It is possible to track the visits within the ordering menu and measure the conversion rate of the orders based on the menu visits, using the Google Tag Manager integration and connecting it to the Facebook Pixel platform.
To setup Facebook Pixel copy the Google Tag Manager install code and paste it in the restaurant’s account Other Tab, 3rd Party Integrations Section, 3rd Party Tracking Field:
- First, access your Google Tag Manager account, Admin tab and go to Install Google Tag Manager section:
- Copy the first code (we don’t need the 2nd code)
- Paste the code in the restaurant administration page, 3rd Party tracking section and Save, like this:
To start the Google Tag Manager configuration, access the Workspace Tab within the Tag Manager account:
- Add the Custom HTML Tag from the Tags Section by pressing on the New button:
In the tag configuration screen, add the Pixel HTML code which can be generated within the Pixel admin panel:
In the Facebook Events Manager, go to the Pixels section:
If the Pixel has not been created, then the create pixel button will be visible:
Once you have created the Pixel, access the Set Up Pixel button:
And choose the “Manually install pixel code yourself” option:
From the window that appears, copy only the code from Step 2:
Once you have the Pixel HTML code, insert it in the Pixel Tag which was created at the previous step.
The next step is to configure the two triggers for the Pixel tag. You can to this by accessing the Edit button, like this:
- Page View – so you see each page in the Pixel dashboard (whenever there is different url)
- History Change – so you can see each step of the cart in analytics (the widget is a single page app, so there’s one url, which is why this is needed in addition to the Page View trigger).
Once both triggers have been configured, press Save in the Tag Configuration page:
In the Workspace tab, you should see the Tag you configured and the triggers. To submit the changes you made, press the SUBMIT button:
IMPORTANT: If you do not submit the changes, then the integration will not work. Also, if at first you do not see any changes in the workspace tab, then please make sure to refresh the browser page.
Once the changes are published, when you access the Workspace tab, the message in the green box should be “Live version” followed by the version number of the Tag Manager setup. If you set this up for the first time, the version should be 1.
Once you have published your tag, you can proceed to setting up a custom conversion using Facebook pixel
- In the Facebook Pixels section, access the Custom conversions tab and press the Create Custom Conversion button, like this:
- When creating the custom conversion, in the “URL contains” field input the “accepted” value and select the purchase category. As a final step input a name for the custom conversion and select Create:
Since the ordering widget URL doesn’t contain any values, it is not necessary to configure a conversion value.
It is good to mention that, if the order was placed outside of restaurant business hours you may configure a similar custom conversion for the orders for later. Within our system the URL for orders for later is /ordering/restaurant/menu/outcome/later?.
So you simply need to make another custom conversion with the phrase “later” instead of “accepted”, like this:
However, since Facebook pixel tracks the page views, it will not be possible to tell which of the tracked orders, placed outside of restaurant opening hours, have been accepted or not, as the food client by then will no longer be in the respective page.
- Afterwards, you will be able to track the order conversions in the Custom Conversion section of your Pixel dashboard:
Please be advised that the conversion data is not updated in real-time. So it may take a couple of hours for the data to be visible.