🎯 Available Analytics Pixels

The platform supports the following analytics and advertising pixels:

Facebook Pixel (Meta Pixel) - For Facebook/Instagram advertising
TikTok Pixel - For TikTok advertising campaigns
Snapchat Pixel - For Snapchat advertising
Pinterest Tag - For Pinterest advertising
AppLovin AXON - For mobile advertising attribution
Google Analytics & Google Ads - For web analytics and Google advertising

🔧 How to Add Pixels to the Platform

General Setup Process

Navigate to Project Settings → Analytics Tab
Enable the desired pixel by checking the checkbox
Configure required fields (Pixel ID, Access Tokens, etc.)
Test configuration using the "Check token" buttons where available
Save settings - The pixel will automatically load on your pages

Configuration Fields by Platform

Platform	Required Fields	Optional Fields	Server Events
Facebook	• Pixel ID • Access Token	• Test Event Code • Server Events Only	✅ Full Support
TikTok	• Pixel ID • Access Token	• Server Events Only	✅ Full Support
Snapchat	• Pixel ID • Access Token	None	✅ Full Support
Pinterest	• Tag ID	None	❌ Browser Only
AppLovin	• Event Key	None	❌ Browser Only
Google	• Analytics ID • Tag Manager ID	• AdWords Tag ID	✅ Full Support

Note: Snapchat and Pinterest currently support browser tracking only. Server-side event fields are commented out in the current implementation.

❗️
Don't use Birch for your Meta Pixel, choose "Set up manually" and input Pixel ID and Facebook Access Token.

📈 Event Mappings by Platform

Facebook Pixel Events

Internal Event	Facebook Event	Event Type
`Purchase`	`Purchase`	Standard
`Subscribe`	`Subscribe`	Standard
`InitiateCheckout`	`InitiateCheckout`	Standard
`CompleteRegistration`	`CompleteRegistration`	Standard
`AddPaymentInfo`	`AddPaymentInfo`	Standard
`StartTrial`	`StartTrial`	Standard
`PageView`	`ViewContent`	Standard
`Paywall Prices visible`	`ViewContent`	Standard
`Paywall click price`	`ViewContent`	Standard
Other events	Custom Events	Custom

Special Features:

✅ Enhanced matching with hashed email and user_id (SHA-256)
✅ Event deduplication using eventID
✅ Facebook Click ID (fbclid) and Browser ID (fbp) tracking
✅ Automatic cookie management (_fbc, _fbp)

TikTok Pixel Events

Internal Event	TikTok Event	Notes
`Purchase`	`Purchase`	With transaction data
`Subscribe`	`Subscribe`	With subscription data
`InitiateCheckout`	`InitiateCheckout`	With cart data
`CompleteRegistration`	`CompleteRegistration`	User signup
`AddPaymentInfo`	`AddPaymentInfo`	Payment info added
`StartTrial`	`StartTrial`	Trial started
`PageView`	`ViewContent`	Page view
All events	Forwarded	All events sent

Special Features:

✅ Enhanced matching with email and external_id
✅ TikTok Click ID (ttclid) tracking
✅ Automatic user identification
✅ Full event forwarding with currency/value data

Snapchat Pixel Events

Internal Event	Snapchat Event	Notes
`Purchase`	`PURCHASE`	With price/currency
`Subscribe`	`PURCHASE`	Subscription purchase
`InitiateCheckout`	`START_CHECKOUT`	Checkout initiated
`CompleteRegistration`	`SIGN_UP`	User registration
`AddPaymentInfo`	`ADD_BILLING`	Payment info
`StartTrial`	`PURCHASE`	Trial signup
`PageView`	`PAGE_VIEW`	Page view
`Paywall Prices visible`	`VIEW_CONTENT`	Content view
`AddToCart`	`ADD_TO_CART`	Cart addition
`Search`	`SEARCH`	Search performed

Special Features:

