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Take your tracking to the
next level with the power of
Google Tag Manager
Rahul Agarwal
Munich, 19th March 2020
› Head of Online Marketing at
Trenkwalder Group
› Digital Strategy & Web Analytics
Consultant at Nunatak Group
› SEO/ Business Development for
CupoNation (part of Rocket
Internet)
Over 7 years of experience in Paid
Social, Web Analytics and
Performance Marketing
Who am I?
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Trenkwalder Group at Glance
applications
candidates
employees
local offices
years of experience
countries
partner
1.000.000
300.000
40.000
200
35
17
1
We are a leading HR service provider in Central & Eastern Europe with €800 Mio. turnover
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Learnings for today…
• GDPR/ Cookie Compliance
• Understanding Facebook Pixel
• Tag Manager tips & tricks to power the Pixel
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
GDPR vs. Cookies
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Current State of Cookie
implementations in EU
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
GDPR implementation is still in grey zone
TechCrunch
~5,000 Cookie notices
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
GDPR is clear in stating that if an Internet
service is relying on consent as a legal basis
to process visitors’ personal data it must
obtain consent before processing data (so
before a tracking cookie is dropped) — and
that consent must be specific, informed and
freely given.
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
“Our results show that a reasonable
amount of users are willing to engage with
consent notices, especially those who want
to opt out or do not want to opt in.
Unfortunately, current implementations do
not respect this and the large majority
offers no meaningful choice.”
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Current Cookie
Consent
Implementations
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
TechCrunch – Cookie Wall
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
TNW – Cookie Wall
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
AllFacebook
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
121Watt
Text page
Facebook pixel
is not running
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Bounteous
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Understanding Facebook
Pixel
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Using Tag Manager to
power the Pixel
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Tip 1:
GDPR complaint FB Pixel
Tracking (via. website
cookie consent forms)
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Facebook allows to “revoke” and “grand” pixel access
GDPR Complaint Facebook Pixel Tracking
fbq('consent', 'revoke’);
fbq('consent', 'grant');
// Revoke consent after 'init' is called
fbq(‘Init', '<your pixel ID>’);
fbq('consent', 'revoke’);
fbq('track', 'PageView');
// Once the consent has been granted
fbq('consent', 'grant');
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
“Revoke” stays as the default option
fbq('consent’, revoke’);
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
So “Pageview” doesn’t load by default
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create cookie based on the button click (I/III)
Default: No cookie | No tracking codes are run
Developers Console
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create cookie based on the button click (II/III)
Scenario 1: Cookie accepted
Developers Console
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create cookie based on the button click (III/III)
Scenario 2: Cookie declined
Developers Console
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create a 1st Party cookie variable in Tag Manager
User defined
variable
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Fill in the cookie name as mentioned in dev. console
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
GTM variable will contain the same value as of the cookie
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Match the variable value to “Revoke” & “Grant” (I/III)
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Match the variable value to “Revoke” & “Grant” (II/III)
“user_denied_permission" fbq('consent', 'revoke’);
“user_gave_permission" fbq('consent', 'grant');
Facebook Pixel Code
Scenario 1: User doesn’t choose any consent
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
GTM Variable “1stCookie - Facebook Pixel Consent” Value
Match the variable value to “Revoke” & “Grant” (III/III)
“user_denied_permission" fbq('consent', 'revoke’);
“user_gave_permission" fbq('consent', 'grant');
Facebook Pixel Code
Scenario 2: User allows the consent
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Modify Pixel base code with lookup table variable
Variable value instead of “revoke” or “grant”
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
One more thing!
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
When accepted, pixel runs only on the next page (refresh)
A classic click tracking (via. Tag Manager) can solve this issue
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Run the “Grant” commant on “Zustimmen” button click
<script>
fbq('consent', 'grant’);
</script>
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Tip 2:
Sending events
selectively to different
Pixels
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Sending events selectively to different Pixels
fbq('init', '<PIXEL_A>’);
fbq('init', '<PIXEL_B>’);
fbq('track', 'PageView’); //fire PageView for both initialized pixels
// only fire the Purchase event for Pixel A
fbq('trackSingle', '<PIXEL_A>', 'Purchase’, {
value: 1,
currency : EUR’,
});
// only fire the custom event ”OpenApplication” for Pixel B
fbq('trackSingleCustom', '<PIXEL_B>’, OpenApplication’,{
//optional parameters
});
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Tip 3:
Advanced Matching of
User Data
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Automatic Advanced Matching
Advanced Matching for Pixels
fbq('init', '{facebook-pixel-id}', {
em: ‘{{_email_}}’, // Values will be hashed
fn: ‘{{_first_name_}}’, // automatically by the pixel
ln: ‘{{_phone_number}}’ // using SHA-256
...
