Conversion API Parameters

The Meta Conversions API (CAPI) allows sending events directly from the server to Meta, ensuring greater accuracy in measurement and campaign optimization, even in the face of limitations such as cookie blocking, ad blockers, or browser restrictions.

The Conversions API parameters are essential for Meta to correctly use events in ad delivery and results attribution.

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What are Conversions API parameters?

The parameters include all required event data and other additional data that the Conversions API uses to:

• Ad delivery optimization

• Correct conversion attribution

• Improving event quality (Event Match Quality)

• Better campaign performance

Currently, the Conversions API is compatible with events from:

• 💬 Messages for businesses

• 🌐 Web

• 📱 Apps

• 🗂 Offline events

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Required parameters according to event type

Website events (Web)

Events sent via the Conversions API for websites require the following:

• client_user_agent

• action_source

• event_source_url

These parameters help improve the quality of events used in ad delivery and can significantly enhance campaign performance.

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Events that are not Web (App, Offline, Messages)

For events that are not web, only the following is required:

• action_source

📌 Important: By using the Conversions API, you agree that the value provided in the parameter action_source is accurate and consistent with the actual origin of the event, to the best of your knowledge.

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Main body (Payload) parameters

Parameter	Description
date	List of events sent
test_event_code	Code used for testing in Events Manager

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Customer information parameters (User Data)

These parameters are used for user identification and matching. Whenever indicated, SHA-256 hashing is required.

Data with mandatory hashing

Parameter	Description
in	Email
ph	Phone number
fn	First name
ln	Last name
ge	Gender
db	Date of birth
ct	City
st	State
zp	Postal code
country	Country

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Recommended or unhashed data

Parameter	Description	Hash
external_id	External contact ID	Recommended
client_ip_address	Client IP address	❌
client_user_agent	User agent	❌
fbc	Click ID	❌
fbp	Browser ID	❌
subscription_id	Subscription ID	❌
fb_login_id	Facebook login ID	❌
lead_id	Lead ID	❌
page_id	Page ID	❌
page_scoped_user_id	Page-scoped user ID	❌
ctwa_clid	WhatsApp click ID	❌
ig_account_id	Instagram account ID	❌
ig_sid	Instagram click ID	❌

App-specific parameters

Parameter	Note
anon_id	Valid only for app events
madid	Mobile advertiser identifier

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Server event parameters

Parameter	Description
event_name	Event name
event_time	Event timestamp
user_data	Customer data
custom_data	Custom data
event_source_url	Origin URL
opt_out	User consent
event_id	Unique event ID
action_source	Event source
data_processing_options	Processing options
data_processing_options_country	Country
data_processing_options_state	State
referrer_url	Referrer URL
customer_segmentation	Customer segmentation

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App data parameters

Parameter
advertiser_tracking_enabled
application_tracking_enabled
extinfo
campaign_ids
install_referrer
installer_package
url_schemes
windows_attribution_id
anon_id
madid
vendor_id

📌 Note: Refer to the official documentation of the Meta Conversions API for app events for details on correct integration, supported parameters, and best practices. 🔗 https://developers.facebook.com/docs/marketing-api/conversions-api/app-events

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Default parameters

Meta provides a complete list of default parameters that can be sent in events. Some examples:

• event_name

• event_time

• order_id

• event_id

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Original Event Data Parameters

The original event data parameters include:

• event_name

• event_time

• order_id

• event_id

They are fundamental for deduplication and correct attribution when used together with the Pixel.

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Standard parameters

This table lists all standard parameters that users can send to Meta.

