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Implementing a Tracking Pixel

What is a Tracking Pixel?

A Tracking Pixel is an HTML code snippet that is triggered when a user visits a website and it’s a useful tool to track user behaviour and conversions.

With a tracking pixel, you will be able to collect data for online marketing, email marketing or web analysis, always depending on the purpose of each Tracking Pixel.

Why adding the tracking pixel through Google Tag Manager?

Tracking Pixels can be implemented directly on the source code of the websites however, in order to avoid having external coding within your website, which could be susceptible to malware, with Guestcentric the tracking pixel is required to be inserted via Google Tag Manager and thus, providing an extra layer of security and protection to your website.

Implementing a Tracking Pixel via Google Tag Manager

First thing to do is to verify if you have your Google Tag Manager (GTM) container ID added on Guestcentric back-end.

If you have this option enabled, now you can start to add tags that integrate social media platforms and other providers with your website. 

In terms of tracking pixels, they can be customised by a hotel provider or you can also choose to use a social media tracking pixel such as Facebook, one of the most currently used pixels.

1. Customised Pixel

2. Facebook Pixel


In order to proceed with the implementation via GTM, please go over through the following steps:

STEP 1. Select your website’s container and click Add a new Tag

STEP 2. On the ‘Untitled Tag’ field, make sure you name the tag (e.g. Facebook, Instagram, other)

STEP 3. Select ‘Tag Configuration’ and, in case you are implementing a tracking pixel which is not available by default on GTM, on the following window, scroll down on the tag type list and select the tag type ‘Custom HTML’ 

STEP 4. Insert the tracking code from your Pixel into the HTML box, as shown on the following picture;

STEP 5. Create a trigger: this will enable for the pixel to fire according to a determined action, so that GTM collects the required data to what the tag has been created for;

To add the trigger to your tag, you have two options:

OPTION 1 - Use one of the existing triggers

- Click the Triggering box below the tag script

- On the Choose a Trigger screen which is shown, choose one of the existing triggers which you might have created;

OPTION 2 - Create a new trigger

- Click the plus sign to add a new trigger

- When the untitled trigger screen appears, click in the Trigger Configuration box to select the type of trigger you wish to add.

Once you are done, name and save the triggers you have added and then save your tag.

STEP 7. Now you'll just need to Submit the recently created pixel. In order to do so, on the top right corner of GTM screen, please select submit.



The Facebook pixel is a snippet code that allows you to track visitor activity on your website. It works by loading a small library of functions which you can use whenever a site visitor takes an action (called an event) that you want to track (called a conversion). Tracked conversions appear in the Facebook Ads Manager where they can be used to measure the effectiveness of your ads, to define custom audiences for ad targeting, for dynamic ads campaigns, and to analyze that effectiveness of your website's conversion funnels.

Access to Facebook's Step by Step 

- In order to integrate the Facebook pixel via Google Tag Manager, please refer to 'Manually add pixel code to website', in order to collect the pixel's code;

Once you collect the Facebook's pixel code, please follow the steps mentioned above for the customised tracking pixel, in order to create a tag and insert the pixel collected from Facebook within the Custom HTML.