> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mad-kitty.dev/llms.txt
> Use this file to discover all available pages before exploring further.

# Funnel tracking & analytics

> What a Kitty funnel reports, where it goes, and how to read it next to your Meta dashboard

Every published funnel reports into **two places at once**, automatically — there is nothing to install:

| Stream                                                                       | Where it goes                                                                  | Who reads it                                   | What it represents                                                           |
| ---------------------------------------------------------------------------- | ------------------------------------------------------------------------------ | ---------------------------------------------- | ---------------------------------------------------------------------------- |
| **Funnel analytics** — every screen, choice, A/B exposure, and checkout step | Opti's analytics behind `/analyze` and any question you ask in the funnel chat | [Opti](/team/opti), you                        | **Billing truth** — what actually happened, and what money was actually kept |
| **Conversion pixel** — Meta's standard events                                | Your Meta pixel (Events Manager, Ads Manager)                                  | Meta's delivery system, [Bidder](/team/bidder) | **Pixel truth** — what Meta could see and attribute to an ad                 |

Both are right for their job. Bidder scales and cuts on Meta's numbers, because that is what Meta optimizes delivery on. Opti reports on money. The two never match exactly — and most of the time that's fine. [Facebook numbers vs real sales](/team/opti/tracking/facebook-vs-real-sales) explains which gaps are normal and which aren't.

## Three defaults worth knowing

* **Tracking is wired at publish.** Screens, navigation, A/B splits, and the whole checkout are instrumented by the funnel runtime; the Meta pixel is baked in when the funnel is published. Opti adds tracking for in-screen choices (quiz answers, plan taps) as it builds.
* **The pixel is the one from Bidder's setup.** A funnel fires the pixel configured on your ad account during `/setup`. If that pixel is created or changed later, live funnels keep firing the old one **until their next publish**.
* **Previews and test checkouts never report anywhere.** Sandbox previews, local runs, and QA sessions in test payment mode send nothing to Meta and nothing to Opti's analytics — so preview clicking can't pollute your data, and Meta's *Test events* tab won't see a preview either. Verify on the published URL.

## In this section

<CardGroup cols={2}>
  <Card title="What's tracked by default" icon="list-check" href="/team/opti/tracking/events-and-pixel">
    The built-in funnel events, the checkout trace per payment route, and exactly which Meta events fire when — with the values Meta sees.
  </Card>

  <Card title="Asking Opti for custom tracking" icon="comments" href="/team/opti/tracking/custom-tracking">
    How to request tracking for the choices you care about, and how to ask questions in business terms.
  </Card>

  <Card title="How sales are counted" icon="calendar-check" href="/team/opti/tracking/how-sales-are-counted">
    Backdating: why every dollar (and refund) lands on the day the buyer checked out, and what that does to recent days.
  </Card>

  <Card title="Facebook numbers vs real sales" icon="scale-unbalanced" href="/team/opti/tracking/facebook-vs-real-sales">
    Why Meta shows more, fewer, or nothing — and how to check with Opti whether it's a problem.
  </Card>
</CardGroup>