Set Up Tagging in Google Tag Manager

Setting up the Reddit Pixel or Conversions API (CAPI) with Google Tag Manager (GTM) lets you share conversions more accurately and optimize your ad campaigns.

We strongly recommend adding the Pixel first and then CAPI to GTM for optimal conversion coverage and improved campaign performance.

Before you start

Find your Pixel ID to specify which business account should receive your conversions. You can find your ID in the Events Manager. It should match your business account's Pixel ID in Accounts.

Create the tag in Google Tag Manager

1. In the workspace of your container, select Tags in the navigation menu and then choose New.
2. Select Tag Configuration, then choose the Reddit template. If you're setting up a web container, this template will be the Reddit Pixel. If you're setting up a server container, choose Reddit Conversions API. 
3. Create an appropriate name for your tag and provide your Pixel ID for Pixel ID.
4. Choose the conversion event to share with Reddit Ads by selecting it for the event to fire.
   If you're implementing both the Reddit Pixel and CAPI and the same events are shared across both sources, deduplication is necessary to ensure those events aren't double-counted.

5. (For CAPI only) Fill out authentication with your conversion access token variable. 
6. (Optional) Set up customer match keys and event metadata.
7. (Optional) Configure additional settings for deeper insights into your conversion performance. Learn more about optional settings.
8. Save your tag to create it.

Customer match keys

Set up the data layer or create JavaScript variables to dynamically populate these values.

Customer match keys provides more user details to help match conversions. Passing these signals is optional but highly recommended, especially for email addresses.

To add customer match keys, select enable advanced matching and expand advanced matching parameters.

Add the parameters you’d like to share. We recommend adding email at a minimum. These signals can be shared unhashed or pre-hashed. If you’d like to hash signals, we recommend using SHA-256 and following this guidance.

Event metadata

Set up the data layer or create JavaScript variables to dynamically populate these values.

Event metadata is more specific information associated with actions or events. Setting up metadata shares more performance insights, and using a consistent Conversion ID is crucial when using both the Pixel and CAPI for deduplication purposes.

1. Check that all your products are listed in product information. 
2. Ensure all your event metadata fields are provided, like item count, value, and currency. If you're integrating CAPI and the Reddit Pixel, provide the Conversion ID.
3. Check the Advanced Settings > Additional Tag Metadata section if you don't see a metadata field.
4. To dynamically populate these values, set up the data layer or create JavaScript variables.