Install Facebook Conversion Pixel through Google Tag manager


The Facebook Pixel code (also known as base code) comprises a JavaScript code that you copy and paste into your website to identify your website users so that you can retarget them on Facebook.

The Facebook pixel code is all you need to begin with Facebook marketing. This pixel will help you create custom audiences based on your webpage traffic. The data are sent back to Facebook so you can monitor how your ad is performing.

Note: This article presumes that you have Google Tag Manager installed on your website. If you don’t have GTM installed please do it right away: follow the link -

Steps to Install Facebook Pixel via GTM

In this post we will walk you through the steps required to install a Facebook Pixel on your website.

1) Create a Facebook Pixel in Business Manager (if you don’t have one created)

  • Click on Ads Manager, from the home screen.
  • Click on Pixels under Tools
  • Click Create a Pixel
  • Give a pixel a name
  • Accept the terms
  • Click Create Pixel, then click Install Now

install-facebook-conversion-1Now you are ready to install the Facebook Pixel on your website through Google Tag Manager. Copy the pixel.install-facebook-conversion-22) Install Pixel via GTM

  • Login to your Google Tag Manager
  • Select the appropriate container you want to add
  • Click Add a New Tag --> then Choose tag type 'Custom HTML
  • Name the tag
  • Now paste the pixel (you copied in the earlier step) in the HTML container
  • Under the Advanced Settings dropdown select ‘Once per page’ under Tag firing options
  • Choose a trigger: All Pages
  • Click Save

install-facebook-conversion-33) Conversion Tracking or Action Specific Tags

Now that you have the base code set up, you can create conversion tracking or action specific tags like Content View, Add to Cart button, Success Page, etc. Refer to the steps below for adding conversion tracking.

  1. Login to your Google Tag Manager
  2. Select the appropriate container you want to add
  3. Name the tag
  4. Click Add a New Tag --> then Choose tag type 'Custom HTML'
  5. Copy the script specific to the action from the Facebook site (
  6. Paste it in the HTML container
  7. Under Advanced Settings - Set conversion pixel to fire AFTER base Facebook Pixel.
  8. Set your trigger relevant to the conversion
  9. Click Save

Follow the above process above to create tags for other conversions like Add to Cart, Purchase etc.

4) Ensure Pixel is working

Using Facebook Pixel Helper extension:

Now that you have installed the Facebook Pixel, you would like to make sure that it’s working correctly. To test Facebook Pixel, Facebook created a tool called FB Pixel helper, an extension for Chrome.

  1. Add the Facebook Pixel Helper extension to your Chrome browser
  2. Now, navigate to your webpage
  3. Click on the icon </> on the top right of your Chrome browser
  4. You should see a message 1 pixel found on

Rest assured your pixel is working as expected

Activity in your FB Ads Manager:

After several days, you should also check into your FB account (Facebook Business Manager) to ensure that data are collected.

  1. Login to
  2. Click on your Ad Account
  3. Navigate to Tools > Pixels
  4. If it's installed correctly, the pixel will send information back to Facebook. You should be able to see some data in the Facebook Pixel page.

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