Marketing API Version

Dynamic Ads for Hotels - Events

Dynamic Ads for Hotels uses four events. Every event has a set of parameters (full list at event parameter details). Use the Facebook Pixel on your website, and mobile app events in your Android app and iOS app.

EventWhen to fireCode Sample

Search

On the hotel search results page

Pixel, Android, iOS

ViewContent

On the hotel details page

Pixel, Android, iOS

InitiateCheckout

When the user enters the payment screen

Pixel, Android, iOS

Purchase

On the booking confirmed page

Pixel, Android, iOS

Facebook Pixel (for Websites)

This guide assumes you already have a Facebook Pixel installed. If not, see Using Marketing API with the Pixel.

Make sure the pixel base code is already loaded when you fire an event. If you use a tag manager, make sure you include the tag that contains the pixel code on every page. The tag should appear before the tag that contains the pixel event code. Use the Facebook Pixel Helper to validate your pixel implementation.

Search Pixel Event

// This sample assumes the FB Pixel base code is already loaded

fbq('track', 'Search', {
  // Fire the 'Search' event on the search results page

  // IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

  // REQUIRED: DO NOT change this, must be set to 'hotel'
  content_type: 'hotel',

  // HIGHLY RECOMMENDED: checkin date
  // Allows you to target people based on their travel dates (using a booking window)
  // Improves the landing experience with travel dates filled in (using template tags)
  // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
  checkin_date: '2018-04-01',

  // HIGHLY RECOMMENDED: checkout date
  // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
  checkout_date: '2018-04-05',

  // RECOMMENDED: content ids - include eg top 5 search results
  content_ids: '["123", "234", "345", "456", "567"]',

  // REQUIRED: city, don't use abbreviations
  city: 'New York',

  // REQUIRED: region, don't use abbreviations
  region: 'New York',

  // REQUIRED: country, don't use abbreviations
  country: 'United States',

  // RECOMMENDED: number of adults
  num_adults: 1,

  // RECOMMENDED: number of children
  num_children: 0
});

ViewContent Pixel Event

// This sample assumes the FB Pixel base code is already loaded

fbq('track', 'ViewContent', {
  // Fire the 'ViewContent' event on the hotel details page

  // IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

  // REQUIRED: DO NOT change this, must be set to 'hotel'
  content_type: 'hotel',

  // HIGHLY RECOMMENDED: checkin date
  // Allows you to target people based on their travel dates (using a booking window)
  // Improves the landing experience with travel dates filled in (using template tags)
  // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
  checkin_date: '2018-04-01',

  // HIGHLY RECOMMENDED: checkout date
  // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
  checkout_date: '2018-04-05',

  // REQUIRED: content id of hotel that is shown
  content_ids: '123',

  // RECOMMENDED: city, don't use abbreviations
  city: 'New York',

  // RECOMMENDED: region, don't use abbreviations
  region: 'New York',

  // RECOMMENDED: country, don't use abbreviations
  country: 'United States',

  // RECOMMENDED: number of adults
  num_adults: 1,

  // RECOMMENDED: number of children
  num_children: 0
});

InitiateCheckout Pixel Event

// This sample assumes the FB Pixel base code is already loaded

fbq('track', 'InitiateCheckout', {
  // Fire the 'InitiateCheckout' event when the user enters the payment screen

  // IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

  // REQUIRED: DO NOT change this, must be set to 'hotel'
  content_type: 'hotel',

  // HIGHLY RECOMMENDED: checkin date
  // Allows you to target people based on their travel dates (using a booking window)
  // Improves the landing experience with travel dates filled in (using template tags)
  // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
  checkin_date: '2018-04-01',

  // HIGHLY RECOMMENDED: checkout date
  // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
  checkout_date: '2018-04-05',

  // REQUIRED: content id of hotel that being booked
  content_ids: '123',

  // RECOMMENDED: city, don't use abbreviations
  city: 'New York',

  // RECOMMENDED: region, don't use abbreviations
  region: 'New York',

  // RECOMMENDED: country, don't use abbreviations
  country: 'United States',

  // RECOMMENDED: number of adults
  num_adults: 1,

  // RECOMMENDED: number of children
  num_children: 0
});

