaccesstheinformationfromthedatalayer.  Givethisvariableaname.Wehavenameditasdlv-transactionTotal.TheonlyconfigurationneededistheDataLayerVariableName. ThatisthekeythatweseeintheJavascriptobject.Soinourcase,itwillbetransactionTotal.ClickonSaveandwehavethisnowavailableintheGoogleTagManagerasavariable. Set-upFBPurchaseEventTag  Whatdoesthatmean?Andwherecanweusethem?  Wellnow,wecangotothenextstepandcopyourJavaScriptcode. WethenimplementthisasaNewTag.Here,wewillselectaCustomHTMLtag.  GivetheTaganameandastheHTMLcode,pastetheJavaScriptcodethatyouhadcopied. Nowweneedtocustomizethisbecausewedon’twantallourproductstoresultin99dollarsoncethisfires.  Sowewilldynamicallyinsertourvariable,whichcanbedonewithtwocurlybrackets.Thisopensupamenuwithallyourdifferentvariablesinhere.Youcanclickonourdlv-transactionTotal,andthatshouldbereplaceddynamicallywithwhateverisinthedatalayeratthattime. CreateConversionTrigger Next,wecanbuildatriggerandwewouldwanttodeploythatonourfinalcheckoutpage.Thus,wecouldlookattheURLandwouldwanttodeploythisonourorder-receivedpageifthatisintheURL. We’regoingtoclickontheplussign(+)hereandcreateanewtrigger. Wewillfirethisonthepageviewtagofourthankyoupageandnamethispv–ThankYou. Now,thiswillbethePageViewtag.  ButthistriggerwillonlyfireonSomePageViews,wherethePageURLcontainsourorder-received.Let’sSavethetrigger. Testing We’realmostdone!NowwejustneedtodeployandtestourTag. SaveourFacebookPurchasePixel.  Now,Refreshourpage. Let’sgothroughanotherconversion.Here,whenwegettoourOrderreceivedpage,weseethatourFb–Event–Purchasetaghasfired. Now,inourFacebookPixelHelper,weseethatPurchaseinformationwastransferredwiththevalueof45.00. ThiscorrespondsdynamicallytotheCheckouttotalthat wasinsertedthroughourvariablewiththeamountof45.Thus,thisworksasexpected.  Let’smoveovertoourFacebookAnalytics,andgointotheEventDebugging.Again,weseeanEventPurchasesthatwasfiredwiththevalueof45. CreatingaFacebookCustomConversion NowinFacebookitself,wecouldusethisforourCustomConversions.Thus,youcouldcreateaNewCustomConversion. Forthis,clickonCustomConversions→CreateCustomConversioninyourFacebookPixel. Here,choosePurchaseEventasaCustomConversion. Andoncethisissetup,youwillbeabletogetcolumnsfilledthatcorrespondtotheconversionvalueofyourcampaigns.Forexample,intheAdsManager,ifyouhaveacampaign,youshouldbeabletoseetheactualconversionvalue,inacolumn,thatyoucanaddinyourAdsaccount.  GotoAdsManager→ Addothercolumns…andselectTotalConversionValue. Thus,thiscolumnshouldbefilledwiththeamountthatistransferredlateron.Thiswillgiveyousomemoredataonhowmanyclicksyoureceivedandhowmuchmoneyyoumadeintheend.So,youwillhaveameaningfuldatasetinyouraccount. SubmitChangesandPublish Nowdon’tforgetthatthisiscurrentlyrunningononlyourbrowser.WestillneedtodeploythisasaversionsothattheTagwillfireforallusers.TodothatyoucanclicktheSubmitbutton. Now,enteraVersionName,andPublishthistoallyouruserssoitisliveonyourwebsite.Thus,thisishowyousetupFacebookPixelConversionTrackingforpurchases. Summary Alright,sothereyouhaveit!ThisishowyoucansetupFacebookPixelconversiontrackingforvarioususeractionswiththehelpofGoogleTagManager.Inthisguide,welearnedhowtosetitupparticularlyforPurchasetracking.  ThisbringsustotheendofthisseriesonFacebookPixeltracking.Pleasefeelfreetoleaveyourcommentsbelow.  