- Meta Pixel event tracking: Automatic capture of purchase, registration, and engagement events
- Conversions API: Server-side backup for browser events, bypassing browser limitations
Meta Pixel vs Conversions API
Understanding the difference between these two tracking methods is essential:- Meta Pixel creates user identity on your funnel and tracks events from the browser.
- Conversions API receives events from FunnelFox servers and checks if these events were already sent from the browser.
Conversions API is an addition to Meta Pixel that we highly recommend for
complete event coverage. Learn more in the Facebook documentation on Conversions API.
Use Conversions API
Conversions API provides backup for browser events that may not always be available. For example, if a user purchases your product using PayPal in tab-less browsers (such as Facebook WebView), the browser would not send aPurchase event. This happens because the purchase occurs on paypal.com while your funnel is closed and cannot receive updates. Conversions API fixes this issue — FunnelFox servers receive the PayPal transaction and send a Purchase event using Conversions API. As a result, you don’t lose any events.
FunnelFox ensures events from the browser and server are properly deduplicated in Facebook Events Manager, resulting in accurate conversion tracking.
Tracked events
Trial conversion is tracked as Purchase. For paid trials, we send:
Purchase → Purchase → Renewal …
| Event | Meta Pixel Trigger | Conversions API Trigger |
|---|---|---|
Purchase | User completed checkout (not for free trial) | FunnelFox received transaction event from PSP (not for free trial) |
StartTrial | User completed checkout with only free trial product | FunnelFox received new transaction event from PSP with only free trial product |
Renewal | - | FunnelFox received transaction event from PSP that is listed as subscription renewal |
checkout_presented | User has opened a screen with checkout (Can fire multiple times) | - |
InitiateCheckout | User has seen the checkout element (Triggers only once per user session) | - |
CompleteRegistration | User completed screen with Authorization element or email input | User completed screen with Authorization element or email input |
ViewContent | User navigated to a new screen | - |