});
Manual Advanced Matching
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Tip 4:
Delaying pixel fire on
your website
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Clicky users are expensive
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create a timer trigger with the time of your choice
Step 1
6 seconds
Fires on all pages
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create a tag with custom event that runs on timer trigger
Step 2
<script>
fbq(trackCustom’, ‘EVENT NAME’);
</script>
Choose the timer trigger
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Check the implementation in GTM debug mode
Runs after 6 seconds
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Tip 5:
Installing Pageview
Counter via GTM
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create a 1st Party cookie variable that saves the page
view count
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Add Custom HTML tag
This is a Pageview counter for the cookie
<script>
(function(){
var cc = {{Cookie - Page Count}}-0+1
document.cookie="PageCountCookie="+cc+";path=/;";
}());
</script>
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create a trigger for 5 or more page views
Use Case:
› Send custom events via this trigger to send engagement data to Facebook &
Google Analytics
› Show custom popup’s to website visitors with offers, MailChimp signups
› Use this trigger to personalize the website/ pricing based on the pageviews
user have had
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Check the pageview’s live in GTM Debugger
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Tip 6:
Detecting & sending
user device to
Facebook
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Sending device info to Facebook Pixel
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create a Custom Javascript variable
This code returns the value of “True” & “False” for mobile devices
* Find the code on the next page
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
function(){
var isMobile = false; //initiate as false
// device detection
if(/(android|bbd+|meego).+mobile|avantgo|bada/|blackberry|blazer|compal|elaine|fennec|hiptop|iemobile|ip(hone|
od)|ipad|iris|kindle|Android|Silk|lge |maemo|midp|mmp|netfront|opera m(ob|in)i|palm(
os)?|phone|p(ixi|re)/|plucker|pocket|psp|series(4|6)0|symbian|treo|up.(browser|link)|vodafone|wap|windows
(ce|phone)|xda|xiino/i.test(navigator.userAgent)
|| /1207|6310|6590|3gso|4thp|50[1-6]i|770s|802s|a wa|abac|ac(er|oo|s-
)|ai(ko|rn)|al(av|ca|co)|amoi|an(ex|ny|yw)|aptu|ar(ch|go)|as(te|us)|attw|au(di|-m|r |s
)|avan|be(ck|ll|nq)|bi(lb|rd)|bl(ac|az)|br(e|v)w|bumb|bw-(n|u)|c55/|capi|ccwa|cdm-|cell|chtm|cldc|cmd-
|co(mp|nd)|craw|da(it|ll|ng)|dbte|dc-s|devi|dica|dmob|do(c|p)o|ds(12|-d)|el(49|ai)|em(l2|ul)|er(ic|k0)|esl8|ez([4-
7]0|os|wa|ze)|fetc|fly(-|_)|g1 u|g560|gene|gf-5|g-mo|go(.w|od)|gr(ad|un)|haie|hcit|hd-(m|p|t)|hei-
|hi(pt|ta)|hp( i|ip)|hs-c|ht(c(-| |_|a|g|p|s|t)|tp)|hu(aw|tc)|i-(20|go|ma)|i230|iac( |-
|/)|ibro|idea|ig01|ikom|im1k|inno|ipaq|iris|ja(t|v)a|jbro|jemu|jigs|kddi|keji|kgt( |/)|klon|kpt |kwc-
|kyo(c|k)|le(no|xi)|lg( g|/(k|l|u)|50|54|-[a-w])|libw|lynx|m1-w|m3ga|m50/|ma(te|ui|xo)|mc(01|21|ca)|m-
cr|me(rc|ri)|mi(o8|oa|ts)|mmef|mo(01|02|bi|de|do|t(-| |o|v)|zz)|mt(50|p1|v )|mwbp|mywa|n10[0-2]|n20[2-
3]|n30(0|2)|n50(0|2|5)|n7(0(0|1)|10)|ne((c|m)-
|on|tf|wf|wg|wt)|nok(6|i)|nzph|o2im|op(ti|wv)|oran|owg1|p800|pan(a|d|t)|pdxg|pg(13|-([1-
8]|c))|phil|pire|pl(ay|uc)|pn-2|po(ck|rt|se)|prox|psio|pt-g|qa-a|qc(07|12|21|32|60|-[2-7]|i-
)|qtek|r380|r600|raks|rim9|ro(ve|zo)|s55/|sa(ge|ma|mm|ms|ny|va)|sc(01|h-|oo|p-)|sdk/|se(c(-
|0|1)|47|mc|nd|ri)|sgh-|shar|sie(-|m)|sk-0|sl(45|id)|sm(al|ar|b3|it|t5)|so(ft|ny)|sp(01|h-|v-|v
)|sy(01|mb)|t2(18|50)|t6(00|10|18)|ta(gt|lk)|tcl-|tdg-|tel(i|m)|tim-|t-mo|to(pl|sh)|ts(70|m-|m3|m5)|tx-
9|up(.b|g1|si)|utst|v400|v750|veri|vi(rg|te)|vk(40|5[0-3]|-
v)|vm40|voda|vulc|vx(52|53|60|61|70|80|81|83|85|98)|w3c(-| )|webc|whit|wi(g |nc|nw)|wmlb|wonu|x700|yas-
|your|zeto|zte-/i.test(navigator.userAgent.substr(0,4)))
isMobile = true;
return isMobile;
}
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create a lookup table variable and assign the right values
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Add lookup variable to the pixel tracking code
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Tip 7:
Use DataLayer to
teach Facebook Pixel
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Check my last year’s presentation on
Dynamic Ads implementation.
