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How to send Meta Pixel events through Google Tag Manager

Live guide · Checked 28 October 2026 · Updated 28 October 2026 · Checked every week against Meta's own help pages

Load the Meta Pixel once, send Lead and Purchase from your dataLayer with an event ID, and have it ready for the Conversions API to match.

Time

25 minutes

You will need

• Your Meta Pixel ID (Events Manager > Data sources)
• Google Tag Manager with the generate_lead trigger
• Consent Mode set up (Meta waits for Accept)

Stuck?

Troubleshooting or ask us a question

Step by step

1. Find your Pixel ID

   In Meta Events Manager, open Data sources, pick your pixel and copy its ID (a long number).

2. Add the base pixel

   In Tag Manager: Tags > New > Custom HTML. Paste this with your ID, fire it on All Pages, and in Advanced Settings > Consent Settings require ad_storageCopy:

   HTMLCopy

   <script>
   !function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
   n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
   n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
   t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
   document,'script','https://connect.facebook.net/en_US/fbevents.js');
   fbq('init', 'YOUR_PIXEL_ID');
   fbq('track', 'PageView');
   </script>

3. Send Lead from the dataLayer

   Make another Custom HTML tag fired on CE - generate_leadCopy. The eventID is your lead_id, which is how Meta matches this with the server copy:

   HTMLCopy

   <script>
     fbq('track', 'Lead', {
       value: {{DLV - value}},
       currency: '{{DLV - currency}}',
       content_name: '{{DLV - form_id}}'
     }, { eventID: '{{DLV - lead_id}}' });
   </script>

4. Fire the base pixel first

   In the Lead tag open Advanced Settings > Tag Sequencing, tick Fire a tag before and choose the base pixel tag, so fbqCopy always exists.

5. Purchase for shops

   For purchases, fire on the purchaseCopy event with the order id as eventID:

   HTMLCopy

   <script>
     fbq('track', 'Purchase', {
       value: {{DLV - ecommerce.value}},
       currency: '{{DLV - ecommerce.currency}}',
       content_type: 'product'
     }, { eventID: '{{DLV - ecommerce.transaction_id}}' });
   </script>

6. Test with Test Events

   In Events Manager open your pixel > Test events, enter your site's address and send a test lead. Lead should appear with an Event ID. Install the Meta Pixel Helper browser extension for a second check.

7. Publish

   Publish in Tag Manager. Add the Conversions API next (the next Secret Setup) so Meta still sees leads that ad blockers and iPhones hide.