List of Supported Keys

See what events and data can be passed to Facebook CAPI once the integration has been set up. Use API Reference page to fill out the required and recommended data parameter fields and see how your payload should be structured.

Event Keys

PropertyDescription
event_name: stringA Meta Pixel standard event or custom event name. This field is used to deduplicate events sent by both Meta Pixel and Conversions API.
event_time: stringA Unix timestamp in seconds indicating when the actual event occurred. The specified time may be earlier than the time you send the event to Facebook. This is to enable batch processing and server performance optimization. You must send this date in GMT time zone.
​​event_source_url​​: stringThe browser URL where the event happened. The URL must begin with http:// or https:// and should match the verified domain.
​​user_data​​: {}See list of user data keys.
​​custom_data​​: []See list of custom data keys.
​​customer_information​​: []See list of customer information keys.
​​Event_id​​: stringOptional

This ID can be any unique string chosen by the advertiser. The event_id and event_name parameters are used to deduplicate events sent by both Meta Pixel and the Conversions API. Note that while event_id is marked optional, it is recommended for event deduplication.

User Data Keys

PropertyDescriptionExample
client_user_agent: stringThe user agent for the browser corresponding to the event.Mozilla/5.0 (Windows NT 10.0; Win64; x64)
partner_id: stringMust be populated with a Facebook Envelope.BVOBHAIrEaLRRbGFusikzEyEOEGKVZ0kNPCgRDSoujeTtkmK2OQEGwW7F1lkkQebcPAgAKK58m5A35
partner_name: stringName of the leveraged identity provider.'liveramp'
fbc: stringThe Facebook click ID which value is stored in the _fbc browser cookie under your domain. The format is fb.${subdomain_index}.${creation_time}.${fbclid}.fb.1.1554763741205.AbCdEfGhIjKlMnOpQrStUvWxYz1234567890
fbp: stringThe Facebook browser ID value is stored in the _fbp browser cookie under your domain. The format is fb.${subdomain_index}.${creation_time}.${random_number}.fb.1.1596403881668.1116446470

Custom Data Keys

PropertyDescriptionExample
​​currency​​: stringRequired when using
purchase events


The currency for the value specified, if applicable. Currency must be a valid ISO 4217 three-digit currency code.
RUB
​​value​​: stringRequired when using purchase events

A numeric value associated with this event. This could be a monetary value or a value in some other metric.
142.54
​​content_type​​: stringShould be set to product or ​product_group​​. Use ​product​ if the keys you send represent products. Sent keys could be ​content_ids​ or ​contents​​.

Use ​product_group​ if the keys you send in ​content_ids​​ represent product groups. Product groups are used to distinguish products that are identical but have variations such as color, material, size or pattern.
product
content_ids​​: [string]The content IDs associated with the event, such as product SKUs for items in an ​AddToCart​ event. If ​content_type​​ is a product, then your content IDs must be an array with a single string value. Otherwise, this array can contain any number of string values.['ABC123', 'XYZ789']
​​content_category​​: stringThe category of the content associated with the event.grocery
​​content_name​​: stringThe name of the page or product associated with the event.lettuce
​​delivery_category​​: string​​Only applicable for purchase events​​

Type of delivery for a purchase event. Supported values are:



​​in_store​​: Customer needs to enter the store to get the purchased product.



​​curbside​​: Customer picks up their order by driving to a store and waiting inside their vehicle.



​​home_delivery​​: Purchase is delivered to the customer's home.
home_delivery
​​num_items​​: stringUse only with ​InitiateCheckout​​ events. The number of items that a user tries to buy during checkout.4
​​order_id​​: stringThe order ID for this transaction as a string.order1234
​​predicted_ltv​​: stringThe predicted lifetime value of a conversion event.432.12
search_string​​: stringA search query made by a user. Use only with Search events.lettuce
​​status​​: stringThe status of the registration event as a string. Use only with CompleteRegistration events.registered
​​custom_properties​​Your own custom properties. Custom properties can be used with both standard and custom events, and can help you further define custom audiences.

Customer Information Keys

PropertyDescriptionUsage
email: stringTrim any leading and trailing spaces. Convert all characters to lowercase.[email protected]
phone: stringRemove symbols, letters, and any leading zeros. Phone numbers must include a country code to be used for matching (e.g., the number 1 must precede a phone number in the United States). Always include the country code as part of your customers' phone numbers, even if all of your data is from the same country.16505551212
gender: stringWe accept gender in the form of an initial in lowercase.m or f
subscription_id: stringThe subscription ID for the user in this transaction; it is similar to the order ID for an individual product.fb.1.1596403881668.1116446470
date_of_birth: stringWe accept the YYYYMMDD format accommodating a range of month, day and year combinations, with or without punctuation.19970216
first_name: stringWe recommend Roman alphabet a-z characters. Lowercase only with no punctuation. If using special characters, the text must be encoded in UTF-8 format.Mary
last_name: stringWe recommend using Roman alphabet a-z characters. Lowercase only with no punctuation. If special characters are used, the text must be encoded in UTF-8 format.smith
city: stringWe recommend using Roman alphabet a-z characters. Lowercase only with no punctuation, no special characters, and no spaces. If using special characters, the text must be encoded in UTF-8 format.london