Create Meta Event Tags
In this article, we explain step-by-step how to create Meta Ads event tags in the Google Tag Manager (GTM) web container. We ensure that the event name and trigger match those of an existing GA4 event tag and that both the GA4 and Meta Ads event tags contain the same event_id parameter.
Open your GTM web container
Navigate to Templates
Within Tag templates click on "Search Gallery"
Use the search function to find the "Facebook Pixel" template
Add the template to your workspace
Navigate over the variables
Make a new "User-Defined Variable" and choose constant as a variable.
Input your Meta Pixel ID as the value. Name it "Meta Pixel ID" and save
Navigate over to Tags
Create a new tag, select the facebook pixel template as tag config
In the input field, select your Meta Pixel ID Variable
Under ‘Event Name’, specify whether it is a standard or a custom event. Select a standard event from the dropdown menu, and enter a custom event manually in the input field.
Make sure the event name matches your GA4 event tag if you choose a standard event. Below you can see the differences between the GA4 and Meta event names:
Unfold "More Settings" In the input field of "Event ID" paste your unique event ID Variable
Select the same trigger you use for the GA4 event tag with the same event name.
Save the tag. Use the preview mode to check if the tag is activated with the correct site interaction.
Open your GTM web container
Navigate to Templates
Within Tag templates click on "Search Gallery"
Use the search function to find the "Facebook Pixel" template
Add the template to your workspace
Navigate over the variables
Make a new "User-Defined Variable" and choose constant as a variable.
Input your Meta Pixel ID as the value. Name it "Meta Pixel ID" and save
Navigate over to Tags
Create a new tag, select the facebook pixel template as tag config
In the input field, select your Meta Pixel ID Variable
Under ‘Event Name’, specify whether it is a standard or a custom event. Select a standard event from the dropdown menu, and enter a custom event manually in the input field.
Make sure the event name matches your GA4 event tag if you choose a standard event. Below you can see the differences between the GA4 and Meta event names:
| GA4 event name | Meta Ads event name |
|---|---|
| page_view | PageView |
| add_payment_info | AddPaymentInfo |
| add_to_cart | AddToCart |
| add_to_wishlist | AddToWishlist |
| sign_up | CompleteRegistration |
| begin_checkout | InitiateCheckout |
| generate_lead | Lead |
| purchase | Purchase |
| search | Search |
| view_item | ViewContent |
Unfold "More Settings" In the input field of "Event ID" paste your unique event ID Variable
Select the same trigger you use for the GA4 event tag with the same event name.
Save the tag. Use the preview mode to check if the tag is activated with the correct site interaction.
Updated on: 16/08/2024
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