What is equivalent of Facebook pixel in GTM for server side tagging?

Question

With recently introduced feature of GTM, server side tagging and it's known benefits, I want to move my Facebook pixel browser code on server. So I am looking for equivalent of Facebook pixel for server side tagging.

The closest thing I found is Facebook Conversion api but not exactly same.

Would like to hear other views on how they are achieving this

Answer 1

There are was no official Tag from Facebook for GTM Server Side. That's why I created my own https://github.com/gtm-server/facebook-tag

The tag sends the event data from the Universal Analytics/GA4 client to Facebook.

It developed exactly like an easy replacement for Facebook WEB pixel.

Answer 2

There are quite a lot to learn and work to do this.

1. You need to understand the Facebook pixel hit's payload. Something like https://www.facebook.com/tr/?id={{pixelId}}&ev={{event}}&dl={{Document location}}...

2. Assemble the payload and send it to your Server Side GTM.

3. Create Client in the Server Side GTM to receive the hit.

4. Create Tag to dispatch the hit to Facebook.

The Server-Side GTM is not supported the 3rd party cookie and it means that the Facebook will not recognize the user you send from Server-Side GTM. Facebook report will only show the conversion or event amount. Can't use this for remarketing or attribution.