Website	App	Offline	Description
availability	fb_availability	availability	The value must be available_soon, for_rent, for_sale, off_market, recently_sold or sale_pending.
body_style	fb_body_style	body_style	Vehicle body style: CONVERTIBLE, COUPE, HATCHBACK, MINIVAN, TRUCK, SUV, SEDAN, VAN, WAGON, CROSSOVER or OTHER.
checkin_date	fb_checkin_date	checkin_date	The date on which the user intends to check in, in the hotel's time zone. We accept dates in the formats YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD and YYYY-MM-DDThh:mm:ssTZD.
city	fb_city	city	Specify the city of the user's intent location.
condition_of_vehicle	fb_condition_of_vehicle	condition_of_vehicle	The condition of the vehicle.
content_ids	fb_content_ids	content_ids	The identification numbers of content associated with the event, such as product SKUs for items in an AddToCart.
content_type	fb_content_type	content_type	Must be set to product or product_group: Use product if the keys you send represent products. The keys can be content_ids or contents. Use product_group if the keys you send in content_ids represent product groups. Product groups are used to differentiate identical products that have variations such as color, material, size, or pattern.
contents	fb_contents	contents	A list of JSON objects that contains the IDs of products associated with the event and information about the items. Available fields: id, quantity, item_price, delivery_category.
country	fb_country	country	Specify the country of the user's intent location.
currency	fb_currency	currency	Required for purchase events. The currency of the value specified, if applicable. The value should be a valid three-digit currency code that follows the ISO 4217.
delivery_category	fb_delivery_category	delivery_category	Optional for purchase events. Delivery type for a purchase event. Supported values: in_store: the customer needs to enter the store to collect the purchased product. curbside: the customer drives to a store and waits in the vehicle to pick up the order. home_delivery: the purchase is delivered to the customer's home.
departing_arrival_date	fb_departing_arrival_date	departing_arrival_date	The arrival date and time at the destination for the outbound trip.
departing_departure_date	fb_departing_departure_date	departing_departure_date	The start date and time of the outbound trip.
destination_airport	fb_destination_airport	destination_airport	Use the official IATA code of the destination airport.
destination_ids	fb_destination_ids	destination_ids	If you have a destinations catalog, you can associate one or more destinations from that catalog with a specific hotel event.
dma_code	fb_dma_code	dma_code	The Designated Market Area (DMA) code used to target offers to users.
drivetrain	fb_drivetrain	drivetrain	Vehicle drivetrain: 4X2, 4X4, AWD, FWD, RWD, OTHER or NONE.
exterior_color	fb_exterior_color	exterior_color	Exterior color.
fuel_type	fb_fuel_type	fuel_type	Vehicle fuel type: DIESEL, ELECTRIC, FLEX, GASOLINE, HYBRID, PETROL, PLUGIN_HYBRID, OTHER or NONE.
hotel_score	fb_hotel_score	hotel_score	An indicator representing the relative value of this hotel to the advertiser compared to other hotels.
interior_color	fb_interior_color	interior_color	Interior color.
lead_event_source	lead_event_source	lead_event_source	The source of the lead event.
lease_end_date	fb_lease_end_date	lease_end_date	Specified using the ISO 8601 date format: YYYY-MM-DD.
lease_start_date	fb_lease_start_date	lease_start_date	Allows property recommendations based on date availability (using available_dates_price_config in the catalog) and improves user experience (using template tags).
listing_type	fb_listing_type	listing_type	The value must be for_rent_by_agent, for_rent_by_owner, for_sale_by_agent, for_sale_by_owner, foreclosed, new_construction or new_listing.
make	fb_make	make	The vehicle make or manufacturer.
mileage.unit	fb_mileage.unit	mileage.unit	The mileage unit.
mileage.value	fb_mileage.value	mileage.value	The mileage value.
model	fb_model	model	The vehicle model.
neighborhood	fb_neighborhood	neighborhood	The neighborhood of interest.
net_revenue	net_revenue	net_revenue	The margin value of a conversion event.
num_adults	fb_num_adults	num_adults	The number of adults that will be staying.
num_children	fb_num_children	num_children	The number of children that will be staying.
num_infants	fb_num_infants	num_infants	The number of infants that will be staying.
num_items	fb_num_items	num_items	Use only with InitiateCheckout. The number of items a user attempts to purchase during checkout.
order_id	fb_order_id	order_id	The transaction order identification as a string.
origin_airport	fb_origin_airport	origin_airport	Use the official IATA code of the departure airport.
postal_code	fb_postal_code	postal_code	Postal code.
predicted_ltv	predicted_ltv	predicted_ltv	The total predicted value of a conversion event.