Purchase Pixel Event

// This sample assumes the FB Pixel base code is already loaded

fbq('track', 'Purchase', {
  // Fire the 'Purchase' event on the booking confirmed page

  // IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

  // REQUIRED: DO NOT change this, must be set to 'hotel'
  content_type: 'hotel',

  // HIGHLY RECOMMENDED: checkin date
  // Allows you to target people based on their travel dates (using a booking window)
  // Improves the landing experience with travel dates filled in (using template tags)
  // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
  checkin_date: '2018-04-01',

  // HIGHLY RECOMMENDED: checkout date
  // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
  checkout_date: '2018-04-05',

  // REQUIRED: content id of hotel that was booked
  content_ids: '123',

  // RECOMMENDED: city, don't use abbreviations
  city: 'New York',

  // RECOMMENDED: region, don't use abbreviations
  region: 'New York',

  // RECOMMENDED: country
  country: 'United States',

  // RECOMMENDED: number of adults
  num_adults: 1,

  // RECOMMENDED: number of children
  num_children: 0,

  // REQUIRED: total value of booking
  value: 1200,

  // REQUIRED: currency of booking
  currency: 'USD'
});

Mobile App Events for Android

This guide assumes you have the Facebook SDK implemented in your Android mobile app. If not, see the Android SDK. If you use a measurement partner, make sure they pass required events to Facebook.

Search Android Event

Bundle parameters = new Bundle();
// IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

// REQUIRED: DO NOT change this, must be set to 'hotel'
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_TYPE, "hotel");

// RECOMMENDED: content ids - include eg top 5 search results
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_ID, "[\"123\", \"234\", \"345\", \"456\", \"567\"]"); // top search results

// HIGHLY RECOMMENDED: checkin date
// Allows you to target people based on their travel dates (using a booking window)
// Improves the landing experience with travel dates filled in (using template tags)
// use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
parameters.putString("fb_checkin_date", "2018-04-01");

// HIGHLY RECOMMENDED: checkout date
// use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
parameters.putString("fb_checkout_date", "2018-04-05");

// REQUIRED: city, don't use abbreviations
parameters.putString("fb_city", "New York");

// REQUIRED: region, don't use abbreviations
parameters.putString("fb_region", "New York");

// REQUIRED: country
parameters.putString("fb_country", "United States");

// RECOMMENDED: number of adults
parameters.putInt("fb_num_adults", 1);

// RECOMMENDED: number of children
parameters.putInt("fb_num_children", 0);

// Fire the 'Search' event on the search results page
logger.logEvent(
  AppEventsConstants.EVENT_NAME_SEARCHED,
  parameters
);

ViewContent Android Event

Bundle parameters = new Bundle();
// IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

// REQUIRED: DO NOT change this, must be set to 'hotel'
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_TYPE, "hotel");

// REQUIRED: content id of hotel that is shown
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_ID, "123");

// HIGHLY RECOMMENDED: checkin date
// Allows you to target people based on their travel dates (using a booking window)
// Improves the landing experience with travel dates filled in (using template tags)
// use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
parameters.putString("fb_checkin_date", "2018-04-01");

// HIGHLY RECOMMENDED: checkout date
// use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
parameters.putString("fb_checkout_date", "2018-04-05");

// RECOMMENDED: city, don't use abbreviations
parameters.putString("fb_city", "New York");

// RECOMMENDED: region, don't use abbreviations
parameters.putString("fb_region", "New York");

// RECOMMENDED: country
parameters.putString("fb_country", "United States");

// RECOMMENDED: number of adults
parameters.putInt("fb_num_adults", 1);

// RECOMMENDED: number of children
parameters.putInt("fb_num_children", 0);

// Fire the 'ViewContent' event on the hotel details page
logger.logEvent(
  AppEventsConstants.EVENT_NAME_VIEWED_CONTENT,
  parameters
);

