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)