✅ Client deduplication ID (client_dedup_id) prevents duplicate events
✅ Snapchat Click ID (sccid, ScCid) tracking
✅ Enhanced user matching with email
✅ Only sends mapped standard events (filters irrelevant events)

Pinterest Tag Events

Internal Event	Pinterest Event	Notes
`Purchase`	`checkout`	With transaction data
`Subscribe`	`signup`	User signup
`InitiateCheckout`	`addtocart`	Checkout process
`CompleteRegistration`	`signup`	User registration
`AddPaymentInfo`	`addtocart`	Payment process
`StartTrial`	`checkout`	Trial conversion
`PageView`	`pagevisit`	Page view
`Paywall Prices visible`	`viewcategory`	Category view
`AddToCart`	`addtocart`	Cart addition
`Search`	`search`	Search performed

Special Features:

✅ Enhanced match with email and external_id
✅ Pinterest Click ID (pinclid) tracking
✅ Automatic email hashing for privacy
✅ Cross-device checkout tracking

AppLovin AXON Events

Internal Event	AXON Event	Category
`Purchase`	`purchase`	Required
`Subscribe`	`purchase`	Required
`InitiateCheckout`	`begin_checkout`	Required
`CompleteRegistration`	`sign_up`	Recommended
`AddPaymentInfo`	`add_payment_info`	Recommended
`PageView`	`page_view`	Required
`Paywall Prices visible`	`view_item`	Required
`AddToCart`	`add_to_cart`	Required
`Search`	`search`	Recommended

Special Features:

✅ Rich ecommerce data with items array
✅ Product categorization (item_category_id: 317)
✅ Automatic additional events (land on page_view, add_to_cart on checkout)
✅ Mobile-optimized attribution

Google Analytics Events

Internal Event	Google Event	Notes
`Purchase`	`purchase`	Enhanced ecommerce
`Subscribe`	`conversion`	Goal conversion
`InitiateCheckout`	`begin_checkout`	Ecommerce funnel
`CompleteRegistration`	`sign_up`	User action
`AddPaymentInfo`	`add_payment_info`	Checkout step
`PageView`	`page_view`	Standard tracking
`Paywall Prices visible`	`view_item`	Product view

Special Features:

✅ Enhanced ecommerce tracking
✅ Multiple tag support (Analytics + Tag Manager + Ads)
✅ Data Layer and gtag support
✅ Custom send_to targeting

📊 Data Transmitted with Events

Common Data Sent to All Platforms

{
    user_id: "unique_user_identifier",
    email: "user@example.com", // when available
    value: 29.99, // transaction value
    currency: "USD",
    subscription_id: "sub_123456",
    price_id: "price_123",
    external_price_id: "stripe_price_123",
    quiz_id: "quiz_123",
    paywall_id: "paywall_123",
    app_version: "1.0.0"
}

Platform-Specific Data

Facebook Pixel

{
    eventID: "user123_Purchase", // Deduplication
    fbc: "fb.1.1703123456000.abc123", // Facebook Click ID
    fbp: "fb.1.1703123456000.xyz789", // Facebook Browser ID
    external_id: "hashed_user_id", // SHA-256 hashed
    em: "hashed_email" // SHA-256 hashed email
}

TikTok Pixel

{
    external_id: "user_123",
    email: "user@example.com",
    // Full event properties forwarded
}

Snapchat Pixel

{
    client_dedup_id: "user123_Purchase", // Deduplication
    user_id: "user_123",
    user_email: "user@example.com",
    price: 29.99,
    currency: "USD",
    transaction_id: "subscription_123"
}

Pinterest Tag

{
    external_id: "user_123",
    em: "user@example.com", // Auto-hashed
    value: 29.99,
    currency: "USD",
    order_id: "subscription_123"
}

AppLovin AXON

{
    items: [{
        item_id: "price_123",
        item_name: "Subscription",
        quantity: 1,
        price: 29.99,
        currency: "USD",
        item_category_id: 317
    }],
    value: 29.99,
    currency: "USD",
    transaction_id: "subscription_123"
}

Notes:

The function is executed per system. Returning false blocks sending only for that specific system.
If the function throws an error, the event will be sent (errors are swallowed to avoid losing analytics).
Keep logic simple and fast; the function runs for every event.

