Parameters

These parameters consist of all required event data parameters and any additional data parameters the Conversions API needs to use for ads attribution and/or ads delivery optimization.

The Conversions API now supports web, app, offline, and business messaging events.

Website events shared using the Conversions API require the client_user_agent, action_source, and event_source_url parameters, while non-web events require only action_source. These parameters contribute to improving the quality of events used for ad delivery and may improve campaign performance.

By using the Conversions API, you agree that the action_source parameter is accurate to the best of your knowledge.

Main Body Parameters

Customer Information Parameters

em: Email — Hashing required
ph: Phone Number — Hashing required
fn: First Name — Hashing required
ln: Last Name — Hashing required
ge: Gender — Hashing required
db: Date of Birth — Hashing required
ct: City — Hashing required
st: State — Hashing required
zp: Zip Code — Hashing required
country: Country — Hashing required
external_id: External ID — Hashing recommended
client_ip_address: Client IP Address — Do not hash
client_user_agent: Client User Agent — Do not hash
fbc: Click ID — Do not hash
fbp: Browser ID — Do not hash
subscription_id: Subscription ID — Do not hash
fb_login_id: Facebook Login ID — Do not hash
lead_id: Lead ID — Do not hash
anon_id: Install ID — Do not hash (Note: This parameter is for app events only)
madid: Mobile Advertiser ID — Do not hash (Note: This parameter is for app events only)
page_id: Page ID — Do not hash
page_scoped_user_id: Page scoped user ID — Do not hash
ctwa_clid: Click to WhatsApp ID — Do not hash
ig_account_id: IG account ID — Do not hash
ig_sid: Click to Instagram ID — Do not hash

Server Event Parameters

App Data Parameters

Note: See the Conversions API for App Events documentation for guidance on integrating app events.

Standard Parameters

See a list of all standard parameters users can send to Meta.

Original Event Data Parameters

Conversions API for Lead Optimization

If you integrate your CRM system with the Conversions API for lead events, refer to the CRM Integration guide for the required fields.