Server Event Parameters

event_name

Type: string | Required

A Facebook pixel Standard Event or Custom Event name. This field is used to deduplicate events sent by both Facebook Pixel and Conversions API. event_id is also used in deduplication.

For the same customer action, event from the browser event match event_name from the server event. If we find a match between events sent within 48 hours of each other, we only consider the first one. If a server and browser event arrive at approximately the same time (within 5 minutes of each other), we favor the browser event. Learn about Deduplicate Pixel and Server Events.


event_time

Type: integer | Required

A Unix timestamp in seconds indicating when the actual event occurred. The specified time may be earlier than the time you send the event to Facebook. This is to enable batch processing and server performance optimization. You must send this date in GMT time zone.

event_time can be up to 7 days before you send an event to Facebook. If any event_time in data is greater than 7 days in the past, we return an error for the entire request and process no events.


user_data

Type: object | Required

A map that contains customer information data. See Customer Information Parameters for options. Also see Advanced Matching with the Pixel for comparable options available for data sent via Facebook pixel.


custom_data

Type: object | Optional

A map that includes additional business data about the event. See Custom Data Parameters.


event_source_url

Type: string | Optional

event_source_url is required for website events shared using the Conversions API.

The browser URL where the event happened. The URL must begin with http:// or https:// and should match the verified domain.


opt_out

Type: Boolean | Optional

A flag that indicates we should not use this event for ads delivery optimization. If set to true, we only use the event for attribution.


event_id

Type: string | Optional

This ID can be any unique string chosen by the advertiser. event_id is used to deduplicate events sent by both Facebook Pixel and Conversions API. event_name is also used in deduplication.

For deduplication, the eventID from a browser event must match the event_id in the corresponding server event. Learn about Deduplicate Pixel and Server-Side Events.


action_source

Type: string | Required

This field allows you to specify where your conversions occurred. Knowing where your events took place helps ensure your ads go to the right people. The values you can send in the action_source field are as follows:

Value Description

email

Conversion happened over email.

website

Conversion was made on your website.

phone_call

Conversion was made over the phone.

chat

Conversion was made via a messaging app, SMS, or online messaging feature.

physical_store

Conversion was made in person at your physical store.

system_generated

Conversion happened automatically, for example, a subscription renewal that’s set on auto-pay each month.

other

Conversion happened in a way that is not listed.


data_processing_options

Type: array | Optional

Processing options you would like to enable for a specific event. Current accepted value is LDU for Limited Data Use. An empty array can be sent to explicitly specify that this event shouldn't be processed with the Limited Data Use restrictions. Learn more about Data Processing options. See examples of Conversions API implementation.


data_processing_options_country

*Type: integer | Required, if you send LDU under data_processing_options**

A country that you want to associate to this data processing option. Current accepted values are 1, for the United States of America, or 0, to request that we geolocate that event. Learn more about Data Processing options. See examples of Conversions API implementation.


data_processing_options_state

Type: integer | Required in some cases. See note below for details.

A state that you want to associate to this data processing option. Current accepted values are 1000, for California, or 0, to request that we geolocate that event.

Notes:

  • If you set a country, you must also set a state. Otherwise, we apply our geolocation logic to the entire event.
  • This field is required, if you send LDU under data_processing_options and do not provide an IP address.

Learn more about Data Processing options. See examples of Conversions API implementation.