1. Take your tracking to the
next level with the power of
Google Tag Manager
Rahul Agarwal
Munich, 02nd Sept. 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
Code implementation
via. Tag Manager

17. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal

18. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal

19. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Using Tag Manager to
power the Pixel

20. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Tip 1:
GDPR complaint FB Pixel
Tracking (via. website
cookie consent forms)

21. 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');

22. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
“Revoke” stays as the default option

23. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Create cookie based on the button click
Developers Console

24. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Create a 1st Party cookie variable in Tag Manager
User defined
variable

25. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Fill in the cookie name as mentioned in dev. console

26. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
GTM variable will contain the same value as of the cookie

27. 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”
“user_denied_permission" fbq('consent', 'revoke’);
“user_gave_permission" fbq('consent', 'grant');
Facebook Pixel Code
Scenario 1: User doesn’t choose any consent
Scenario 2: User allows the consent

28. 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”

29. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
One more thing!

30. 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

31. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Run the “Grant” commant on “Zustimmen” button click

32. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Tip 2:
Sending events
selectively to different
Pixels

33. 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
});

34. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Facebook Pixel code
“out of the box”
doesn’t work!
Anymore!

35. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Tip 3:
Track Internal &
External links in GTM to
create (Re)-targeting
custom audiences

36. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Create a tag that sends FB click information
Optional
1
2

37. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Create a trigger that runs on external link clicks
Runs on all pages
Everywhere except your own website
3

38. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Alternatively, you run it on inbound links as well
Runs on all pages
On your own website pages
3

39. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Test it in preview in debug mode
Event runs on external link click
Information is sent
to Facebook
4

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
Delaying Pixel to improve data quality on Facebook
6 seconds
Fires on all pages

43. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Delaying Pixel to improve data quality on Facebook
Runs after 6 seconds

44. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Tip 5:
Running pixel on
YouTube video view on
website

45. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
A classic ToFU video campaign + Custom Audience

46. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Enable the built-in video variables in GTM
1

47. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Create a Tag that sends video play data to FB
2

48. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Create a trigger that runs on video play percentages
4

49. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal

50. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Tip 6:
Installing Pageview
Counter via GTM

51. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Create a cookie that saves the page view count

52. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Add Pageview counter to the cookie

53. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Create a trigger for 5 or more page views

54. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Check the pageview’s live

55. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Use Case: Installing Pageview counter via. GTM
› Show visitor a custom popup’s to website visitors with offers, MailChimp signups
after they have visited of instance 5 pages
› Send custom events via this trigger to send engagement data to Facebook & Google
Analytics for better custom audiences
› Use this trigger to personalize the website/ pricing based on the pageviews user
have had
› For instance: If you have a pricing page with price calculator, you can attach the
calculator’s results (price) to that particular visitor. This way you’ll see how visitors
with different price ranges are behaving on your site.)

56. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Tip 7:
Detecting & sending
user device to
Facebook

57. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Sending device info to Facebook Pixel

58. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
User-defined variable

59. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Create a lookup table variable and assign the right values
Add lookup variable to the pixel
tracking code

60. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Tip 8:
Use DataLayer to teach
Facebook Pixel

61. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal

62. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Use DataLayer.push() to send infomation to Facebook
via. Google Tag Manager

63. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Create a new Data Layer Variable

64. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Save Data Layer values into the variables
Tag Manager Debug Mode

65. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Send dynamic values to Facebook via. variables
ViewContent – Product Page
>
DataLayer Variables

66. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Creating product sets with multiple rules
Use case
Branch office
Job category

67. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Bonus Tip:
Advanced Matching of
User Data

68. 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

69. AllFacebook Advance · Power FB Pixel with Google Tag Manager · Rahul Agarwal
Summary

70. 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.