Introduction & How It Works
What Meta Pixel + Conversions API are, why Alusio uses both, and how it works.
Introduction & How It Works
Meta Pixel is a JavaScript snippet from Meta (Facebook + Instagram) embedded on your site. Every visitor action (view product, add to cart, checkout, purchase) sends an event to Meta from the visitor's browser. Meta uses this to: optimize ads (Conversion Campaigns), build audiences (Custom & Lookalike), and measure ROAS.
Conversions API (CAPI) is the server-side counterpart. Instead of sending events from the browser, Alusio sends them directly from the server to Meta's API. This matters because:
- Browser ad blockers and iOS 14.5+ App Tracking Transparency often block the Pixel — CAPI is unaffected
- Third-party cookies are increasingly restricted — CAPI matches via hashed PII (email, phone)
- More accurate for high-stakes events:
Purchase,Subscribe— must not be lost to tech issues
Why use both?
Meta's best practice: Pixel + CAPI together, deduplicated via event_id. Each event fired from Pixel is also sent from CAPI with the same event_id — Meta counts it as 1, not 2. Result: maximum coverage, highest accuracy.
Auto-tracked events in Alusio
- ViewContent — visitor opens a product detail page (Pixel only)
- AddToCart — clicks "Add to Cart" (Pixel only)
- InitiateCheckout — enters the checkout page (Pixel only)
- Purchase — order paid via Midtrans webhook (Pixel + CAPI)
- Subscribe — membership tier subscription paid (Pixel + CAPI)
You can also fire custom events (Lead, CompleteRegistration, Contact, etc.) from buttons in Alus Builder — see the Custom Tracking in Builder page.
Tracking flow at a glance
Visitor browser
↓ (Pixel JS)
Meta Events Manager ← (CAPI server-side, same event_id)
↑
Alusio server (Midtrans webhook)