Meta Conversions API via sGTM

• Make sure you have completed Hardal with sGTM Setup

To ensure proper tracking and deduplication, you’ll need to pass Meta’s browser ID and click ID to your server:

1. In your web container, create two User-Defined Variables

• Meta Browser ID:
  • Variable Type: 1st-Party Cookie
  • Cookie Name: _fbp

• Meta Click ID:
  • Variable Type: 1st-Party Cookie
  • Cookie Name: _fbc

2. In your GA4 Configuration tag (Google Tag), add these fields:
   • Field Name: x-fb-ck-fbp Value: Your Meta Browser ID variable
   • Field Name: x-fb-ck-fbc Value: Your Meta Click ID variable

First, you’ll need to create variables in your Google Tag Manager web container for each user data parameter you want to track:

1. Go to your GTM web container dashboard
2. Navigate to Variables in the left sidebar
3. Click New under “User-Defined Variables”
4. Select Data Layer Variable as the variable type
5. Set the Data Layer Variable Name according to the mapping table (see below)
6. Set an appropriate name for the variable (e.g., “User Email”)
7. Save the variable

Use this mapping structure to correctly set up your variables:

After adding all Data Layer Variables to your web container, the Variables section should look like following:

Once you’ve created these variables, you need to add them to your Google Tag:

1. Open your Google Tag
2. Under Configuration settings, click Add parameter
3. For each parameter, enter the GA4 Field Name from the table above as the Configuration Parameter
4. Set the Value to the corresponding variable you created

You’ll need to ensure your website is collecting and passing this data to the data layer. For example:

// When collecting user information (e.g., during checkout)
dataLayer.push({
  'event': 'user_data_collected',
  'user_data': {
    'email_address': 'example@domain.com', // This should be hashed in production
    'phone_number': '+15551234567', // This should be hashed in production
    'address': {
      'first_name': 'John', // This should be hashed in production
      'last_name': 'Doe', // This should be hashed in production
      'city': 'New York', // This should be hashed in production
      'region': 'NY', // This should be hashed in production
      'postal_code': '10001', // This should be hashed in production
      'country': 'US' // This should be hashed in production
    }
  }
});

When implementing user data parameters:

• Always hash personally identifiable information (PII) before sending it to Meta
• While GA4 and the Meta Conversions API tag will automatically hash this data, it’s best practice to hash it yourself before pushing to the data layer
• Implement proper consent management to comply with privacy regulations
• Only collect and send data that you have permission to use for advertising purposes

These user data parameters will significantly improve the effectiveness of your Meta advertising campaigns by providing better data for attribution and audience targeting.

Set up GA4 Event tags to track specific user actions:

1. In your web container, create a new GA4 Event tag
2. Select your GA4 Event tag
3. Set the Event Name to match one of Meta’s standard events:

4. Add event parameters based on your tracking needs
5. Configure the event_id parameter for deduplication (see below)
6. Set appropriate triggers for each event
7. Save and publish your tags

To prevent duplicate events when using both Pixel and CAPI, implement event_id deduplication:

1. Create a custom JavaScript variable to generate unique IDs:

function() {
  var gtmData = window.google_tag_manager[{{Container ID}}].dataLayer.get('gtm');
  return gtmData.start + '.' + gtmData.uniqueEventId;
}

2. Create a Data Layer Variable (e.g., FBEventIdVar) with Data Layer Variable Name: eventModel.event_id
3. In your Meta Pixel tag:

fbq('track', 'Purchase', {/* parameters */}, {eventID: {{FBEventIdVar}} });

4. In your GA4 Event tag, add an event parameter:
   • Parameter Name: event_id
   • Value: Your event ID variable

In your server container, ensure the GA4 Client is set up correctly:

1. Go to your server container
2. Navigate to “Clients”
3. Edit the “GA4” client (or create it if it doesn’t exist)
4. Enable “Default GA4 paths”
5. Enable “Default gtag.js paths” and add your GA4 Measurement ID(s)

6. Save the client configuration

The final step is to set up the Meta Conversions API Tag:

1. In your server container, navigate to “Tags”
2. Click “New” and navigate to “Discover More”. Search for “Conversions API Tag by facebookincubator”

3. Generate Meta Access Token
   • Log into your Meta Business Manager
   • Go to Events Manager
   • Select your Pixel
   • Navigate to the Settings tab

• Copy Dataset ID and save it (marked as step 3)

• Find the “Conversions API” section

• Click “Generate access token”

• Copy the generated token

4. Create a trigger that fires on events from the GA4 Client

5. Save and publish the tag