Pixel for Official Events

To successfully track website visitor activity for Official Events ad campaigns, set up conversion tracking for the following standard events.

Requirements

  • The pixel's base code must already be installed on every page where you will to tracking the standard events below.
  • After you have created an official event with /official_events root edge, Facebook will automatically append eventref=fb_oea to your ticket_uri. For example: www.your-clever-domain.com/event_id?eventref=fb_oea
  • If scenario where this ticket_uri has a redirect uri please make sure to append eventref=fb_oea to the redirect uri as well
  • Partners to set fb_oea value to the field eventref in all the pixel events listed below only if the url contains eventref=fb_oea
  • What not to do : Do not pass a value fb_oea to the field eventref on all pixel fires even for those that do not have eventref in the URL

Standard Events

You must track the following standard events and include a parameter object that contains the specified properties.

ViewContent

Track the following ViewContent standard event when a visitor views your Official Event ad campaign's ticket purchase page:

fbq('track', 'ViewContent',
  {
    content_ids: ['partner_event_id'],
    eventref: 'fb_oea' // or set to empty string
  }
);

InitiateCheckout

Track the following InitiateCheckout standard event when a visitor begins your checkout flow. For example, track the event when the visitor clicks an "Add To Cart" button on your ticket purchase page:

fbq('track', 'InitiateCheckout',
  {
    content_ids: ['partner_event_id'],
    eventref: 'fb_oea' // or set to empty string
  }
);

Purchase

Track the following Purchase standard event after a visitor has purchased a ticket for your Official Event:

fbq('track', 'Purchase',
  {
    content_ids: ['partner_event_id'],
    eventref: 'fb_oea' // or set to empty string
    currency: 'USD'  // your currency string value goes here
    num_items: 1, // your number of tickets purchased value goes here
    value: 15.30, // your total transaction value goes here
  }
);

Object Properties

PropertyValue TypeDescription

content_ids

Array

An array of ID's that uniquely identifies your Official Events. For example, the event IDs from your database.

currency

String

3 Letter ISO Code.

eventref

String

If the referrer URL contains eventref=fb_oea as a query string parameter, then set this property's value to 'fb_oea'. Otherwise, set it to an empty string ('').

num_items

Integer

The number of tickets the visitor purchased.

value

Float

Total value of the transaction.