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.

• To make Facebook Pixel Event IDs available as server-side attributes, set Generate Event ID to true and use the latest version of the Tealium Collect tag.

• 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 these 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

To support the Facebook Conversions API for Web, the tag generates a unique event ID for each event tracked and sends it to Tealium EventStream for use in the Facebook Conversions connector. The event ID may be mapped in the connector to synchronize the web-based on server-based integrations. This feature requires an active Tealium Collect tag.

The tag emits new event attributes using the following naming convention:

fb_event_id_{FACEBOOK_EVENT}_{TAG_UID}

For example: fb_event_id_Purchase_32 : "028b2ade7478..." or fb_event_id_PageView_32

IDs were previously generated as fb_event_id_{FACEBOOK_EVENT}. These IDs will continue to be generated, but are considered legacy. The new IDs allow for use with multiple Facebook tags firing on a single page and offer a stronger tie back to the related tag. If you are using the legacy version, you must change the connector to the new ID.

See the Facebook Conversions Connector Setup Guide.

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
  • Automatically generate an event ID for every Facebook tracking event.
  • Event ID attributes follow the naming convention: fb_event_id_{FACEBOOK_EVENT}
  • Example: fb_event_id_Purchase : "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 the 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

Destination	Variable	Type	Description
Pixel ID	pixel_id	[String]	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");
Toggle Automatic PageView	auto_page_view	Boolean [true/false]	Toggle to enable or disable automatic PageView tracking. Toggles whether or not to automatically trigger a PageView event with a page load. Default value is true.
Toggle Advanced Matching	advanced_matching	Boolean [true/false]	Toggle to enable or disable the collection of Advanced Matching data. Toggles whether or not to capture and send advanced matching data. Default value is true.
Generate Event IDs	generate_event_id	Boolean [true/false]	Toggle to enable or disable the generation of Event IDs for each Facebook tracking event. Toggles whether or not a unique Event ID is generated for each Facebook tracking event. Requires the most recent version of the utag.js file in order to generate the IDs. Default value is false.
Automatically Calculate Number of Items	calc_items	Boolean [true/false]	Toggle to control whether or not to automatically determine the number of items for an event. Uses the data mapped to Product Quantities to determine the number. Toggles whether or not to automatically calculate the number of items in a Facebook tracking event based on the number of items in the product_quantity array. Default value is true.
Toggle trackSingle Usage	track_single	Boolean [true/false]	Enable or disable the use of trackSingle for Facebook tracking events. Toggles whether or not to use trackSingle for Facebook Pixel tracking calls. Default value is true. If set to false, the value track is used for all Facebook tracking calls.
Toggle disablePushState Usage	disablePushState	Boolean [true/false]	Toggles the disablePushState setting. Toggle to enable or disable the disablePushState option which controls whether or not to prevent the triggering of multiple PageViews on the same page (for Single Page Apps). Default value is false.

Advanced Matching

Destination	Variable	Type	Description
Email	am.em	[String]	Email address The connector automatically converts this value to lowercase. This value can be plain text, or normalized and SHA-256 hashed.
First Name	am.fn	[String]	First name
Last Name	am.ln	[String]	Last name
Phone Number	am.ph	[String]	Telephone number
Gender	am.ge	[String]	Gender The connector automatically converts this value to lowercase. This value must be m or f.
Date of Birth	am.db	[String]	Date of birth The connector automatically converts this value to lowercase. This value must be eight characters long.
City	am.ct	[String]	City
State	am.st	[String]	State
Zip	am.zp	[String]	Zip Code The connector automatically converts this value to lowercase. This value must be five characters or fewer.
External ID	am.external_id	[String]	External ID

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.

Destination	Variable	Description	E-Commerce Extension Variable
Order ID	order_id	Unique identifier assigned to the final order. Overrides _corder.	_corder
Sub Total	sub_total	Sub total amount of the final order. Overrides _csubtotal.	_csubtotal
Currency	order_currency	Currency used in the payment. Overrides _ccurrency.	_ccurrency
List of Product IDs	product_id	Unique identifier of each product in the product array. Overrides _cprod.	_cprod
List of Product Names	product_name	Name of each product in the product array. Overrides _cprodname.	_cprodname
List of Product Quantities	product_quantity	Quantity of products in the product array. Overrides _cquan.	_cquan
List of Categories	product_category	Category of each product in the product array. Overrides _ccat.	_ccat
List of Prices	product_unit_price	Unit price of each product in the product array. Overrides _cprice.	_cprice

Standard Tracking Parameters

Destination	Variable	Type	Description
Currency	currency	[String]	The currency for the value of the event.
Content Category	content_category	[Array,String]	Category of the page/product.
Content Name	content_name	[Array,String]	Name of the page/product
Content IDs	content_ids	[Array]	The product IDs or SKUs associated with the event
Content Type	content_type	[String]	The product type associated with the content IDs, which matches the types given in your Facebook product feed. In most cases this is either product or product_group. Dynamic Ads have other legitimate values for each business vertical.
Contents	contents	[Array,JSON Object]	An array of JSON objects that contains the quantity and the content IDs.
Predicted Lifetime Value	predicted_ltv	[String]	Predicted lifetime value of a subscriber as defined by the advertiser. Expressed as an exact value
Search String	search_string	[String]	Used with the Search event. The string entered by the visitor for the search.
Status	status	[String]	Used with the completeRegistration event. The status of the registration.
Number of Items	num_items	[Number]	The number of items for the event. The number of items is automatically calculated based on the values in the data mapped for quantity. Disable the automatic calculation by setting calc_items (u.data.calc_items ) to false, using data mapping or an extension.
Value	value	[String]	The value of a user performing this event to the business.

