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updatedAt: 2025-12-08T15:12:37.000Z
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# Add event pixels in Google Tag Manager (using custom HTML)
Add event pixels in GTM, using HTML code snippets.
# Overview
Now that you have added the [ *base* pixel](https://developers.taboola.com/pixel/docs/the-base-pixel) to your website, you are ready to add 1 or more *event* pixels.
*Event* pixels enable you to track conversions and gather important insights - e.g. ROAS (Return On Ad Spend).
To add the *event* pixel using custom HTML (*no editing required*), follow the guidelines below.
> 👍
>
> Depending on the event that you need to track, custom development may be required.
> 📘 See also
>
> * For a list of available flows, see: [Event pixels](https://developers.taboola.com/pixel/docs/event-pixels)
> * For an overview of conversion tracking, see: [Conversion tracking](https://developers.taboola.com/pixel/docs/conversion-tracking-overview)
> 🚧 URL-based conversions
>
> URL-based conversions rely on the [*base* pixel](https://developers.taboola.com/pixel/docs/the-base-pixel) *only* - they do not require an *event* pixel.
> 🚧
>
> **Shopify** store owners should use our [Shopify app](https://developers.taboola.com/pixel/docs/conversion-tracking-for-shopify).
# High-level flow
Tracking an *event-based* conversion requires the following steps:
> 📘 End-to-end flow
>
> **In Realize**:
>
> 1. Edit or add an **event-based conversion**.
>
> **In GTM**:
>
> 1. Add an event **trigger**.
> > This may require custom development. See: [Trigger types](#trigger-types)
> 2. Add the *event* pixel **tag**.
>
> ***
>
> The **`Event Name`** fields in **GTM** *and* **Realize** must have identical values.
# Realize setup
## Edit an existing conversion
If you already created a conversion in **Realize**, open it and copy the relevant code snippet:
1. Open Realize, and select the account (*top, left*) that you will use to track conversions.
2. In the sidebar (*left*), select `Tracking`.
3. Click on the `Edit` icon for the relevant event-based conversion rule.
4. Scroll down to the **`Event Code`** section. Mouse over the code snippet and click on `COPY TO CLIPBOARD`.
5. Keep **Realize** open and continue with the **GTM** setup [below](#gtm-setup).
## Create an event-based conversion
If you have not yet created a conversion in **Realize**, create it now:
> 📘
>
> The instructions below illustrate the steps for setting up a **registration event**.
>
> Other conversions - e.g. a **purchase event** - require slightly different steps.
>
> ***
>
> For additional guidelines, see the Help Center.
1. Open Realize, and select the account (*top, left*) that you will use to track conversions.
2. In the sidebar (*left*), select `Tracking`.
3. Click on `+ New Conversion` (*far right*).
> Select `Create conversions using code` and click `Continue`.
4. Type in a `Conversion Name` of your choice - e.g. `Complete Registration`.
> This is a descriptive name for your convenience. It need not match any value in **GTM**.
5. For `Conversion Type`, select `EVENT`:
6. If relevant, fill in a `Fixed Value`.
> **Tip**: If the event includes a dynamic value - e.g. a purchase event - leave this field blank. For additional guidelines, see the Help Center.
7. Select the relevant `Category` - e.g. `Complete Registration`.
8. Confirm that the `Event Name` is `complete_registration`.
> 🚧
>
> The `Event Name` fields in **Realize** and **GTM** must have *identical* values.\
> Otherwise, **Taboola** will not be able to receive events passed by **GTM**.
9. (*Optional*) If desired, edit the following fields:
1. `Click Through Conversion Window`
2. `View Through Conversion Window`
10. (*Optional*) If relevant, clear the `Include in total conversions` checkbox.
> **Tip**: Always include the most important conversions, so that the **Taboola** algorithm will optimize towards them. For additional guidelines, see the Help Center.
11. (*Optional*) If relevant, clear the `Include in total value` checkbox.