preferred_baths_range	fb_preferred_baths_range	preferred_baths_range	Number of bathrooms selected within a range.
preferred_beds_range	fb_preferred_beds_range	preferred_beds_range	Number of bedrooms selected within a range.
preferred_neighborhoods	fb_preferred_neighborhoods	preferred_neighborhoods	Preferred neighborhoods.
preferred_num_stops	fb_preferred_num_stops	preferred_num_stops	Indicate the number of stops the user is looking for.
preferred_price_range	fb_preferred_price_range	preferred_price_range	The preferred price range for the vehicle. Min./max.: up to 2 decimal places.
preferred_star_ratings	fb_preferred_star_ratings	preferred_star_ratings	A tuple of minimum and maximum hotel star ratings that a user applies when filtering.
price	fb_price	price	Cost and currency of the vehicle. Format the price as the cost followed by the ISO currency code, with a space between the value and the currency.
product_catalog_id	product_catalog_id	product_catalog_id	Product catalog identification.
property_type	fb_property_type	property_type	Must be apartment, condo, house, land, manufactured, other or townhouse.
region	fb_region	region	State, district, or region of interest.
returning_arrival_date	fb_returning_arrival_date	returning_arrival_date	The date and time when the return trip is completed.
returning_departure_date	fb_returning_departure_date	returning_departure_date	The date and time of the start of the return trip.
search_string	fb_search_string	search_string	Use only with Search. A search performed by a user.
state_of_vehicle	fb_state_of_vehicle	state_of_vehicle	Vehicle condition.
suggested_destinations	fb_suggested_destinations	suggested_destinations	Suggested destinations.
suggested_home_listings	fb_suggested_home_listings	suggested_home_listings	Suggested home listings.
suggested_hotels	fb_suggested_hotels	suggested_hotels	Suggested hotels.
suggested_jobs	fb_suggested_jobs	suggested_jobs	Suggested jobs.
suggested_local_service_businesses	fb_suggested_local_service_businesses	suggested_local_service_businesses	Suggested local service businesses.
suggested_location_based_items	fb_suggested_location_based_items	suggested_location_based_items	Suggested location-based items.
suggested_vehicles	fb_suggested_vehicles	suggested_vehicles	Suggested vehicles.
transmission	fb_transmission	transmission	Vehicle transmission: AUTOMATIC, MANUAL, OTHER or NONE.
travel_class	fb_travel_class	travel_class	Must be economy, premium, business or first.
travel_end	fb_travel_end	travel_end	The end date of the trip.
travel_start	fb_travel_start	travel_start	The start date of the trip.
trim	fb_trim	trim	Maximum characters: 50.
user_bucket	fb_user_bucket	user_bucket	The user's group.
value	_valueToSum	value	Required for purchase events or any events that use value optimization. A numeric value associated with the event. Must represent a monetary value.
vin	fb_vin	vin	Vehicle identification number (VIN).
year	fb_year	year	The vehicle's release year in the format yyyy.
		item_number	Unique identifier to distinguish events within the same order or transaction.
	ad_type		The type of ad.
	fb_content		A list of JSON objects containing the International Article Number (EAN), when applicable, or other product/content identifiers, as well as the quantities and prices of the products. Required: id, quantity. Example: "[{\"id\": \"1234\", \"quantity\": 2,}, {\"id\": \"5678\", \"quantity\": 1,}]".
	fb_content_id		International Article Number (EAN), when applicable, or other content or product identifiers. For multiple product IDs: e.g., "[\"1234\",\"5678\"]".
	fb_description		A string description.
	fb_level		The level of a game.
	fb_max_rating_value		The maximum limit of a rating scale, e.g., 5 on a 5-star scale.
	fb_payment_info_available		1 for yes, 0 for no.
	fb_registration_method		Facebook, Email, Twitter, among others.
	fb_success		1 for yes, 0 for no.
	_valueToSum		The numeric value of the individual event to be summed in reports.

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Conclusion

The Meta Conversions API parameters are essential to ensure reliable events, better user matching and more efficient campaigns. Proper configuration directly impacts ad performance and the quality of the analyzed data.

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References

This article was prepared based on Meta's official documentation on the Conversions API. For detailed technical information, updates and advanced examples, consult the sources below:

• Conversions API Parameters 🔗 https://developers.facebook.com/docs/marketing-api/conversions-api/parameters

• Custom Data Parameters 🔗 https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/custom-data

📌 Note: Meta may update parameters, validation rules and requirements at any time. We recommend consulting the official documentation whenever there are changes to the Conversions API configuration or event behavior.

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