If you advertise on Facebook, Instagram, or Reddit, adding your pixel ID installs the base pixel and a full set of matching ecommerce events. You don’t paste snippets or edit a tag container.
ℹ️ Note: Optional. Skip if you don’t advertise on these platforms.
Setting up
- Get your Meta Pixel ID — Events Manager → Data Sources. A 15–16 digit number.
- Get your Reddit Pixel ID — Reddit Ads → Events Manager. Starts with
a2_. - Open Marketing → Analytics, find Meta & Reddit Pixels, paste whichever you use.
- Save, then re-provision GTM.
📸 Screenshot placeholder: The Meta & Reddit Pixels section with both fields filled in.
Leave either blank to skip that platform entirely — no tags are created for it.
What gets built
Meta — base pixel plus:
| Meta event | Fires on |
|---|---|
PageView |
Every page |
ViewContent |
Product page view |
AddToCart |
Add to cart |
InitiateCheckout |
Checkout start |
Purchase |
Completed order (with revenue) |
Lead |
Lead form submitted |
CompleteRegistration |
Account created |
Search |
Site search |
Reddit — base pixel plus PageVisit, ViewContent, AddToCart, Purchase (with revenue and order number), Lead, SignUp, and Search.
Both fire off the same underlying activity as your Analytics events, so the platforms agree with each other by construction rather than by coincidence.
Consent works differently here — and it matters
Meta and Reddit pixels are gated on advertising consent. They do not fire until a visitor has accepted ads.
This is the opposite of how Google’s tags behave, and it’s deliberate. Google’s tags understand Consent Mode and downgrade themselves to anonymous cookieless signals when consent is denied. Meta and Reddit have no equivalent — left ungated they would simply fire and set cookies regardless of what the visitor chose. So we gate them.
⚠️ Warning: This interacts directly with your consent settings. If advertising consent is denied by default and the cookie banner is turned off, no visitor can ever grant it — so these pixels will never fire, and your ad spend is unmeasurable. Check Cookie Consent & Privacy before you start spending.
The practical combinations:
| Consent posture | Banner | Result |
|---|---|---|
| Granted all | On or off | Pixels fire for everyone ✅ |
| Denied all | On | Pixels fire for visitors who accept ✅ |
| Denied all | Off | Pixels never fire ❌ |
| Ads denied | Off | Pixels never fire ❌ |
Verifying
Meta — install the Meta Pixel Helper Chrome extension, visit your storefront, and accept cookies. The extension should show your pixel and a PageView. Then view a product and look for ViewContent.
Reddit — Reddit Ads → Events Manager shows recent activity once events arrive.
💡 Tip: If the helper shows nothing, accept the cookie banner first. A pixel that’s correctly installed but consent-gated looks identical to one that isn’t installed at all.
Changing IDs
Changing or removing a pixel ID requires a re-provision — unlike the Google Ads conversion ID, these are written into the tags themselves.
ℹ️ Note: Only well-formed IDs are accepted. A malformed value is rejected and reported in the provisioning log rather than written into your site.