12. (*Optional*) If desired, edit the following fields:
1. `Audience Properties`
2. `Aggregation Type`
13. Under the **`Event Code`** section:
1. (*Optional*) If relevant, select 1 or more `dynamic parameters`.
> Note how the code snippet updates accordingly.\
> For detailed guidelines, see: [Track dynamic conversion values](https://developers.taboola.com/pixel/docs/track-dynamic-values)
2. Mouse over the code snippet and click on `COPY TO CLIPBOARD`.
14. Review your chosen settings, and click on **`Create`** (*bottom, right*):
15. Keep **Realize** open and continue with the **GTM** setup below.
# GTM setup
## First steps
If you have not already done so, open your **Google Tag Manager** workspace:
1. Open Google Tag Manager.
> (You may be prompted to log in with Google.)
2. Under **`Container Name`** (*left*), click on the relevant container.
> Note the `Container ID` (`"GTM-XXXXXXXX"`) on the *far right*.
>
> (You can change your selection later, by clicking in the *top, left* corner.)
3. Select a workspace (*top, left*), or just use the `Default Workspace`:
## Add a GTM trigger
> 📘
>
> If you prefer, you can perform this step later, while [adding the event pixel](#add-the-event-pixel) (*next section*).
In your **GTM** dashboard:
1. In the navigation panel (*left*), select **`Triggers`**:
2. Click on **`New`** (*top, right*):
3. Click on the **`Trigger Configuration`** card.
4. Choose the relevant trigger type, and configure it as needed.
> See: [Tips & Techniques > Trigger Types](#trigger-types) (*below*).
5. Click on **`Save`** (*top, right*):
## Add the GTM tag
In your **GTM** dashboard:
1. In the navigation panel (*left*), select **`Tags`**.
2. Click on **`New`** (*top, right*):
3. Click on the **`Tag Configuration`** card.
4. Under **`Custom`**, select **`Custom HTML`**.
5. Paste in the code snippet that you obtained from **Realize** in the previous section (using the `COPY TO CLIPBOARD` option).
6. For `Pixel Type`, select`Event pixel`.
7. Select the relevant `Event Name` from the dropdown provided - e.g. `complete_registration`.
> 🚧
>
> The `Event Name` fields in **Realize** ([*above*](#taboola-ads-setup)) and **GTM** must have identical values.
>
> (Not to be confused with the `Conversion Name` field in **Realize**, which is merely descriptive.)
8. Click on the **`Triggering`** card, to set up a trigger for this event.
9. Select the trigger that you created above (*previous section*), or click on the **`+`** icon (*top, right*) to define one on-the-fly.
> See: [Tips & Techniques > Trigger Types](#trigger-types) (*below*).
10. Once your tag configuration is complete, click on **`Save`** (*top, right*):
11. When prompted, enter a descriptive name for the tag - e.g. **`Taboola Event Pixel - Subscription Event`**.
> 🚧
>
> At this stage, your changes are not live - you still need to *publish* them.
## Preview your changes (*optional*)
Although, you have added the tag within **GTM**, your changes are not live yet - you still need to *publish* them.
You can optionally *preview* (test-drive) your changes before you publish them. If you prefer to publish your changes immediately, skip ahead to the [next section](#publish-your-changes).
> 🚧
>
> The **`Publish`** action will publish *all* recent changes - including changes made by other team members within this **GTM** workspace.
> 📘 When to use preview
>
> 1. Other team members are making changes in the *same* **GTM** workspace.
> 2. You want to confirm your setup *before* you publish it.
> 3. You want to test why a tag is not working as expected.
In your **GTM** dashboard:
1. Click on **`Preview`** (*top, right*).
2. Enter the URL of the page where the customer journey begins (e.g. the landing page). Then click on **`Connect`**:
1. The **Tag Assistant** is opened in a new *tab*.
2. If the connection is successful, your webpage is opened in a separate *window*.
3. Once a connection is made, click on **Continue**.
4. Review the **`Output`** window to see which tags were fired:
5. Click on the **`Close`** icon (*top, left*) to stop debugging:
6. Once you are done with the **Tag Assistant**, close the browser tab.
## Publish your changes
> 🚧
>
> The **`Publish`** action will publish *all* recent changes - including changes made by other team members within this **GTM** workspace.
