Pixel for Collaborative Ads

Collaborative Ads allows producers, such as consumer-packaged goods advertisers, to run ad campaigns to drive people to merchant platforms. Such platforms include online retailer websites or apps and those that can measure, retarget, and optimize towards people who have interacted with the producers' products on the merchant platforms. Access to the Collaborative Ads features is provided on a limited basis only. Please contact your Facebook Representative.

To use Collaborative Ads features, the merchant needs to implement the following required standard events and parameters. If you're unfamiliar with pixel events and parameters, see how to set up conversion tracking for pixel first.

Required Standard Events

The merchant platform needs to provide the following standard events.

Event Name Event Description Required Parameters Optional Parameters


When a product page is viewed.

A person lands on a product details page.

contents or content_ids, and content_type

currency and value


When a product is added to the shopping cart.

A person clicks Add to Cart.

contents, content_type, currency, and value


When a purchase is made or checkout flow is completed.

A person has finished the purchase or checkout flow and lands on thank you or confirmation page.

contents, content_type, currency, and value


Property Key Value Type Parameter Description


Array of objects with id (string) and quantity (integer) key.

Array of JSON objects that contain the International Article Number (EAN) when applicable, or other product or content identifier(s) associated with the event (Product Group ID is not supported) and quantities of the products. Required: id and quantity.

Example: [{'id': 'ABC123', 'quantity': 2}, {'id': 'XYZ789', 'quantity': 2}]

Note: This parameter is required for AddToCart and Purchase event and is optional for ViewContent event if content_ids is provided.


Array of strings

Product IDs associated with the event, such as SKUs. (Product Group ID is not supported.)

Example: ['ABC123', 'XYZ789']



Must be "product".

Note: "product_group" and other values are not supported.



The currency for the value specified in ISO 4217 currency code.

Example: 'USD', 'GBP'


Integer or float

Value of a user performing this event to the business.

  • For ViewContent, the value of an item.
  • For AddToCart, the value of new items added to cart at once. It's not the current total basket value.
  • For Purchase, the total basket value, including other fees, such as shipping fee and tax.

Example: 21.5


ViewContent Event

fbq('track', 'ViewContent', {
  contents: [
    { id: 'SKU-1', quantity: 1 }
  content_type: 'product',
  value: 50,
  currency: 'USD',

Or, with minimal parameters:

fbq('track', 'ViewContent', {
  content_ids: ['SKU-1'],
  content_type: 'product',

Note: The minimal parameter setup is valid for ViewContent only and not valid for AddToCart and Purchase. We recommend to provide value and currency.

AddToCart Event

fbq('track', 'AddToCart', {
  contents: [
    { id: 'SKU-1', quantity: 2 }
  content_type: 'product',
  value: 100,
  currency: 'USD',

Purchase Event

fbq('track', 'Purchase', {
  contents: [
    { id: 'SKU-1', quantity: 2 },
    { id: 'SKU-2', quantity: 1 },
  content_type: 'product',
  value: 130,
  currency: 'USD',

Common Mistakes

  • contents: [{id: 'SKU-123'}, {id: 'SKU-456'}] - Missing quantity key.
  • content_ids: 'SKU-123,SKU-456,SKU-789' - Missing an array symbol.
  • content_ids: [] - Missing SKU IDs in an array.
  • content_type: 'soap' - The value is not "product".
  • value: '5000,00' - Wrong format (should not be a string with comma).
  • currency: '$' - Cannot use a currency symbol format.