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Installing Snapchat Pixel via Google Tag Manager

What is Google Tag Manager (GTM)?

Google Tag Manager is a tag management system (TMS) that allows you to quickly and easily update measurement codes and related code fragments collectively known as tags on your website or mobile app. Once the small segment of Tag Manager code has been added to your project, you can safely and easily deploy analytics and measurement tag configurations from a web-based user interface. 

Google Tag Manager can be used to install and manage third party pixels on your See Tickets ticketing pages, such as Facebook/Meta pixels, TikTok pixels, Snapchat pixels, etc. Instructions for implementing a Snapchat pixel are below.

To learn how to add Google Tag Manager to your See Tickets account and ticketing pages, please read this article.

Where do I find my pixel? 

To get started with enabling the Snapchat Pixel on your website, follow the steps below:

  1. Log in to Snapchat Ads Manager.
  2. Click the menu in the top corner and select Pixels.
  3. Click Create Pixel, name your pixel, and click Create.
  4. Select the ad accounts you’d like to share the pixel to by typing the ad account name in the search box.
  5. In the top right, click the “Set Up Pixel” button and select Pixel Code.
  6. Recommended: Enable the Automated Matching toggle.

With all deployment options, for the best results it’s important to:

  • Pass user parameter data by manually configuring it in your Pixel
  • Fire at least 1 standard event 
  • Configure appropriate optional parameters 
  • Enable the Automated Matching toggle during Pixel set-up


Installing Snapchat Pixel Code into Google Tag Manager

As of March 2020, Snapchat has a 'Snap Pixel' native integration with GTM that is recommended to replace the previous set-up process that used a custom HTML tag.

How to create a base Snap Pixel tag that fires on all pages:

  1. In Google Tag Manager, click “Tags”, then click “New.” Note that your tag will need to have a configuration and a trigger.


  1. “Snap Pixel” will now appear in the Custom section of the New Tag window. Click it to open the Snap Pixel template.


  1. Click the + next to Pixel ID and find the custom variable you created.
  2. Select “Page View” from the Event Type dropdown menu.


  1. Fill in the fields below by selecting the corresponding Data Layer Variables.
    • If you haven’t set these up yet, we recommend setting one up for 'User Email' at a minimum; this setup is explained in the previous section.
  2. Next, choose a trigger in the Triggering section; in this case, select “All Pages”.
  3. Save your tag.
  4. Submit the container, name the publishing, and then hit “publish” to set this live on the site. 

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