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

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

Learnings for today…
• GDPR/ Cookie Compliance
• Understanding Facebook Pixel
• Tag Manager tips & tricks to power
the Pixel

GDPR vs. Cookies

Current State of Cookie
implementations in EU

GDPR implementation is still in grey zone
TechCrunch
~5,000 Cookie notices

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.

“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.”

Current Cookie
Consent
Implementations

TechCrunch – Cookie Wall

TNW – Cookie Wall

AllFacebook

121Watt
Text page
Facebook pixel
is not running

Bounteous

Understanding Facebook Pixel
Code implementation
via. Tag Manager

Using Tag Manager to
power the Pixel

Tip 1:
GDPR complaint FB Pixel
Tracking (via. website
cookie consent forms)

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');

“Revoke” stays as the default option

Create cookie based on the button click
Developers Console

Create a 1st Party cookie variable in Tag Manager
User defined
variable

Fill in the cookie name as mentioned in dev. console

GTM variable will contain the same value as of the cookie

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

Modify Pixel base code with lookup table variable
Variable value instead of “revoke” or “grant”

One more thing!

When accepted, pixel runs only on the next page (refresh)
A classic click tracking (via. Tag Manager) can solve this issue

Run the “Grant” commant on “Zustimmen” button click

Tip 2:
Sending events
selectively to different
Pixels

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
});

Facebook Pixel code
“out of the box”
doesn’t work!
Anymore!

Tip 3:
Track Internal &
External links in GTM to
create (Re)-targeting
custom audiences

Create a tag that sends FB click information
Optional
1
2

Create a trigger that runs on external link clicks
Runs on all pages
Everywhere except your own website
3

Alternatively, you run it on inbound links as well
Runs on all pages
On your own website pages
3

Test it in preview in debug mode
Event runs on external link click
Information is sent
to Facebook
4

Tip 4:
Delaying pixel fire on
your website

Clicky users are expensive

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

Delaying Pixel to improve data quality on Facebook
Runs after 6 seconds

Tip 5:
Running pixel on
YouTube video view on
website

A classic ToFU video campaign + Custom Audience

Enable the built-in video variables in GTM
1

Create a Tag that sends video play data to FB
2

Create a trigger that runs on video play percentages
4

Tip 6:
Installing Pageview
Counter via GTM

Create a cookie that saves the page view count

Add Pageview counter to the cookie

Create a trigger for 5 or more page views

Check the pageview’s live

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.)

Tip 7:
Detecting & sending
user device to
Facebook

Sending device info to Facebook Pixel

User-defined variable

Create a lookup table variable and assign the right values
Add lookup variable to the pixel
tracking code

Tip 8:
Use DataLayer to teach
Facebook Pixel

Use DataLayer.push() to send infomation to Facebook
via. Google Tag Manager

Create a new Data Layer Variable

Save Data Layer values into the variables
Tag Manager Debug Mode

Send dynamic values to Facebook via. variables
ViewContent – Product Page
>
DataLayer Variables

Creating product sets with multiple rules
Use case
Branch office
Job category

Bonus Tip:
Advanced Matching of
User Data

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

Summary

Rahul Agarwal
r.agarwal@trenkwalder.com
M: +49 (0)1515 2626 540
group.trenkwalder.com
www.linkedin.com/rahulagrwl19
Thank you
for your
attention.

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

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