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Meta Pixel integration tracks funnel events in Facebook Events Manager, enabling better ad targeting and campaign optimization across Facebook and Instagram. The integration includes two tracking methods:
  • Meta Pixel event tracking
  • Conversions API

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Meta Pixel vs Conversions API

Here’s how these two tracking methods work:
  • Meta Pixel creates user identity on your funnel and tracks purchase, registration, and engagement 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.

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Use Conversions API

Conversions API acts as a backup when browser tracking fails or gets blocked. Here’s a common example: When someone buys your product through PayPal, they complete the purchase on PayPal’s website, not on your funnel. Some browsers (especially mobile app browsers) can’t track this properly, so you might miss the Purchase event. Conversions API solves this problem. When FunnelFox servers get the transaction details from PayPal, they automatically send a Purchase event to Facebook using Conversions API. This way, you never miss important conversion data. FunnelFox deduplicates browser (Pixel) and server (CAPI) events by sending the same event_id and external_id with both, so Facebook keeps a single conversion if duplicates arrive.

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Tracked events

EventMeta Pixel TriggerConversions API Trigger
PurchaseUser completed checkout (not for free trial)FunnelFox received transaction event from PSP (not for free trial)
StartTrialUser completed checkout with only free trial productFunnelFox 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_presentedUser has opened a screen with checkout
(Can fire multiple times)		-
InitiateCheckoutUser has seen the checkout element
(Triggers only once per user session)		-
CompleteRegistrationUser completed screen with Authorization element or email inputUser completed screen with Authorization element or email input
ViewContentUser navigated to a new screen-

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Payment flow events

When customers purchase subscriptions, the event flow varies depending on the PSP. Select your PSP below to see how each payment type triggers Meta Pixel events for your setup.
Purchase typeTrial startConversion / Sub startRenewal
Subscription only—PurchaseRenewal
Free trialStartTrialPurchaseRenewal
Paid trialPurchaseRenewalRenewal
Subscription + intro discount—PurchaseRenewal
Lifetime (one-off)—Purchase—
Subscription upsell*—PurchasePurchase
* Additional subscription upsell (not upgrade instead of initial one).
Purchase typeTrial startConversion / Sub startRenewal
Subscription only—PurchaseRenewal
Free trialStartTrialRenewalRenewal
Paid trialPurchaseRenewalRenewal
Subscription + intro discount—PurchaseRenewal
Lifetime (one-off)—Purchase—
Purchase typeTrial startConversion / Sub startRenewal
Subscription only—PurchaseRenewal
Free trialStartTrialRenewalRenewal
Paid trialPurchaseRenewalRenewal
Subscription + intro discount*PurchaseRenewalRenewal
Lifetime (one-off)—Purchase—
* Intro discounts cannot be configured directly in Solidgate. They are applied via a paid trial and use the same transactions.
Purchase typeTrial startConversion / Sub startRenewal
Subscription only—PurchaseRenewal
Free trialPurchasePurchaseRenewal
Paid trialPurchaseRenewalRenewal
Lifetime (one-off)—Purchase—

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Configure events

By default, FunnelFox sends events to Meta based on the mappings described in the Tracked events and Payment flow events sections. You can customize this behavior to match your setup.
  1. Go to Purchase Event Mapping on the Integrations > Meta page.
  2. Configure the following, then republish your funnel:
  • Toggle on / off: Whether FunnelFox sends the event at all.
  • Channel: How the event reaches Meta: Browser + CAPI, Browser only, or CAPI only.
  • Meta event: The Meta event name the purchase maps to. Choose from Purchase, Subscribe, StartTrial, AddToCart, InitiateCheckout, and Renewal.
  • Include purchase value: Attaches the purchase value and currency to the event so Meta can calculate return on ad spend.
  • First purchase only: Sends only the first purchase per session and ignores upsells. Learn more in the Limit purchase events section below.
You can map these five events:
Purchase eventWhen it happensAvailable channels
One-off purchaseSingle non-recurring payment.Browser + CAPI, Browser only, CAPI only
Trial startUser starts a free or paid trial.Browser + CAPI, Browser only, CAPI only
Trial convertedTrial ends and the first payment is charged.CAPI only
Subscription startFirst subscription purchase without a trial.Browser + CAPI, Browser only, CAPI only
Subscription renewalRecurring payment for an existing subscription.CAPI only
Trial converted and Subscription renewal happen after the user leaves the funnel, so the browser pixel cannot fire them. These events always send through Conversions API only.

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Limit purchase events

You can stop sending purchase events for additional subscription upsells. When this is on, FunnelFox suppresses the Purchase events for Stripe that a subscription upsell would trigger (both its conversion and its renewals). To do so, go to Integrations > Meta and toggle on First purchase only.
Select your PSP below to see how each purchase type triggers Meta Pixel events when the toggle is enabled.
Purchase typeTrial startConversion / Sub startRenewal
Subscription only—PurchaseRenewal
Free trialStartTrialPurchaseRenewal
Paid trialPurchaseRenewalRenewal
Subscription + intro discount—PurchaseRenewal
Lifetime (one-off)—Purchase—
Subscription upsell*———
* Additional subscription upsell (not upgrade instead of initial one).
Purchase typeTrial startConversion / Sub startRenewal
Subscription only—PurchaseRenewal
Free trialStartTrialRenewalRenewal
Paid trialPurchaseRenewalRenewal
Subscription + intro discount—PurchaseRenewal
Lifetime (one-off)—Purchase—
Purchase typeTrial startConversion / Sub startRenewal
Subscription only—PurchaseRenewal
Free trialStartTrialRenewalRenewal
Paid trialPurchaseRenewalRenewal
Subscription + intro discount*PurchaseRenewalRenewal
Lifetime (one-off)—Purchase—
* Intro discounts cannot be configured directly in Solidgate. They are applied via a paid trial and use the same transactions.
Purchase typeTrial startConversion / Sub startRenewal
Subscription only—PurchaseRenewal
Free trialPurchasePurchaseRenewal
Paid trialPurchaseRenewalRenewal
Lifetime (one-off)—Purchase—

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Next steps