What Custom Parameter Data Is Included In Facebook Purchase Tags?
Overview
In addition to standard product data you can also find advanced matching user data and conversion API required data. We've added additional manual advanced matching parameter data to the purchase events that can help with:
- Advanced matching of your events to users that clicked an ad
- Custom data to be used in audience matching
- Implementing conversion API events to run in parallel with the pixel
Purchase Tag:
Client Side Parameters Sent
| Parameter name | |
|---|---|
| em | hashed email address |
| external_id | user_id from Elevar's Data Layer |
| ga_id | this is the GA cookie value set on all users |
| ph | phone number |
| fn | customer first name |
| ln | customer last name |
| ct | customer city |
| st | customer state |
| zp | customer postal code |
| country | customer country code |
| value | order values as defined by revenue, subtotal, or product subtotal |
| contents | an array of product data ex: [{"id":"9005846987058","name":"The Collection Snowboard: Liquid","content_category":"snowboards","item_price":"749.95","quantity":"1"}] |
| content_ids | product identifier selected, this could be product ID, SKU, or Variant ID |
| order_id | order ID |
| content_type | product group or product varies based on which product ID is used |
| currency | currency code |
| customer_type | new or returning |
| eventID | unique ID per event, same is passed for the client-side and server-side version of the same event. This is used to deduplicate events in facebook |
Additional user data is passed server-side, and enriched using session enrichment when available.
Learn more about our full Facebook setup here.
Updated 3 months ago