Object Type: string or array of strings | Hashing is recommended
External ID is a string that represents a user on an advertiser’s system, like loyalty membership IDs, user IDs, and external cookie IDs. You can send one or more
external_ IDs for a given event and we try to match it to someone on Facebook.
External IDs can be sent via multiple channels, including browser Pixel, Conversions API, and Offline Conversions API (OCAPI). You must be consistent across channels. For example, if you send a browser Pixel event with
external_id set to
123, your Conversions API event for that same user should also have
external_id set to
To check on
external_ids sent via browser Pixel, look for the Pixel Helper under Advanced Matching Parameters Sent.
external_ids are not available in the Test Events tool.
As an advertiser, you may already assign your own ID to users that visit your properties. The
external_id field allows you to leverage these IDs to:
external_id, it can be used again across different channels and to create different audiences. On your end, just map
external_id to your internal identity system and you no longer need to manage a large number of PIIs.
external_id with PIIs once and you can reuse that match.
You send us an event with
external_id and a number of other customer information parameters. The event can be sent via different channels, including browser Pixel, Conversions API, and Offline Conversions API.
On our end, we look for a match using all the information you sent. If we find a match, we associate the
external_id you provided with that specific user.
In subsequent events, you can send us an event containing only
external_id. On our end, we keep the previously established association between your external_id and the matched Facebook user.
external_id to specific user matches expire periodically. We recommend that you refresh it as frequently as possible.
ViewContent event via browser Pixel containing hashed customer information. You include hashed email and hashed external ID for that user. The Pixel automatically includes cookie information.
external_id. We see that a match was already made with data sent via Pixel. We can leverage the existing mapping on Conversions API.
external_id to report conversions that happen on a partner’s website. In that case, the process looks like this:
external_id to Facebook. To your partner, you send a redirect request including
external_id. Your partner does not have to share any sensitive information.
It is imperative that you be consistent using
external_ids across browser Pixel, Conversions API, Offline Conversions API, and App Events. This way, you can use
external_ids to create the following types of audience:
Note that Customer File Custom Audience is not listed. This type of audience uses different policies and cannot be created using only
extern_id from data received through Conversions API.
If you are able to add
external_ids in your events, you should always do so. But, if your system is not set up for that, we can mitigate the problem by using the
fbp parameter as an external ID. Learn more about the
|How Data Is Handled
We save both fields and try to find a match.
This is processed as a regular event including