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, 19th March 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

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
fbq('consent’, revoke’);

So “Pageview” doesn’t load by default

Create cookie based on the button click (I/III)
Default: No cookie | No tracking codes are run
Developers Console

Create cookie based on the button click (II/III)
Scenario 1: Cookie accepted
Developers Console

Create cookie based on the button click (III/III)
Scenario 2: Cookie declined
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

Match the variable value to “Revoke” & “Grant” (I/III)

Match the variable value to “Revoke” & “Grant” (II/III)
“user_denied_permission" fbq('consent', 'revoke’);
“user_gave_permission" fbq('consent', 'grant');
Facebook Pixel Code
Scenario 1: User doesn’t choose any consent

GTM Variable “1stCookie - Facebook Pixel Consent” Value
Match the variable value to “Revoke” & “Grant” (III/III)
“user_denied_permission" fbq('consent', 'revoke’);
“user_gave_permission" fbq('consent', 'grant');
Facebook Pixel Code
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
<script>
fbq('consent', 'grant’);
</script>

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
});

Tip 3:
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

Tip 4:
Delaying pixel fire on
your website

Clicky users are expensive

Create a timer trigger with the time of your choice
Step 1
6 seconds
Fires on all pages

Create a tag with custom event that runs on timer trigger
Step 2
<script>
fbq(trackCustom’, ‘EVENT NAME’);
</script>
Choose the timer trigger

Check the implementation in GTM debug mode
Runs after 6 seconds

Tip 5:
Installing Pageview
Counter via GTM

Create a 1st Party cookie variable that saves the page
view count

Add Custom HTML tag
This is a Pageview counter for the cookie
<script>
(function(){
var cc = {{Cookie - Page Count}}-0+1
document.cookie="PageCountCookie="+cc+";path=/;";
}());
</script>

Create a trigger for 5 or more page views
Use Case:
› Send custom events via this trigger to send engagement data to Facebook &
Google Analytics
› Show custom popup’s to website visitors with offers, MailChimp signups
› Use this trigger to personalize the website/ pricing based on the pageviews
user have had

Check the pageview’s live in GTM Debugger

Tip 6:
Detecting & sending
user device to
Facebook

Sending device info to Facebook Pixel

Create a Custom Javascript variable
This code returns the value of “True” & “False” for mobile devices
* Find the code on the next page

Create a lookup table variable and assign the right values

Add lookup variable to the pixel tracking code

Tip 7:
Use DataLayer to
teach Facebook Pixel

Check my last year’s presentation on
Dynamic Ads implementation.
https://conference.allfacebook.de/wp-content/uploads/2019/10/AFBMC-facebook-
dynamic-ads.pdf

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

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