The tracking pixel monitors how users interact with your pages and ads, making it an essential tool for analyzing the performance of your paid traffic campaigns.
In this article, you'll learn what each advanced pixel setting means, including sales event management, page view events, payment method differentiation, and data transmission methods (Web and API).
Which events can I enable in the settings?
On the pixel configuration screen, you must choose which user behaviors you want to track throughout the sales process. Hotmart allows you to enable three main options:
Sales Made: monitors users who complete the purchase process and reach your product's thank-you page. This trigger sends the standard purchase event (Purchase). If you enable only this option, the pixel code will remain inactive during regular browsing and will only be recognized by tracking tools after the purchase process has been fully completed.
Checkout page visits: tracks every time someone accesses the product checkout. This behavior triggers the Initiate Checkout event (Initiate Checkout) after the page has loaded. It's important to note that this event does not represent cart abandonment in Hotmart, as this behavior occurs only after the buyer enters their contact information, such as their email address or phone number, and then leaves the page.
Hotmart product page visits: monitors visits to the product page hosted on Hotmart and triggers the page view event (PageView or Product Page).
If your product is linked to the Members Area environment, the advanced settings offer different options. Learn more in this article.
How do I configure sales tracking based on the payment method?
When you select the Completed sales option, the advanced payment settings menu opens, allowing you to choose from different configuration options:
❯ Payment method
"For which payment methods would you like to receive payment confirmation?" Here, you can choose from the following options:
All payment methods: sends the conversion event for every transaction that is initiated.
Immediate payments only: limits pixel events to payment methods that are approved instantly at the time of purchase, such as credit cards.
Non-immediate payments only: sends data only for payment methods that require a later bank settlement by the customer, such as bank slips (boleto) and PayPal.
❯ Differentiate immediate and non-immediate payments
Next, you'll see the following option: "Do you want to differentiate between instant and non-instant payments?" If you select "Yes," simply generating a bank slip (boleto) or Pix payment code will no longer count as an approved sale in your Ads Manager metrics.
The purchase event (Purchase) is only sent for immediate payment sales (sales made by credit card).
With this differentiation enabled, some providers will send the Payment Generated event as soon as the sale is generated (on Facebook, the event sent is Payment Generated and on TikTok, it is PlaceAnOrder).
❯ Customizing the value sent through the pixel
The next step in the advanced settings defines the financial data that will be sent to your Ads Manager. The system displays the following field: "For which type of amounts would you like to receive payment confirmation?" You must choose one of the following options:
Transaction value: sends the amount of your commission on that sale. This parameter also includes additional structured data automatically, such as the product identification code (product_id) and the selected offer (offer).
Custom value: lets you manually set a fixed amount to be sent to the advertising platform for every conversion. This option is useful for specific strategies in which the creator wants to assign a fixed value for optimization purposes.
What's the difference between sending events through the Web or the Conversions API?
The last section of the advanced settings requires you to choose how your event data will be sent through the "Configure how you want to send events" field. Hotmart offers two options that work together to ensure that every sale is tracked:
Configure Web delivery: events are sent directly from the buyer's browser. Because this method runs in the user's local browser environment, it relies on browser cookies. You can test and validate these events by inspecting the checkout page code using your browser's Developer Tools (press Ctrl + Shift + C) or by installing diagnostic extensions such as Meta Pixel Helper.
Configure API delivery: traffic and sales data are sent directly from Hotmart's servers to the advertising platform's servers using a token. It's important to know that events sent exclusively through the API are not visible in the browser and therefore cannot be detected by browser inspection tools or visual validation extensions.
Both solutions complement each other and can be enabled simultaneously. If one method fails because of network instability, the other automatically serves as a backup (fallback), ensuring stable and accurate tracking.
Frequently Asked Questions
❯ Why don't my approved Hotmart sales match the number of conversions shown in Ads Manager?
This data discrepancy often occurs when the creator does not enable differentiation between immediate and non-immediate payments in the advanced pixel settings.
If your pixel sends the Purchase event indiscriminately for both credit card purchases and generated bank slips (boleto), Ads Manager may record a high number of conversions that never become actual revenue in Hotmart. To keep your reports aligned, enable the payment event differentiation option.
❯ How can I verify that my pixel is collecting data correctly?
To diagnose your pixel's activity, access the advertising platform's Events Manager and compare the same date range in both your Ads Manager and the sales search in your Hotmart dashboard.
Also make sure that your advanced settings reflect your tracking goals.
Important: The Campaign Manager or the active ad sets screen may not display all purchase events. This happens because ad and campaign conversion reports rely on click attribution windows and cookie rules that are entirely different from the event tracking performed by Hotmart.
❯ How can I correctly track additional products and order bumps?
The tracking pixel is directly linked to the configured product ID. Therefore, if a buyer adds a complementary product during checkout, the conversion data for that additional item will only be sent if the secondary product also has its own pixel properly configured in its corresponding area of the platform.
Without an individual pixel configuration for each product in your catalog, the advertising platform will receive only the financial information and product data for the main product.
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