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Two lists live on this page. The first is what Opti sees — the funnel’s own event stream. The second is what Meta sees — the pixel events, with the values attached. Both fire automatically on every published funnel.

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Built-in funnel events

These are the names Opti will use when you ask about them in chat. Every event also carries context you can filter and split by: the funnel and its published version, the visitor’s language, the traffic source (Meta / TikTok / Google click), the exact campaign, ad set, and ad that sent them, device, country — and their current A/B arm(s), so “conversion per arm” is always a plain split.
Choices inside a screen — which quiz answer, which plan card, whether the FAQ was opened — are not part of the runtime. Opti wires them as it builds; if a specific one matters to you, ask for it. See Asking Opti for custom tracking.

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The checkout trace, per payment route

The moment a visitor taps the pay button, the funnel records every step until the payment provider answers. The sequence differs by route, and that difference is useful: it tells you where a checkout died. Common to all routes
  1. funnel_checkout_cta_clicked (method: card)
  2. funnel_checkout_card_sheet_opened — the card form appears
  3. funnel_checkout_started — the visitor filled the form and tapped pay
  4. Either funnel_checkout_succeeded, or funnel_checkout_failed with the stage:
    • tokenize — the card details couldn’t be secured (typo, unsupported card, network)
    • subscribe — the charge itself was declined; the provider’s status codes ride along
Card is where declines live. A high failed share at the subscribe stage is a card-quality or price-point signal, not a funnel-design one.
Every event in a trace carries the plan context — price, currency, billing interval, trial or direct, amount due today — so any step can be split by offer.

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What the Meta pixel gets, and when

This is the table to keep next to Events Manager. The funnel maps its milestones onto Meta’s standard events; nothing custom is sent. The rules that trip people up when reading Meta:
  • PageViews outnumber visitors. One fires per screen, so a visitor who walks 12 screens is 12 PageViews. Compare visitors using landing page views or unique reach, not the raw event count.
  • A trial funnel produces StartTrial, not Purchase. The trial’s conversion to a paid subscription days later is never sent to Meta — Meta will show trial starts and close to zero purchase revenue for that funnel, by design. Bidder steers those accounts on cost per trial. See Facebook numbers vs real sales.
  • Declines never fire. Purchase and StartTrial go out only after the provider says yes; a declined card sends nothing.
  • Upsells fire their own Purchase / StartTrial. One buyer who takes an upsell is two purchase events in Meta — as it is two sales in Opti’s numbers.
  • Refunds, chargebacks, and renewals are not reported. Meta’s purchase count and revenue only ever go up.
  • Nothing fires from previews or test-mode checkouts. Only the published funnel, with real payments, reports to Meta.
  • Every pixel call is also written to the funnel’s own analytics as funnel_pixel_fired, with the exact value sent — so Opti can audit delivery sale by sale without you opening Events Manager.
Verifying the pixel: open the published funnel URL and walk to the paywall. Within seconds Events Manager should show PageView events, then AddToCart on the paywall and InitiateCheckout when you tap pay — none of those require buying anything. Purchase and StartTrial only appear with real, non-test payments.