How to set up subscriber sign-up tracking with Meta (formerly Facebook)

To track new sign-ups from your Meta ads, you can utilize event tracking in Google Tag Manager and integrate your Meta Pixel ID into your beehiiv account.

This guide provides both video and written instructions for obtaining a Meta tracking pixel and setting it up within your beehiiv publication. It also covers enabling event tracking to send data to Meta when users subscribe to your publication. You can watch the quick video tutorial and/or follow the step-by-step instructions below

Watch and learn: Subscriber sign-up tracking with Meta


Disclaimer: The beehiiv platform has evolved since the filming of this video, so parts of the user interface featured in the video will be slightly different than what you see in your account. In particular, at the 2:15 mark, when you access your beehiiv account, you would go to Design > Website Builder > Settings > Pixels as outlined in the steps below.

Create a Facebook or Meta Pixel

  1. Go to and create a Business Manager account if you haven't already.
  2. Follow the setup steps to connect your Meta page and Instagram account.
  3. Once setup is complete, navigate to Events Manager under the Tools section.
  4. Click on Connect Data Sources and select Web to create a pixel for your publication.
  5. After creating the pixel, make note or copy the Meta Pixel ID.

Add your Meta Pixel ID to your beehiiv account

  1. From the left hand panel in your account, go to Design > Website Builder.
  2. The Website Builder will open on Styles tab, switch over to the Settings tab, and then select Pixels
  3. From the Pixels options on the right, navigate to the Meta Pixel ID section. 
  4. Paste or type in your Meta Pixel ID into the designated field. New inputs will be automatically saved. 

Set up event tracking in Google Tag Manager

Note: If you don't have a Google Tag Manager account, you’ll need to set one up.

  1. Go to your Google Tag Manager account and navigate to the Variables area. 
  2. Create a new variable that is named "id-meta" and set the value of this variable to the Meta Pixel ID.
  3. Create a new tag configuration by selecting "Facebook Pixel" or "Meta" (depending on your device). 
  4. Add the tag to the workspace and name it accordingly (e.g., "Meta Event Subscribe").
  5. Configure the tag to trigger the "subscribe" event.
  6. Optionally, you can enable advanced matching and select parameters like email address.
  7. Save the configuration and publish the changes in Google Tag Manager.

By following these steps, you'll successfully set up Meta tracking pixel and event tracking in your beehiiv publication, allowing you to gather valuable analytics and optimize ads effectively.

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