🔍 Testing Pixels with Browser Extensions

Facebook Pixel Helper

Extension: Facebook Pixel Helper
Features: Real-time event monitoring, error detection, parameter validation
Testing: Shows all fired events, parameters, and errors
What to Check: Event names, parameters, enhanced matching data
Recommendation: ⭐⭐⭐⭐⭐ Essential for Facebook debugging

TikTok Pixel Helper

Extension: TikTok Pixel Helper
Features: Event tracking, parameter validation, data quality monitoring
Testing: Monitors TikTok events and enhanced matching
What to Check: Event firing, user identification, currency data
Recommendation: ⭐⭐⭐⭐ Very useful for TikTok campaigns

Snapchat Pixel Helper

Extension: Snap Pixel Helper
Features: Event validation, test events, deduplication monitoring
Testing: Real-time Snapchat event monitoring
What to Check: Event mapping, deduplication IDs, user matching
Recommendation: ⭐⭐⭐⭐ Important for Snapchat attribution

Pinterest Tag Helper

Extension: Pinterest Tag Helper
Features: Tag verification, event tracking, enhanced match validation
Testing: Monitors Pinterest events and data quality
What to Check: Event firing, enhanced match data, conversion tracking
Recommendation: ⭐⭐⭐ Useful for Pinterest campaigns

Google Tag Assistant

Extension: Google Tag Assistant
Features: Google Analytics, GTM, Google Ads tracking validation
Testing: Comprehensive Google ecosystem debugging
What to Check: Enhanced ecommerce, goal tracking, conversion data
Recommendation: ⭐⭐⭐⭐⭐ Essential for Google properties

Generic Analytics Debuggers

Extension: Analytics Debugger
Features: Multi-platform analytics debugging
Testing: Supports multiple analytics platforms simultaneously
What to Check: Cross-platform event consistency
Recommendation: ⭐⭐⭐ Good for cross-platform testing

🛠️ Advanced Configuration

Server-Side Events

Currently supported platforms for server-side events:

Facebook: ✅ Full server events support with Conversions API
TikTok: ✅ Full server events support with Events API
Google: ✅ Enhanced conversions and server-side tracking
Snapchat: ❌ Browser-only (server configuration hidden)
Pinterest: ❌ Browser-only (server configuration hidden)
AppLovin: ❌ Browser-only (no server events available)

To Enable: Check "Use [Platform] for server events only" (where available)

Click ID Parameters

The platform automatically tracks and forwards click IDs:

Platform	Click ID Parameter	Cookie Created	Purpose
Facebook	`fbclid`	`_fbc`	Attribution tracking
TikTok	`ttclid`	`_ttp`	Campaign attribution
Snapchat	`sccid`, `ScCid`	None	Click tracking
Pinterest	`pinclid`	Platform-managed	Attribution
Google	`gclid`, `gbraid`	Platform-managed	Ads attribution

Enhanced Matching Configuration

Platforms that support enhanced matching automatically use:

Email addresses (hashed when required)
User IDs as external identifiers
Phone numbers (when available)
First-party data for better attribution

Event filter function (per system)

You can define an optional JavaScript filter function for each analytics system. This function allows you to:

Skip events by returning false
Override event name by returning { event_name: "NewEventName" }
Override event properties by returning { event_properties: {...} }
Override both by returning { event_name: "...", event_properties: {...} }

How to configure

In the admin UI (Project → Analytics tab), each supported system includes a field named "Event filter function (JS)". Paste a function into that field. The function receives two parameters:

event_name - The name of the event being sent
event_properties - An object containing all event properties