InitiateCheckout Android Event

Bundle parameters = new Bundle();
// IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

// REQUIRED: DO NOT change this, must be set to 'hotel'
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_TYPE, "hotel");

// REQUIRED: content id of hotel that is being booked
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_ID, "123");

// HIGHLY RECOMMENDED: checkin date
// Allows you to target people based on their travel dates (using a booking window)
// Improves the landing experience with travel dates filled in (using template tags)
// use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
parameters.putString("fb_checkin_date", "2018-04-01");

// HIGHLY RECOMMENDED: checkout date
// use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
parameters.putString("fb_checkout_date", "2018-04-05");

// RECOMMENDED: city, don't use abbreviations
parameters.putString("fb_city", "New York");

// RECOMMENDED: region, don't use abbreviations
parameters.putString("fb_region", "New York");

// RECOMMENDED: country
parameters.putString("fb_country", "United States");

// RECOMMENDED: number of adults
parameters.putInt("fb_num_adults", 1);

// RECOMMENDED: number of children
parameters.putInt("fb_num_children", 0);

// Fire the 'InitiateCheckout' event when the user enters the payment screen
logger.logEvent(
  AppEventsConstants.EVENT_NAME_INITIATED_CHECKOUT,
  parameters
);

Purchase Android Event

// total value of booking
double purchaseAmount = BigDecimal.valueOf(1200);

// REQUIRED: currency of booking
String currency = Currency.getInstance("USD");

Bundle parameters = new Bundle();
// IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

// REQUIRED: DO NOT change this, must be set to 'hotel'
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_TYPE, "hotel");

// REQUIRED: content id of hotel that was booked
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_ID, "123");

// HIGHLY RECOMMENDED: checkin date
// Allows you to target people based on their travel dates (using a booking window)
// Improves the landing experience with travel dates filled in (using template tags)
// use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
parameters.putString("fb_checkin_date", "2018-04-01");

// HIGHLY RECOMMENDED: checkout date
// use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
parameters.putString("fb_checkout_date", "2018-04-05");

// RECOMMENDED: city, don't use abbreviations
parameters.putString("fb_city", "New York");

// RECOMMENDED: region, don't use abbreviations
parameters.putString("fb_region", "New York");

// RECOMMENDED: country
parameters.putString("fb_country", "United States");

// RECOMMENDED: number of adults
parameters.putInt("fb_num_adults", 1);

// RECOMMENDED: number of children
parameters.putInt("fb_num_children", 0);

// Use the built-in SDK method when the booking is confirmed
logger.logPurchase(
  purchaseAmount,
  currency,
  parameters
);

Mobile App Events for iOS

This guide assumes you already have the Facebook SDK implemented in your iOS mobile app. If not, see iOS SDK. If you use a measurement partner, make sure they pass the required events to Facebook.

Search iOS Event

// Fire the 'Search' event on the search results page  
[FBSDKAppEvents logEvent:FBSDKAppEventNameSearched

  // IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY
  parameters:@{

    // REQUIRED: DO NOT change this, must be set to 'hotel'
    FBSDKAppEventParameterNameContentType : @"hotel",

    // RECOMMENDED: content ids - include eg top 5 search results
    FBSDKAppEventParameterNameContentID : @"[\"123\", \"234\", \"345\", \"456\", \"567\"]",

    // HIGHLY RECOMMENDED: checkin date
    // Allows you to target people based on their travel dates (using a booking window)
    // Improves the landing experience with travel dates filled in (using template tags)
    // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
    @"fb_checkin_date" : @"2018-04-01",

    // HIGHLY RECOMMENDED: checkout date
    // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
    @"fb_checkout_date" : @"2018-04-15",

    // REQUIRED: city, don't use abbreviations
    @"fb_city" : @"New York",

    // REQUIRED: region, don't use abbreviations
    @"fb_region" : @"New York",

    // REQUIRED: country, don't use abbreviations
    @"fb_country" : @"US",

    // RECOMMENDED: number of adults
    @"fb_num_adults" : 1,

    // RECOMMENDED: number of children
    @"fb_num_children" : 0
  }
];

