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The Facebook Pixel tag combines the functionality of the Facebook Custom Audiences Pixel and the Conversion Tracking Pixel.
This is the legacy version of the tag and will soon be deprecated. (See new version)
This article describes how to set up the tag in your Tealium iQ profile.
First, go to the Tealium tag marketplace and add the Facebook Pixel tag to your profile. (Learn more).
The best practice is to configure a single tag instance per pixel ID for standard PageView and event tracking.
After adding the tag, configure the settings described in the following table:
Setting | Description |
---|---|
Title |
|
Facebook Pixel ID |
|
Conversion Pixel ID |
|
Allow Default Page View |
If you do not want this default behaviour, you can turn it off using the flag |
Default Event to Send |
|
Advanced Matching |
|
Auto calculate number of items |
|
Enable trackSingle |
|
Enable trackCustom |
|
Load rules determine when and where to load an instance of this tag on your site.
Recommended Load Rule:
Mapping is the process of sending data from a Data Layer Variable to the corresponding destination variable of the vendor tag.The destination variables for the Facebook Pixel tag are built into the Data Mapping tab. For instructions on how to map a variable to a tag destination, see Data Mappings.The following sections describe available categories:
Use these mappings to override the tag configuration settings. This can be useful if you want to set values dynamically based on your data layer.
Destination Name | Destination Variable | Description |
---|---|---|
Facebook Pixel ID | cust_pixel |
Numeric identifier(s) of the Facebook Pixel |
Conversion Pixel ID | conv_pixel |
Numeric identifier of the legacy conversion pixel |
Allow Init Page View [true/false] | page_view |
'init' track call |
List of Events to fire | evt_list |
Events listed either as comma-separated values or an array in your variable |
Enable trackSingle [true/false] | track_single |
|
Enable trackCustom [true/false] |
|
|
With this additional data, you can report and optimize your ads for more conversions and build larger re-marketing audiences. You can pass the customer identifiers that you collect from your website during the check-out, account sign-in or registration process as parameters in the pixel.
In Advanced Matching, the case of the term entered is normalized unless the item to be matched is already recognized.
Destination Name | Destination Variable | Description |
---|---|---|
em |
||
First Name | fn |
First name |
Last Name | ln |
Last name |
Phone Number | ph |
Numeric value of phone number |
Gender | ge |
f or m |
Date of Birth | db |
[ yyyymmdd ] |
City | ct |
City |
State | st |
2-letter code |
Zip | zp |
Zipcode |
Since the Facebook Pixel tag is e-commerce enabled, it will automatically use 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 Name | Destination Variable | Description | E-Commerce Extension Variable |
---|---|---|---|
Order ID | order_id |
Unique identifier assigned to the final order | _corder |
Sub Total | sub_total |
Sub total amount of the final order | _csubtotal |
Currency | order_currency |
Currency used in the payment | _ccurrency |
List of Product IDs | product_id |
Unique identifier of each product in the product array | _cprod |
List of Product Names | product_name |
Name of each product in the product array | _cprodname |
List of Categories | product_category |
Category of each product in the product array | _ccat |
List of Prices | product_unit_price |
Unit price of each product in the product array | _cprice |
Variable | Description |
---|---|
|
|
|
|
|
|
Map to these destinations for triggering specific events on a page. Events are used for tracking conversions and building targetable audiences for your Facebook ads.
The "Purchase" event is automatically triggered when an Order ID value is available, either through the E-Commerce extension or a direct data mapping.
Use the following steps to map an event:
event_name="order"
is in your UDO, you would enter "order" (assuming you are currently mapping the variable event_name
).For custom events, select Custom and enter a name for the custom event.
In this following example the custom event "InboundLead" will be triggered when the variable event_name
equals inbound_lead_event
.
To edit a custom event, single click on the destination input field to edit the event name directly. The values are entered in the form: {VARIABLE_VALUE}:{DESTINATION_EVENT}
.
inbound_lead_event
InboundLead
.Map to these destinations if you wish to pass a custom parameter with a custom Event that you mapped in the Events tab.
