Explore the customization options available for sending Sales Events and View Events with Hotmart's Tracking Pixel.
Sales Events
❯ Sending based on payment behavior (immediate or not immediate)
It's common to send sales events for all payment methods with the actual amount of the sale, i.e. your commission. However, you can improve your segmentation and remarketing strategy by using customized sends.
With Hotmart's Tracking Pixel, you have the freedom to adjust the sending of the Sales pixel based on the payment method behavior chosen by the customer: whether it is an immediate payment or not immediate. This means the pixel will only be triggered for purchases that match the type of payment selected by the buyer and the setting established in the pixel. See how the payment methods are categorized:
Immediate payments:
- Credit card
Non-immediate payments:
- Bank slip
- Cash Payment
- PayPal
Some of the payment options are restricted to certain areas. For more information on payment methods, see this article.
❯ Customizing the amount sent in the pixel
To improve the accuracy of the financial information sent to your marketing tools and refine the calculation of ROI in your paid traffic campaigns, you have the option of customizing the monetary value of the conversion to be sent by the pixel.
To do this, select the payment methods and the amount you want to customize, as well as the currency in which you want to express them. To deduct the amount to be sent, we suggest using the average conversion rate of the payment method you want to customize, multiplied by the unit value of the product.
❯ Differentiation between immediate and non-immediate payment
In the specific case of Facebook and TikTok pixels, we have a third option. Differentiating between immediate and non-immediate payment events means that when a purchase is made via payments such as bank slip (which does not have immediate approval), the intermediate event sent is Payment Generated (in the case of Facebook) and PlaceAnOrder (in the case of TikTok) instead of Purchase. These events serve as a sign that a purchase has been made but has not yet been approved for payment.
It is also possible to have the Purchase event sent for that purchase when the payment is subsequently approved, but only if the pixel has the conversion API send enabled and valid, since this subsequent send is done via a server to Facebook. To find out more about how to set up the conversion API in the Hotmart pixel, visit this article.
However, if you choose not to differentiate, immediate and non-immediate payments will generate Purchase events when they are made.
It's also important to mention that this setting may conflict with the payment behavior setting presented above. If you want the differentiation mechanism to work, we recommend that you leave the "All payment methods" option checked.
Visualization Events
View events provide basic information about the user as they log in to the tool. But don't worry, in all cases Pageview events or similar are sent, depending on the provider.
❯ Sending Hotmart Product Page events
The Hotmart Product Pages can generate Product Page events in case of direct traffic to them.
❯ Viewing the Payment Page
When the Payment page is loaded, the Initiate Checkout event is triggered.
It's important to note that this event doesn't characterize cart abandonment at Hotmart, since this behavior would happen after the buyer fills in their contact details, such as email or cell phone, and then leaves the page.
By nature, this is an event that sends few attributes, but it can be enriched with the practice of pre-populating your payment page, which makes it possible to send parameters such as name, email, phone number, etc., to pixel providers that support sending this data. Check out more details on how to pre-populate your payment page in this article.