Facebook Ads Data Layer & Event Examples
Facebook Ads becomes much more powerful when you begin to collect standard and custom events, along with parameters that reflect user characteristics. Then, you can use this data inside Facebook to build better audiences and optimize towards a more organized set of conversions.
ListenLayer automates data collection using the data layer and allows you to write rules to customize your data.
Important Notice!
While the following examples show actual code, ListenLayer requires no programming experience! We generate the following data layer values automatically so that you can capture them as variables for your conversion tracking - no coding required! Check out our examples and use cases to see how easy it is to implement and scale conversion tracking and web analytics.
Custom Triggers for Conversion Tracking
ListenLayer automatically generates powerful and accurate events inside the data layer, allowing you to create GTM triggers by simply referencing the event name. Once these triggers are built, conversion data can be sent to Facebook Ads using a Facebook event tag in GTM that leverages variables – you’ll never miss a conversion again!
This example shows events from our Hubspot Forms Listener. Each Listener generates events unique to the application’s functionality.
event: 'hubspotFormSubmitted',
event: 'hubspotFormLoaded',
event: 'hubspotFormValidationFailed',Automatic Data Layer Values
With each event generated by ListenLayer, we push powerful details about the user’s session and activity into the data layer. These become available as variables inside GTM.
Use these variables to modify triggers in GTM or enhance the data you collect using Facebook Ads event tags.
chatAutomaticValues: {
messageFromUserCount: 3,
hsChatType: 'Hubspot Form chat Message from User',
hsChatLocation: {
href: 'https://demo.website.com/',
host: 'demo.website.com',
hostname: 'demo.website.com',
pathname: '/',
protocol: 'https:',
originPathName: 'https://demo.website.com/'
}
}Custom Data Layer Values in GTM
With our powerful interface, marketers can write rules to generate custom data layer values – no programming required!
Now activity on your website can be categorized and organized exactly how you want it. Once you have your activity categorized with assigned values, use GTM to send specific conversion labels to Facebook Ads as standard events with parameters or using custom events. Now you can segment conversions better to understand campaign quality and improve optimization.
formCustomValues: {
//custom variable values display here based on rules you write
formCategory: 'Demo',
formName: 'Landing Page Demo Form',
formQuality: 'Low'
},Start Leveraging Standard & Custom Events
Facebook allows you to send standard events and custom events, along with parameters, directly into their platform. Combining this with ListenLayer lets you collect very powerful data for audience building, segmentation, and conversion tracking in Facebook Ads. Here is an example of a standard lead event being sent to Facebook using Google Tag Manager. The items in brackets are data layer variables that come from customizations inside ListenLayer.
<script>
fbq('track', 'Lead', {content_category: "Form Submission", content_category: "{{formCategory}}", content_name: "{{formName}}", value: "{{conversionValue}}"});
</script>Ready to Dive In?
See how easy (and powerful) ListenLayer is by opening an account today or requesting a demo.