ViewContent iOS Event

// Fire the 'ViewContent' event on the hotel details page
[FBSDKAppEvents logEvent:FBSDKAppEventNameViewedContent

  // IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY
  parameters:@{

    // REQUIRED: DO NOT change this, must be set to 'hotel'
    FBSDKAppEventParameterNameContentType : @"hotel",

    // REQUIRED: content id of hotel that is shown
    FBSDKAppEventParameterNameContentID : @"123",

    // HIGHLY RECOMMENDED: checkin date
    // Allows you to target people based on their travel dates (using a booking window)
    // Improves the landing experience with travel dates filled in (using template tags)
    // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
    @"fb_checkin_date" : @"2018-04-01",

    // HIGHLY RECOMMENDED: checkout date
    // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
    @"fb_checkout_date" : @"2018-04-15",

    // RECOMMENDED: city, don't use abbreviations
    @"fb_city" : @"New York",

    // RECOMMENDED: region, don't use abbreviations
    @"fb_region" : @"New York",

    // RECOMMENDED: country, don't use abbreviations
    @"fb_country" : @"US",

    // RECOMMENDED: number of adults
    @"fb_num_adults" : 1,

    // RECOMMENDED: number of children
    @"fb_num_children" : 0
  }

InitiateCheckout iOS Event

// Fire the 'InitiateCheckout' event when the user enters the payment screen
[FBSDKAppEvents logEvent:FBSDKAppEventNameInitiatedCheckout

  // IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY
  parameters:@{

    // REQUIRED: DO NOT change this, must be set to 'hotel'
    FBSDKAppEventParameterNameContentType : @"hotel",

    // REQUIRED: content id of hotel that is shown
    FBSDKAppEventParameterNameContentID : @"123",

    // HIGHLY RECOMMENDED: checkin date
    // Allows you to target people based on their travel dates (using a booking window)
    // Improves the landing experience with travel dates filled in (using template tags)
    // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
    @"fb_checkin_date" : @"2018-04-01",

    // HIGHLY RECOMMENDED: checkout date
    // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
    @"fb_checkout_date" : @"2018-04-15",

    // RECOMMENDED: city, don't use abbreviations
    @"fb_city" : @"New York",

    // RECOMMENDED: region, don't use abbreviations
    @"fb_region" : @"New York",

    // RECOMMENDED: country, don't use abbreviations
    @"fb_country" : @"US",

    // RECOMMENDED: number of adults
    @"fb_num_adults" : 1,

    // RECOMMENDED: number of children
    @"fb_num_children" : 0
  }

Purchase iOS Event

// Fire the 'Purchase' event when the booking is confirmed

// total value of booking
[FBSDKAppEvents logPurchase:1200 

  // currency of booking
  currency:@"USD"

  // IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY
  parameters:@{

    // REQUIRED: DO NOT change this, must be set to 'hotel'
    FBSDKAppEventParameterNameContentType : @"hotel",

    // REQUIRED: content id of hotel that is shown
    FBSDKAppEventParameterNameContentID : @"123",

    // HIGHLY RECOMMENDED: checkin date
    // Allows you to target people based on their travel dates (using a booking window)
    // Improves the landing experience with travel dates filled in (using template tags)
    // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
    @"fb_checkin_date" : @"2018-04-01",

    // HIGHLY RECOMMENDED: checkout date
    // use YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD or YYYY-MM-DDThh:mm:ssTZD
    @"fb_checkout_date" : @"2018-04-15",

    // RECOMMENDED: city, don't use abbreviations
    @"fb_city" : @"New York",

    // RECOMMENDED: region, don't use abbreviations
    @"fb_region" : @"New York",

    // RECOMMENDED: country, don't use abbreviations
    @"fb_country" : @"US",

    // RECOMMENDED: number of adults
    @"fb_num_adults" : 1,

    // RECOMMENDED: number of children
    @"fb_num_children" : 0
  }

Event Parameters Details

On mobile, the parameter names are different than for Facebook Pixel. Often prepended by fb_, with a few exceptions, such as content_ids versus fb_content_id, value versus _valueToSum.

