Why are we using the Custom IMG Tag? 

The Custom IMG tag was chosen primarily to connect your Facebook Pixel with GTM although other tracking pixels will also work. 

Facebook documentation suggests using the Custom HTML Tag to connect with GTM. We found the Custom IMG Tag to be the better choice for security* reasons. 

*Note ☝️Cliniko has limited support for GTM tags. Security is our main concern with anything we do at Cliniko. We've hand-picked the most suitable tags to accommodate the majority of tracking needs whilst honoring our promise to never compromise on data security. The Custom IMG tag is the alternative implementation for connecting the Facebook pixel with GTM. 

Configuring the Custom IMG Tag for Facebook Pixel

Start by getting your Facebook Pixel from your Facebook Business Manager account. You will find it on the "Pixels" page under "Data sources", here: 

Login to your Google Tag Manager account and select to add a "New Tag" from your Tag Manager Workspace:

Give your Tag a title (top-left) and then click anywhere in the "Tag Configuration" area: 

Scroll down a little and choose the "Custom Image Tag" under the "Custom" section: 

Add your Facebook Pixel ID to the following URL: 

https://www.facebook.com/tr?id={PixelID}&ev=PageView&dl={{Page URL}} 

(Fully replace the “{PixelID}”, including brackets so it should look like this: 

https://www.facebook.com/tr?id=123456789&ev=PageView&dl={{Page URL}}

Note* 👆 Only change "{PixelID}”. Do not change {{Page URL}}. 

Leave "Enable Cache Busting" ticked and "gtmcb" as default.

Setting up the Tag Trigger

To track all visitor activity, you can fire the Facebook pixel across all booking pages. To fire your tag across all booking pages, click anywhere in the "Triggering" field:

If you have an existing trigger setup for "All Page Views" from a previous configuration, you can use the same trigger again here. If not, here are the steps to create a new trigger to fire on all pages:


Click the ✚ sign in the top-right, then anywhere in the "Trigger configuration" page:

Select "Page View" as the type of trigger:

Give your Trigger a title (top-left) and leave "All Page Views" as default. Finish by clicking "Save" in the top-right:

Reporting Conversions in Facebook Business Manager

We can setup a “Custom Conversion” in Facebook to record when a booking has been completed. A booking is defined as "completed" when the patient/client reached the "bookings/confirmation" page in the booking process. 

Start by logging into your Facebook Business Manager account. Open the “Business Manager” navigation menu in the top-left:

Find and click the “Pixels” option under the Events Manager category:

Navigate to the "Custom conversions" page and then choose to "Create Custom Conversion":

Add a "Rule" to the custom conversion so it fires on the "bookings/confirmation" page:

Test the custom conversion if keen and hit "Create" to finish the setup. 

Testing Facebook Pixel

Install the Facebook Pixel Helper Chrome browser extension here: https://chrome.google.com/webstore/detail/facebook-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc

Head over to your Cliniko online bookings page or the website where you have Cliniko bookings embedded. Load the Facebook Pixel Helper and see if your Pixel has fired: 

In your Facebook Business Manager account, head over to Data sources > Your pixel > Test Events: 

Enter the URL where your Cliniko online bookings is located, click "Open website" and test a booking. 

You should see the event activity tracker fill up as you complete a booking:

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