1. Facebook Pixel

Default Events Tracked:

• ViewContent

• AddToCart

• InitiateCheckout

• AddPaymentInfo

• Purchase

Instructions:
If you don’t have a Facebook Pixel set up, here’s a guide that will show you how to create one.

If you already have a Pixel set up, follow these steps to locate your Pixel ID:

1. Access your Facebook Business Manager account.

2. Go to the Menu → Events Manager section.

3. Select your Pixel Account.

4. Click on Settings.

5. Copy the Pixel ID from there.

   Menu > Events Manager > Pixel Account > Settings - Pixel ID

2. Google Ads Manager

Default Conversions Tracked in GTM:

• View Item

• Add To Cart

• Begin Checkout

• Purchase

Setup Steps:

1. Log in to your Google Ads account.

2. In the top navigation bar, click Tools & Settings.

   • Under the Measurement column, select Conversions.

   • Path: Tools & Settings > (Measurement) Conversions

     

3. Create a new conversion action.

   • Path: Conversions > New Conversion Action

     

4. Choose the type of conversion.

   • Here the user can select the kind of conversions that they can create according to their business needs. Since we are going to only be covering web sources we are choosing the “Web” option.

   • Path: New Conversion Action > Website

     

5. After selecting the conversion type enter the URL for the website where the conversions will be measured. Scan and continue to the next step.

   • Path: Website > Enter the URL

     

6. Select Add a conversion action manually.

   • Path: (Website URL) Scan > Add a Conversion Action Manually

     

7. Example: Creating a Purchase Conversion.

   • Name conversions clearly for recognition.

   • Assign values as needed.

   • Set event count to Every.

   • Path: Add a Conversion Action Manually > Conversion Action Detail

     

⚠️ Note:
To record “View Item” conversions in your Google Ads account:

• Select the Other category under “More Categories” (there is no specific goal action for “View Item”).

  

8. After creating the conversion, locate the Conversion ID and Label:

   • Found in Tag Setup > Use Google Tag Manager.

   • Conversion ID = Insert into your integration platform.

   • Conversion Label = Hard-coded into each GTM Google Ads conversion tag.

   • Conversions > Conversion e.g Purchase > Tag Setup > Use Google Tag Manager - Instructions

     

Before exporting the GTM container, you would have to insert the Conversion ID (which is consistent throughout your Google Ads account) in the field specified for Google Ads Conversion Id.

Once you copy the Conversion Label from your GAds account paste it over here in your GTM tag:

Copy each conversion label and paste it into each of the respective Google Ad Tag:

3. Bing Ads Manager

Default Conversions Tracked:

• View Item

• Add To Cart

• Begin Checkout

• Add Payment Info

• Purchase

Setup Steps:

1. Sign in to your Bing Ads account.

2. Go to Tools > Conversion Goals.

   • Path: Tools > Conversion Goals

     

3. Select Create to make a new conversion goal.

   • Path: Conversion Goals > Create

     

4. Here the user can select the kind of conversions that they can create according to their business needs. Since we are gonna only be covering web sources we are choosing the “Web” option.

   • Path: Create > Website

     

5. Choose Event as the goal category and goal type.

   • Path: Website > Event

     

6. Type the name for the event goal and follow the same naming convention since we are tracking each event via GTM. The revenue value can be declared according to users' needs.

   • Path: Event > Create An Event Goal

     

7. If the UET tag is not installed:

   • Under “Setup Tagging,” choose Install the tag yourself.

   • Path: Create An Event Goal > Set up Tagging

     

8. Copy the base script code and insert the ti: “XXXXXXXX” ID in the integration platform of your website.

   • Path: Install the Tag Yourself > Add The Tag Manually

     

9. The next step would be “Install Event Tag” where the user can choose the dropdown option however they would like to track the event. Save and proceed to the next step.

   

10. Enter your domain name when prompted.

11. Save the conversion setup.

⚠️ Note:

Apply the same steps when creating the rest of the web events that are mentioned above. Under the sales categories there is no specific goal conversion for “View Item” & “Add Payment Info”, for that you will have to choose “Other”t o record both the conversions in your Bing Ads.

• Ensure correct event actions are used: view_item and add_payment_info.