Example Use Cases

1. Filtering Events by Name

Skip all events that start with "Step ":

function(event_name, event_properties) {
  if (event_name.indexOf('Step ') === 0) {
    return false; // Skip this event
  }
}

Skip events containing specific keywords:

function(event_name, event_properties) {
  if (event_name.indexOf('Step') > -1 || event_name.indexOf('Scroll') > -1) {
    return false;
  }
}

2. Modifying Event Properties

Multiply value by 3 for Meta/TikTok:

function(event_name, event_properties) {
  if (event_properties.value) {
    event_properties.value = event_properties.value * 3;
  }
  return { event_properties: event_properties };
}

Adjust value based on price_id_internal:

function(event_name, event_properties) {
  // Apply different multipliers based on internal price ID
  if (event_properties.price_id_internal === 'premium') {
    event_properties.value = event_properties.value * 1.5;
  } else if (event_properties.price_id_internal === 'basic') {
    event_properties.value = event_properties.value * 0.8;
  }
  return { event_properties: event_properties };
}

3. Conditional Event Filtering

Skip events for specific user segments:

function(event_name, event_properties) {
  // Skip events for users in test group
  if (event_properties.user_segment === 'test' || event_properties.user_segment === 'beta') {
    return false;
  }
}

Only send purchase events above a certain value:

function(event_name, event_properties) {
  if (event_name === 'Purchase' || event_name === 'Subscribe') {
    if (!event_properties.value || event_properties.value < 10) {
      return false; // Skip low-value purchases
    }
  }
}

4. Renaming Events

Rename events for better tracking:

function(event_name, event_properties) {
  if (event_name === 'Paywall click price') {
    return { event_name: 'ProductView' };
  }
  if (event_name === 'Paywall Prices visible') {
    return { event_name: 'CatalogView' };
  }
	// otherwise
	return true;
}

5. Adding Custom Properties

Add custom properties to all events:

function(event_name, event_properties) {
  // Add custom tracking properties
  event_properties.custom_source = 'web2wave';
  event_properties.timestamp = new Date().toISOString();
  event_properties.platform_version = '2.0';
  
  return { event_properties: event_properties };
}

6. Currency Conversion

Convert values to a specific currency:

function(event_name, event_properties) {
  const exchangeRates = {
    'EUR': 0.85,
    'GBP': 0.73,
    'JPY': 110
  };
  
  if (event_properties.value && event_properties.currency === 'USD') {
    const targetCurrency = 'EUR'; // Target currency
    const rate = exchangeRates[targetCurrency];
    
    if (rate) {
      event_properties.value = event_properties.value * rate;
      event_properties.currency = targetCurrency;
    }
  }
  
  return { event_properties: event_properties };
}

7. Complex Conditional Logic

Different rules for different event types:

function(event_name, event_properties) {
  // For purchase events, ensure minimum value
  if (event_name === 'Purchase' || event_name === 'Subscribe') {
    if (event_properties.value < 5) {
      return false; // Skip low-value conversions
    }
    // Add conversion source
    event_properties.conversion_source = 'web';
  }
  
  // For page views, add viewport info
  if (event_name === 'PageView') {
    event_properties.viewport_width = window.innerWidth;
    event_properties.viewport_height = window.innerHeight;
  }
  
  // Skip test events
  if (event_properties.is_test === true) {
    return false;
  }
  
  return { event_properties: event_properties };
}

8. Filtering by Subscription Status

Only send events for active subscribers:

function(event_name, event_properties) {
  // Skip events if user doesn't have active subscription
  if (event_properties.subscription_status !== 'active' && 
      event_properties.subscription_status !== 'trialing') {
    return false;
  }
}

Important Notes

Return false to skip sending the event to that specific system
Return an object with event_name and/or event_properties to override values
Return nothing or true to send the event as-is
The function is executed per system - each analytics platform can have its own filter
If the function throws an error, the event will be sent (errors are caught to prevent data loss)
Keep logic simple and fast - the function runs for every event
Don't modify the original event_properties object directly - create a copy or return a new object