1. Click on **`Submit`** (*top, right*).
2. Review the **`Workspace Changes`**.
> This is the set of changes that will be deployed.
3. (*Optional*) Enter the following fields:
1. `Version Name` - e.g. `"Taboola Event Pixel - Subscription Event"`
2. `Version Description` - e.g. `"Added the Taboola Event Pixel - Subscription Event"`.\
> The above fields can help when reviewing a history of changes to your **GTM** container.\
4. While you wait for **GTM** to publish your changes, sing like no one is listening :)
5. Once published, a summary page appears.
# What's next?
Well done! You have added an *event* pixel, and set up your event-based conversion!
Next, you should [verify](https://developers.taboola.com/pixel/docs/verification-overview) that everything is running smoothly.
# Tips & techniques
The sections below contain different tips & techniques that can help with your integration.
> 👍 Tip
>
> After you click through to [Tips & Techniques](#tips--techniques), you can use the browser **`Back`** button to get back.
## Trigger types
Depending on the trigger type, custom development may be required. Some sample use cases are presented below.
### Case 1 - Separate `Thank You` page
If a successful registration loads a separate `Thank You` page (with its own URL), you can set up a **GTM** trigger without custom development.
> Alternatively, you could set up a URL-based conversion in **Realize**, and skip the event pixel setup altogether. However, for the purpose of this example, we will use an event-based conversion.
Your flow would look something like this:
#### GTM dashboard
In your **GTM** dashboard:
1. In the navigation panel (*left*), select **`Triggers`**:
2. Click on **`New`** (*top, right*):
3. Click on the **`Trigger Configuration`** card.
4. Choose `Page View` as the trigger.
5. Choose `Some Page Views`.
6. Select `Page URL` and `contains` and type in a fragment of the URL - e.g. `"thankyou.php"`.
7. Once your tag configuration is complete, click on **`Save`** (*top, right*):
8. When prompted, enter a descriptive name for the trigger - e.g. **`Subscription Event Trigger`**.
### Case 2 - `Thank You` pop-up
If the `Thank You` message displays on the same page - e.g. via a pop-up - some custom development is needed.
Your flow might look something like this:
#### dataLayer.push
> (Requires custom development)
1. Prepare a **Data Layer event** code snippet. For example:
```javascript
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
'event': 'registrationComplete'
});
```
2. Ask your web developer to update your registration funnel so that the above script is fired for each successful registration.
3. (*Optional*) **`Preview`** your website in the **GTM** dashboard, and confirm that the event is fired.> See Preview your changes (*above*)
You are now ready to set up the event in the **GTM** dashboard (*next section*).
#### GTM dashboard
In your **GTM** dashboard:
1. In the navigation panel (*left*), select **`Triggers`**:
2. Click on **`New`** (*top, right*):
3. Click on the **`Trigger Configuration`** card.
4. Choose `Custom Event` (under `Other`) as the trigger.
5. Type in an event name, exactly as it appears in the **Data Layer event** code snippet that you prepared above - e.g. `registrationComplete`.
6. Click on **`Save`** (*top, right*):
7. When prompted, enter a descriptive name for the trigger - e.g. **`Subscription Event Trigger`**.
## Additional resources
In-depth coverage of **GTM** and the **GTM Data Layer** is beyond the scope of this article. For your convenience, some additional resources are provided below.
> 📘 GTM Data Layer
>
> * [Google Tag Manager Custom Event Trigger Explained](https://www.analyticsmania.com/post/what-is-data-layer-in-google-tag-manager/) (An in-depth tutorial for beginners)
> * [The data layer](https://developers.google.com/tag-platform/tag-manager/datalayer) (The official GTM docs)
> 📘 GTM Preview
>
> * [A Guide To Google Tag Manager Preview Mode](https://www.analyticsmania.com/post/google-tag-manager-debug-mode/) (An in-depth tutorial for beginners)