  

4. Snapchat Pixel

Default Events Tracked:

• View Content

• Add Cart

• Start Checkout

• Add Billing

• Purchase

Setup Steps:

1. Log in to Snapchat Ads Manager.

2. In the top-left dropdown under Assets, click Events Manager.

   • Path: Dropdown > Events Manager

     

3. Click New Event Source.

   • Choose Web.

   • Path: Events Manager > (New Event Source) Web

     

4. Select Pixel Code to set up web events.

   • Path: Set Up Web Events > Pixel Code

     

5. Copy the Base Pixel ID and paste it in your integration platform.

   • Path: Pixel Code > Set Up Your Snap Pixel

     

5. TikTok Pixel

Default Events Tracked:

• ViewContent

• AddToCart

• InitiateCheckout

• AddPaymentInfo

• PlaceAnOrder

Setup Steps:

1. Log in to TikTok Ads Manager.

2. Navigate to Tools > Events.

   • Path: Tools > Events

     

3. Create a Pixel.

   • Path: Events > Create Pixel

     

4. Enter Pixel Name.

   • Path: Create Pixel > Set Up Web Events

     

5. Choose Manually Install Pixel Code.

   • Path: Set Up Web Events > Manually Install Pixel Code

     

6. Copy the Pixel Code.

   • Paste it in your integration platform.

   • Enable Advanced Matching to capture user data.

   • Path: Custom Code > Install Pixel Code

     

7. Complete setup.

⚠️ Note:
Repeat the same steps to create the other web events listed above.

6. Twitter Pixel

Default Events Tracked:

• Content View

• Add To Cart

• Checkout Initiated

• Added Payment Info

• Purchase

Setup Steps:

1. Log in to your Twitter Ads account.

2. Go to Tools > Events Manager.

3. In “Events Manager” click on “Add event source”. You are now in the “Install pixel code” page. Here you have the option to deselect “Allow 1st-party cookies” if you choose.

   • Path: Events Manager > Add Event Source > Install Pixel Code

     

4. Copy the Base Pixel ID.

   • Enter it in your integration platform.

5. Click Save Event Source.

6. To track actions:

   • In Events Manager, click Add Events.

   • Path: Events Manager > Add Events

     

7. Configure Event Details:

   • Enter Event Name.

   • Select Event Type from dropdown.

   • Path: Add Events > Event Details

     

8. On the “Setup method” screen, you will be able to choose how you want to define your event. We recommend defining your event with code as this will provide you the most flexibility. For example, it allows you to send key information back via event parameters. Select “Define event with code” and click “Next”.

   • Path: Event Details > Setup Method

     

9. In the “Event installation” screen, you can see three tabs at the top, which allow you to access the instructions for your preferred installation approach. Under “Website Code” enable all the relevant parameters that are being passed by the event.

   • Path: Setup Method > Event Installation

     

10. Save setup.

11. Copy the Twitter Event ID from the conversion tracking event code in the “Event Installation” step. This event ID will be used later in your GTM twitter tag. Each event has its own event ID that would be its unique identifier.

    

    

7. LinkedIn Insight

Default Events Tracked:

• View Content

• Add To Cart

• Start Checkout

• Add Billing Info

• Purchase

Setup Steps:

1. Log in to LinkedIn Campaign Manager.

2. Click Insight Tag in the top menu.

   • Choose I will install the tag myself.

   • Path: Insight Tag > I Will Install The Tag Myself

     

3. Copy the linkedin_partner_id from the JavaScript tag.

   • Add it to your integration platform.

     

4. Go to Analyze > Conversion Tracking.

5. The LinkedIn Insight Tag is a lightweight piece of javascript code that makes conversion tracking work. To create a new conversion click on “Create New Conversion” and select “Online Conversion”.

   • Path: Conversion Tracking > Create New Conversion

   • Select Online Conversion.

     

6. Create a Conversion Action.

   • Example: Form submission on your website.

   • Path: Create New Conversion > Create Online Conversion

     

7. Once you add an action, you can start recording conversions from that campaign. You can add as many actions as you like to each campaign.

8. On the Campaigns page, add or remove any campaigns, then click Next step.

   

9. On the Sources page, define your conversion tracking method: If you’re manually setting up your conversion, click Manually set up conversions.

   

10. In the Define your conversion tracking method section, select Event-specific.

11. Click Copy code above the code snippet.

    

12. If you created a new conversion or made updates, click Create or Update.

13. The conversion ID copied from the code snippet will be used in your GTM container tag.