Ifyou’renewtoFacebookPixeltracking,youcanstartwithourfirstguideonFacebookBaseTrackingPixel.Ifyou’renewtoGoogleTagManager,wealsohaveafreecourseforyoutogetstarted! SignuptotheFREEGTMforBeginnersCourse...GETFREECOURSE JOINUS! MasterData&AnalyticswithMeasuremasters ExclusiveCourses&Workshops|OngoingTroubleshooting|SupportResources,Tools&muchmore FINDOUTMORE JulianJuenemann Julianstartedandgrewventure-backedstartupswithhisunique'datafirst'approachtoOnlineMarketing.HethenfoundedMeasureSchool.comtohelpmarketers,likehim,thedata-drivenwayofdigitalmarketing. Label {} [+] Name* Email* Label {} [+] Name* Email* 12Comments Oldest Newest MostVoted InlineFeedbacks Viewallcomments Billy 3yearsago HiJulian,manythanksforyourgreattutorial.Ihave2questions. –InthisvideoyouadvisetouseThomasGeiger’splugin,butitrequirestheGTMIDinthesettingsthereforeIsupposeitmeansthiswillinstalltheGTMcodeintheheaderandthebody.SoIhavetoremovemymanualinstallation? –Inthisvideoyoustartedtosetthepurchasecustomconversionsup,butyoujustchosetheevent“Purchase”andafterthatyouclosethewindow,couldyoupleaseexplainhowtosetitupproperlyplease? Thankyou. Billy 0 Reply Author JulianJuenemann(@julian-juenemann) 3yearsago Replyto  Billy thepluginnowhasasettingtojustusethedataLayerfunctionwithoutdeployingGTM. notsurewhatyoumeanbyproperly? 0 Reply Billy 3yearsago Replyto  JulianJuenemann ThankyouJulianforyourreply,Ifoundtheoption.Andforthesecondone,Imeancouldyoupleaseexplainthefullprocessforsettingupthe“Purchase”eventyoustartinthevideo? 0 Reply Author JulianJuenemann(@julian-juenemann) 2yearsago Replyto  Billy pleasetakealookatthefirstandsecondpartofthevideo 0 Reply StephenRenton 1yearago Replyto  JulianJuenemann beusefulifyouaddedthelinksheresopeoplecanfindthemeasily 0 Reply StephenRenton 1yearago Replyto  JulianJuenemann onlypart3showswhenudoaseach.. 0 Reply emil 8monthsago HiJulian.Whencreatingcustomconversionsinfacebooknowyouhavetheoptiontofillinconversionvalue.Shouldileavethisat0,00toletthevaluefromthestandardeventgothroughtothecustomconversion? 0 Reply Author JulianJuenemann(@julian-juenemann) 8monthsago Replyto  emil Ithinkthisisastandardvalue.Soifsomethingistransferreditwillalwaysoverridewhateveryouenteredthere.Ifnothingistransferreditwillusethatvalueyouentered 0 Reply Dan 8monthsago InregardstothePIxelsettings,doyourecommendtrackingeventsautomaticallywithoutcodeorshouldthisbedisabledandthenimplementthestepsoutlinedinthevideo.Thanksforagreatoverview,Julian! 0 Reply Author JulianJuenemann(@julian-juenemann) 8monthsago Replyto  Dan Iwouldgowiththevideo,butifyoufindvalueintheautomaticevents,youmightwanttokeepthemenabled. 0 Reply deipan 6monthsago hiJulian,settingconversiontrackingforFbisstillthemostchallengingtome.currencyistheonlyparameterdetected.Thevaluestilldoesnotshow.IhaveusedthepluginandgotthedatalayertransactiontotalwhichImadeasavariable.But,stillthevaluedoesnotshow.Wouldyoupleaseadvisemewhattodo? Thanks 0 Reply Chintan 6monthsago needtoknowwhatifmywebsiteiscustomPHPandIneedtocreateadatalayermanuallybecausenoreadymadepluginsareavailable. 0 Reply PrevPreviousTrackingFunnelsWithGoogleAnalyticsEnhancedEcommerceTracking NextTheNewGoogleAnalytics4–AnOverviewNext Search BlogCategories Analytics BigQuery GoogleAds GoogleAnalytics GoogleDataStudio GoogleSheets GoogleTagManager Interviews Other Join30,000+marketersgettingexclusiveresourcesandourlatestcontent!SUBSCRIBE! nowit'stimeto Startmeasuringlikeamaster ItchingtojumpintotheworldofMeasureMasters?Thisiswhatyouhavetolookforwardto. MoreOnMeasureMasters ©2021MeasureSchool.Allrightsreserved. TermsandConditions PrivacyPolicy CookiePolicy Contact Login Careers Menu TermsandConditions PrivacyPolicy CookiePolicy Contact Login Careers Close wpDiscuzInsert