https://conference.allfacebook.de/wp-content/uploads/2019/10/AFBMC-facebook-
dynamic-ads.pdf
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Use DataLayer.push() to send infomation to Facebook
via. Google Tag Manager
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Create a new Data Layer Variable
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Save Data Layer values into the variables
Tag Manager Debug Mode
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Send dynamic values to Facebook via. variables
ViewContent – Product Page
>
DataLayer Variables
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Creating product sets with multiple rules
Use case
Branch office
Job category
AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
Rahul Agarwal
r.agarwal@trenkwalder.com
M: +49 (0)1515 2626 540
group.trenkwalder.com
www.linkedin.com/rahulagrwl19
Thank you
for your
attention.

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Take your tracking to the next level with the power of Google Tag Manager #AFBMC

  • 1. Take your tracking to the next level with the power of Google Tag Manager Rahul Agarwal Munich, 19th March 2020
  • 2. › Head of Online Marketing at Trenkwalder Group › Digital Strategy & Web Analytics Consultant at Nunatak Group › SEO/ Business Development for CupoNation (part of Rocket Internet) Over 7 years of experience in Paid Social, Web Analytics and Performance Marketing Who am I?
  • 3. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Trenkwalder Group at Glance applications candidates employees local offices years of experience countries partner 1.000.000 300.000 40.000 200 35 17 1 We are a leading HR service provider in Central & Eastern Europe with €800 Mio. turnover
  • 4. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Learnings for today… • GDPR/ Cookie Compliance • Understanding Facebook Pixel • Tag Manager tips & tricks to power the Pixel
  • 5. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal GDPR vs. Cookies
  • 6. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Current State of Cookie implementations in EU
  • 7. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal GDPR implementation is still in grey zone TechCrunch ~5,000 Cookie notices
  • 8. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal GDPR is clear in stating that if an Internet service is relying on consent as a legal basis to process visitors’ personal data it must obtain consent before processing data (so before a tracking cookie is dropped) — and that consent must be specific, informed and freely given.
  • 9. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal “Our results show that a reasonable amount of users are willing to engage with consent notices, especially those who want to opt out or do not want to opt in. Unfortunately, current implementations do not respect this and the large majority offers no meaningful choice.”
