How to Integrate Conversion Pixels on WordPress
Google tag manager gives site owners unparalleled access to their source code. Allowing them to implement code in a secure and pragmatic fashion. If you aren’t familiar with Google Tag Manager, learn how to install GTM to your WordPress site from my previous article.
For small businesses who are trying to grow their web traffic, increase their online sales, and expand their audience, Facebook and Google Advertising can be an incredibly powerful tool if used correctly.
There’s a lot that goes into advertising on Facebook and Google, arguably the most important step before launching advertising campaigns with Facebook Ads and Google AdWords is setting up your conversion pixels.
Conversion pixels allow you to track which advertising campaign and advertisement lead a user to navigate to your site and make a transaction. I’m going to walk you through how to set your conversion pixels through GTM in this article. Lets jump in.
Implementing Your Google AdWords Conversion Pixel
Google Tag Manager has done 90% of the work for you when it comes to setting up your Google Adwords conversion pixel. Here’s what you have to do.
Before you install the conversion pixel to your website, you need to define your conversion action in AdWords. In Your AdWords account, navigate to Measurement > Conversions and create a new conversion type by clicking the big blue plus sign button. Go through the steps to define your conversion type in AdWords.
Next, go to your GTM container and add a new tag. Name your tag ‘Google AdWords Conversion Pixel’. Click into the tag configuration box and select ‘AdWords Conversion Tracking’. Enter your AdWords account ID and conversion label in the tag.
Trigger your conversion pixel to fire on your /thank-you page or whatever page you send users after they purchase something from your online store.
Facebook Conversion Pixel Implementation
Setting up your Facebook conversion pixel is admittedly more complicated than Google’s conversion pixel but don’t worry, I’ll walk you through it step-by-step.
In your Facebook ads account, you can find your conversion pixel by navigating to All Tools > Assets > Pixels > Set Up Pixel.
Facebook will walk you through your pixel implementation. I suggest choosing, “Use an Integration or Tag Manager” and subsequently choosing Google Tag Manager (GTM) as your tag manager of choice. From here, you can either grant Facebook access to your GTM container or install the pixel manually. I suggest the manual option. Facebook already has enough access to your personal information, they don’t need any more.
After you choose to install your conversion pixel manually, you’ll be able to copy your conversion pixel code in the next window.
Copy your page view pixel from Facebook and navigate back to your Google Tag Manager container. Create a new tag and name it “Facebook Page View Tag.” This is the first of two tags that will need to be created for Facebook. You’re going to use the same pixel for both tags. However, for the actual conversion tag that we’ll discus next, we need to modify one line of code on the pixel (don’t worry, it’s simple).
The Facebook Pageview pixel needs to be placed on every page of your website, with the exception of your thank you or confirmation page. This allows Facebook to track the user flow of your website so it can properly attribute sales and transactions.
Create a new tag in GTM and name it Facebook Purchase Tag. Paste the same pageview pixel into the tag.
To alter this tag to record purchases, simply copy and paste the fbq(‘track’, ‘Purchase’); code into the same pixel you used earlier for the pageview tag, and place it under the fbq(‘track’, ‘PageView’); snippet, and before closing script snippet that looks like this: </script>.
Trigger this conversion pixel to fire only on your thank you page or confirmation page after a transaction has taken place.
And THATS IT!
I recommend using the preview and debug feature in GTM to view if both of your tags are firing properly and on the correct pages. You can also use the Facebook Pixel Helper Tool to verify your pixel implementation.