Meta Pixel: Toolkit or Google Tag Manager. Choose one place to manage your Meta Pixel so that events are not counted twice. If you enter your pixel ID in the Toolkit under Toolkit settings > Conversion Tracking > Facebook Pixel ID, the Toolkit loads the pixel and fires all events. This includes Purchase, which fires from the booking confirmation page with the booking value and currency. If Google Tag Manager (GTM) also has Meta tags for the same pixel ID, every event is counted twice.
To avoid double counting, use one of these options:
- Remove the Meta tags from GTM and use the Toolkit field.
- Leave the Toolkit field empty and keep Meta in GTM.
GA4 purchase tag not firing. Set your GA4 Purchase tag to trigger on the data layer event purchase (lowercase), not on button clicks. Your site pushes these data layer events: view_item, add_to_cart, begin_checkout, purchase, and generate_lead. GTM triggers are case-sensitive, so a trigger set to "Purchase" with a capital P never matches the lowercase purchase event. The purchase event includes ecommerce.value, ecommerce.currency, and ecommerce.items.