The Escalafy Pixel captures the key events in the purchase journey and sends them from the server to your advertising and marketing platforms.
Events it captures
- Purchase — the most important one: it's what teaches the algorithm who your buyer is
- Initiate checkout — for abandoned cart retargeting
- Add to cart
- View product
- View content and on-site searches
Where it sends them
- Meta — through the Conversions API (Facebook and Instagram)
- Google Ads — through Enhanced Conversions
- TikTok — through the Events API
- Klaviyo — so your flows reach more people
What information travels with each event
Along with the event itself, the available identity data is sent — hashed email and phone, name, city, country — which is what raises your EMQ and lets Meta identify the buyer.
On top of that, inside Escalafy every event is tied to its real profit: the order value minus product cost, shipping, the payment gateway fee, installments and discounts. That's what lets you see which campaign made a profit, not just which one brought in revenue.
Deduplication
If you already have the browser pixel installed, events are deduplicated automatically. Meta receives the signal through both channels and counts the purchase only once.