How to Implement X (Twitter) Pixel/Web Tracking via Google Tag Manager

If you would like to implement Twitter Pixel/Web tracking via GTM, follow these easy steps to publish.


If you would like to implement X (Twitter) Pixel/Web tracking via Google Tag Manager, follow these easy steps to publish.


Install Elevar's Data Layer & Shopify Source on your store. Follow our guide on how to implement the Shopify Source.

Download the Pre-Built X (Twitter) Tags

Locate X (Twitter) Container:

  • Begin on the homepage of your Elevar app. Use the left-hand navigation menu and click on the tab titled "Pre-Build Tags".
  • Use the search function to locate and click on the X (Twitter) Pixel Container.
    • (See Figure 1)

Step 1 screenshot

Figure 1

Download X (Twitter) Container:

  • Once in the X (Twitter) Container, navigate to the box titled "Download Container".
  • Click on the button labeled "Download Container".
    • (See Figure 2)

Step 2 screenshot

Figure 2

Import the Pre-Built X (Twitter) Tags into GTM

Import Container:

  • Log in to your Google Tag Manager Account.
  • Select your GTM Web Container.
  • Click on the "Admin" button located in the upper menu bar.
    • Use the right-hand menu under the "Container" section and click on the tab labeled "Import Container".
      • (See Figure 3)

Step 3 screenshot

Figure 3

Import Container Information:

  • Under the "Select file to import" section, click on the "Select File" button and choose the X (Twitter) Container that was previously downloaded.
  • Under the "Choose workplace" section, either create a new workplace titled "X (Twitter) Tracking" or select your "Default Tracking".
  • Next be sure to select the "Merge" option first, then the "Overwrite conflicting tags, triggers, and variables" option second.
  • Once you have completed filling out the necessary details for this container, click on the "Confirm" button located at the bottom of the page.
    • (See Figure 4)

Step 4 screenshot

Figure 4

Configure Your Events

Twitter gives you two options for conversion tracking:

  • URL-Based Events
  • Single Event Website Tags

URL-Based Events:

  • If you are going to use the URL-Based Events, then you only need to have the "Twitter - Base Pixel" tag in Google Tag Manager. You can delete the Purchase and Add To Cart tag.

Then, in Twitter's Event Manager, click on the "Add events" button.

  • Configure your event. For example, if you're configuring a purchase event, it may look like the following:

  • Once you save your event, it will appear in the Events section of your Universal Website Tag. Add as many URL-based events as you need.

Single Event Website Tags (X (Twitter) Recommended)

  • Twitter also gives you the option to use Single Event Website Tags. This can be helpful for events like Add to Cart where a URL rule might not apply.
  • To create a new Single Event Website Tag, select Add Event Source in Events Manager:

  • Choose the "Single Event Website Tag" box.

  • Agree to Twitter's Terms of Use.

  • Configure your event details. For example, if you are creating an Add to Cart event, it may look like the below:

  • You will be shown an event code. You can grab your unique event ID in this code:

  • You will also see this Event appear in your Events Manager with the Tag ID

  • Put this Tag ID in your Event Specific GTM Tag. For example, since I made an Add to Cart Event, I'm going to put the Tag ID in the variable UPDATE Add to Cart Event ID.

[Optional] QA the New Tags with Google Tag Manager's Preview Mode

  • Follow our guide to QA your tags in Google Tag Manager (GTM) preview mode.

Publish the Pre-Built Tags

  • After importing the X (Twitter) tag container, you will be brought back to the Google Tag Manager homepage.
  • In your Tracking workspace, click on the "Submit" button in the upper right hand corner of the page.
    • An additional confirmation page will appear. Be sure to click on the "Publish" button in the upper right-hand corner of the page.
    • (See Figure 5)

Step 5 screenshot

_Figure 5_