Facebook Pixel by Stape for Google Tag Manager Web

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The Facebook Pixel by Stape tag integrates Meta Pixel into your website via Google Tag Manager Web container. It allows sending standard or custom events to Meta (Facebook), including enhanced conversions and user data for improved attribution.

How to Use

  1. Add the Facebook Pixel by Stape tag to your Web GTM container.
  2. Enter one or more Facebook Pixel IDs (comma-separated).
  3. Choose how the Event Name is defined:
    • Inherit from Data Layer — maps GTM/GA4 event names to Meta equivalents.
    • Override — choose from standard events or provide a custom event name.
  4. Enable Automatic Data Layer Mapping (recommended) to parse GA4, UA, and Common Event Data formats.
  5. (Optional) Enable Advanced Matching to securely pass user data (e.g., email, phone) to Meta for better match rates.
  6. (Optional) Enable Event Enhancement to store and reuse user data via localStorage across sessions.
  7. (Optional) Configure Consent Settings using either GTM Consent Mode or manual control.
  8. (Optional) Activate Limited Data Use (LDU) for California data compliance and specify Country/State codes.
  9. (Optional) Enable Server-Side Tracking Support using Event ID and Data Layer push for deduplication with Conversions API.
  10. Adjust Settings for automatic configuration (automatic events collection, such as button clicks and page metadata capture) and history event tracking (mainly for SPA websites).

Event Name Setup Options

  • Standard Events (when overriding):
    • PageView, AddToCart, Purchase, Lead, ViewContent, etc.
  • Inherit from Client (default):
    • Maps GA4 events like purchase, add_to_cart, sign_up, etc., to Meta equivalents.

Required Fields

  • Facebook Pixel ID(s) — must be a numeric string or comma-separated list.
  • Event Name — must be resolved either from Data Layer or override settings.

Features

Advanced Matching

Securely enrich events with user identifiers such as:

  • Email (em)
  • Phone (ph)
  • Name, Address, External ID, and more

Meta recommends hashing PII using SHA256. The tag will hash values if not already hashed.

  • User data can be sourced from:
    • Manually entered table
    • Data Layer (user_data)
    • Custom variable (e.g., User-Provided Data Variable)

Event Enhancement

When enabled, user data is stored in localStorage to persist across events and sessions. It improves match quality for repeat or multi-page actions.

Consent Settings

Support for:

  • GTM Consent Mode — respects ad_storage signals.
  • Manual Consent Check — prevent tracking until explicit approval.
  • Limited Data Use (LDU) — for U.S. states with data restrictions.

Server-Side Deduplication

If using both client- and server-side Meta tracking:

  • Use Event ID to deduplicate conversions.
  • Enable DataLayer Push with a matching event name and object for synchronization.

Object and Event Properties

Send additional metadata via:

  • Object Properties Table
  • Data Layer Mapping (GA4)
  • Custom Variable (JavaScript Object)

Includes support for:

  • value, currency, content_ids, contents, num_items, and others depending on ecommerce format.

Other Settings

  • Disable automatic fbq('set','autoConfig'), which disables automatic events such as button clicks and page metadata capture.
  • Disable PageView automatic tracking on SPA websites.
  • Increase Click ID and Browser ID coverage.
    When enabled, the tag loads the Meta’s Parameter Builder SDK to improve cookie coverage for:
    • Browser ID (_fbp cookie)
    • Click ID (_fbc cookie) — including backup retrieval from in-app browsers

Useful Resources

Open Source

The Facebook Pixel by Stape tag for GTM Web is developed and maintained by the Stape Team under the Apache 2.0 license.

GTM Gallery Status

:green_circle: Listed