Capture Conversions via Meta Pixel using GTM

This guide will walk you through setting up custom conversion tracking for both donations and signups on your Raisely campaign. Instead of relying on Meta's standard pixel events, we will configure Google Tag Manager (GTM) to listen for specific actions on your Raisely page and send reliable custom events to your Meta Pixel. We then tell Meta to treat these custom events as valuable conversions for your ad campaigns.

Skip Ahead To

Prerequisites

Google Tag Manager (GTM) Setup

Meta Events Manager Setup

How to Test and Verify

FAQs

Prerequisites

Before you begin, ensure you have the following set up and ready to go.

1: Admin Access to your Raisely Campaign: This is required to install the Google Tag Manager container.
2: A Google Tag Manager (GTM) Account: You will need an active GTM account with a container already set up for your website.
3: A Meta Business Manager Account: You'll need access to your Meta Pixel and Events Manager within your business account.
4: Domain Verification: Your website's domain must be verified in your Meta Business Manager. This is a mandatory step for configuring conversion events.

Google Tag Manager (GTM) Setup

This is where we will capture the donation and signup events from Raisely and configure them to be sent to Meta as custom events.

Step 1: Connect GTM to Your Raisely Campaign

1: In your GTM account, find and copy your Container ID (it looks like GTM-XXXXXXX).
2: In your Raisely campaign dashboard, navigate to Settings > Apps & Integrations.
3: Find and enable the Google Tag Manager integration.
4: Paste your GTM Container ID into the provided field and click Save.

Step 2: Create a Reusable Variable for Your Meta Pixel ID

This saves you from copying and pasting the ID for every tag.

1: In GTM, go to the Variables section from the left-hand menu.
2: Under "User-Defined Variables," click New.
3: Name the variable Meta Pixel ID.
4: Click Variable Configuration and choose the Constant type.
5: In the Value field, paste your Meta Pixel ID. You can find this in your Meta Events Manager > Data Sources.
6: Click Save.

Step 3: Create Triggers to Listen for Raisely Events

Triggers tell GTM when to fire a tag. Raisely automatically sends events called donation and signup upon success.

Create the Donation Trigger:

1: Go to Triggers > New.
2: Name the trigger Event - Donation Success.
3: For Trigger Configuration, choose Custom Event.
4: For Event name, enter exactly donation.
5: Leave it set to "All Custom Events" and click Save.

Create the Signup Trigger:

1: Go to Triggers > New.
2: Name the trigger Event - Signup Success.
3: For Trigger Configuration, choose Custom Event.
4: For Event name, enter exactly signup.
5: Click Save.

Step 4: Create Tags to Send Custom Events to Meta

Tags are what actually do the work of sending data.

Create the Custom Donation Tag:

1: Go to Tags > New.
2: Name the tag Meta - Custom Event - Donation.
3: For Tag Configuration, choose the Facebook Pixel template. (💡 If you don't see it, search the Community Template Gallery and add it to your workspace).
4: For the Facebook Pixel ID, click the brick icon and select the {{Meta Pixel ID}} variable you created.
5: For the Event Name, select Custom from the dropdown.
6: In the text field that appears, enter a name for your event. Use a clear, consistent name like Custom_Donation.
7: Under Triggering, click to select a trigger and choose Event - Donation Success.
8: Click Save.

Create the Custom Signup Tag:

1: Go to Tags > New.
2: Name the tag Meta - Custom Event - Signup.
3: For Tag Configuration, choose the Facebook Pixel template.
4: Set the Facebook Pixel ID to your {{Meta Pixel ID}} variable.
5: For the Event Name, select Custom and enter a name like Custom_Signup.
6: Under Triggering, choose the Event - Signup Success trigger.
7: Click Save.

Step 5: Publish Your GTM Container

1: Once all variables, triggers, and tags are created, click the Submit button in the top-right corner of GTM.
2: Give your version a descriptive name (e.g., "Added Meta Conversion Tracking") and click Publish.

Meta Events Manager Setup

Now, we will tell Meta to recognize and prioritize these new custom events as valuable conversions.

1: Navigate to your Meta Events Manager.
2: Select your Pixel from the Data Sources menu.
3: Go to the Custom Conversions tab on the left.
4: Click Create Custom Conversion.

Configure the Donation Conversion:

1: Name: Website Donations
2: Data Source: Ensure your Meta Pixel is selected.
3: Event: Select your custom event, Custom_Donation. It should appear in the dropdown if a test event has been received. If not, you can type the name in exactly as you entered it in GTM.
4: Click Create.

Configure the Signup Conversion:

1: Click Create Custom Conversion again.
2: Name: Website Registrations
3: Data Source: Your Meta Pixel.
4: Event: Select (or type) your custom event, Custom_Signup.
5: Click Create.

🟢 You can now select these Custom Conversions ( Website Donations, Website Registrations) as the goal for your Meta ad campaigns.

How to Test and Verify Everything

It is crucial to test your setup to ensure data is flowing correctly.

Option 1: Use GTM Preview Mode (Recommended)

1: In your GTM workspace, click the Preview button.
2: Enter your Raisely campaign URL and click Connect.
3: Your website will open in a new tab with a "Tag Assistant" badge. Complete a test signup on your site.
4: Switch to the Tag Assistant tab. You should see signup in the left-side event list. Click on it, and you should see that your Meta - Custom Event - Signup tag has fired.
5: Now, complete a small test donation. In the Tag Assistant tab, you should see the donation event, and your Meta - Custom Event - Donation tag should have fired.

Option 2: Use Meta's "Test Events" Tool

1: In your Meta Events Manager, go to the Test Events tab.
2: Enter your Raisely campaign URL and click Open Website.
3: Perform a test signup and a test donation on your site.
4: You should see the Custom_Signup and Custom_Donation events appear in the Test Events log in real-time. This confirms Meta is receiving them.

FAQs

### accordion

## expand

# Why should I use this custom event method instead of the standard Meta Pixel setup?

Standard pixel events can sometimes be blocked by ad blockers or browser privacy settings like iOS 14+. This method sends data directly from Raisely to GTM when a specific action is completed, which is more robust and reliable. It gives you precise control over what you define as a conversion, rather than just relying on a page view.

## expand

# My custom event isn't appearing in the Meta Events Manager dropdown. What's wrong?

Meta needs to receive the event at least once before it will appear in the dropdown menu. Follow the steps in the "How to Test and Verify" section to send a test event from your website. Once Meta's servers receive it, it will become available. If it's still not showing up, you can type the event name exactly as you configured it in GTM (e.g., Custom_Donation) directly into the field.

## expand

### accordion

Cannot find the support guide you are after? Head on over to our YouTube channel 📺 for more creative content to help you go further. You can even leave us comments, suggesting new content ideas 🤯