Use the following steps to map a Custom Event Data variable:
Destination Event | Event Description |
---|---|
AddPaymentInfo | Visitor adds payment details during the checkout process |
AddToCart | Visitor adds an item to the cart |
AddToWishlist | Visitor adds an item to the wishlist |
CompleteRegistration |
|
Contact | When a person initiates contact with your business via telephone, SMS, email, chat, or other method. |
Conversion | For legacy Conversion Pixel only; requires the Conversion Pixel ID to be set |
Custom |
|
CustomizeProduct | When a person customizes a product. |
InitiateCheckout |
|
Lead |
|
PageView | Visitor views any page on your site |
Purchase | Visitor successfully completes the last step in the checkout process This event is required for tracking conversions; make sure to map it in the Events Tab |
Schedule | When a person books an appointment to visit one of your locations. |
Search | Visitor performs a search action |
StartTrial | When a person starts a free trial of a product or service you offer. |
SubmitApplication | When a person applies for a product, service, or program you offer. |
Subscribe | When a person applies to start a paid subscription for a product or service you offer. |
ViewContent | Visitor views a specific page, indicating their browsing intent |
Map to these destinations if you wish to pass additional data with the event(s) that you mapped earlier.
Parameters are only used with pre-defined events. See the Custom Event Data section to learn how to pass a parameter with a custom event.
Use the following steps to pass a parameter with a predefined event:
Destination Parameter | Description |
---|---|
Value | Value associated with the event |
Currency | Currency associated with the Value parameter |
Content Name | Name of the product or page |
Content Type | Type of the product or page associated with the event |
Content IDs | Any identifier(s) associated with the event |
Content Category | Category of the product or page |
Number of Items | Number of items at checkout |
Search String | Keyword/term used in the search action |
Order ID | Unique identifier of the final order |
Status | Status of the CompleteRegistration event |
Custom | Custom parameter to be passed with a predefined Event |
Map to the destinations listed in the following table to send hotel-related search and hotel booking details with the event(s) you mapped earlier.
Parameter | Description |
---|---|
Content Type |
|
Content IDs |
|
Destination |
|
Check-in Date |
|
Check-out Date |
|
Value |
|
Currency |
|
Parameter | Description |
---|---|
City |
|
Region |
|
Country |
|
Number of Adults |
|
Number of children |
|
Suggested Hotels |
|
User Score |
|
Hotel Score |
|
Purchase Currency |
|
Parameter | Description |
---|---|
Preferred Star Ratings |
|
Preferred Price Range |
|
Preferred Neighborhoods |
|
Map to the destinations listed in the following table to send visitor's travel details (flight or route journey) with the event(s) you mapped earlier.
Parameter | Description |
---|---|
Content Type |
|
Origin |
|
Destination |
|
Departing Departure Date |
|
Returning Departure Date |
|
Value |
|
Currency |
|
The following parameters are required when the 'content type' value equals 'flight':
Parameter | Description |
---|---|
Origin Airport |
|
Destination Airport |
|
Parameter | Description |
---|---|
Origin City |
|
Origin Region |
|
Origin Country |
|
Destination City |
|
Destination Region |
|
Destination Country |
|
Departing Arrival Date |
|
Returning Arrival Date |
|
Number of Adults |
|
Number of children |
|
Number of Infants |
|
Travel Class |
|
User Score |
|
Purchase Value |
|
Purchase Currency |
|
Parameter | Description |
---|---|
Preferred Number of Stops |
|
This section provides use cases that represent real-life scenarios.
Set the PageView event to be fired automatically on all pages and trigger all non-conversion via data mappings.
Use the following steps to set up this use case for your environment:
event_name
to the non-conversion event(s) of choice.Triggering a conversion event requires the Conversion Pixel ID. You may do this in the same tag instance you are using for tracking PageView and non-conversion events.
Use the following steps to set up this use case for your environment:
event_name
to the conversion event(s) of choice.The Conversion Pixel needs to be tracked in a separate tag instance. In this tag instance, leave the Pixel ID blank and disable automatic pageview tracking. Because you are not tracking specific events, no data mappings are required.
Use the following steps to set up this use case for your environment:
The following use cases represent scenarios that can be used for multiple pixels on a single page:
track_single
and set the value to 'false' to override and disable this feature.fbq
object, which is used for all tracking that occurs on the page (thus reusing the same pixel ID).<noscript>
version of the pixel using the Tealium Generic tag.Example of Facebook Pixel <noscript>
code:
<noscript>
<img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id={{FACEBOOK_PIXEL_ID}}&ev=PageView&noscript=1"
/>
</noscript>
In this scenario, the URL of the hidden image pixel can be configured as follows:
id={{FACEBOOK_PIXEL_ID}}&ev=PageView&noscript=1"
.For additional information about how to set up Facebook Dynamic Ads in Tealium iQ, see the TLC article How to Set up Facebook Dynamic Ads in Tealium iQ.
See the following vendor documentation for more information:
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