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Google Tag Manager (GTM) Pixel & Event Set Up Instructions

How to install our pixel and event code within Google Tag Manager (GTM)

Updated yesterday

If you use Google Tag Manager (GTM) to manage tags for your website, you can add the Roku Pixel through your Google Tag Manager account to measure and optimize the performance of your Roku Ads Manager advertising campaigns.

Continue reading to learn:

Looking for instructions outside of Google Tag Manager? Consider browsing these articles:

How to install the Roku Pixel using Google Tag Manager

  1. Sign into Roku Ads Manager, and go to the Events page

  2. Copy your Event Group ID

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  3. In your Google Tag Manager account, go to the Templates section and click 'Search Gallery'

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  4. Search for ‘Roku,’ and add the Roku Pixel template

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  5. Return to the Google Tag Manager overview page, and click ‘New Tag’

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  6. Edit the Tag Configuration by clicking the pencil icon in the right-hand corner of the module

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  7. Paste your recently copied Event Group ID, then select your event type

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  8. Click the pencil icon in the Triggering module to configure the associated trigger. Save your tag configuration.

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How To Pass Custom Parameters in GTM (optional)

You can augment your event data with additional metadata to unlock more advanced reporting capabilities—such as tracking Return on Ad Spend (ROAS) and order value.

These metadata fields also support powerful use cases like deduplicating events across the JS Pixel and Events API, manually passing identifiers like phone numbers and email addresses, applying custom privacy settings, and more. You can learn more about the different metadata fields here.

To configure Pixel metadata using Google Tag Manager, follow these steps:

  1. Within the Tag Configuration fly out, click the ‘Event Metadata’ dropdown to expose the settings

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  2. Click ‘Add Row’ and fill in the ‘Key’ and ‘Value’ fields. The ‘Key’ field should include the metadata name, and the ‘Value’ field should include the metadata field value.

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Note: The ‘Value’ field can either be hard-coded or dynamically populated using a Google Tag Manager variable.

Congrats! You have now implemented event tracking for Roku Ads Manager!

Note: In roughly 6 hours, you should see events start to accrue within the Events page of Roku Ads Manager.

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