Subscription Lifecycle Events

The customer decision journey is longer for subscriptions, and building campaigns for longer purchase cycles is difficult to execute and measure. Understanding which Facebook campaigns drive the most valuable subscribers helps measure the effectiveness of a campaign and leads to better decision making.

Subscription advertisers can send RecurringSubscriptionPayment and CancelSubscription events via the Conversions API to indicate post-conversion subscription signals.

The subscription_id matches post-conversion events with the standard Subscribe, Purchase, and StartTrial events. This allows us to provide key long-term metrics on the ads level, including the total revenue from recurring payments attributed to your ads, as well as numbers for subscription, cancellation, and recurring payments.

The document covers the prerequisites, required parameters, and the reporting metrics for subscription events.

Before You Start

  • Facebook Pixel — In order to match post-conversion events to initial standard events, you need to specify a subscription_id on your Facebook Pixel when passing Subscribe, Purchase, and StartTrial events. This subscription_id is used to link events related to the same subscription.
fbq('track', 'Subscribe', {
 subscription_id: 'subscription_id1234'
 value: 988,
 currency: 'USD',
});

Note: If subscription_id is not implemented in the Facebook Pixel, the attribution of the RecurringSubscriptionPayment and CancelSubscription events may not work as intended.

Required Parameters

NameDescription

subscription_id
string

The subscription ID for the user in this transaction. This is similar to the order ID for an individual product.
Note: You must provide a subscription_id in the user_data parameters to link events related to the same subscription.
Example: subscription_id1234

value
float

A numeric value associated with RecurringSubscriptionPayment events and included in the custom_data object. This could be a monetary value or a value in some other metric.
Example: 142.54

currency
string

The currency for the value specified, if applicable. Currency must be a valid ISO 4217 three-digit currency code.
Example: USD

Example

{ "data": [ { "event_name": "RecurringSubscriptionPayment", "event_time": 1638108030, "event_id": "event.id.123", "opt_out": false, "custom_data": { "value": 100.2, "currency": "USD" }, "user_data": { "em": "309a0a5c3e211326ae75ca18196d301a9bdbd1a882a4d2569511033da23f0abd", "subscription_id": "subscription_id1234" } }, { "event_name": "CancelSubscription", "event_time": 1638108030, "event_id": "event.id.123", "opt_out": false, "user_data": { "em": "309a0a5c3e211326ae75ca18196d301a9bdbd1a882a4d2569511033da23f0abd", "subscription_id": "subscription_id1234" } } ] }

Cancel and Reactivate Subscriptions

When a user cancels a subscription, you can send a CancelSubscription event, with whic the subscription_id mapping is revoked. Later, if that same user reactivates their subscription, you need to send a new Subscribe, Purchase, or StartTrial event to restart the process.

In the new Subscribe, Purchase, or StartTrial event, you can use a new subscription_id or the same one used when the subscription first started.

Reporting Metrics

These metrics are under limited availability. Contact your Facebook representative for access.

The following metrics are related to subscription events:

Name Description

Recurring Subscription Payments

The number of recurring subscription payments based on information recorded through your use of Facebook's Business Tools. This metric is attributed to an initial Subscribe event and may increase over time if recurring payments continue to be received after your ad campaigns end.


  • Website Recurring Subscription Payments: The number of recurring subscription payment events that occurred on your website.
  • App Recurring Subscription Payments: The number of recurring subscription payment events that occurred on your mobile app.

Canceled Subscriptions

The number of canceled subscriptions based on information recorded through your use of Facebook's Business Tools. This metric may increase over time if subscriptions continue to be canceled after your ad campaigns end.


  • Website Canceled Subscriptions: The number of canceled subscription events that occurred on your website.
  • App Canceled Subscriptions: The number of canceled subscription events that occurred on your mobile app.

Recurring Subscription Payment Conversion Value

The sum of all recurring subscription payments and initial subscription sign-up payments received by Facebook from your server.