Events and the funnel
ConversionOS captures the whole funnel — Page View, Product View, Add to Cart, Started Checkout and Purchase — plus Lead, Registration and many Meta Standard Events. You choose which of them are surfaced to your ad platforms.
The core funnel
- Page View — the visitor arrives.
- Product View — they look at a specific item.
- Add to Cart — intent becomes concrete.
- Started Checkout — they begin buying.
- Purchase — the sale completes, with value and line items.
Capturing the intermediate steps rather than only the purchase is what makes drop-off analysis possible — see Conversion intelligence.
Lead generation and other events
For non-commerce sites, Lead and Registration cover the main conversions. Beyond those, many Meta Standard Events are supported, including Contact and phone clicks, Wishlist, Schedule, Start Trial, Submit Application, Donate, Find Location and Customize Product.
Choosing what to send
Every captured event is stored in AdProtektor. Separately, you choose which events are surfaced to your ad platforms.
More events is not automatically better
Ad platforms optimise against the events you send them. Flooding them with low-intent signals can make bidding worse, not better. Send the events that genuinely represent business value, and keep the rest for your own analysis.
Frequently asked questions
Can I send a custom event?
Conversions can be sent server-to-server through the custom API, which is the route for anything the standard capture does not cover.
Are events captured if the visitor blocks scripts?
Server-side captured events — Shopify webhooks, WooCommerce purchases, API ingestion — do not depend on the browser at all, so they survive client-side blocking.
Related articles
Setting up ConversionOS
Enable the add-on, connect a destination, and confirm conversions are arriving.
Refunds and settlement delay
Hold conversions briefly before firing so cancellations do not reach your ad platforms, and fire compensating events for refunds.
Conversion intelligence
Revenue, lifetime value, customer segments, attribution, funnel drop-off and cohort retention — built from your conversion data.