Integrating the Facebook Ads Pixel with Google Tag Manager

Updated: November 19, 2021

Setting up the Facebook pixel to properly track ad performance can potentially entail several steps: not just adding the universal code that goes across your site, but also tracking events and shopping cart performance. For ease of setup, Facebook offers a direct integration with Google Tag Manager (along with other platforms), allowing you to create tags within Facebook Business Manager.

Setting Up the Facebook/Google Tag Manager Integration

To access this feature, navigate to Data Sources > Pixels from the Business Manager sidebar. From here, you can select an existing pixel or create a new one.


If you haven’t yet set up your pixel on your site, you’ll see a prompt to set it up. Once you start this process, Facebook gives you options to manually set it up or use a partner integration.

Next, choose “Google Tag Manager” from the partner options presented.

Now, Facebook will walk you through the process of syncing with GTM. You’ll need to log into your account and then select the GTM account and container you’d like to use.

Once you’ve chosen these, Facebook will walk you through the process of finalizing deployment of the tag through GTM. You can either stick with getting it in place globally, or you can also add events before the final step.

Facebook presents you with an option to use their Event Setup Tool to add standard events for actions such as subscriptions, lead form submissions, and other common activities. You can use this tool to open your site and select specific click actions to track here.


The Google Tag Manager integration from Facebook offers a seamless, codeless way to get the pixel in place without even having to create any manual tags or triggers. If you’re just in need of a basic pixel installation, use this method to ensure that you’re able to start building audiences and track conversions.