  • 10. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Current Cookie Consent Implementations
  • 11. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal TechCrunch – Cookie Wall
  • 12. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal TNW – Cookie Wall
  • 13. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal AllFacebook
  • 14. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal 121Watt Text page Facebook pixel is not running
  • 15. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Bounteous
  • 16. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Understanding Facebook Pixel
  • 17. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal
  • 18. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Using Tag Manager to power the Pixel
  • 19. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 1: GDPR complaint FB Pixel Tracking (via. website cookie consent forms)
  • 20. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Facebook allows to “revoke” and “grand” pixel access GDPR Complaint Facebook Pixel Tracking fbq('consent', 'revoke’); fbq('consent', 'grant'); // Revoke consent after 'init' is called fbq(‘Init', '<your pixel ID>’); fbq('consent', 'revoke’); fbq('track', 'PageView'); // Once the consent has been granted fbq('consent', 'grant');
  • 21. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal “Revoke” stays as the default option fbq('consent’, revoke’);
  • 22. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal So “Pageview” doesn’t load by default
  • 23. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create cookie based on the button click (I/III) Default: No cookie | No tracking codes are run Developers Console
  • 24. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create cookie based on the button click (II/III) Scenario 1: Cookie accepted Developers Console
  • 25. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create cookie based on the button click (III/III) Scenario 2: Cookie declined Developers Console
  • 26. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a 1st Party cookie variable in Tag Manager User defined variable
  • 27. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Fill in the cookie name as mentioned in dev. console
  • 28. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal GTM variable will contain the same value as of the cookie
  • 29. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Match the variable value to “Revoke” & “Grant” (I/III)
  • 30. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Match the variable value to “Revoke” & “Grant” (II/III) “user_denied_permission" fbq('consent', 'revoke’); “user_gave_permission" fbq('consent', 'grant'); Facebook Pixel Code Scenario 1: User doesn’t choose any consent
  • 31. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal GTM Variable “1stCookie - Facebook Pixel Consent” Value Match the variable value to “Revoke” & “Grant” (III/III) “user_denied_permission" fbq('consent', 'revoke’); “user_gave_permission" fbq('consent', 'grant'); Facebook Pixel Code Scenario 2: User allows the consent
  • 32. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Modify Pixel base code with lookup table variable Variable value instead of “revoke” or “grant”
  • 33. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal One more thing!
  • 34. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal When accepted, pixel runs only on the next page (refresh) A classic click tracking (via. Tag Manager) can solve this issue
  • 35. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Run the “Grant” commant on “Zustimmen” button click <script> fbq('consent', 'grant’); </script>
  • 36. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 2: Sending events selectively to different Pixels
  • 37. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Sending events selectively to different Pixels fbq('init', '<PIXEL_A>’); fbq('init', '<PIXEL_B>’); fbq('track', 'PageView’); //fire PageView for both initialized pixels // only fire the Purchase event for Pixel A fbq('trackSingle', '<PIXEL_A>', 'Purchase’, { value: 1, currency : EUR’, }); // only fire the custom event ”OpenApplication” for Pixel B fbq('trackSingleCustom', '<PIXEL_B>’, OpenApplication’,{ //optional parameters });
  • 38. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 3: Advanced Matching of User Data
  • 39. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Automatic Advanced Matching Advanced Matching for Pixels fbq('init', '{facebook-pixel-id}', { em: ‘{{_email_}}’, // Values will be hashed fn: ‘{{_first_name_}}’, // automatically by the pixel ln: ‘{{_phone_number}}’ // using SHA-256 ... }); Manual Advanced Matching
  • 40. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 4: Delaying pixel fire on your website
  • 41. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Clicky users are expensive
  • 42. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a timer trigger with the time of your choice Step 1 6 seconds Fires on all pages