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 allows you to 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.

Variable	Description
destination	Destination.
flight	Flight.
home_listing	Home Listing.
hotel	Hotel.
product	Product.
product_group	Product Group.
vehicle	Vehicle.

Events

Event Name	Description
AddPaymentInfo	Add payment information.
AddToCart	Add to cart.
AddToWishlist	Add to wish list.
CompleteRegistration	Complete registration.
Contact	Contact.
CustomizeProduct	Customize product.
Donate	Donate.
FindLocation	Find location.
InitiateCheckout	Initiate checkout.
Lead	Lead.
PageView	Page view.
Purchase	Purchase.
Schedule	Schedule.
Search	Search.
StartTrial	Start trial.
SubmitApplication	Submit application.
Subscribe	Subscribe.
ViewContent	View content.
Custom	Enter the name of your custom event in the field provided.

Event-specific Parameters

In order to map a parameter for a specific event only, first select the name of the parameter from the drop-down list,

Enter the name of the parameter you want to set and then 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.

Variable	Description
AddPaymentInfo	Add payment information.
AddToCart	Add to cart.
AddToWishlist	Add to wish list.
CompleteRegistration	Complete registration.
Contact	Contact.
CustomizeProduct	Customize product.
Donate	Donate.
FindLocation	Find location.
InitiateCheckout	Initiate checkout.
Lead	Lead.
PageView	Page view.
Purchase	Purchase.
Schedule	Schedule.
Search	Search.
StartTrial	Start trial.
SubmitApplication	Submit application.
Subscribe	Subscribe.
ViewContent	View content.
Custom	Custom.

Automotive Parameters

Destination	Variable	Description
Body Style	body_style	Body style.
Condition of Vehicle	condition_of_vehicle	Condition of vehicle.
Country	country	Country.
Drivetrain	drivetrain	Drive train.
Exterior Color	exterior_color	Exterior color.
Fuel Type	fuel_type	Fuel type.
Interior Color	interior_color	Interior color.
Lead Type	lead_type	Lead type.
Make	make	Make.
Model	model	Model.
Postal Code	postal_code	Postal code.
Preferred Price Range	preferred_price_range	Array. Preferred price range. Must be an array that contains the minimum and maximum preferred prices.
Price	price	Price.
Registration Type	registration_type	Registration type.
Search Type	search_type	Search type.
State of Vehicle	state_of_vehicle	State of vehicle.
Transmission	transmission	Transmission.
Trim	trim	Trim.
ViewContent Type	viewcontent_type	View content type.
VIN	vin	VIN number
Year	year	Year.

Destination Parameters

Variable	Description
city	City.
country	Country.
num_adults	Number of adults.
num_children	Number of children.
region	Region.
suggested_destinations	Array. Suggested destinations. Must be an array of the suggested destinations.
travel_start	Travel start date.
travel_end	Travel end date.

Flight Parameters

Variable	>Description
departing_arrival_date	Departing arrival date.
departing_departure_date	Departing departure date.
destination_ids	Destination IDs.
num_adults	Number of adults.
num_children	Number of children.
num_infants	Number of infants.
preferred_num_stops	Preferred number of stops.
price	Price.
returning_arrival_date	Returning arrival date.
returning_departure_date	Returning departure date.
travel_class	Travel class.
user_score	User score.

Hotel Parameters

Variable	Description
checkin_date	Check-in date.
checkout_date	Check-out date.
city	City.
country	Country.
destination_ids	Array. Destination IDs. Must be an array that contains Destination IDs.
hotel_score	Hotel score.
num_adults	Number of adults.
num_children	Number of children.
preferred_neighborhoods	Array. Preferred neighborhoods.
preferred_price_range	Array. Preferred price range.
preferred_star_ratings	Preferred star ratings.
region	Region.
user_score	User score.

Movie Parameters

Variable	Description
movieref	Movie referrer.

Real Estate Parameters

Variable	Description
availability	Availability.
city	City.
country	Country.
lease_start_date	Lease start date.
lease_end_date	Lease end date.
listing_type	Listing type.
neighborhood	Neighborhood.
preferred_baths_range	Array. Preferred baths range.
preferred_beds_range	Array. Preferred beds range.
preferred_price_range	Array. Preferred price range.
property_type	Property type.
region	Region.

Cookie Consent

Variable	Description
grant	grant cookie consent
revoke	revoke cookie consent

Limited Data Use

Variable	Description
lmt_data.use_ldu (Use LDU)	If true, use Facebook’s Limited Data Use option If false, do not use Facebook’s Limited Data Use option
lmt_data.ldu_types.geolocate (LDU should Geolocate)	If true, the LDU geolocates the user. If false, the LDU doe snot geolocate the user. If “Use LDU” is enabled, then “LDU should Geolocate” is also enabled by default.
lmt_data.ldu_types.california (LDU is California)	If true, sets the state and country California-specific values inside the template. Only enable this option if the user is located in California and needs to be processed with Limited Data Use. If false, does not set the user’s state and country California-specific values inside the template.

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