Facebook Pixel Tag Setup Guide

For information about the legacy Facebook Pixel, see Facebook Pixel Setup Guide (Legacy).

How it works

• Purchase tracking occurs automatically when an order ID is populated.

• You may enter a comma-separated list of Pixel IDs in the Pixel ID field.

• Generate Event ID: Set to true to generate the event_id parameter in the Facebook Pixel and to make these event IDs available as server-side attributes.

  • Requires the latest version of the Tealium Collect tag to.
  • Must be set to true if you plan to map a custom variable to event_id.
  • See Conversions API for Web.

• The template automatically attempts to calculate the num_items value if a product quantity array is present.

• Use mapping to:

  • Toggle trackSingle (true by default)
  • Toggle disablePushState (false by default)
  • Dynamically set the tag configurations
  • Override the E-Commerce extension values

• Supports the following E-Commerce extension parameters:

  • Order ID
  • Sub Total
  • Currency
  • List of Product IDs
  • List of Product Categories
  • List of Product Prices
  • List of Product Quantities
  • List of Product Names

  The Pixel tag automatically hashes user data.

Conversions API for Web

(This feature requires an active Tealium Collect tag.)

To support Facebook Conversions API for Web, set Generate Event ID to true. When Generate Event ID is enabled, this tag generates a unique event ID for each event tracked and sends it as an attribute to Tealium EventStream for use in the Facebook Conversions connector and passes it to the Facebook Pixel in the event_id parameter. This event ID attribute may be mapped in the connector to synchronize the web-based tag with server-side integration.

The tag sends event IDs using generated event attributes using the following naming convention:

fb_event_id_{FACEBOOK_EVENT}_{TAG_UID}

For example, a purchase event from tag #32 would send the following attribute and value:

{
  "fb_event_id_Purchase_32": "028b2ade7478..."
}

A page view event from the same tag would send the following attribute and value:

{
  "fb_event_id_PageView_32": "084b1cda7461..."
}

For information on using these event ID attributes, see Facebook Conversions connector: Deduplication for web events.

Legacy event IDs

In older versions of the Facebook Pixel tag, event ID attributes were generated in the format fb_event_id_{FACEBOOK_EVENT}, such as fb_event_id_Purchase. While these older attribute names will continue to be generated by the tag, they are considered legacy because they don’t support multiple Facebook tags on the same page.

The latest version of the Facebook Pixel tag supports multiple Facebook tags firing on a page by including the tag UID in the generated attribute name. If you are still using the legacy format of the event ID attributes, we recommend updating to the latest version of the tag and referencing the new event ID attributes.

Tag Configuration

First, go to the Tealium Tag Marketplace and add the Facebook Pixel tag (Learn more about how to add a tag).

After adding the tag, configure the following settings:

• Pixel ID
  • Your Facebook Pixel ID.
  • The Pixel ID appears as a long series of numbers in the code snippet.
  • You may enter multiple Pixel IDs using a comma-separated list, without spaces.
  • Example: fbq("init", "12345678901234");
• Advanced Matching
  • Enable and pass data to the Facebook Advanced Matching service.
  • Example: fbq("init", "12345678901234", {em:"6dd8b7d7..."});
  • If you enable Advanced Matching and then map parameters with Personally-Identifiable Information (PII), we strongly recommend that you disable Automatic Advanced Matching in the Meta Events Manager and only map parameters manually. Automatic Advanced Matching may map additional PII parameters that are outside of your needs and scope, causing a security and privacy issue. For more information, see Set up automatic advanced matching for your website or mobile app at Facebook.
• Generate Event ID
  • Requires the Tealium Collect tag to send event IDs server-side.
  • Automatically generate an event ID for every Facebook tracking event.
  • Event ID attributes follow the naming convention: fb_event_id_{FACEBOOK_EVENT}_{TAG_UID}
  • Example: "fb_event_id_Purchase_32" : "028b2ade7478..."

