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Secure Your Facebook Pixel and Connect

You want to install the Facebook pixel for the same reason you installed the Google Ads tracking. Start collecting site data now. Then when you want to run ads later, you’ll already have the website data you’ll need.

All you need to do is find your Facebook pixel and connect it within Google Tag Manager.


1. In another browser tab, open business.facebook.com; in the upper right you may need to click “Log In” and log in to your account.

2. If you have never created a Facebook Business account, you’ll have to set one up. Use the following steps to create an account. Skip ahead to step 3 if you already have an account.

a. Select “Create Your Business Manager Account,” enter your small business’ information, and click “Next.”

Secure Your Facebook Pixel and Connect

b. Fill in your business details and make sure to select your own goods or services, then click “Next.”

c. Later, you’ll want to claim any existing pages or ad accounts. For now, you only need a Business Manager account to generate a pixel.

3. In the primary menu, go to the “Events” section and click “Pixels.”

4. In the upper left, double-check you are in the proper account. Switch to the proper account if needed.

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5. In the left menu, click “Add New Data Source.”

6. Give your pixel a clear name, optionally include your website, and click “Continue.”

7. When the pixel has been created, you’ll be asked how you want to connect your website. Select “Manually add code.”

8. You’ve now uncovered the Facebook pixel code. Keep this browser tab open and go back to GTM.

9. Back in GTM, in the upper right click “New.”

10. Give this new tag a name and put in the Marketing folder.

11. Click anywhere inside the “Tag Configuration” area, and in the right menu that appears, scroll down a bit and select “Custom HTML.”

12. Go back to the browser tab that has Facebook open, showing your pixel code.

13. Hover over the code and when it turns blue click to copy to your clipboard.

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14. With this code in your clipboard, go back to the browser tab with Google Tag Manager.

15. Click into the “Custom HTML” area and paste in the Facebook code.

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16. Click anywhere in the “Triggering” section.

17. Select the “All Pages” trigger.

18. Now your tag is configured. In the upper right, click “Save.”

What did you just do? You told GTM to fire the Facebook tracking pixel on every page of your website.

Quick Win: Add “Google Conversion Linker” tag!

Because you are using two Google products (Analytics & Ads), there is a special Google-only tag that will ensure everything is talking to each other properly.

1. In the upper right of the tag list, you’ll see a notification. Click “Add Tag.”

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2. Give this new tag a name and put in the Marketing folder.

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3. In the upper right, click “Save.” There is nothing to configure here. Again, this is a Google-only thing, so it comes preconfigured.

Now learn how to install Google Tag Manager Code to Your Website