  • 43. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a tag with custom event that runs on timer trigger Step 2 <script> fbq(trackCustom’, ‘EVENT NAME’); </script> Choose the timer trigger
  • 44. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Check the implementation in GTM debug mode Runs after 6 seconds
  • 45. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 5: Installing Pageview Counter via GTM
  • 46. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a 1st Party cookie variable that saves the page view count
  • 47. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Add Custom HTML tag This is a Pageview counter for the cookie <script> (function(){ var cc = {{Cookie - Page Count}}-0+1 document.cookie="PageCountCookie="+cc+";path=/;"; }()); </script>
  • 48. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a trigger for 5 or more page views Use Case: › Send custom events via this trigger to send engagement data to Facebook & Google Analytics › Show custom popup’s to website visitors with offers, MailChimp signups › Use this trigger to personalize the website/ pricing based on the pageviews user have had
  • 49. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Check the pageview’s live in GTM Debugger
  • 50. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 6: Detecting & sending user device to Facebook
  • 51. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Sending device info to Facebook Pixel
  • 52. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a Custom Javascript variable This code returns the value of “True” & “False” for mobile devices * Find the code on the next page
  • 53. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal function(){ var isMobile = false; //initiate as false // device detection if(/(android|bbd+|meego).+mobile|avantgo|bada/|blackberry|blazer|compal|elaine|fennec|hiptop|iemobile|ip(hone| od)|ipad|iris|kindle|Android|Silk|lge |maemo|midp|mmp|netfront|opera m(ob|in)i|palm( os)?|phone|p(ixi|re)/|plucker|pocket|psp|series(4|6)0|symbian|treo|up.(browser|link)|vodafone|wap|windows (ce|phone)|xda|xiino/i.test(navigator.userAgent) || /1207|6310|6590|3gso|4thp|50[1-6]i|770s|802s|a wa|abac|ac(er|oo|s- )|ai(ko|rn)|al(av|ca|co)|amoi|an(ex|ny|yw)|aptu|ar(ch|go)|as(te|us)|attw|au(di|-m|r |s )|avan|be(ck|ll|nq)|bi(lb|rd)|bl(ac|az)|br(e|v)w|bumb|bw-(n|u)|c55/|capi|ccwa|cdm-|cell|chtm|cldc|cmd- |co(mp|nd)|craw|da(it|ll|ng)|dbte|dc-s|devi|dica|dmob|do(c|p)o|ds(12|-d)|el(49|ai)|em(l2|ul)|er(ic|k0)|esl8|ez([4- 7]0|os|wa|ze)|fetc|fly(-|_)|g1 u|g560|gene|gf-5|g-mo|go(.w|od)|gr(ad|un)|haie|hcit|hd-(m|p|t)|hei- |hi(pt|ta)|hp( i|ip)|hs-c|ht(c(-| |_|a|g|p|s|t)|tp)|hu(aw|tc)|i-(20|go|ma)|i230|iac( |- |/)|ibro|idea|ig01|ikom|im1k|inno|ipaq|iris|ja(t|v)a|jbro|jemu|jigs|kddi|keji|kgt( |/)|klon|kpt |kwc- |kyo(c|k)|le(no|xi)|lg( g|/(k|l|u)|50|54|-[a-w])|libw|lynx|m1-w|m3ga|m50/|ma(te|ui|xo)|mc(01|21|ca)|m- cr|me(rc|ri)|mi(o8|oa|ts)|mmef|mo(01|02|bi|de|do|t(-| |o|v)|zz)|mt(50|p1|v )|mwbp|mywa|n10[0-2]|n20[2- 3]|n30(0|2)|n50(0|2|5)|n7(0(0|1)|10)|ne((c|m)- |on|tf|wf|wg|wt)|nok(6|i)|nzph|o2im|op(ti|wv)|oran|owg1|p800|pan(a|d|t)|pdxg|pg(13|-([1- 8]|c))|phil|pire|pl(ay|uc)|pn-2|po(ck|rt|se)|prox|psio|pt-g|qa-a|qc(07|12|21|32|60|-[2-7]|i- )|qtek|r380|r600|raks|rim9|ro(ve|zo)|s55/|sa(ge|ma|mm|ms|ny|va)|sc(01|h-|oo|p-)|sdk/|se(c(- |0|1)|47|mc|nd|ri)|sgh-|shar|sie(-|m)|sk-0|sl(45|id)|sm(al|ar|b3|it|t5)|so(ft|ny)|sp(01|h-|v-|v )|sy(01|mb)|t2(18|50)|t6(00|10|18)|ta(gt|lk)|tcl-|tdg-|tel(i|m)|tim-|t-mo|to(pl|sh)|ts(70|m-|m3|m5)|tx- 9|up(.b|g1|si)|utst|v400|v750|veri|vi(rg|te)|vk(40|5[0-3]|- v)|vm40|voda|vulc|vx(52|53|60|61|70|80|81|83|85|98)|w3c(-| )|webc|whit|wi(g |nc|nw)|wmlb|wonu|x700|yas- |your|zeto|zte-/i.test(navigator.userAgent.substr(0,4))) isMobile = true; return isMobile; }
  • 54. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a lookup table variable and assign the right values
  • 55. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Add lookup variable to the pixel tracking code
  • 56. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Tip 7: Use DataLayer to teach Facebook Pixel
  • 57. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Check my last year’s presentation on Dynamic Ads implementation. https://conference.allfacebook.de/wp-content/uploads/2019/10/AFBMC-facebook- dynamic-ads.pdf
  • 58. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Use DataLayer.push() to send infomation to Facebook via. Google Tag Manager
  • 59. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Create a new Data Layer Variable
  • 60. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Save Data Layer values into the variables Tag Manager Debug Mode
  • 61. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Send dynamic values to Facebook via. variables ViewContent – Product Page > DataLayer Variables
  • 62. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Creating product sets with multiple rules Use case Branch office Job category
  • 63. AllFacebook Advance ∙ Power FB Pixel with Google Tag Manager ∙ Rahul Agarwal Rahul Agarwal r.agarwal@trenkwalder.com M: +49 (0)1515 2626 540 group.trenkwalder.com www.linkedin.com/rahulagrwl19 Thank you for your attention.