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 ensures events from the browser and server are properly deduplicated in Facebook Events Manager, resulting in accurate conversion tracking.

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Tracked events

Trial conversion is tracked as Purchase. For paid trials, we send: Purchase → Purchase → Renewal …
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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Next Steps