Event Mapping

Facebook Pixel events are configured through data mappings by selecting a variable that maps to an event and entering a trigger. The trigger initiates the event when the variable is equal to a specific value, as demonstrated in the following use case.

Use Case: Purchase Event

To set up a purchase event:

1. Select tealium_event from the variable drop-down list and click Select a Destination.
2. In the Category section, select Events.
3. Set the When mapped variable equals field to Purchase, which is the value tealium_event must equal to trigger a purchase.
4. In the Trigger event drop-down list, select Purchase, which is the event that is triggered when tealium_event equals purchase.

   

   If additional data needs to be sent with the purchase event that is not already covered by the built-in E-Commerce extension mappings, use Custom Parameters to map additional purchase data.

The following example passes the product brand with the purchase event:

1. Select product_brand from the variable drop-down list and click Select a Destination.
2. In the Category section, select Event specific Parameters.
3. Set the Destination field to the name brand for the custom parameter.
4. In the For event drop-down list, select the event Purchase which the custom parameter collects with.
   

   

Test the mappings by using the Facebook Pixel Helper or the Developer Tools offered by your browser.

1. Use the Network Panel and filtering for Facebook to display all the network requests containing Facebook as a keyword.
2. Confirm the purchase event was successful by looking at the name of the request.
3. Open the request and scroll down to Query String Parameters to see the values of the the data mappings that were configured: purchase , product_id , and product_brand.
   

   

Data Mappings

Data mappings follow a hierarchy in which specific mappings, such as Event-Specific Parameters, take precedence over more general mappings. For example, if you map a variable to the Currency destination in the Standard Tracking Parameters tab and to the Currency destination for the ViewContent event, the ViewContent mapping takes precedence over the general mapping, but only for the ViewContent event. For all other events, the Standard Tracking mapping is used.

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For instructions on how to map a variable to a tag destination, see Data Mappings.

The available categories are:

Tag Configurations

Advanced Matching

E-Commerce

Since the Facebook Pixel tag is e-commerce enabled, it automatically uses the default E-Commerce Extension mappings. Manually mapping in this category is not needed unless you want to override any extension mappings or your desired e-commerce variable is not offered in the extension.

Standard Tracking Parameters

Content Type

Set the content_type parameter by mapping to it directly in either the Standard Tracking Parameters tab, or the Event-specific Parameter mappings.

The Content Type tab lets you conditionally set the content_type parameter to any of the following supported values:

• destination
• flight
• home_listing
• hotel
• product
• product_group
• vehicle

If the mapped variable equals the value you enter in the field, then the value is set to the type you select from the drop-down list. In most cases, the values product or product_group are used, and that value must match the content_type you specify for the products in your product feed uploaded to Facebook. Other values are most commonly used with Dynamic Ads.

Events

Event-specific Parameters

In order to map a parameter for a specific event only:

1. Select the name of the parameter from the drop-down list.
2. Enter the name of the parameter you want to set.
3. Select the name of the event for which you want to set that parameter.

• If you are mapping a parameter for a custom event, you must enter the name of the custom event in the field that appears.
• If you want to enter a custom parameter name, select the Custom option from the parameter drop-down list and enter the name of the custom parameter in the field that displays.
• If you want to specify a custom event for the event-specific mapping to occur, select the Custom option from the events drop-down list and enter the name of the custom event in the field that displays.

Automotive Parameters

Destination Parameters

Flight Parameters

Hotel Parameters

Movie Parameters

Real Estate Parameters

Cookie Consent

Limited Data Use

Vendor Documentation

See the following vendor documentation for more information:

• Facebook Pixel Developer Documentation.
• Migrating from Deprecated Pixels
• Reference: Standard and Custom Events
• The Facebook Pixel FAQ
• Advertiser Help Center: Using Facebook Pixel with Tealium
• Conversion Tracking with the Pixel