When you send multiple values, for example with content_ids or content_type provide a JSON encoded array of values: '["value1", "value2"]'. Do not concatenate values with a comma.

Parameter Name and TypeDescription

checkin_date (pixel)

fb_checkin_date (app)

type: string

Highly recommended.

The date the user is wanting to check-in to the hotel in the hotel's time-zone. We accept dates in YYYYMMDD, YYYY-MM-DD, YYYY-MM-DDThh:mmTZD and YYYY-MM-DDThh:mm:ssTZD. When provided, you can use this in the ad using template tags and target people based on their travel dates using booking window in your audiences.

Examples:

  • 20180623
  • 2018-06-23
  • 2017-06-23T15:30GMT
  • 2017-06-23T15:30:00GMT

checkout_date (pixel)

fb_checkout_date (app)

type: string

Highly recommended.

The date the user is wanting to check-out from the hotel in the hotel's time-zone. We accept the same date formats as listed for checkin_date. When provided, you can use this in the ad using template tags and target people based on their travel dates using booking window in your audiences.

content_ids (pixel)

fb_content_id (app)

type: string or string[]

Recommended for search, Required for all others.

Any relevant ID(s) as listed in your travel catalog, e.g. for ViewContent event you might send the ID of the item presented, or for Search event you might send an array of IDs for the top search results.

Examples:

  • "1234"
  • '["1234", "2345", "3456"]'

content_type (pixel)

fb_content_type (app)

type: string or string[]

Required.

Must be hotel.

city (pixel)

fb_city (app)

type: string

Required for search.

Provide the city of the location from user intent.

Example: Auckland.

region (pixel)

fb_region (app)

type: string

Required for search.

Provide the state/district/region of the location from user intent.

Example: Manhattan

country (pixel)

fb_country (app)

type: string

Required for search.

Provide the country of the location from user intent.

Example: New Zealand

value (pixel)

_valueToSum (app)

type: float

Required for purchase.

A total price of the booking (a number that quantifies the value of this event to the advertiser).

Example: 155

currency (pixel)

fb_currency (app)

type: string

Required for purchase.

Currency for the value. Specified using ISO 4217 currency format.

Example: USD

destination_ids (pixel)

fb_destination_ids (app)

type: string or string[]

If you have a destination catalog, you can associate one or more destinations in your destination catalog with a specific hotel event. For instance, a particular hotel may be linked to a nearby museum and a nearby beach, both of which are destinations in the destination catalog.

Example: '["dest2", "dest5", "dest8"]'

hotel_score (pixel)

fb_hotel_score (app)

type: float

An indicator representing the relative value of this hotel to the advertiser compared to its other hotels.

Example: 3

num_adults (pixel)

fb_num_adults (app)

type: string

Number of adults that will be staying. When provided, you can use these in the ad through template tags.

Example: 2.

num_children (pixel)

fb_num_children (app)

type: int

Number of children that will be staying. When provided, you can use these in the ad through template tags.

Example: 2.

preferred_neighborhoods (pixel)

fb_preferred_neighborhoods (app)

type: string[]

A list of preferred neighborhoods that a user is filtering for.

Example: '["Brooklyn", "Manhattan"]'

preferred_price_range (pixel)

fb_preferred_price_range (app)

type: [int (min), int (max)]

A tuple of minimum and maximum room rates that a user is filtering for.

Example [100, 150]

preferred_star_ratings (pixel)

fb_preferred_star_ratings (app)

type: [int (min), int (max)]

A tuple of minimum and maximum hotel star rating that a user is filtering for.

Example [100, 150]

suggested_hotels (pixel)

fb_suggested_hotels (app)

type: string[]

A list of IDs representing hotel suggestions for this user. This parameter is not applicable for the Search event.

Example: '["1234", "2345", "3456"]'

user_score (pixel)

fb_user_score (app)

type: float

An indicator representing the relative value of this user to the advertiser.

Example: 50