Subscription Lifecycle Events

The customer decision journey is longer for subscriptions. 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 drive better decision making.

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

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

In this page, you find:

Server-Side API: DocumentationUsing the APIParameters

Prerequisite

In order to match post-conversion events to initial standard events, advertisers need to specify subscription_id on pixel when passing Subscribe, StartTrial. The subscription_id is used to link events related to the same subscription.

    fbq('track', 'Subscribe', {
     subscription_id: 'anid1234'
     value: 988,
     currency: 'USD',
    });
  

Required Parameters

In user_data parameters, you must provide a subscription_id to link events related to the same subscription. The information should be hashed with SHA256 and UTF-8 encoding.

Name Description

subscription_id

type: String

The subscription ID for the user in this transaction. This is similar to the order ID for an individual product.

Example: anid1234.

For RecurringSubscriptionPayment, provide value and currency in custom_data:

Name Description

value

type: Float

A numeric value associated with this event. This could be a monetary value or a value in some other metric.

Example: 142.54.

currency

type: String

The currency for the value specified if applicable. Currency must be a valid ISO 4217 three digit currency code.

Example: USD.

{ "data": [ { "event_name": "RecurringSubscriptionPayment", "event_time": 1571270003, "event_id": "event.id.123", "opt_out": false, "custom_data": { "value": 100.2, "currency": "USD" }, "user_data": { "em": "309a0a5c3e211326ae75ca18196d301a9bdbd1a882a4d2569511033da23f0abd", "subscription_id": "a665a45920422f9d417e4867efdc4fb8a04a1f3fff1fa07e998e86f7f7a27ae3" } }, { "event_name": "CancelSubscription", "event_time": 1571270003, "event_id": "event.id.123", "opt_out": false, "user_data": { "em": "309a0a5c3e211326ae75ca18196d301a9bdbd1a882a4d2569511033da23f0abd", "subscription_id": "a665a45920422f9d417e4867efdc4fb8a04a1f3fff1fa07e998e86f7f7a27ae3" } } ] }

Cancel and Reactivate Subscriptions

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

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

Reporting Metrics

We offer the following metrics 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.

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